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Introduction: What If Your Spa’s Content Felt as Inviting as Your Treatment Rooms?
You’ve poured your heart into creating a space where clients feel safe, seen, and renewed. Every detail—from the calming scent in the lobby to the way your team greets guests—reflects care. But does your online presence do the same?
Too many spa websites and blog posts sound like they were written for robots—stuffed with keywords but missing warmth. And here’s the truth: your future clients can feel that disconnect.
“The moment your content feels human, you’ve already built trust,” says Maddy Osman, author of Writing for Humans and Robots.
In today’s world, where Google ranks what people love, writing for humans first isn’t just good branding—it’s smart SEO. In this guide, we’ll show you how spa owners, directors, and wellness professionals can create content that feels like conversation, builds connection, and still ranks high in search.
From storytelling to strategy, you’ll learn what industry experts are saying about the new wave of human-first content—and how you can use it to turn browsers into loyal guests.
Meet the Experts Leading the Human-First Content Shift
Let’s meet three leaders redefining what it means to write for people first and search engines second.
Maddy Osman, founder of The Blogsmith and author of Writing for Humans and Robots, has built a six-figure agency helping businesses speak clearly to their customers while still performing in search. “You can have both: beautiful, readable content and smart SEO structure,” she says.
Joe Casabona, a podcast strategist and educator, teaches creators how to make their content both searchable and relatable. His work focuses on podcast SEO, but the principles apply beautifully to spa blogs, newsletters, and service descriptions.
Cody Jensen, founder of Searchbloom, brings a cautionary voice to the mix. His agency prioritizes long-term SEO wins rooted in trust, authority, and content experience. “E-E-A-T is more than a buzzword—it’s your brand’s voice of experience,” Cody says.
The Turning Point: Spa Clients Want Realness, Not Buzzwords
Today’s spa clients are more informed and more intentional. They’re not just Googling “best facial near me”—they want to know what kind of facial is right for their skin, what it feels like, and who’s performing it. When your website copy or blog content sounds generic or overly optimized, it doesn’t just fall flat—it breaks trust.
This shift is especially evident in client reviews and conversations. Guests want to feel prepared and comfortable. They want a sense of who you are and how you make people feel. Robotic-sounding websites don't give them that confidence—they create uncertainty.
After Google’s Helpful Content Update, spa websites that deliver genuinely useful, engaging content are being rewarded in rankings. That means writing that feels like a helpful guide, not a keyword ad. It means answering the questions your real guests are asking and speaking with the warmth they experience in your spa.
The Spa-First Content Formula: What Actually Works
Start with the Guest’s Intent
Before you write a single sentence, pause and ask: What’s my guest wondering right now?
Understanding the true intent behind a client’s search behavior is one of the most powerful things you can do as a spa content creator.
Guest Question |
What They’re Really Asking |
How Your Content Should Respond |
|---|---|---|
“What’s the difference between deep tissue and Swedish massage?” |
Will this be too intense or too light for me? |
Describe both styles in relatable, sensory language, and help them self-select. |
“What should I expect during my first infrared sauna session?” |
Will I be safe, comfortable, and get results? |
Explain step-by-step what they’ll experience and how it benefits them. |
“Is dermaplaning safe for sensitive skin?” |
Could this hurt or irritate me? |
Offer reassurance with expert insight and options tailored for sensitive skin. |
"When we center the client’s curiosity, we don’t have to force engagement. It happens naturally." – Joe Casabona
Write Like You Speak to Clients—Then Format for SEO
When clients come into your spa, you speak with calm authority. Your content should echo that.
Write the way your staff talks: friendly, confident, informative. Then format it so both clients and search engines can easily navigate it.
Use clear subheadings
Keep paragraphs short
Use bullets for lists
Highlight quotes or staff tips
Maddy Osman recommends creating a style guide so everyone on your team writes with consistency. Think of it as your spa’s digital voice.
“Good formatting isn’t just for Google—it’s a kindness to your reader.” – Maddy Osman
Use AI as an Assistant, Not Your Voice
AI tools like ChatGPT can be a game-changer for spa teams with limited time. Use them to brainstorm, outline, or create rough drafts. But don’t stop there.
“AI is great for scaling structure. But the minute your blog loses authenticity, your trust breaks down.” – Cody Jensen
Customize everything. Add insights from your team, seasonal advice, or even anecdotes from recent client experiences. That’s what makes your voice irreplaceable.
Build Authority by Highlighting Expertise
Clients book when they trust you. So use your content to build that trust:
Include staff bios and credentials
Share quotes from your estheticians and therapists
Reference credible wellness sources
Tell real client stories and success cases
“Don’t just claim expertise. Show it, share it, and connect it to what your guest needs most.” – Cody Jensen
Real Examples That Set Spa Content Apart
A blog post like "Which Massage Is Right for You?" that uses guest goals and preferences to help readers choose confidently
A staff spotlight or “Meet Our Team” section that adds personality and trust
A repurposed Instagram FAQ turned into a blog post or newsletter feature
A monthly feature answering “What our guests are asking this season…” with treatment tips and wellness advice
These types of human-first moments keep guests reading longer and feeling more connected. That leads to higher bookings and repeat visits.
Action Steps for Spa Leaders
Start here:
Update a service page using client-friendly language and real FAQs
Write a blog answering a top seasonal question (e.g., “How to prep your skin for summer travel”)
Use a quote from your massage therapist or esthetician in every post
Install Grammarly or Hemingway to ensure clarity and tone
Repurpose your front desk FAQ sheet into educational content
Audit your current blog posts and rework anything that feels flat or robotic
These small changes create big results—both for Google and for guest loyalty.
Conclusion: Your Spa’s Digital Voice is Part of the Experience
From your waiting room to your treatment tables, everything in your spa is crafted to feel intentional. Your words online should be no different.
When your website, social posts, and emails reflect the same warmth and trust as your in-person service, you don’t just attract clients. You welcome them.
And in a world where AI can write faster than ever, what will always stand out is content that feels human.
“In the spa world, trust begins long before the first appointment. It starts with how your business speaks online.”
Final Takeaways: What Spa Professionals Can Do Today
Put empathy first – Write like you’re guiding a friend through their first visit
Highlight your team’s wisdom – Let their voice and personality shine through
Prioritize formatting – Organized content is soothing, just like your spa
Use AI to assist, not replace – Keep your voice human and rooted in experience
Treat your blog as part of your spa – It’s a preview of what it feels like to be your guest
By shifting your mindset from keyword stuffing to connection building, you’ll not only grow your rankings—you’ll deepen relationships that last.
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