Foundations
What a clinic sells, who decides, how patients move from a symptom to a booking, and the rules that constrain every word you publish.
Modules in this part
What an aesthetic clinic actually sells
Before you write a word of a website, you have to be able to say plainly what a patient is buying. Almost nobody can, ...
24 minutes readingModule 02Who decides, and how they choose
A booking is rarely one person's decision. Understanding who else is in the room, and what each of them is looking for...
22 minutes readingModule 03The patient journey, from symptom to booking
The journey from a symptom to a booked consultation has a shape. Knowing the shape tells you which pages you are missi...
26 minutes readingModule 04How search works, in the detail a clinic needs
You do not need to know how a search engine is built. You do need to know the five gates a page passes through, becaus...
25 minutes readingModule 05The rules that constrain everything you publish
Every sentence you publish sits under advertising law, professional regulation and, for some treatments, medicines law...
27 minutes readingHow to work through this part
The five modules are sequenced, so read them in order rather than picking the one that sounds most useful. Each ends with an exercise, and the exercises are the part that changes anything.
- Module 01, and write the three sentences that say what a patient is buying.
- Module 02, and list who else is in the room when the decision is made.
- Module 03, and audit the route you currently offer from symptom to booking.
- Module 04, for the five gates a page passes through before it can rank.
- Module 05, and apply the five question check before you publish again.
When this part is done, positioning follows in Part II, and the page that carries most of the commercial demand is taken apart in Part III, starting with Module 10. The exercises from all five modules are in the free workbook described on the workbook page.
Alongside this part
What aesthetic clinic SEO actually means
A working definition, and what separates it from general SEO for a clinic that has to obey the advertising codes.
BPlanning growth across three workstreams
Treatment page work, local discovery and wider support are different jobs with different timescales. Separating them first saves the most time.
CLocal planning worked through for one district
The same planning applied to a single London district: page roles, service coverage and the enquiry route.
The other parts
Positioning
Deciding what the clinic competes on, which treatments carry the weight, and what shape the site needs t...
IIITreatment page architecture
The page type that carries most of a clinic's commercial search demand, taken apart section by section a...
IVContent that answers patients
Finding the questions patients actually ask, answering them in a form that can be read, quoted and trust...
VTechnical hygiene
Crawling, indexing, speed, URLs, internal structure and accessibility: the plumbing that decides whether...
VILocal presence and reputation
The profile, the location pages, the consistency of your details across the web, and the reviews you are...
VIIConversion and measurement
Turning attention into a consultation, and counting the small number of things that tell you whether any...
VIIIHandover
The module on knowing when the work has outgrown your own hours, and what a competent handover actually ...