A deep menu, made navigable.
Forty-odd treatments across bodywork, face, Thai and apparatus therapy. The problem was never the range - it was that a first-time visitor had to read all of it to find the one thing they came for.
Where it started
Massage studios lose people at the menu. Someone arrives with a stiff neck and a two-hour window on Saturday, and is met with a list that puts deep tissue, Kobido, Thai foot massage, lipolaser and presotherapy on the same flat plane. All of it is real expertise. None of it helps them choose.
The second problem was search. Poznań has a lot of massage studios, and almost all of them compete for the same three generic phrases while ignoring the dozens of specific ones people actually type - the technique names, the body part, the district.
Range is an asset on a price list and a liability on a homepage. The job was to keep the first without paying for the second.
The approach
The menu got reorganised around how people arrive, not around how the studio files its treatments:
- By problem - back pain, tension, recovery after training, swelling. The way most first-timers describe what is wrong before they know what to book.
- By named technique - Kobido, Thai, hot stone, lymphatic drainage, deep tissue. Searched by name, by people who already know what they want and will book the same day.
- By occasion - couples massage, gift vouchers. A different buyer entirely: often not the person receiving the treatment.
- Apparatus treatments - Endosfera, presotherapy, lipolaser, radiofrequency. Kept on their own track, because they compete against clinics rather than against other massage studios.
Face work - Kobido, transbukal, sculptural massage - was pulled out as its own destination rather than buried under body treatments. It attracts a different search, a different price expectation, and often a client who never books body work at all.
Two languages, two markets
Poznań has a substantial international population, and the English-language demand for massage does not search the way the Polish-language demand does. The English side is not a translation layer over the Polish one - it is built for someone who may not know the Polish name of the technique they want, and who is often choosing a studio for the first time in a new city.
In a studio with a team, people book a person as much as a treatment. The team section is not an "about us" courtesy page - it carries specialisations, so someone looking for a specific technique lands on the person who performs it.
What got built
- Website and service architecture - the full treatment range reorganised into paths a first-time visitor can actually follow.
- UX and booking flow - the route from "my back hurts" to a booked slot shortened to as few decisions as it can survive.
- Local keyword targeting - technique names, body parts and district-level searches, instead of competing only on the generic city phrase.
- Bilingual build - Polish and English versions written for their own audiences.
- Supporting sections - team, gallery, reviews, knowledge hub and gift vouchers, each with a job rather than as filler.
Layers live
Results
To be published once analytics can support it - ranked queries per treatment, entry pages for the English side, and booking completions by path.
"[ CLIENT QUOTE - to collect ]"
What is next
Google Business Profile and the review loop are the highest-value remaining layers for a studio in a dense district - for a walk-in-adjacent business, the map pack is often worth more than the tenth organic position. Analytics after that, so the treatment pages can be judged individually rather than as one site.
Too many services, not enough bookings?
Usually the range is not the problem. The order it is presented in is.