Massage Therapy Journal Spring 2026

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AMTA 2026 SCHOOLS SUMMIT ISSUE

Spring 2026

Keep Your Practice In Shape With • A Great Website • Tips From Your Peers New CE Face and Head Massage Techniques

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Massage Therapy Journal Vol 65. No 1 Contents

FEATURES

14 THE WHAT, WHY AND HOW OF

22 LOOKING BACK TO MOVE FORWARD: MASSAGE THERAPISTS ON WHAT THEY WOULD DO DIFFERENTLY If you’re new to the massage profession or a veteran massage therapist looking for inspiration, hear what others would tell their younger selves and learn what contributes to their own career longevity.

28 FACE AND HEAD MASSAGE TECHNIQUES New CE Learn more about how face and head massage techniques

58 MASSAGE THERAPY’S EFFECT ON SLEEP The benefits of massage for sleep go

CREATING A WEBSITE FOR YOUR MASSAGE THERAPY PRACTICE A website for your business is important. Making

beyond relaxation. By David Malone

can be integrated into your massage sessions. By Wendi White, LMT

it professional and efficient is crucial.

Photo courtesy of Mark Hanson

amtamassage.org/mtj

Unlock New Levels of Client Care

Elevate your practice by mastering the subtle art of Visceral and Neural Manipulation. The Barral Institute’s evidence-based and evidence-informed curriculum helps you go further in understanding and treating the interconnected systems of the body. Expand your therapeutic knowledge, gain confidence in your hands-on skills, and deliver outcomes that improve client health and well-being. Connect with a global network of like-minded professionals committed to advancing manual therapy standards. Learn with the Experts!

How does Visceral & Neural Manipulation help your clients? Visceral Manipulation

N eural Manipulation Neural Manipulation (NM) enhances the free movement of nerves in relation to surrounding muscles, fascia, organs, and bones. Mobilizing nerve fixations can restore proper signaling, improving function in compromised structures like muscles, organs, and fascia.

Visceral Manipulation (VM) restores harmony in the body by enhancing its natural communication and healing processes. It targets functional and structural imbalances to relieve pain, improve posture, and address issues in the musculoskeletal, vascular, nervous, and other major systems, helping the body heal and revitalize from within.

Developer Jean-Pierre Barral DO, MRO(F), RPT

❝ Visceral and Neural Manipulation with The Barral Institute have revolutionized my practice. These courses offer practical techniques and insights that enhance patient outcomes. Highly recommended. A. SMITH, LMT ❞

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Find A Class There are VM and NM classes held all around North America. Scan the QR code to locate a class in your area or contact our friendly staff via the contact details below.

866-522-7725, ext. 2 Barralinstitute.com

info@Barralinstitute.com

FEATURES 64 MASSAGE THERAPY PROVIDES GOLD MEDAL RECOVERY FOR PROFESSIONAL ATHLETES

Massage Therapy Journal ® | Official Publication of the American Massage Therapy Association ® Spring 2026 Vol 65. No 1 ISSN: 0895-0814 USPS 0010-218 Cover credit: Photo courtesy of alia.kurianova / Shutterstock.com Michelle Vallet Senior Publications Manager AMTA BOARD OF DIRECTORS (effective March 1, 2025) Rick Greely President Cindy E. Farrar Immediate Past President

Massage has been shown to help improve recovery and performance of world-class athletes.

68 A CONVERSATION WITH DR. MIRIAM KIRMAYER Learn more about what connection means, and how you can build stronger relationships,

from AMTA’s 2026 Schools Summit Keynote speaker.

Bernadette Binns Blount Director Heber J. Blackner Director Pamela M. Blazek Director Matthew Fecteau Director Donald Goodale Director Jane Horton Johnson Director Deb Kilty Director Cheryl L. Siniakin, Ph.D. Director Lee Stang Director

DEPARTMENTS

LETTER FROM THE PRESIDENT We Grow When We Put People First

SHAREABLE RESEARCH Updates in Research: Massage + Sleep

EDITORIAL REVIEW OPERATIONAL COMMITTEE Jacqueline Herbach, LMSW, LMT President, Momentum Massage, Jane Neumann, BS, LMT, NCTMB Private Practice

Fitness, & Mind New York City Steve Jurch, MA, ATC, LMT Director of Allied Health Training at the Community College of Baltimore County

AMTA Illinois Chapter Communication Chair

Jessica Libero, LMT, NCTMB Connecticut and New York Licensed Reiki Practitioner Martha Brown Menard, Ph.D., CMT

Publication Management SPARK Publications sparkpublications.com

Project Manager: Jaclyn Yepsen Creative Director: Larry Preslar

Massage Therapy Journal is published quarterly by the American Massage Therapy Association (address below). Periodicals postage paid at Evanston, Illinois, and additional mailing offices. POSTMASTER: Send address changes to Massage Therapy Journal , 500 Davis St., Suite 900, Evanston, IL 60201-4695. SUBSCRIPTIONS: All subscription matters and notice of change of address should be sent to: Massage Therapy Journal Subscriptions, AMTA, 500 Davis St., Suite 900, Evanston, IL 60201-4695 (877-905-2700). Subscription rates: U.S. and Canada, $25 for one year (four issues); $45 for two years (eight issues). Foreign, $70 for one year; $120 for two years; available on a limited basis. Contact AMTA Member Experience, 500 Davis St., Suite 900, Evanston, IL 60201-4695. Phone: 847-864-0123 info@amtamassage.org EDITORIAL COPY: Queries should be sent to Michelle Vallet via email: mtj@amtamassage.org . Visit amtamassage.org/mtj for writer guidelines. Information contained in Massage Therapy Journal does not necessarily reflect the opinions or beliefs of AMTA and/or the staff of Massage Therapy Journal . ADVE RTISING: Contact the AMTA sales team at Smithbucklin to learn more about advertising and exhibitor opportunities: (301) 215-6710 Ext.130 or hbrown@smithbucklin.com. Copyright © 2026 American Massage Therapy Association MTJ-024

photosbelkina / Shutterstock.com

ADVOCACY AMTA Supports the Revised Massage Compact Following Finalization of Updates by CSG and DoD

72 RESEARCH

Self-Care Massage Techniques from the TOMCATT Study for Neck Comfort

76 SOOTHE

Quick Recovery Exercises to Boost Physical and Mental Health

amtamassage.org/mtj

FACILITATING HEALING: IMPROVING CLIENT OUTCOMES

At the Upledger Institute, we believe that great therapists never stop learning. Our CranioSacral Therapy programs offer an integrative approach that expands your clinical skills and deepens your understanding of the body’s self-healing potential. Learn techniques that blend and meld with your existing practice to help provide relief from pain, stress, and trauma, and help clients achieve lasting wellness.

COME TO THE SOURCE FOR YOUR CRANIOSACRAL THERAPY TRAINING

THERAPY BENEFITS CranioSacral Therapy has proven to help people with:

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Migraines and Headaches Chronic Neck and Back Pain

Stress and Tension-Related Disorders Central Nervous System Disorders Motor-Coordination Impairments Infant and Childhood Disorders Post-Traumatic Stress Disorder Post-Concussion Symptoms Immune Disorders

DID YOU KNOW?

FIND A CLASS

For as little as $100 a month you can access our core curriculum and become certified. Our ‘Core-Pak’ offers you a significant discount off our core courses and certification! With flexible terms and NO interest payments, you can start training today.

There are CranioSacral Therapy classes held all around North America. Scan the QR code to locate a class in your area or contact our friendly staff via the contact details below.

Chronic Fatigue TMJ Syndrome Fibromyalgia

800-233-5880, ext. 2

Upledger.com

info@Upledger.com

6 • Massage Therapy Journal

Letter from the

President

We Grow When We Put People First

What a great year 2025 was! First, let me say thank you to all of my colleagues on the AMTA National Board of Directors, to the AMAZING AMTA staff, to our chief executive officers, to Kim Kane Santos (Immediate Past President) and our National President Cindy E. Farrar. All of these people have helped to prepare me for my term as your AMTA National President. Getting to Know Me My name is Rick Greely. I have been an AMTA member for over 38 years, and in that time have had the pleasure of volunteering for the AMTA for most of those years, either locally or at the national level. What a great time I have had as a volunteer! The friends I have made and experiences I have shared are unforgettable. And now, I have the distinct honor of serving you all as your AMTA National President. My Journey to Massage Therapy Let me share with you a little bit about me and my massage therapy journey. I have been a licensed massage therapist in Ohio for nearly 39 years, and I have delivered massage therapy in a variety of settings, from hair and tanning salons to hotel fitness centers to out-patient physical therapy centers to college and professional sports locker-rooms to chiropractic physician offices and osteopathic physician offices. Then, in 1997, I was approached by Columbus State Community College (CSCC) and asked to start a massage therapy program. We put together a great program that has helped more people find their passion in the massage therapy profession. I retired from CSCC in June of 2019, though the program continues. My Journey to AMTA I am often asked how and why I got involved with AMTA. The first question often comes up when people ask me for help with something.

The why is a little more difficult for me to pinpoint, but I can tell you why I have continued. I continue to be involved because of the amazing people I have met, worked alongside and now get to call my friends. My volunteer experience has given me the opportunity to meet people from all over this country and to learn about their massage experiences. I have friends across the nation, from Hawaii to Rhode Island, Idaho and Washington, Florida to Texas, and many places in-between. I have never sat down and made a list, but I would bet I have friends in all 50 states. Imagine that? This year, I hope to add even more! We Grow When We Put People First During my year as your AMTA President, I want to focus on what I find to be central to my own work in the massage profession and as an AMTA volunteer: “ We Grow When We Put People First. ” You , the AMTA members, are why we together are the most respected professional massage organization in the country. Your hard work and dedication to the professional practice of massage therapy make us who and what we are— over 100,000 members strong . We are a team dedicated to serve AMTA members while advancing the art, science and practice of massage therapy. I want to ask you two small favors. First, get involved! You don’t need to invest a huge amount of time. There is something for everyone, so please share your time, knowledge and expertise when possible. The next favor is something personal: PLEASE come up and introduce yourself to me and say hello when you see me. I love meeting new friends. Remember, We Grow When We Put People First!

ENGAGE WITH AMTA AMTA’S local chapters are a great place to start getting involved. Find yours at amtamassage.org/ chapters.

Rick Greely AMTA President

amtamassage.org/mtj

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Spring 2026 • 9

Shareable Research

Updates in Research: Massage + Sleep We are continually learning that sleep is a major indicator of health and well-being, and lack of sleep has implications for nearly every system in our body, from cardiovascular health to mental well-being. We’re also learning more about how massage can help people who have trouble sleeping find better, more restorative rest.

READ MORE! Learn more about how massage can improve sleep in this issue’s “Massage Therapy’s Effect on Sleep,” on page 58.

photosbelkina / Shutterstock.com

Share this research with clients and colleagues by visiting amtamassage.org/mtj.

amtamassage.org/mtj

10 • Massage Therapy Journal

Aromatherapy Massage + Sleep

Sleep Quality, High-Risk Pregnancy + Massage This 2025 randomized crossover design study examined the effects of massage on sleep quality for women hospitalized for high-risk pregnancies. The study. Researchers randomly assigned 60 hospitalized pregnant women to receive either two consecutive nights of 20-minute effleurage massage followed by two consecutive nights of standard care or the reverse order. Sleep quality was subjectively measured using the Pittsburgh Sleep Quality Index and the Verran and Snyder-Halpern Sleep Scale, as well as objective data gathered via wrist actigraphy. The results. Participants perceived their sleep quality to be better after receiving massage than after standard care. Women also experienced short sleep latency, fewer awakenings and longer total sleep duration when receiving massage. “A 20-minute effleurage massage before bedtime for two consecutive days improves sleep quality of hospitalized women with high-risk pregnancies,” researchers noted. “Massage should be included in routine care for these women to avoid negative maternal and fetal health outcomes caused by insufficient sleep.”

Researchers investigated the effects of aromatherapy massage on sleep quality and mental and psychological disorders in breast cancer survivors undergoing chemotherapy. The study. This prospective, double-blind, randomized, placebo controlled trial randomly assigned 96 participants to either an intervention group that received lavender aromatherapy massage or a placebo group that received massage with sweet almond oil. Massage therapists focused on specific areas of the body from the lumbosacral area to the soles of the feet and then the shoulders to the palms of the hands. From baseline to four weeks after the intervention, assessment was done using the Pittsburgh Sleep Quality Index for sleep quality and the Visual Analog Scale for pain. Cognitive function was assessed using the Mini Mental State Examination, and anxiety and depression were measured using the Beck Anxiety Inventory and the Beck Depression Inventory Second Version, respectively. The results. Baseline statistics were comparable between groups. The intervention group showed statistically significant improvement in sleep quality, anxiety and pain scores when compared to the placebo group at the fourth week post-intervention. No significant differences in depression or cognitive function were found between the two groups. “Aromatherapy massage with lavender essential oil may have a positive effect for breast cancer survivors undergoing chemotherapy,” researchers noted.

References 1. Zhang F, Cheng L, Qin S, Wang L, Liu Y, Liu Y, Yang J, Fang S, An N, Zhang Y, Liu J. “Effect of aromatherapy massage with lavender essential oil on sleep quality, pain, and mental and psychiatric disorders among breast cancer patients undergoing chemotherapy: a randomized controlled trial.” Support Care Cancer. 2025 Jul 14;33(8):689. 2. Tien YT, Wang CJ, Chang CH, Chang YJ, Hung HY. “Effects of effleurage on sleep quality in women hospitalized for high-risk pregnancies: A randomized crossover design.” Appl Nurs Res. 2025 Jun:83:151955.

GET THE LATEST RESEARCH For more information on some of the research being done on the benefits of massage therapy, browse the Research section of AMTA’s website at amtamassage.org/research.

amtamassage.org/mtj

Make this the year you become Board Certified

Board Certification is more than just a credential — it’s a mark of distinction that demonstrates the highest standards in the massage therapy profession. BCTMB ® is about: • Pride in your massage therapy career. • Credibility with clients and employers. • Setting yourself apart in the massage therapy field. • Your growth and your future!

Credibility

“ Board Certification makes a difference when I’m communicating with massage clients, students and other health practitioners because NCBTMB stands for professionalism and competency.” — Xerlan Deery, LMT, BCTMB

Ready to advance your massage therapy career?

Visit ncbtmb.org to get started.

12 • Massage Therapy Journal

Advocacy Advancing the Massage Therapy Profession

AMTA Supports the Revised Massage Compact Following Finalization of Updates by CSG and DoD I n August 2025, the U.S. Department of

issued in September 2024, and are designed to build broader support for the Compact among massage therapists and state lawmakers without compromising public safety. Highlights from CSG’s public comment period in November 2025 include: • 71% of respondents said they are more likely to support the Revised Compact. • 69% believe the changes to the Revised Compact provide greater flexibility. • 83% of survey respondents were licensed massage therapists, highlighting strong engagement from those most directly affected. What Is the Interstate Massage Therapy Compact? The Compact allows qualified licensed massage therapists to practice across multiple participating

Defense (DoD) reached out to AMTA seeking feedback on the Interstate Massage Therapy Compact (Original Compact). AMTA responded by reiterating previously communicated concerns and recommendations aimed at strengthening the Compact and increasing support across the profession as well as among state legislators. After receiving AMTA’s input, the Council of State Governments (CSG) and the DoD drafted proposed revisions addressing several of the key issues that we raised. These updates were then released for public comment in November and have now been officially adopted with overwhelming support—resulting in a more flexible, inclusive and effective Revised Massage Therapy Compact for the profession. Importantly, the revisions align with some of the intent outlined in the joint AMTA–FSMTB letter

Volodymyr TVERDOKHLIB / Shutterstock.com

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Spring 2026 • 13

states without obtaining separate licenses. The Compact is intended to reduce administrative barriers, promote professional mobility, and maintain public protection through consistent standards for eligibility, background checks and verification. Two Versions of the Interstate Massage Therapy Compact There are now two versions of the Compact legislation: 1. The IMpact (The Original Compact) The original version of the legislation is more rigid and relies on a future commission to address additional eligibility through rulemaking to realize some of the intent as defined in a joint letter issued by AMTA and the Federation of State Massage Therapy Boards (FSMTB). 2. The Revised Compact The updated version establishes clearer, more inclusive eligibility pathways directly in statute, enabling more massage therapists to participate without jeopardizing public safety. These revisions reflect a more practical and equitable approach to multistate licensure. AMTA strongly encourages massage therapists, educators, stakeholders and policymakers to support the Revised Compact. Key Updates Strengthening the Revised Massage Therapy Compact To encourage broader adoption and build trust within the profession and among states, the CSG and DoD made the following statutory revisions to the Compact: • Legacy Exam Provision Massage therapists who passed a National Certification Board for Therapeutic Massage & Bodywork (NCBTMB) licensure exam before January 1, 2015, are now eligible for a multistate license. • Flexible Education Requirements Therapists who have fewer than 625 clock hours of massage education may qualify for a multistate license if they have held a license in good standing for at least two years. • Support for Active Military Members and Their Spouses

Only the Revised Compact offers flexibility in education requirements for active military members and their spouses, helping them maintain licensure across state lines. • Maintaining Public Safety All multistate license holders must still meet high standards of education and pass a national licensing exam. These updates do not compromise public safety. • Expanded Commissioner Eligibility Licensing boards now have more flexibility in appointing Compact commissioners. Boards may designate either a board member or staff member, rather than being limited to the primary administrative officer or their designee. This change, brought forward by CSG, addresses concerns about workload and staffing capacity and follows best practices as laid out in other interstate compacts. Why AMTA Supports the Revised Massage Therapy Compact We believe the Revised Compact reflects the values of today’s massage therapy profession: flexibility, fairness, mobility and public safety. Survey results further affirm that the massage community supports these improvements— with 71% of respondents reporting they are more likely to support the Revised Compact. By advancing more inclusive and practitioner centered legislation, the Revised Compact has stronger potential for nationwide adoption and meaningful impact. Take Action: Support the Revised Compact Supporting the Revised Compact means advocating for a forward-thinking approach to multistate licensure that benefits practitioners, strengthens workforce mobility and upholds high safety standards. Together, we can help ensure this improved

By advancing more inclusive and practitioner centered legislation, the Revised Compact has stronger potential for nationwide adoption and meaningful impact.

version of the Compact is adopted across the country. Contact your legislators today to express your support for the Revised Massage Therapy Compact.

amtamassage.org/mtj

14 • Massage Therapy Journal

The What, Why and How of

Creating a Website for Your Massage Therapy Practice

A website for your business is important. Making

it professional and efficient is crucial.

Darwin Merritt-S / shutterstock.om

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16 • Massage Therapy Journal

I n today’s world, attempting to efficiently run a business without a proper, well-thought-out website puts both you and your business at a disadvantage. Websites act as a point of entry between a massage therapist and a potential client. For many consumers exploring how massage therapy might fit into their health and well-being regimen, your practice’s website will be their first impression of both you and the massage profession, and first impressions matter.

ideal clients to see if your work could bring them the results they are seeking.”

Tips for Building an Effective Massage Therapist Website

Creating a professional website is not a one-size fits-all approach. There are a few things all massage therapists should consider when building their websites to create a strong first impression that attracts clients, projects professionalism and highlights any relevant expertise. 1 Consider user interface and layout as it relates to all platforms. How a website looks on a desktop will be different from how a website looks on a tablet, which will be different from how a website looks on a smartphone. Making sure the website is functional, easy to navigate and maintains its professional appearance across all three platforms is important. Many people do not consider how a website will look on a mobile device, when that is perhaps the platform that many, especially massage therapists, should consider most. “A website needs to be a responsive design so it shows well on computer, tablet and especially a phone. Sites are accessed more often from a phone than a computer nowadays,” says Ravensong-Lawrence. Consider this data from Statista, a global data and business intelligence platform focused on empowering people’s use of data: “In the second quarter of 2025, mobile devices (excluding tablets) accounted for 62.54% of global website traffic. Since consistently maintaining a share of around 50% beginning in 2017, mobile usage surpassed this threshold in 2020 and has demonstrated steady growth in its dominance of global web access.” Looking at your website across all platforms during design is a must to ensure everything looks good and works well on a desktop and mobile devices. For example, if a client goes to book an appointment on their mobile device and can’t, many will move on instead of troubleshooting issues. Optimizing the user experience is key to creating a place

“If a therapist doesn’t have a professional looking website, potential clients will pass them over,” says Rev. J. Maya Ravensong-Lawrence,

CEO, Serenity Massage & Energywork. The key word here is “professional.”

Anyone can sign into a web hosting platform and design a basic site around their content and call it a day, but websites only really work if they accurately and professionally showcase both you and your practice. “Having your own website is vital for massage therapists,” says Mindy Totten, a business coach for bodywork therapists. “It reflects professionalism and is an ideal opportunity for

How a website looks on a desktop will be different from how a website looks on a tablet, which will be different from how a website looks on a smartphone.

Katy Flaty / shutterstock.om

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Many website builders today come with a variety of templates that make creating a website that feels unique to your practice a little easier.

where potential clients want to come back for information. Testing your website to make sure it is functioning across all platforms will help find and fix any potential issues that could cost you clients. 2 Elements all massage therapy websites should include. When building your website, consider what clients need to know about you and your practice and how that might inform your design:

showcase your expertise. Listing too many services can sometimes work against you by creating a “jack-of-all-trades, master of none” perception. “An About page should be included where you share a little of your journey so that potential clients can see if you are a good fit to work together,” Totten adds. “Testimonials that focus on the results that the client received from your work should be included, as well.” Tools to Help Massage Therapists Design and Create Their Websites Creating a functional, aesthetically pleasing and professional website can be an intimidating task, especially for people who may not be tech savvy. Fortunately, many website builders today come with a variety of templates that make creating a website feel unique to your practice a little easier. Additionally, tools such as Canva and Photoshop can help create and edit images for a site, while recent AI tools, such as ChatGPT, can help create clear, concise and professional copy. “Use AI to help you write the words if you don’t know what to say or how to say it,” Ravensong-Lawrence encourages. A word of caution: remember, your website should still be a reflection not just of your business but also of you, the massage therapist. Make sure if you’re using a tool such as ChatGPT that the copy does not seem too sterile or

• Clean, clear home page • Testimonials and reviews • Offerings/services page • Appointment booking button • About page • Address/phone number/email

A clear home page with an easy way to book appointments is imperative. Clients should be given multiple opportunities to book appointments, so think about embedding a button for booking on multiple pages, including the homepage. Be sure the button is visible, and don’t make visitors scroll. If anything is easy to find on your website, booking an appointment tops that list. “Also key is your Offerings page, where ideally you’ll focus on no more than three services,” says Totten. More services may be listed, though emphasizing a few offerings will help to

AMTA BENEFIT AMTA members get a free website with BodyWorkSites! Get

access to 60 templates, five pages of content and a technical support team. To get started, login to your AMTA account at amtamassage.org.

HL12 / shutterstock.om

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18 • Massage Therapy Journal

SEO Basics for Massage Therapists: A Beginner-Friendly Resource Guide

Free tools to find keywords: • Google Keyword Planner • Google Autocomplete (what appears when you start typing a search) • Answer The Public (shows what real people ask) 3. Optimize Your Website

If the term Search Engine Optimization (SEO) feels intimidating, don’t worry—this guide breaks it down into simple steps so you can start improving your online visibility right away. What Is SEO? SEO is the process of helping your website show up when people search online for services like yours—such as “massage therapist near me,” “deep tissue massage in [your city],” or “massage for neck pain.” The better your SEO, the more likely you are to appear on Google’s first page, which can lead to more interest and appointment bookings. You do not need technical skills to start. Most SEO results come from clear writing, good website organization, accurate business listings and consistency. 1. Start With Your Google Business Profile (GBP) If you only do one thing, make it this. Your Google Business Profile is the listing that shows your location, reviews, hours and website, and it directly affects your local search ranking. To optimize your GBP: • Fill out every field completely • Add high-quality photos of your space • Use categories like Massage Therapist , Sports Massage , Pain Management Service • Post updates weekly (specials, tips, new services) • Ask loyal clients to leave reviews regularly Free resource: Google’s official GBP guide–Search “Google Business Profile help” on Google 2. Learn Keyword Basics Keywords are the words people type into Google to find someone like you. As a massage therapist, your core keywords may include:

(Even If You Don’t Build Websites) You don’t need to code. Just structure your website well.

Steps: • Create a page for each service (e.g., “Deep Tissue Massage,” “Prenatal Massage”) • Put your city and state in headings and paragraphs Example: “I offer stress-relief massage in Springfield, IL.” • Make sure your name, address, email and phone number appear on every page • Include clear calls-to-action: Book Now , Call Today , Schedule an Appointment Free resource: Yoast SEO Blog (even if you don’t use WordPress, their tutorials are helpful) 4. Build Local Backlinks Good places to get backlinks: • Local directories (Chamber of Commerce, health networks) • Wellness blogs that accept guest posts • Local partners like chiropractors, yoga studios and gyms 5. Track Your Progress You don’t need paid tools. • Google Analytics –shows website traffic • Google Search Console –shows what keywords you rank for • GBP Insights –shows how clients find your listing 6. Beginner-Friendly Learning Resources • Moz Beginner’s Guide to SEO (free) • HubSpot SEO Tutorials • Yoast SEO Academy (free courses) • Google Search Console Training (free videos) A backlink is when another website links to yours. Google sees these as trust signals.

• “massage therapist near me” • “[Your City] massage therapy” • “relaxation massage” • “massage for pain relief” Pick 5–10 phrases that match your services

Icons courtesy of shutterstock.om

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If everything still feels a little too intimidating, there are also numerous professional web design services that can be employed to help.

impersonal. Perhaps AI is a starting point, not a finished product. Adding a little bit of your own voice, especially in an “About” section, can help create a positive, personal first impression that is engaging and showcases your strongest qualities. Search Engine Optimization (SEO) considerations. SEO can be one of the more intimidating aspects of creating a website because of its sometimes complicated and seemingly always-changing nature. But, you don’t necessarily need to get in the weeds or be an expert to make your website SEO-friendly. (See SEO Basics for Massage Therapists: A Beginner-Friendly Resource Guide to get started). “SEO changes frequently, and with AI, the changes will likely happen even faster,” Totten says. “Rather than trying to game the search engines, as a bodyworker, you’ll benefit from updating your site regularly with information that your ideal clients are searching for. That way you are being of service to your community while also bumping your site up in search.” What Should Not Be Included On a Massage Therapist Website? There are a few things that are going to serve as warning to some consumers, so think carefully as you’re considering what to include. You don’t want visitors to feel like a real person isn’t behind the website. Ravensong-Lawrence shared some massage specific precautions, like avoiding words like “happy,” “ending,” “tantric” and “goddess massage”; photos that show hot stones on a body without a protective sheet and towel between the body and the stones; photos that show the side of the breast; and photos that are more about a pretty photo than showing what the service actually is. One common problem with stock photography, too, is that many are not being taken by massage therapists and often contain problematic features, like improper draping, clients and massage therapists with jewelry on, hair not properly pulled back or poor body mechanics. So, be sure you’re choosing photos carefully.

Where Should a Massage Therapist Begin? The key is to start simple, include the necessities and don’t try to add too much. “Start with a simple one page site. You don’t need a ton of bells and whistles to have an effective site,” Totten says. “Be genuine and authentic as you build your website. Focus on the clients you want to work with and the results they want to achieve.” If everything still feels a little too intimidating, there are numerous professional web design services that can help. If you are going this route, however, make sure the company is legitimate. “If you do decide to use a professional, please be sure to get the terms in writing, sign a contract and don’t make the final payment until the site is complete,” Totten encourages. What it all comes down to is that a website is often the first contact you have with clients and potential clients, and a strong first impression can lead to real loyalty that helps you grow and sustain your practice.

HL12 / shutterstock.om

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22 • Massage Therapy Journal

Looking Back

NDAB Creativity / shutterstock.om

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to Move Forward: Massage Therapists On What They Would Do Differently If you’re new to the massage profession or a veteran massage therapist looking for inspiration, hear what others would tell their younger selves and learn what contributes to their own career longevity.

amtamassage.org/mtj

24 • Massage Therapy Journal

H indsight is 20/20. We’ve all heard that before, and typically the expression is used to suggest what’s done is done and nothing can be changed now. But sometimes the experiences of others who

from working as a massage therapist for many years. These types of things can and do happen to therapists of any age, but age is definitely a factor for those of us who come to it later in the game. I would tell myself that if you want to stay in business, your own body must be the priority!

came before can help guide following generations. For this reason, Massage Therapy Journal reached out to some massage therapists to ask them one question: “If you could go back in time and tell yourself something when you were just starting out as a massage therapist, what would it be?” Read what they had to say. Daphne Walker, LMT, Owner, Why Knot First, I would tell myself that starting my own business is the right decision ... for me! I think many massage therapy students grapple with the decision of whether to work for someone else, such as in a spa setting or health care environment of some sort. Indeed, not many people are cut out to wear all the hats that are required for business ownership. Because I came to massage therapy later in life, I had some business and medical experience to draw from. After doing some teaching last year, I saw many people who are simply not prepared for that type of responsibility and juggling. Honestly, massage school does not fully prepare nor really even speak much about working for yourself. That said, I do not at all regret my decision to jump in with both feet from the beginning. Secondly, I wish I could tell my younger self to go to massage therapy school earlier! I feel that I lost some valuable time in doing other jobs that could have been better invested in the career that has brought me the fulfillment and success I enjoy today. We all know, however, that the most challenging experiences are often the most valuable. My more mature self is grateful for the lessons learned along the way. I might have been more satisfied, however, if I’d gotten my massage education and career off the ground a bit faster. Along with that, I have also had to accept the physical injuries and limitations that come

AMTA RESOURCE Career longevity depends, in part, on taking care of your physical and mental well-being. Explore AMTA’s “Self-care Fitness Principles for Massage Therapists” at amtamassage.org/learn .

Lastly, I would tell myself to advocate more for my own business. As massage therapists, I think we

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often undervalue the work we do. To be successful in business, we must weigh the “business” of massage with the “benefits” to others. We should not be afraid to charge what we are worth, promote our skills or take a stance on the value of massage therapy in the bigger health care industry. I feel strongly that massage therapists are underutilized in so many ways, and I would like to see that change. Michael Lanzon , Owner and Massage Therapist, Home Comfort Massage There are honestly so many things I wish I knew or had been told earlier on in my career. I personally wish I would have gone off and started my own practice much earlier than I did. Between non-compete agreements and horrible compensation, you have a much better chance of success being on your own. The career lifespan of massage therapists isn’t the best, and adding little to no benefits only makes matters worse. Going off on your own at least gives you a fighting chance in my opinion. Granted it is a lot of work, but it is worth it if it’s done right.

hire a professional coach that has excelled in your industry. Sarah Reuther, LMT, Owner, Kneady Cat Massage and Cupping If I could go back, I would tell myself to start my own business way sooner, like three years sooner. I stayed at jobs far too long, was unhappy with pay and management, but wasn’t quite confident enough to take the leap. I wish I had talked to my colleagues more seriously about getting an office. I mean, it happened eventually, but it could have happened much sooner and … I could have … avoided major burnout. AMTA RESOURCE If you’re thinking about opening your own practice, office space will be one of the first things you need to consider. Learn more about negotiating a lease with AMTA’s “6 Tips for Massage Therapists to Think About Before Negotiating Their Next Lease” at amtamassage.org/about/news/lease-negotiation. I think the best part about having my own business is the flexibility, final say and variety of tasks. I love massaging, but I also love ordering supplies, keeping the office looking cute and taking care of clients. Even laundry and taxes I have started to not mind so much. At first, I wasn’t sure if I would be able to make it work. But, for the last two and a half years, I’ve supported myself and my business without having to work for anyone else. Rev. J. Maya Ravensong-Lawrence LMT, MCA, Owner, Serenity Massage & Energywork There are a lot of things I wish I could go back and tell myself. 1. I wish I had known that having my business located in an adjacent state from the bigger population city (Omaha and Council Bluffs are

AMTA RESOURCE Looking to start your own practice? Consider AMTA’s “Starting Your Massage Private Practice: A Step-by-Step Guide to Success,” available at amtamassage.org/learn .

WE WANT TO HEAR FROM YOU! Do you have a piece of advice or encouragement you’d share with your younger massage therapist self? We want to know. Talk to us!

Ruth Espada, LMT, Owner, Spa Suite 4

I can definitely think back to what I would tell myself before starting my own business many moons ago. One piece of advice I’d give my younger self is to trust the process and value my time and services from the very beginning. Setting boundaries, knowing your worth, and finding a balance between passion and business are key lessons I’ve learned along the way. Finally,

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literally separated by a river) would mean it would be very difficult to hire LMTs. They do not want to work in one city/ state (Council Bluffs, IA) and live in another city/state (Omaha, NE). Even offering pay that is $10 to $14 more per hour than anyone else still gets only a trickle of applicants. Location matters. Not just for clients, parking, marketing, lease amounts, but also for staffing.

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AMTA RESOURCE Wondering if it’s time for you to add staff? Check out AMTA’s “When It’s Time to Hire Your First Employee,” available at amtamassage.org/mtj-hiring

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2. You will revise, edit and add to your employee handbook as new situations arise. You cannot think of all the situations that will arise when you’re first starting out. You will try, but unless you have experience running a massage business, you won’t think of them all. Put a paragraph in that handbook that tells your employees that updates to the handbook will happen. 3. Having flexible scheduling does not mean that your employees can block off their days/times on the regular or you will have loads of empty rooms. There needs to be some kind of limit. 4. Take care of your body so you can take care of others. 5. You do not need an expensive first-floor space in a booming part of town to have a successful single-person massage practice. An office inside an office building will do just fine. Just make sure you get an outdoor sign so people can find you. 6. You must have a website. Use AI to help you write the words if you don’t know what/how to say what you want to say and or create the space if your web host has that available.

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