1. The first screen on a phone
Open your homepage on your own phone, without scrolling. This is what most clients see first.
- A Book button is visible without scrolling. In our scan of 749 med spa homepages, 30% had no Book button on the first phone screen.
- Your phone number is tappable. Tapping it should start a call. 23% of the sites we scanned didn't do this.
- It's obvious what you are and where. "Med spa in [town]" or your main treatments, not just a logo and a slogan.
- No pop-up covers the screen in the first few seconds. A sign-up offer can wait or sit in a small bar.
- Nothing expired is showing. No past holiday specials, old prices or last year's events.
2. Booking
- Every "Book" button goes to the right place, ideally the right service, not a generic page you have to search.
- Booking takes few steps. Count the taps from your homepage to a confirmed appointment. Fewer is better.
- Booking questions are logistics only unless your booking tool signs a HIPAA business associate agreement. Collect health history in your intake system instead.
- You've booked a test appointment yourself this month, on a phone, from start to confirmation email.
- New clients know what happens next: consultation or treatment, how long, and what to bring.
3. Treatment pages
- Each main treatment has its own page, with the treatment and your town in the title.
- Each page answers the real questions: what it is, who it's for, downtime, how many sessions, and what it costs (or a starting price).
- A Book button on every treatment page, near the top and again at the bottom.
- Prices and hours match everywhere on your site, your Google profile and your booking tool.
4. Trust and compliance
- Providers are named with accurate credentials. Don't call aestheticians "board-certified," and say who supervises medical treatments.
- Before-and-after photos are your own patients', with consent. Credit any manufacturer photos clearly, and keep them out of paid ads.
- Devices and drugs are described correctly: most energy devices are "FDA-cleared"; drugs are "FDA-approved." Check claims with your medical director.
- Reviews are real and recent, linked to your Google profile, never written or filtered by you.
5. Speed and technical health
- The homepage is under 3 MB. 37% of the sites we scanned were heavier. Big sliders and autoplay videos are the usual cause.
- No sideways scrolling on a phone, and text is readable without zooming.
- No broken images or links, and the copyright year in the footer is current.
- The site uses HTTPS everywhere, and the www and non-www versions go to the same place.
6. Local search and AI search
- Every page has a unique title and meta description, and one main heading (H1).
- Your business name, address and phone are identical on your site, Google Business Profile and directories.
- Structured data describes your business (LocalBusiness or MedicalBusiness schema), so search engines know what and where you are.
- Pages for nearby towns are genuinely different, not copies with the town name swapped.
- AI crawlers aren't blocked by your robots.txt or your web host, so ChatGPT, Perplexity and Google's AI Overviews can read and cite you.
7. Tracking
- Analytics is installed and working (GA4 or similar), and someone actually looks at it.
- Bookings, calls and form sends are recorded as events, so you can see which pages and ads bring in clients.
- Ads report booked appointments, not just clicks, ideally with the treatment's value.