About these numbers. This study used an earlier sample from our first scan pass. The figures on the rest of the site come from the full November 2026 scan of 81,024 Canada and US clinic homepages, so the percentages differ a little. How we count.
In November 2026 we looked at the homepages of 400 massage therapy clinics in Canada and the US. We wanted a plain answer to one question: when a new client lands on a clinic’s website, how easy is it to book? This is one of our smaller samples, so treat the figures as a guide rather than a firm number.
The short version
| What we checked on the homepage | Share of 400 sites |
|---|---|
| No online booking link or booking software found | 42% |
| Booking software we could identify | 39% |
| Runs on a do-it-yourself platform (Wix, Squarespace, GoDaddy, Weebly) | 25% |
| No review feed or star rating on the page | 82% |
| Any offer for new clients | 1% |
| Email address shown on the page | 50% |
Country split
| Country | Sites checked | No online booking found |
|---|---|---|
| Canada | 209 | 32% |
| United States | 147 | 50% |
The sample was small for Australia (17) and United Kingdom (27), so we don’t report a split for them.
Booking software we detected
Among sites where we could identify a booking system, these were the eight with the highest counts (number of sites where we detected each):
- Jane: 67
- MassageBook: 22
- Square: 19
- ClinicSense: 12
- Noterro: 11
- Vagaro: 8
- Setmore: 7
- Acuity: 4
Four in ten had no way to book
42% of massage therapy homepages had no booking link and no booking software we could detect. Canada was at 32% across 209 sites and the US at 50% across 147. The gap is large, but with samples this size it could shrink or grow with a larger check.
Massage is often booked on impulse, when a back or neck starts to hurt. A page that shows open times can catch that moment. That is reasoning, not something we measured.
Booking software is well represented
We identified booking software on 39% of homepages. Jane was detected on 67 sites, MassageBook on 22, Square on 19, ClinicSense on 12 and Noterro on 11. Some clinics may already have a tool with a public booking page.
Lots of do-it-yourself sites
25% of homepages ran on a do-it-yourself platform: Squarespace (29), Wix (28), Weebly (21) and GoDaddy (20). We couldn’t identify the platform on 207 sites, the largest group. A DIY site can work for a solo therapist, as long as the booking link is easy to find on a phone.
Reviews, offers and contact details
82% of homepages showed no star rating or review count. 1% carried an offer for new clients. Half of the homepages (50%) showed an email address and 18% had a contact form.
How we counted
- Clinics came from public business listings, filtered to massage therapy clinics. Only live sites that loaded are counted: 400 in all.
- We covered Canada and the US, in November 2026. We left out French-language cities in Quebec, because the scanner matches English booking words and would have counted those sites unfairly.
- We checked each homepage for links and code from known booking systems, booking words on buttons and links, the site platform, review widgets, new-patient offers and contact details.
- We only looked at the homepage. A clinic with a booking link on another page, or a booking system we don’t recognise, is counted as having none. We did not click through, so we can’t say whether a booking link accepts new patients. A website platform we couldn’t identify is simply not counted as DIY.
- Massage therapy is a smaller sample (400 sites), and Australia (17) and the UK (27) are too small to split out.
Treat the figures as what a patient sees first, not a full audit of every site, and not a judgement of the care any clinic gives.
What to do with this
Open your own homepage on your phone and try to book a 60-minute first massage without calling. Count the taps. If you can’t do it, or it takes more than three or four, that is the first thing to fix, and it often does not need a new website.
Then check that the page tells a new client what a first visit involves and what the cancellation policy is. Our guide to setting up online booking in Jane covers one common setup, and the front desk phone script helps when clients still call.
Want to know where your own clinic sits? Our website grader runs the same kind of homepage checks on one site.
If you’d like a second pair of eyes, claim your marketing audit and we’ll apply these checks to your site and Google profile and send you the results.