Starting Out
Service descriptions that turn browsers into bookings
Most service descriptions are a list of what the therapist does. The ones that convert focus on what the client gets.
The difference between 'Swedish Massage - 60 min - uses effleurage, petrissage, and tapotement to relax muscles' and 'Swedish Massage - 60 min - slow, flowing pressure that leaves you feeling like you just had a long weekend' is the difference between a browse and a booking.
Focus on the outcome, not the process
Clients don't want to know what technique you'll use. They want to know how they'll feel when they leave. Lead with the outcome, end with the process.
60-word rule
Under 60 words and you sound terse. Over 90 words and you lose attention on mobile. 60-75 is the sweet spot.
Name the problem
A service called 'Deep Tissue Massage' sells to existing fans. A service called 'Deep Tissue Massage - for shoulder tension from sitting at a desk all day' sells to the person Googling for a solution.
Frequently asked
Can I use emoji in service descriptions?
Technically yes. Stylistically no - it looks cheap on confirmation emails. Use sparingly or not at all.
Should I include price in the description?
No - BookAndGo shows price separately and prominently. Repeating it is clutter.