The pages a med spa site needs
Five page types do the work. Everything else is optional.
| Page | What it answers | Must have |
|---|---|---|
| Home | What you do, where, and how to book | Book button above the fold, address, phone |
| One page per treatment | Is this right for me, what does it cost, who does it | Price or price range, provider, downtime, risks, Book button |
| Providers | Who will treat me, and are they qualified | Name, license or credential, photo, treatments they perform |
| Pricing | What will I pay | Per unit, per syringe or per session, deposit amount |
| Booking and policies | How do I book and what if I cancel | Live calendar, deposit or card hold, cancellation window |
An Instagram grid can't do this job. Posts and DMs don't give a searcher a page per treatment, and Google advises "making sure that important content is available in textual form" for its AI features (Google Search Central: AI features).
What goes on a treatment page
One treatment per page, so a search for "lip filler" or "laser hair removal" lands on the answer. Cover, in this order:
- What it treats and what it doesn't.
- Who performs it: name and credential, linked to the provider page.
- Price: the unit you charge by, plus the deposit.
- The visit: how long it takes, downtime, when results show.
- Risks and who shouldn't have it.
- Book button, opening that treatment's calendar.
Google gives health pages more scrutiny. Its systems "give even more weight to content that aligns with strong E-E-A-T for topics that could significantly impact the health, financial stability, or safety of people," which it calls "Your Money or Your Life" topics (Google Search Central: Helpful content). Its checklist starts with who wrote the page:
"Is it self-evident to your visitors who authored your content? Do pages carry a byline, where one might be expected?" (Google Search Central: Helpful content)
A treatment page reviewed and signed by your medical director answers that question. A page with no name doesn't.
The same pages feed AI answers. Google says "there are no additional requirements to appear in AI Overviews or AI Mode, nor other special optimizations necessary" beyond normal SEO (Google Search Central: AI features). More on that in Google AI Overviews for local services.
Naming Botox and other drugs on your site
US: name the brand you actually use, and price it on its own units. Why "Botox" can't stand in for Dysport or Xeomin is in Botox advertising rules.
Canada: your website counts as advertising. Health Canada says that if you "promote specific products on your website, you must comply with the federal advertising requirements," which limit a prescription drug like Botox to name, price and quantity, with no benefits or before-and-after pictures (Health Canada). Write the page about the treatment and the consult, and keep the drug to name and price.
Booking with deposits
Booking tools give three choices at checkout. Square's wording is typical (Square Support):
| Option | What happens | Fits |
|---|---|---|
| No requirement | Client books with no card | Free consults, when no-shows are rare |
| Hold card in case of no-show | Card required to book; charged only if the client breaks your policy | Services whose final price varies, such as per-unit injectables |
| Require full prepayment | Client pays to book | Fixed-price services and packages |
Two details from Square's help page worth copying into your own policy: a held card "can be charged if your client violates your cancellation policy," and the cancellation fee can be charged "up to 14 days after the appointment" (Square). Other tools use different limits, so check yours. How much to charge and how to word the policy is in salon no-show policy.
Show the deposit and cancellation window on the treatment page too, so the client sees them before checkout.
Keep the booking form short
Ask for name, phone, email, treatment and time. Put the medical history in the intake at the visit or in a patient portal.
Health details typed into a booking form can end up in analytics or ad pixels. The tracking risk for clinics is in Meta pixel and HIPAA.
Add the same booking link to your Google listing so people can book from Maps: Reserve with Google.
Example
A spa sends every ad and post to "DM us to book"
Questions arrive at midnight and wait until morning. Adding treatment pages with a Book button and a $50 card hold lets people book at midnight, and gives Google pages to rank.
A clinic has one "Services" page listing 20 treatments
A search for "microneedling" finds a list, not an answer. Splitting it into 20 short pages, each with price, provider and Book button, gives each search its own landing page.
A Calgary med spa's Botox page promises "erase wrinkles for 4 months"
In Canada that is a benefit claim next to a prescription drug's name. Rewrite the page around the consult and list the product only by name and price.
Different for you?
- Leads come from Meta forms, not the site: med spa leads not booking.
- Ads keep getting rejected: med spa ads.
- Site gets visits but no bookings: website not getting leads.
- Want the site built and kept up for you: Website Agent.