What should a massage therapist website include?

Booking a massage with someone new means undressing in a room with a stranger. That is the actual decision, and most massage websites ignore it entirely in favour of a stock photo of hot stones.

Eight things belong on the site:

• Modalities with plain descriptions. Describe what a session is like rather than what it treats. "Slower, more focused pressure on specific areas" describes the experience without making a health claim.
• Session lengths and prices. The most looked-for information on any massage site and missing from a startling number of them.
• Your license type and number, near the top. This separates a licensed professional from the businesses that have made some clients wary of the category.
• Real photos of your actual room. Your table, your entrance, your waiting area. A first-timer is trying to picture where they are going.
• A full description of a first session. Arrival time, intake, clothing and draping, whether you talk, what to do afterward. Every one is a question people are too embarrassed to ask.
• Exact location, parking and entry. Which door, where to park, whether to wait or knock.
• Online booking with real availability.
• Your cancellation policy, stated plainly and warmly.