I've spent over a decade building websites made to be found on Google, and these days through things like ChatGPT too. Aesthetics clinics are some of my favourite sites to work on, because the gap between a good one and an ordinary one is so easy to see. Someone thinking about a skin treatment wants to feel safe before they book. Your website is usually where they decide whether they do.

This is what I'd want on any aesthetics clinic's site, in roughly the order a new client notices it.

Who you are, in the first screen

The first thing on the page should tell someone three things without scrolling: what you do, where you are, and who does the treatments. "Skin clinic in Exeter, led by a nurse prescriber" does more work than a beautiful slogan with no town in it.

Put a real photo of you, or of your treatment room, near the top. Stock photos of smiling models are everywhere, and people can tell. If you haven't got good photos yet, one afternoon with a local photographer is one of the best things you can spend money on for your site, and you'll use the pictures on your Google profile and social media too.

Your qualifications belong here as well. If you're a nurse, a doctor, a dentist or a pharmacist, say so plainly and say who your regulator is. It's the question people are quietly asking.

A booking button that works on a phone

Most people will look at your site on their phone, often in the evening. So the booking button needs to be easy to find, easy to tap, and it needs to actually work.

A few practical checks you can do yourself tonight:

  • Open your site on your phone and try to book something, start to finish. Count the taps.
  • Check your phone number is a tap-to-call link. If you tap it and nothing happens, it's just text, and a web designer can fix it in minutes.
  • If your booking system is embedded inside your page (in a little window), try it on an iPhone as well as an Android. Some booking systems lose their place inside an embedded window because of how browsers now handle cookies. A plain button that opens the booking page is often the more reliable choice, and there's no shame in it.

Prices, clearly

People want to know roughly what things cost before they get in touch. A clear price list for your facials, peels, skin treatments and consultations builds trust, and it saves you answering the same email twenty times.

Keep one price list and make it the true one. If your booking system already has the up-to-date prices, your website should match it exactly. Two different prices for the same treatment is one of the quickest ways to lose someone.

Prescription-only treatments need care

This is the part many clinic websites get wrong, often without knowing it. Botulinum toxin is a prescription-only medicine, and in the UK you can't advertise prescription-only medicines to the public. That's the law (regulation 284 of the Human Medicines Regulations 2012), and it's also in the advertising code that the ASA enforces (CAP Code rule 12.12).

In practice, the ASA's guidance says your website can promote a consultation, and it can mention in a factual, low-key way that a prescription-only treatment may be one option after that consultation, if you're suitable. The same guidance says it shouldn't be mentioned on your home page, in testimonials or in hover text, and that money-off offers on it are unlikely to be acceptable even on your own site. I also keep the brand name out of page titles and menus, which goes a step further than the guidance asks. I've written a separate, more detailed piece on this, because it deserves one.

Pages for each treatment

One long "Treatments" page is hard for people to read and hard for Google to understand. A short page for each main treatment works better, each with:

  • what it is and who it suits, in plain words
  • how long it takes and what to expect afterwards
  • the price, or where the price lives
  • a few honest questions and answers
  • a link to book, or to book a consultation

Each page gets its own title, with the treatment and your town in it, for example "Microneedling in Exeter". That's how you start to show up for people searching for that treatment near them, rather than only for your clinic's name.

Reviews, in their own words

Your Google reviews are some of the most persuasive words on your site, because you didn't write them. Pick a few that are specific ("she explained everything and never rushed me") and show them with the person's first name and initial. Only use real reviews, keep them as written, choose ones that fairly reflect your reviews overall, and link to your Google profile so people can read the rest. Leave out any review that mentions a prescription-only treatment, because the ASA's guidance says testimonials shouldn't refer to them.

The quiet technical layer

There's a layer of every good site that nobody sees, and it decides a lot about whether you're found. On the sites I build it always includes:

  • A unique title and description on every page, so each one can appear in search in its own right.
  • Structured information (called schema) that tells Google your clinic's name, address, phone number, opening arrangements, treatments and prices, in a format it reads directly.
  • A plain summary file for things like ChatGPT to read, called llms.txt. I explain it properly in my article on being recommended by ChatGPT.
  • Fast loading on a phone. I test every page with Google's own speed tool before a client sees it.
  • If you're replacing an old site, redirects from every old address to its new home, so the visits your old pages earned aren't thrown away.

None of this is glamorous, but it's the difference between a site that looks nice and one that brings people in.

What I'd leave out

Countdown timers, "only three spaces left" banners and before-and-after galleries for prescription-only treatments. The ASA's guidance says before-and-after pictures of a prescription-only treatment are likely to be seen as advertising it, and pretending an offer ends soon when it doesn't is banned outright under UK consumer law. Even when the urgency is real, it feels pushy. A calm, clear, honest site suits aesthetics far better, and it's what your best clients are looking for anyway.

If you'd like a second pair of eyes

If you'd like me to look over your current site and tell you honestly what I'd change first, I'm happy to. I work with a few clinics at a time these days, since becoming a mum, so I can give each one proper attention. You can pick a time for a relaxed 15-minute video call here:

Book a 15-minute call

Frequently asked questions

Do I need a separate page for each treatment?

For your main treatments, yes. A short, clear page per treatment helps people find the answer they came for, and it gives Google a page to show for that treatment in your town.

Can I put Botox on my aesthetics clinic website?

Only in a very limited way. You can promote a consultation, and explain factually that a prescription-only treatment may be an option afterwards if you're suitable. The ASA's guidance says it shouldn't appear on your home page, in testimonials or in money-off offers. My separate article goes through that guidance in detail.

Should my booking system be embedded or linked?

Either can work. Test the embedded version on an iPhone and an Android before relying on it. If it loses its place or asks people to start again, a clear button that opens your booking page is the safer choice.

How important are photos?

Very. Real photos of you and your clinic build trust faster than anything else on the page, and they're reused on your Google profile and social media.

Sources

Checked on 28 September 2026.