As a massage therapist, your reputation is everything. In today's digital world, that reputation starts online. Clients are searching for stress relief, injury recovery, and holistic wellness, and they're likely turning to Google before ever stepping through your door. That means your website isn't just a formality - it's the cornerstone of your business.

If you're a member of professional organizations like the ABMP or AMTA, you may already have a subdomain website as part of your membership. It's a convenient tool, easy to set up, and hosted by a trusted organization. But is it actually helping your business grow or holding you back? 

In this blog, we'll break down what subdomains are, how they impact SEO, and whether using a subdomain through AMTA or ABMP is the best long-term strategy for your massage therapy practice. If you're wondering whether you should switch to your own domain, keep that subdomain, or use both strategically, you're in the right place. 

Sometimes all the tech talk can sound more complicated than it is, so before we get too deep into strategy, let's define some terms. 

Your domain is your main website address.  Think of it as your business's home on the internet - your digital property. When you own a domain like yourname.com, you're not just renting space online. You own it. This is your root domain, which is the foundation of your website and SEO efforts. That's important because building your business on someone else's platform, whether it's a subdomain or social media, is like building a house on rented land. You might be able to decorate it and make it feel like yours, but at the end of the day, you don't own it and you don't have full control over what happens there. 

Subdomains are a little different. If you've set up a free website through ABMP or AMTA, your URL probably looks something like yourname.abmp.com. That's a subdomain - a second-level domain. It's technically your space, but it still lives under their roof. Convenient? Sure, but it's not truly yours.

And here's where it matters for visibility: Google treats subdomains like separate websites. That means any search engine work you do (blogs, SEO, backlinks) is helping them, not you. You're driving traffic to ABMP or AMTA's website rather than building up your own digital authority. It's like improving the backyard of a home you rent, knowing that if you ever leave, you don't get to take any of that hard-earned visibility with you. Not to mention, if you're tracking SEO using a tool like SEMrush and are on a lower plan tier, the only analytics you see are those for the domain you're subdomain is under. It's not helpful.

When you have your own domain, everything you do online points back to your house. Your website becomes your home base - the place where people land, get to know you, and stay a while. And no matter if they're trying to find you through Google, a social post, or a referral, they're not being bounced around between platforms. Those are just roadsigns that point them to your house. You're giving your guests a consistent, branded experience, and that builds trust. 

So, yes, AMTA and ABMP subdomains are helpful when you're just starting out, but if you want long-term growth and more control over how people find and experience your business, investing in your own domain is the way to go. But when is using their subdomains a good thing, and how do you know if you should keep using it after you've set up a separate website for your business? 

If you’re just getting started, using the free website that comes with your AMTA or ABMP membership can feel like a lifesaver. And honestly? It’s not a bad place to begin at all.

Here are 5 reasons why a subdomain might actually help you in the beginning:

1. Credibility Right Out of the Gate

When your name is attached to a trusted organization like ABMP or AMTA, you get an instant credibility boost. These are nationally recognized professional associations and that affiliation can give potential clients peace of mind, especially if they’re booking a massage with someone new.

2. Simple Setup

If the thought of building a website makes you want to crawl under your massage table and never come out, a subdomain might be your best friend. It’s already set up for you - all you have to do is plug in your info and go. You don't have to worry about hosting, design, or tech headaches. And unless you have a past life designing websites, you'll end up spending too much time trying to design something on your own when you could be in the massage room making money, which is why the simple setup of these subdomains is so nice.

3. No Extra Cost

When you're starting a business, every dollar matters. Since these subdomains are included with your membership, you're not shelling out extra money to get online. That’s a huge plus when you're trying to keep overhead low and build momentum.

4. Some Built-In SEO Power

Because ABMP and AMTA already have strong domains, there’s a small chance your subdomain might show up in local search results a little faster than a brand-new standalone site. This can give you a small head start, especially if your subdomain is tied to a local domain or geographic keyword. It's not a major subdomain SEO advantage, but it’s better than nothing when you're starting from zero.

5. Security and Compliance are Already Handled.

You don’t have to stress about backend security or the technical SEO setup—things like secure connections, proper site structure, and mobile responsiveness are all handled for you. It’s a solid way to have an online presence without stressing about whether your site is secure or compliant. 

So there's the pros. Now what are the disadvantages?

Now, as helpful as these subdomains can be when you’re starting out, they come with some real limitations, especially if you're thinking long-term.

Here are 5 things you’ll want to consider before you settle in and treat that subdomain like your forever home:

1. Branding Limitations

You can only customize these sites so much. Yes, you can add your bio, maybe change a few colors, a background, and upload a photo but the overall look, layout, and feel is locked in. And unfortunately, that makes it harder to stand out. Remember, this is a nationally recognized organization with over 56,000 members. Even if a fraction of them are using the website perk, your site can end up looking like every other therapist's site on the platform. This is great if you’re trying to blend in but not such a good idea if you’re trying to build a recognizable brand.

2. Poor Long-Term SEO

This one stings a bit. While you might get a small boost from being on a trusted domain, your subdomain is treated as its own little island by Google. It doesn't build authority for your actual main domain name, which is what you want to grow over time. Put simply, do you like growing a garden in someone else’s yard and they get to keep the fruits of your labor? Of course not. Great work deserves reward. 

3. Less Control (Here Comes That Rented Land Analogy Again)

You don’t get to decide how the platform functions, what features are available, or what changes might roll out later. If ABMP or AMTA ever decide to retire or change their subdomain program, guess what? Your site and all the traffic you've sent to it could disappear (same goes for social media platforms like Facebook or TikTok). That’s a tough pill to swallow if you've sent clients there for years.

4. Harder to Scale

Let’s say you want to add a blog, sell products, integrate online courses, or even just expand your services. These platforms weren’t designed for that level of flexibility. What you see is pretty much what you get. If your business grows (and I hope it does), your subdomain won’t grow with you.

5. The URL Just Looks... Meh

YourName.amta.com doesn’t exactly scream professional brand. It looks like a placeholder; something temporary. It serves a purpose when you're getting started, but it's not built to grow with you, and it’s not the most memorable or polished thing to put on a business card, flyer, or email signature.

If having a subdomain is like renting a room in someone else’s house, owning your own domain is like getting the keys to your very own place. It might feel like a big step at first, but the freedom and control you gain is totally worth it.

Here’s what happens when you invest in your own domain and build a main site that’s actually yours:

It Becomes Your Digital Home Base

Your website becomes the one place online that you fully control. You’re not at the mercy of a professional organization’s layout or a social media algorithm. You decide what’s featured, what clients see first, and how you want to tell your story. Just like I said in my last blog: social platforms are great tools, but they’re not a strategy. Your website is the strategy.

You Tell Google Exactly Who You Are

When you have your own site and use basic SEO strategies, you’re helping search engines understand exactly who your ideal client is and how to send them your way. You’re not just hoping someone stumbles across you on a directory because you’re actively increasing your site's visibility in local search, building trust through content, and growing visibility on your terms.

It Looks and Feels More Professional

Let’s be honest—a URL like YourName.com just looks more polished than YourName.abmp.com. Clients notice that. It sends the message that you’re serious, established, and invested in your practice.

You Can Scale Without Limits

Want to add online booking, a blog, an online shop, a newsletter, or a course down the road? With your own site, you can. You’re not boxed in by someone else’s template or feature list. As your business evolves, your website can grow with you without having to start over. (If for no other reason, get a website for the blog posts and email captures because website content not only gets people to your site, it gives you clear direction for what to post to social media.)

You Can Build an Email List That Actually Reaches People

One of the best things your website can do is collect emails. And those emails are gold. They're how you stay in touch with your clients without fighting against a social media algorithm that may or may not show your post to anyone. I've said it before and will keep saying it: You don’t need thousands of followers. You need connection. A solid website and a healthy email list are how you build that connection. 

So, you see value in having your own domain, and maybe you've already invested in one.  Should you keep your subdomain or close it?

Keep it if it has SEO backlink value, gives you extra visibility, or you want a safety net.

Let it go if it's a duplicate of your new site or contains outdated information or if it's not worth maintaining. And keep in mind that your clients could end up on the wrong site.

According to SEO best practices, there's a smart way to use both at the same time, especially if you're in that transition phase between just getting started and scaling your business. 

If you’re not quite ready to let go of your AMTA or ABMP subdomain, you don’t have to. In fact, there’s a way to use both your subdomain and your own website together—at least for a while—without confusing your clients or splitting your energy.

The best approach is to treat your subdomain like a landing page, not your main website. Landing pages are like a flyer you’d hand out at a health fair, only digital. Keep the copy clean, the photo professional, and the tone aligned with your brand. Most importantly, include a clear link that sends visitors directly to your website. Something as simple as, “Want to learn more about how I work, see pricing, or book a session? Visit me at [yourname.com]” is enough. And from an SEO perspective, including that link can help pass link equity from your subdomain to your primary domain, which may give your site a small boost in search rankings over time.

But don’t set it and forget it. If you’re going to keep your subdomain live, you need to be consistent about updating it. Make sure your contact information, services, and hours reflect what’s on your main site. Even small mismatches can confuse clients. At worst, the conflicting messaging will chip away at their trust in you.

You’ll also want to track where your leads are coming from using a simple tool like Google Analytics. If you're getting traffic or bookings from your subdomain, great! Keep it in service as a supporting tool but if the data shows it’s not pulling its weight, it might be time to let it go and focus your energy on your own website. 

Remember the game Diner DASH? You start with just a couple of tables and a basic coffee setup, then upgrade as things get busier. That’s how successful businesses grow. You don’t need to launch with a five-star website. You just need something that’s yours that you can build on. Whether you’re still using your ABMP or AMTA subdomain, thinking about switching, or already have your own domain, the key is simple: be intentional.

Your website doesn’t have to be fancy to be effective. It just needs to reflect who you are, clearly tell people how to work with you, and give you room to grow. Subdomains can help you get online fast, but they’re not built for long-term growth or full control. You’re a professional with real goals and a real business. You deserve a digital home that works for you. 

Need a simple plan for getting your website off the ground? Grab my free Website Starter Checklist made just for massage therapists. It'll help you know what to write, how to structure it, and how to make it live—without the overwhelm.