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Boost organic leads with content marketing and spa SEO

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Build an organic lead machine with our spa SEO content marketing program — rank higher on Google, post more on social and stay top of mind on email.

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Why spas and med spas need content marketing

More often than not, the search for a local spa happens on a search engine, like Google or Bing. Since most people don’t look past the first few search results, let alone the first page, you need to outrank your competitors if you want them to choose you.

People actively searching for the spa services you offer are some of the best spa leads you could ask for. To get in front of them, you need a cohesive spa SEO and content marketing strategy.

Spa SEO and content marketing work hand in hand to help you rank higher on search engines and get found by people in your community looking for spa services. Content marketing can also help you gain trust, demonstrate your expertise and more.

We can help you master content marketing

6 benefits of content marketing for spas

1. Get found on search engines

When someone needs a massage, facial or waxing service, the first place they go to look for a spa is often a search engine, like Google or Bing. With the right Spa SEO and content marketing strategy, you can rank on top of the search results and get found on popular search engines.

2. Drive low-cost, high-quality leads

People who are actively searching for your spa services on Google or Bing are highly likely to convert into paying clients for your spa. Best of all, every organic click is free. Spa SEO and content marketing can help you outrank your competitors on search engines and get in front of these low-cost, high-quality leads.

3. Become a thought leader

Spa professionals not only need to be able to carry out spa services with precision, but also recommend services to clients based on things like skin type, pain points or goals. That requires expertise and experience. Through content marketing, you can demonstrate your expertise and become a thought leader in your industry.

4. Build trust and credibility

Your clients need to be able to trust you with their skin care and relaxation needs. That often takes a lot of trust. If people can’t trust you, they won’t book an appointment. Luckily, producing valuable, high-quality content for your blog, social media profiles and beyond can help you build trust and credibility with prospective clients.

5. Educate and inform your patients

What’s the best facial to help with aging skin? How do you prepare your skin for waxing? What are the telltale signs that you need a massage? People have many different questions relevant to spa services. Through content marketing, you can educate and inform your clients to help them make the most of your services.

6. Control the conversation

From reviews about your spa to Facebook comments, much of what is said about your spa online is largely out of your control. That can be frustrating. The good news is that you can take back that control with content marketing. By creating your own blogs, social media posts and beyond, you gain more control over the conversation about your spa.


How to find the right keywords for your spa

There’s nothing more important to your organic success than keyword research. In fact, keyword research is the foundation of your strategy. Choosing the wrong keywords can impact everything from your organic visibility to the quality of your leads.

Not sure how to find the right keywords for your spa SEO and content marketing strategy? Start by putting yourself in clients’ shoes and thinking about the search terms you would use to find your spa or services online.

Once you've identified a few potential keywords, it's time to start creating content around those keywords and using them to optimize your spa website.

Best content marketing types for spas

Blog articles and website content

Your spa’s SEO and content marketing strategy should include multiple channels, from social media to email marketing. But, the best place for it to start is right on your spa website. Creating professionally written, keyword-rich content for your website can help increase your conversion rate and organic rankings.

Social media posts

Since people spend the majority of their time online on social media platforms, it’s something every spa should be using to grow their business. But, it’s not enough to just have a Facebook page. Your spa needs an active presence on social media. That requires regular social media posts on all of the popular platforms.

Email campaigns

Email marketing can be beneficial for spas and med spas in many ways. With effective email content, spas can nurture leads into paying clients, reduce no-shows and send out appointment reminders, request valuable feedback and get five-star reviews, stay top of mind with existing clients and so much more.


Text-based forms of content are primarily what most people think of when they think about spa content marketing, but it’s far from the only type of content your spa should be using. Videos are a powerful form of content marketing for spas because they are engaging and memorable. Videos can also help you rank higher on search engines and stand out on social media.


From the benefits of different types of massage to debunking the myths about anti-aging skin care treatments, there are many complex topics your spa could cover. A great way to break these topics down is by using an infographic. And, the best part is that you can use your infographics on your website, social media profiles and beyond.

Press releases

Have you recently expanded your spa services to include Botox injections or massage? Did you win a Top Rated Local® award for being a high-ranking business in your state? Have you moved to a new location? Whatever the news, the best way to share newsworthy updates about your spa with a press release.


How to write blogs for your spa website

Pick a catchy headline

The first step to writing a great blog is to choose the right headline. It’s the first thing your readers see, and if it’s not up to par, they won’t stick around to read your blog. Make sure that you choose a headline that’s short, to the point and catchy enough to grab your readers’ attention and entice them to read more.

Use short, easy-to-digest sentences

It’s important to remember that most web traffic now comes from mobile devices, and your blog is no exception. On a smartphone, a long sentence or paragraph can look like a wall of text. Make your blogs more user-friendly for your mobile readers by breaking them up into short, easy-to-digest sentences.

Include images, videos or infographics

Blogs don’t have to be limited to text-based articles. In fact, you can draw your readers in much more effectively if you use visual elements, like images, videos and infographics. By using professional visual elements in your blog, you can make your blogs more engaging and convertible for your spa.

Use keyword-rich phrases

One of the biggest benefits of blogging for a spa is that it can help with search engine rankings. However, your blog can only help with spa SEO if you use the right keywords. Make it a point to use keyword-rich phrases as often as you can do so naturally in your blogs. Just avoid forcing keywords in, as it can look spammy and end up hurting your rankings.

End with a call-to-action (CTA)

The right blogs can not only help spas and med spas increase organic visibility and get in front of high-quality leads, but it can also increase conversions. But, in order for your blogs to convert, you need to tell your readers what to do next to book a service or sign up for your email newsletter. That means you need to include a clear CTA in every blog.

Blog topic ideas for spas and med spas

Answers to FAQs

What kind of treatments do spas offer? How often should you get facials? How do I choose the right spa treatment? These are just a few common questions you may hear in your spa. Your blog is a fantastic place to answer these questions one at a time. This helps you give detailed answers and provide helpful information to your readers.

Case studies and patient testimonials

Considering how intimate many spa treatments are, it takes a lot of trust to book a service with a new spa. One of the best ways to build trust with your readers and turn them into clients is by sharing case studies, before-and-after photos and client testimonials on your blog. There’s no more powerful form of marketing than success stories from real clients!

How-to guides

As a spa owner, you have a lot more knowledge about self care and skin treatments than most people. When you create how-to guides and other educational content for your blog, you not only provide valuable insight to your readers but also demonstrate your experience and expertise. That can help to set you apart.

Commentary on spa news

From the rise in vampire facials to a new Botox alternative being approved by the FDA, there are many things in the news that are relevant to spas and med spas. By sharing your expert opinion on the latest spa-related news, you not only educate your readers but also demonstrate that you're in the know about what’s going on in your industry.

Team highlights and updates

Have you recently hired a new nail technician, skin care specialist or massage therapist for your team? Has your team won a Top Rated Local® award for being a highly rated local business in your state? Have you recognized a new employee of the month? When you have team highlights and updates, your blog is a great place to share them.

Your spa’s story

People who are reading your blogs often want to know more about your spa. In at least one of your blogs, make it a point to tell your story — who you are, what you do, why you went into the business, what sets you apart from other spas in your area, etc. This is a wonderful way to make your spa more memorable with your readers.

Let us write your blogs so you can focus on serving your clients

Content marketing FAQs for spas

Why is content marketing important for spas and med spas?

There are so many reasons why content is such a critical marketing channel for spas and med spas. First, when combined with spa SEO, content marketing can help spas rank higher on search engines and get found by high-quality leads. Content marketing can also help to build brand awareness and trust, drive leads and visibility, and grow your spa business.

How often should you be blogging?

How often you should aim to publish new blogs on your spa website depends on a number of different factors, including what your content marketing goals are, who your audience is and more. However, regardless of these things, it’s important to blog on a regular basis, at least once a week.

How do you optimize your spa website for search engines?

Optimizing your website for search engines starts with doing keyword research to identify relevant keywords for your spa. From there, make it a point to use the right keywords throughout your website content, including page titles, headings, meta descriptions, alt image tags and anywhere else you can do so naturally.

How do you monitor your content marketing performance?

Like any other marketing channel, to get the most out of your spa SEO and content marketing strategy, you need to monitor your performance and make necessary adjustments. A few important KPIs (key performance indicators) to monitor include keyword rankings, website traffic, organic clicks and time on page.

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