Massage therapist websites: describing sessions and first visits

People booking a massage for the first time often have small, private worries they never say out loud: what do I wear, will I be uncomfortable, what if the pressure is too much, what is the difference between deep tissue and Swedish? A massage therapist website that explains sessions and the first visit plainly answers those questions before they become reasons not to book. This guide covers how to describe each kind of session, how to write a first-visit page, and how intake forms and booking fit in.

Describe each session by what the client feels

Modality names mean little to most clients. Under each name, write what the session feels like and who usually books it. Some examples to rewrite in your own words:

Swedish or relaxation massage. Long, flowing strokes with light to medium pressure. Good for a first massage, for stress, or for anyone who wants to unwind.

Deep tissue massage. Slower, firmer pressure focused on specific areas that feel tight, such as the neck, shoulders or lower back. It can feel intense in places; you can always ask for less pressure.

Sports massage. Work focused on the muscles you use most in your sport or training, before or after events, or during a training season.

Prenatal massage. For pregnant clients, with special positioning and pillows for comfort. Add the stage of pregnancy you work with and whether you ask clients to check with their doctor or midwife first.

Myofascial release. Slow, sustained pressure on connective tissue. Often feels gentle but deep.

Trigger point work. Pressure on specific tight spots that may feel tender, held until they ease.

Hot stone massage. Smooth, warm stones used with massage strokes. Relaxing and warming.

Lymphatic drainage. Very light, rhythmic strokes. If you offer it after surgery, say what training you have and that you ask for the client's surgeon's clearance.

Only list what you really offer, and keep each to two or three lines. Avoid medical claims: say what clients commonly come in for, such as "tight shoulders from desk work", not what the massage will cure. The FTC expects health claims in advertising to be backed by evidence, and many state boards limit what massage therapists may claim; see ftc.gov and your state board for the rules.

A "your first visit" page, step by step

This page is the one that turns a hesitant visitor into a booked client. Walk them through the visit in order:

Before you arrive. Fill in the intake form online. Avoid a heavy meal right before. Arrive a few minutes early for a first session.
When you arrive. Where to park, which door to use, whether there is a waiting area, whether you will greet them yourself.
A short conversation. We talk about what you would like help with, any injuries or health conditions, areas to focus on and areas to avoid.
Getting ready. I leave the room while you undress to your level of comfort and lie under the sheet. Many clients leave underwear on; that is completely fine.
During the session. You are covered by a sheet the whole time, and only the area being worked on is uncovered. Tell me at any time if the pressure, the room temperature or anything else is not right.
After the session. I leave the room while you dress. We talk briefly about how you feel and anything I noticed. Drink some water, and expect to feel relaxed or a little tender the next day after deep work.
Payment and rebooking. How you take payment and tips, and whether they can book the next session on the spot.

Change the steps to fit your practice, and write in your own voice. "I" and "you" work well here. It makes the page feel like a conversation with the person they will meet.

Questions to answer next to the first-visit steps

A short list after the steps catches the remaining worries:

What should I wear? Anything comfortable. For chair massage or certain sessions, clients stay fully clothed.
Do I have to talk during the massage? No. Some people chat, many prefer quiet.
What if I fall asleep? Many people do, and it is fine.
Can I request a male or female therapist? If your practice has more than one therapist, say how.
I have a medical condition. Can I still book? Say which conditions you ask about on the intake form, and that you may ask for a note from their doctor for some.

The guide on how to write a frequently asked questions page has more on choosing and wording questions.

Intake forms: online, short and private

Most therapists use an intake form to learn about health conditions, injuries, medications and preferences. Online forms save time on the day. On the website:

Say that new clients receive an intake form by email after booking, or link to it.
Keep it short. Ask what you need for a safe session; skip anything you do not use.
Use a form tool designed for health information if you collect it, and explain in one line how it is stored and who sees it.
Say whether returning clients need to update it, such as once a year or after any change in health.

Privacy rules for health information depend on your practice, your state and whether you bill insurance. Many massage therapists are not covered by HIPAA, but some are. Check with your professional association or an attorney about what applies to you, and say on the site only what is true.

Licensing on the session pages

Clients often look for licensing right when they are reading about a specialty session, especially for prenatal, lymphatic or medical massage. On those service descriptions, mention your relevant training. In the footer of every page, show your credential and state license number. Many states require the license number on all advertising; check your state board's rules.

Booking that matches your descriptions

The booking step should feel like a continuation of what they just read:

Session names and lengths in the booking app match your website.
A first-time option, such as "New client: 90 minutes, includes intake", so they book the right length.
A clear cancellation policy shown at booking, not only on the website.
A confirmation that links to the first-visit page and the intake form.

Test the full path yourself: from the home page, read a session description, press Book, choose a time, and check what arrives by email. The guide on adding online booking covers choosing a tool if you do not have one yet.

What to work on next

Rewrite each session description by what the client feels and who it suits.
Write your first-visit steps in your own voice.
Add the short list of common questions.
Check your intake form: shorter, private, and linked from the confirmation email.
Book a session on your own site, start to finish, and fix anything that confused you.

For the overall set of pages, see what a massage therapist website needs. If your current site does not explain sessions this clearly, you can see your site rebuilt first and decide once you have seen it.