Case study: ZK Massage Therapy
This is how we created a website, and implemented an SEO strategy help ZK Massage Therapy 9x their revenue by getting 100 bookings from organic search in 5 months.
Client Overview
ZK Massage Therapy is a massage therapist based in the Wirral, UK, offering a range of services including sports massage, relaxation massage, and deep tissue treatments. Despite having an excellent reputation locally, they were struggling to attract new customers online and gain visibility in a competitive market.
Challenge
When ZK Massage Therapy approached us, they had a relatively new business and didn’t yet have a website set up. They got most customer through word of mouth and their Instagram page. Therefore, we were working with a brand-new domain (0 Domain Rating), meaning they had no previous online presence or authority.
They needed a solution that could help them:
- Become visible in local search results.
- Attract local customers who were actively searching for massage services in the Wirral area.
- Generate bookings and revenue through their website.
Solution
We built a website and implemented a local SEO campaign. Here’s a breakdown of what we did.
Website design
We designed and developed a user-friendly, mobile-optimised website that aligned with the client’s brand. The website was built to be easily navigable, with clear service pages and a strong call to action (book a massage).
We needed to ensure the website was easy to use as it difficult to generate lots of traffic when starting with a brand new domain name. Therefore, every visitor counts, so we needed as high of a conversion rate as possible.
Website content
A key component of the website’s success was the SEO-optimised copy that not only targeted important keywords but also encouraged visitors to take action specifically, to book a massage. Here’s how we approached this:
Keyword Integration:
We carefully researched the most relevant and high-traffic keywords for the business, including location-specific terms like “massage Wirral” and “sports massage Wirral.” These keywords were strategically integrated into:- Headings (H1, H2, etc.)
- Meta descriptions
- Service pages and landing pages
- Image alt texts
This ensured the website would rank well for local searches, helping it appear in front of potential customers actively looking for services in the area.
Engaging and Persuasive Content:
While SEO is important for search rankings, engaging and persuasive content is critical for conversion. We wrote copy that not only appealed to search engines but also to the visitors, ensuring it was:- Clear and concise: The messaging was easy to understand, providing visitors with the information they needed quickly and efficiently.
- Customer-focused: The copy highlighted the benefits of each service, addressing pain points and explaining how the services could solve those problems. For example, in the sports massage section, we emphasised relief from muscle pain, improved mobility, and recovery.
- Call to Action (CTA): Every page had a strong call to action, encouraging visitors to book an appointment. These CTAs were designed to be both actionable and persuasive, such as “Book your relaxation massage today and feel stress-free tomorrow!” or “Relieve your muscle tension now schedule your sports massage in Wirral!”
Balancing SEO and Persuasion:
We ensured that the SEO efforts didn’t overshadow the sales persuasion aspects of the copy. While it was crucial to use keywords, we also made sure the content was written in a way that resonated with potential clients. The tone was friendly, approachable, and most importantly, trust-building. Visitors could easily see that the therapist was an expert in their field and that the services would provide genuine value.
By combining SEO-focused copywriting with a persuasive tone, we ensured that the website not only ranked well but also converted visitors into customers.
Location-Specific Content:
To help the client rank for local search queries, we created location-specific content targeting the Wirral area. This included strategically integrating keywords like “massage Wirral” and “sports massage Wirral” into the website’s content, blog posts, and service pages. This ensured that the business would appear in relevant local searches for potential customers.
On-Page SEO:
Every page of the website was optimised for both user experience and search engines. This included:
- Keyword optimisation in titles, headers, and meta descriptions.
- Optimising images with alt text.
- Ensuring fast loading times and a mobile-responsive design.
Google My Business (GMB) Optimisation:
We fully optimised the client’s Google My Business (GMB) listing, ensuring that it appeared prominently in Google’s local search results and Google Maps. This involved:
- Ensuring accurate business information (address, phone number, opening hours).
- Selecting the appropriate business categories.
- Adding high-quality images of the business.
- Posting regular updates and offers to keep the listing fresh and engaging.
Encouraging Customer Reviews:
To increase the client’s local reputation and improve rankings, we encouraged satisfied customers to leave positive reviews on the GMB listing. These reviews not only helped boost trust with new potential clients but also contributed to higher rankings in local search results.
Ongoing SEO and Content Strategy:
Since the website went live in November, we have continued to implement ongoing SEO improvements. This includes creating new content, updating existing pages, and further optimising the website for local search terms. The combination of consistent effort and strategic content updates ensured that the website stayed competitive in search rankings.
Results
The impact of the website and SEO strategy was significant:
- 2300 Visitors: In just a few months, the website received 2300 visitors, even though it was a brand-new domain with zero domain authority (DR).
- 103 Booking Conversions: More importantly, the website generated 103 successful booking conversions, directly translating into new clients and increased revenue for the business. These 103 bookings were generated in the same time frame that their previously most lucrative channel (social media) drove 11 bookings.