Solo Build It! (SBI!) often is very overwhelming for the many non-technical massage therapists out there. It doesn't have to be. If you can stick with it, you will be happy you did when your website is getting you most all of your clients and also making you money while you work.
The first confusing part is using the Brainstorm it! The SBI! Action Guide on Day 3 says "Find and Develop your best site concept". Here is the crucial step for massage therapists:
You already have a site concept: Your massage therapy business.
The reason for doing the keyword research is to mainly hone your business presentation for your website and to choose a good domain name.
You have to really start thinking about "What solution do you provide"?
What is it that sets you apart from all of the other massage/spa/clinics that are all around you?
Do you focus on relaxation and spa treatments?
Do you focus on pain and injury treatments?
Just start with Brainstorming a few keywords like:
The Brainstormit! keyword research tool will most likely not show you very good results! Don't worry!
I would say just skip day 3 and 4 in the action guide or just play with the tools to see how they work and use it to generate ideas on what pages you will need to write and learn how to use the tools.
Days 3 and 4 of the action guide are about brainstorming profitable topics and planning the pages of your website. You can read through this and start thinking about it and do some planning, but I recommend just breezing through this and come back to it later. You really are probably wanting to get your massage business website up and running to get you more clients. This is going against all of the SBI! recommendations. The reason I am saying this is that the main focus is really getting clients and making extra income is usually a secondary thing for massage therapists.
This is one of the main reasons for doing the keyword research with the Brainstormit! tool. Day 5 of the Solo Build It! Action guide is all about choosing the best domain name. The top level domains that include the words 'massage and your city' are usually taken meaning you really have to get creative with your domain.
The best domain will tell people directly what you do just by reading the words in the domain itself.
Your domain can also reflect your personality or the focus of your business.
Day 5 will help you understand the difference between your Unique Selling Proposition (USP) and your Valuable PREselling Proposition (VPP). A unique selling proposition (USP) refers to the unique benefit exhibited by a company, service, product or brand that enables it to stand out from competitors. The unique selling proposition must be a feature that highlights product benefits that are meaningful to consumers. Your features/benefits are explained in the content you write for the website. What solution do you provide? What 'pain' does it cure?
So your USP must convince your visitors that you are it and they will book right away. People don't care about benefits - they care about what is in it for THEM! You will learn to write in a way that tells them directly. The best way to find your USP is to write down a list of benefits which in massage therapy is really the expected or perceived clinical outcomes for a session - not the typical benefits of massage list that says increases circulation and all that. Your benefits of massage are:
You will want to use your VPP for possible domain names. Your VPP is what makes you different from all of the rest!
A unique value proposition should answer the questions: "Why should I buy this product or service?"as well as "Why should I do anything at all". It is a clear and specific statement about the tangible benefits of an offering. It will also tell your unique way of offering this service/product....what is it that separates you from everyone else?
Many will reply nothing or not much...but that is your inner critic talking. The one who doesn't want you to succeed and has been around for awhile. What separates YOU from everyone else is that you ARE the expert on what YOU do - whatever type of massage therapy you give. Even if you are just right out of massage school, you have a uniqueness. It may not be skill or techniques so you will have to spin the idea around for awhile. What sets you apart from everyone else is your unique personality. Your website needs to show that.
A website will show your personality by the unique design and layout of the site plus your unique voice - through content, videos, photos and social media follow up. You can develop your unique style also by knowing who your target audience is and what they want.
I am sure right now you are saying "I can't do that" or "I can't write like that"....Oh but you can. It is just a learning process. Solo Build It! also has many tools like a whole ebook on it - Make Your Content Presell and tons of articles on this and friendly forums to ask for help and feedback.
You can do that! It is just practicing and learning and doing...then looking at your results and learning to do it better.