Home / Medspa Reality Check
Ten things I check first on every medspa audit, each one found broken on a real, well-reviewed clinic whose owner had no idea. Answer honestly and the page scores you as you go. Two minutes per check, no signup, no tool needed.
Every check below is something I have found broken on a real, well-run clinic's website, usually one with excellent reviews and an owner who had no idea. None of them need a tool or a login. Each takes about two minutes to verify yourself, right now, and the page keeps score as you go.
Be honest with the "Not sure" button. Not sure counts against you, because in every one of these, not knowing is how the leak stays open.
This is the single most expensive silent failure I find. The patients who click Book from Google are the most ready-to-buy people you will ever get, and when that button points at a dead or third-party domain they hit a warning screen and leave. You never find out. I found one clinic whose button had pointed at an expired domain for months while their reviews stayed excellent.
I audited a clinic where a nonrefundable deposit appeared for the first time at the final booking step. That is the exact moment a ready patient turns into an abandoned form. The fee is fine; the surprise is what kills the booking.
A clinic with a 4.9 star rating sent every visitor to a Services page that literally read 'Services will be displayed here once added', with about a dozen internal links pointing at it. The owner had no idea. Builders leave these behind and nobody checks.
One clinic had around 72 photos sitting on Yelp and none on the website itself. Patients research on your site and decide on proof. If the proof lives somewhere you do not control, you are paying to send them to a platform full of your competitors.
The most common medspa homepage line is a variation of 'reveal your natural beauty', which says nothing. I worked with an injector with 18 years of experience and rare depth treating deeper skin tones, and the website never mentioned either. Patients search for exactly that skill and could not find her for it.
Cost questions are the highest-intent searches in aesthetics, and almost every clinic refuses to answer them. On my own sites, honest cost pages produce roughly 43% of non-homepage clicks. The clinic that answers the question gets the click and the trust that comes with having answered it.
Most medspa traffic is mobile, and most templates bury the phone number in a footer three screens down. Two scrolls is the honest threshold: past that, you are relying on patience your patients do not owe you.
Map pack position leans on review recency and velocity, not just the lifetime count. A clinic coasting on 200 old reviews loses ground to one earning 10 fresh ones a month. Recency is also the first thing a patient reads.
I found one business being outranked by a competitor whose website was actively hacked and serving spam. Nobody notices what nobody checks. Five minutes a week watching your own search results catches problems and openings months before a report would.
I audited a clinic where those three buttons went to three different destinations, one of them broken. Every extra booking system is an extra place patients leak out. One path, tested monthly, on every surface.
Free, and your email gets exactly one message: the fix list you asked for. There is no list and no sequence. If you include your website I will personally look at the items you failed and reply with what I find, because that is how I demonstrate what working with me is like.
Because the checklist is not the hard part; the fixing and the follow-through are. An owner who fixes all ten of these themselves is a better-run business and a better future client, and one who wants help fixing them knows exactly who found them.
If you scored 8 or better, your leaks are small and your next constraint is probably visibility rather than conversion. That is a different conversation: it is about whether patients searching for your treatments in your town find you at all.
Mostly yes: the Book button, review velocity, mobile call button, one booking path and placeholder pages apply to any appointment business. The deposit surprise, before-and-after proof and cost-page checks are specific to aesthetics.
The Google Book button and the cost question. Almost nobody has pressed their own Book button from an incognito window, and almost nobody answers the price question their patients ask most. Both are also the fastest to fix.
Thirty minutes. Tell me where your last few customers came from and what you could handle more of. I will tell you whether marketing is your constraint or whether something else is, and I will say so plainly if it is not.