We hear from SpaBoom customers that writing web content can be a challenge. It is not surprising, writing effective web content is a unique marketing medium, much different than writing a brochure for your spa.

At SpaBoom, we thought it might help to answer some of your most vexing web content challenges. What do you want to know about writing effective web content for your spa?

I am constantly inspired by the stories I hear from our spa customers. Their unique passions and hard work for what they do is exceptional. That passion and inspiration along with a firm hold on its value to customers is a key piece in developing effective web content.

All the information you need to write effective content for your spa is out there, it is a matter of extracting and organizing it in a way that helps your customers.

We want to hear from you and will post our answers in a timely manner.

4 Responses...

1. christy says:

   September 11, 2008 at 3:33 pm

   I would like to know how to write content that effectively converts visitors to clients. Thank you!
2. tricia says:

   September 12, 2008 at 9:44 pm

   I would also like to know how to effectively convert visitors into clients. I have visitors to my website daily, but the visitors don't seem to go past my Home page. Can you please help me?
3. Janet Sanders says:

   September 13, 2008 at 8:34 am

   I think if you write "in the moment" type of content you are more able to convert visitors into customers. Some websites read as if they are bigger than they are — and then when a customers visits and sees you only have 2 rooms and no nail tech they feel cheated. Stock photography can get you into trouble too if people see glossy perfect pictures of a modern salon and then when they visit you — the style is more like old home renovated, but cute. It's a good idea to be true to who you are and somehow convey that on your site. I spent $1,200 having professional pictures taken at our spa and I mix those up with some of the SpaBoom pictures and it works well. People can see the actual place they are visiting. Content wise — by changing your site often and having "fall talk" versus "summer specials" talk — customers see you are actually taking care of the website and coming up with specials that are pertinent to the season — they like that — they feel you are thinking about them and creating specials they need now. I am bad about email marketing and need to address that real soon! That is my challenge… I know others are doing it successfully!!!
4. Spa Kat says:

   September 16, 2008 at 10:42 am

   Thank you for the great questions about writing effective content. We asked you to tell us about your website content challenges. It is our goal to provide as much guidance and service as possible. Keep the questions coming!

   Christy Says:

   I would like to know how to write content that effectively converts visitors to clients. Thank you!

   Tricia Says:

   I would also like to know how to effectively convert visitors into clients. I have visitors to my website daily, but the visitors don't seem to go past my Home page. Can you please help me?

   Writing effective content then means that it compels a customer to ACT, to respond to a promotional offer or make a instant gift certificate purchase online.

   Customers search the web to search for information and to make purchases. Website content must provide that value to customers.

   What are spa customers looking for when they land on a spa website?

   • Information on the spa, including a list of treatments and services.
   • A way to differentiate your spa from the rest. There is something about your spa that separates you from the competition, so let customers know what it is right away.
   • Customer reviews. This is becoming increasingly important tool in customer purchase decisions. Make sure you have a way for customers to gage your products and services.
   • An easy way to make a gift certificate purchase.
   • A promotional offer that compels the customer to pick up the phone and make a reservation.
   • Map and clear driving directions.
   • Contact information: phone number and email.
   • How you write website content is very important. Here are a few tips:
   • Keep important information at the top of the page they will scan it first.
   • Viewers will scan, not read web content so make it streamlined.
   • Keep paragraphs short, concentrate on one idea.
   • Use bullets to keep information clear and concise.
   • Use Headers and sub-headers to get an idea across to the customer.
   • Highlight important information, only use underline when linking.
   • If you have a lot to say, keep it high level and add a link to a page that goes into more detail.
   • Use an active voice when writing; leave the passive voice for the personnel manual.
   • Keep wording simple and straightforward. If it is too complex customers tend to shut down and leave your site.
   • Make all awards, distinctions and associations visible to customers; it adds credibility and makes customers feel like they are making good purchase decisions.
   • Optimize your website to make sure your customers see the spa website. See my previous post.