I recently had the pleasure of joining Mindy Totten on the “Do It With Intention | Business & Marketing for Massage and Bodywork Therapists” podcast to talk about something I’m deeply passionate about — creating magnetic massage therapy branding that effortlessly attracts premium clients. Our episode, “Creating an Authentic Brand that Reflects your Values with Hannah Van Woert,” released on March 18, 2025, dives into how service-based entrepreneurs can develop brands that truly resonate with their ideal clients.
Watch the Full Episode
Prefer to listen on your favorite platform? Access the episode on Spotify or Apple Podcasts.
The Journey from Corporate Designer to Heart-Led Brand Strategist
When Mindy asked me about my background, I shared my journey from being an Amazon Senior Art Director to founding Meteor Street Studio. Working for a corporate giant taught me invaluable lessons about strategic design and branding psychology, but something was missing. I found myself longing for more creative freedom and deeper client connections.
“I realized there had to be a way that was more fulfilling for me to utilize my talents on my own terms, which eventually led me to founding my own brand studio for heart-led small businesses, and not for the big boys.”
This transition allowed me to make a more meaningful impact by working one-on-one with passionate entrepreneurs. Sound familiar? Many bodyworkers and wellness practitioners share a similar path — leaving larger organizations to create businesses that better align with their values and vision.
What Branding Really Means (Hint: It’s Not Just Your Logo)
One of the most important points I emphasized during our conversation is that massage therapy branding is about so much more than just visuals. As I explained to Mindy:
“Your brand is simply the feeling that people get when they’re interacting with your business.”
For service providers like massage therapists and bodyworkers, your brand exists in:
- How you communicate with clients
- Your treatment room environment
- Your booking process
- Your session style and approach
- The follow-up experience
The logo, colors, and fonts are just the visual representation of these experiences. They’re important, but they’re only part of the story.
The #1 Website Mistake Most Massage Therapists Make
During the podcast, Mindy and I discussed the most common mistake I see on massage therapists’ websites: making it all about themselves instead of their clients.
Your website is not a resume.
When potential clients visit your site, they’re looking for answers to two questions:
- Can I get what I need here?
- Will this person provide it for me?
Yet so many practitioners fill their websites with certifications, techniques, and training background. While your expertise matters, it should be framed in terms of how it helps your clients achieve the results they’re seeking.
Your homepage should lead with client pain points and include a clear call-to-action (like a “Book Now” button) that appears multiple times as visitors scroll. This makes it easy for interested prospects to take the next step.
Making Your Massage Therapy Branding Stand Out
When Mindy asked how bodyworkers can stand out in a crowded market where everyone has good reviews, I emphasized the importance of specificity and authentic connection.
If you try to appeal to everyone, you’ll end up connecting with no one.
The practitioners who attract their ideal clients have websites that immediately communicate:
- Who they help (their specific niche)
- How they help them (their unique approach)
- What transformation they provide (the results)
For example, if you specialize in prenatal massage, your website should feature soothing imagery of pregnant women and testimonials from mothers-to-be who’ve experienced relief from your services. This creates an immediate energetic impression that resonates with your ideal clients.
Show Your Face (Yes, Really!)
Another topic Mindy and I discussed was the reluctance many practitioners have about showing their faces online. I understand this hesitation — it can feel like self-promotion or “showing off.”
But here’s the truth: bodywork is an intimate service. Your clients need to feel safe with you before they ever walk through your door. Showing your genuine self online is the first step in creating that safe space.
This doesn’t mean plastering your website with glamour shots. A few authentic photos of you in your treatment room, working with clients (with permission), or simply smiling in a way that reflects your personality can make a world of difference.
As I told Mindy: “It’s not about promoting yourself. It’s about making it easier for people who need the healing to find you.”
How to Choose a Web Designer (Without Disaster Striking)
Mindy shared that she’s encountered many bodyworkers who’ve had terrible experiences with web designers — from being ghosted to receiving websites they hate. If you’re considering hiring professional help, here are the three essential factors I recommend looking for:
- Get on a call first. Most legitimate designers offer a free discovery call. Use this time to gauge whether they understand the unique nature of bodywork and wellness businesses.
- Ensure they understand strategy, not just aesthetics. Your designer should know how to structure a website that converts visitors into clients, not just make things pretty.
- Insist on a contract. Professional designers always use contracts that outline the scope, timeline, deliverables, and payment terms. This protects both parties and is a sign of business maturity.
Your Next Steps: The Magnetic Brand Audit
If you’re wondering whether your current massage therapy branding and website are effectively attracting your ideal clients, I’ve created a free resource just for you.
The Magnetic Presence Quiz takes just three minutes to complete and reveals why your expertise might not be translating into premium opportunities or ideal clients. After completing the quiz, you’ll receive a personalized blueprint based on where you are in your brand journey, including quick wins you can implement immediately.
And because I so enjoyed speaking with Mindy’s community, I’m offering 20% off my Massage Therapist & Bodyworker Website Template when you use code “INTENTION” at checkout.
The Transformation You Deserve
Like bodywork itself, your brand is a reflection of your commitment to transformation. It should work as hard as you do to attract the right clients and communicate your unique value.
Whether you’re just starting your business journey or looking to elevate an established practice, remember that you already have a brand — it’s just a question of whether it’s working for you or not.
I’d love to hear your thoughts on this topic! Have you struggled with expressing your unique approach through your brand? What changes have made the biggest impact on attracting your ideal clients? Share in the comments below.
Ready to create a brand that magnetically attracts premium clients? Take the free Magnetic Presense Quiz to discover your next strategic steps or browse my collection of Showit website templates designed specifically for service-based businesses.
For more insights on building a thriving bodywork practice, check out the full episode of “Creating an authentic brand that reflects your values” on the Do It With Intention Podcast with Mindy Totten.
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