BEDDING — Inside the Home

Luxury Spa

Three Mistakes Luxury Spas Make With Their Website Copy

Your luxury spa website copy (and all your marketing copy, for that matter) has the power to bring you new customers and retain current ones. It connects you with your clients, entices them to buy, and drives them to call you. Website copy is an essential component of your website. It can make or break the sale.

Poorly written web copy is often diluted and lacks a clear focus and message. And if you cannot clearly show what your luxury spa offers and to whom, visitors will leave your site and never return.

1. Prospects don't understand what high-end spa services / products you offer.

How many times have you stumbled across a spa website that describes its services / products and you have no clue what they're talking about? While many spas have the intention of trying to best convey their services while trying to separate their spa from the competition, all they end up doing is stringing together a bunch of fancy words that have no meaning.

It's nearly impossible to express your spa's uniqueness when you say that your "luxurious and secluded spa offers the ultimate in relaxation."

The key is not about saying you're different from the competition, but rather, it's about showing your prospective customers that you offer something different from the competition. This is expressed in a clear brand message. When you become clear on your brand message, your target audience becomes clear on what you sell.

2. You are speaking "Greek" to your prospects.

Your spa is unique, and this uniqueness sets it apart from the competition. But, there's a difference between expressing that uniqueness in industry terms, and illustrating it in layman terms.

You understand the industry jargon, but do your prospective customers? Probably not, which is why you need to understand who your target market is and how your brand message and language can be written to connect with them. Remember, it's important to speak to your prospects and not at them because, many times, they are your peers, not others in your industry.

For example, if you refer to your CoffeeBerry Natureceuticals Anti-Aging Facial or your Manaka Tapping Treatment, your website visitors are most likely not going to understand what you are referring to. In order to encourage prospects to book specific treatments, your spa web copy must provide them with a step by step break-down of the procedure and the results they will receive. Simply telling them the name of the treatment and the procedure in spa terms is not going to connect to their needs and see that this treatment can help them.

3. Your website copy is too company-focused.

"We're so great at our Eastern Asian Therapy, and we're so great at our facials. Want to see all the Condé Nast Traveler Readers' Choice Awards we've won? No? Well we're going to tell you about them anyway." This might seem over-the-top, but too many spa websites do just this in their home page copy. I'm sure spas that do this haven't stopped caring about the prospective customers and started caring only about how they look to others-it's human nature to want to showcase strengths and people are attracted to it-but it won't work front-and-center on a website.

The key to influencing your market and attracting spa clients is all in how your website copy speaks to your customers and how it illustrates your spa's goals, values, and, obviously, products and services. Your web copy should work to build relationships with your prospective customers and illustrate a transparent brand message.

 

Discover simple marketing strategies to attract and convert prospects. My bimonthly ezine, Sumer's Secrets is packed with tips on how to improve your web copy, promote your website, and market your brand.  Sign up and receive a FREE report on creating web copy that will increase sales and site traffic.

About the Author

Michelle Salater is an award-winning writer and president of Sumèr, LLC, a company which specializes in web copy writing, SEO copywriting, and the promotion and marketing of websites after they launch. As an avid business blogger, Michelle has grown her marketing blog, Copy Doodle, to be a powerful lead generation and client education tool, and frequently guest blogs and lectures on blogging. In 2009, Michelle won the Charleston Business Journal's Forty under 40 award for her business and community leadership.

Where can I find a day spa with sauna where nudity is allowed but is non-sexual?

I just got back from a spa weekend in Germany and would like to treat my boyfriend to something similar in England. The thing is, he likes to go naked in saunas and spas which in Germany is perfectly OK and non sexual. Is there anything like that in the UK?

I am looking for a good day spa/sauna with plenty of facilities and a bit of classic luxury.

I'm not aware of any. The English-speaking world seems to still be more uptight than the continental Europeans and the Asians who have no problems separating nudity from sexuality. If you find a spa that allows nudity, the areas are segregated by gender, just in case.

Luxury Private Dream Home Spas & Bathrooms Orlando Florida

Tags: hotel, hotels, luxury, luxury spa resorts, luxury spa robes, luxury spa vacations, luxury spas, luxury spas inc, travel, vacation

This entry was posted on Thursday, March 26th, 2009 at 4:55 am and is filed under bedding. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.