If you run a med spa, you’ve probably heard the marketing advice that you need a Solution Statement (like the one above), plastered all over your Instagram, Facebook, and website.

The logic being that it’ll attract the right kind of patient to your clinic.

Today I’m going to show you why you don’t need to break your head trying to come up with one… (in fact, you’re probably better off without it).

Instead, I’ll show you how to use messaging that generates traffic to your site and new patient bookings, rather than trying to be cute and clever.

Because to be frank, if patients never find you online, it doesn’t matter what you’re messaging says. They’ll still be booking with your competitors.

Most med spa owners spend way too much time here, thinking it will solve their slow season, or empty treatment rooms. When in reality their time and money is probably better spent on something that actually generates an ROI.

Let’s dive in.

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The Biggest Advantage a Local Business Has

I was speaking with Karen, she owned a med spa in Denver. She was posting content to Instagram and running Facebook ads.

But for all her efforts she had only managed to attract broke bargain hunters.

Many were looking for the cheapest deal, with no intention of returning or referring friends. They simply didn’t have enough money for upsells.

Not to mention, a concerning number of them had bad credit, and didn’t have a credit card to put on file for a deposit.

Karen told me who she wanted to attract:

“We help working moms who never put themself first, that have a lot of disposable income, take care of their skin and age gracefully.”

That wasn’t something she had pulled out of thin air.

I could tell she had thought about that for some time.

And beautiful as it may be, it wasn’t going to get eyeballs on her med spa.

So I told her this:

Right Now, There Are Hundreds of People in Your City Searching for Treatments You Offer

In her case, there were 8,950 people searching for treatments she provided. Each month…

She needed to get her med spa in front of THESE people—because these were the buyers…

..Not price shoppers.

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Your Target Audience, Are the People in Your City

They need to be within driving distance.

Which is a massive advantage for you.

Because it means that a simple sentence like this on your website and Instagram:

‘Botox Denver’

Can attract the right kind of (local) patients, who are actively looking for treatments you provide.

And that, is a winnable battle.

Think about it.

There is inherently less competition in your city than the entire internet all battling for attention.

And if you do win it, you’ll have an almost automatic flow of new patients coming in each month.

Your Target Audience is Using Google & AI to Research You

This means that rather than spending time crafting a beautiful statement like this:

“We help working moms who never put themself first, blah, blah, blah…”

Which may or may not bring new leads to your med spa from social media.

A handful of simple sentences like this:

• Med spa [city]

• Botox [city]

• CoolSclupting [city]

• Lip fillers [city]

Will put your med spa in front of buyers…

The people who are typing those sentences into Google and AI, have pre-qualified themselves.

They are local, have money to spend, and intention to buy what you sell.

And as a local business, those are the most important characteristics of your target audience that matter.

Simple as that.

No need to over think.

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“But What About Differentiating My Med Spa?”

Here’s the thing.

Google and AI only display 3-5 med spa at the top of those search results.

And thanks to a cognitive bias called the Anchoring effect, it means that if you show up in those top results, patients will assign more value to you simply because you came first…

Thus, differentiating your med spa.

You differentiate by coming first.

Plus, when you show up at the top of Google and AI recommendations, there is inherently more trust built in.

Studies show that roughly 60% of local search traffic and clicks go directly to these top positions.

Understanding How to Use Social Media

Most med spa owners have this backwards.

They start with creating content, and coming up with clever statements that differentiate them from their competitors in hopes of attracting the right patients to their practice.

But most people will find you on Google and AI search first…

In a recent survey by Brightlocal, they found that 31% of consumers use AI to find a local business.

Once they find you then they do 1 of 3 things:

• 20% will click through to your website

• 40% will check out your Google Business Profile

• 40% will check out your Instagram

In other words, the LAST thing they do, if they aren’t yet convinced you’re the right choice, is check out your socials.

This means that your social media should act as social proof.

Before and after photos, pictures of the interior, the treatment rooms, and the team at work. Happy customers if you have consent.

That’s it.

No elaborate dance videos needed.

No crazy social media strategy.

Just enough social proof to push them over the edge and help them decide. Which mostly comes down to demonstrating authenticity.

That you are a real, trustworthy med spa.

Remember, they aren’t finding you on social media.

They find you through Google and AI.

Then use your social media accounts to vibe check you.

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Avoid This Mistake…

This is from a social media marketing guru’s account.

They’re proud of how they turned this bio from boring to bling…

But I would argue they made it worse.

Previously, the keyword ‘Omaha Med Spa” was in the bio.

That keyword gets associated to your med spa’s social account. It acts as a signal for Google and AI to understand what you do, and then put you in front of relevant searches…

…where patients find you.

But the new bio, uses clever wording that omits the exact thing patients are searching for.

Ultimately reducing the chances of getting found in the first place.

Always go with clarity over clever when it comes to your messaging.

Think of your social media accounts as beacons that send signals to AI and Google telling them what your business is about, and what you do.

That way, you show up for searches like:

• Med spa near me

• botox [city]

• hair restoration [city]

• etc…

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The Bottom Line

Instead of breaking your head trying to come up with clever messaging like this:

“we help x, do y, without z.”

Make sure your treatments (i.e. your keywords):

• Botox [city]

• Lip Filler [city]

• Laser Hair Removal [city]

• CoolSculpting [city]

• Etc…

Are displayed throughout your Google Business Profile, website, and social media accounts.

That’s what gets you in front of local, high-converting traffic.

Said differently, your target audience are simply the people in your city.

They self-identify by their search queries into Google and AI.

All you have to do is make sure you show up when they search for your services.

That’s all for today.

Take care.

Nicholas

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Never Worry About Empty Treatment Rooms Again.

When you dominate local search, you effectively build a system that attracts high-value patients consistently. (Think Botox, PRP, peptides, CoolSculpting, etc… and not price shoppers.)

It’s like setting up an insurance policy that secures your clinic’s growth in the long run because you’ll be visible to patients who are actively looking for the services you offer.

And the longer you dominate the local search results, the more established and recognizable your med spa becomes. (I call it the compound interest of SEO effect.)

Get your Free Local SEO Report and find out exactly where you stand right now.

Here’s what you’ll see:

• Where you rank compared to your top local competitors

• What patients in your area are actually searching for right now

• The gaps that are sending high-value patients to other clinics

Afterwards you’ll have practical, actionable insights you can act on. No commitment. No sales call. Just your data.

Get Your Free Local Search Report Now

Some people swear by Instagram, others say it’s dead. Referral programs, Facebook, Google ads, SEO, AI... everyone has a different answer.

For those of you actually running a MedSpa, today I’ll break down what works vs. what’s a waste of time and money.

This is insight based on dozens of conversations with clinic owners, and from the results my agency has achieved working with med spas.

Let’s get started.

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Two Ways to Sort Every Marketing Method

Before I rank anything, it helps to know what you’re actually comparing.

Every method falls into two categories:

Organic vs. Paid.

Organic is free but costs your time. Paid is fast but costs you budget—and disappears the moment you stop paying.

On-Demand vs. Interruption.

On-demand marketing shows up when someone’s already searching for what you offer. They have a problem, they know the solution, they’re looking for who to buy from. This traffic already has buying intent.

Interruption marketing shows up while someone’s scrolling, doing literally anything else. You’re asking them to stop and pay attention to something they weren’t looking for. Interruption traffic doesn’t having buying intent.

Keep both of those in mind as we go through the marketing methods.

Marketing Methods Ranked

1. SEO (Search Engine Optimization) + AI Search

This is on-demand and (mostly) organic.

Someone types “Botox near me” on Google or asks ChatGPT/Claude/Gemini where to get lip filler in their city, and you either show up or you don’t.

The patients who find you this way already want what you offer.

They’re not being sold, they’re doing research.

And, that’s the whole game.

This type of marketing compounds. The work you do now still works for years to come. In fact the sooner you dominate search results the harder it becomes for your competitors to outrank you.

(It’s why med spa’s with good SEO tend to sell for more, because buyers know they’ll continue generating bookings for years to come.)

Compare that to an ad campaign, where the leads stop the second you stop paying.

You’re not renting visibility. You’re owning it.

Pros:

• Compounds over time

• Search traffic from Google & AI has the highest conversion rate

• Works 24/7 in the background

• Builds trust with your med spa

Cons:

• Takes 3-6 months to see consistent bookings

• Requires patience during the ramp-up period

• Harder to “turn on” instantly when you need patients next week

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2. Google Ads

As a general rule of thumb, SEO can take 3-6 months for your med spa to start ranking and generate consistent bookings.

Since Google ads is still on-demand marketing (same search intent as SEO), we sometimes run a paid ad campaign in those early months to start getting bookings immediately.

The only difference is you’re buying your way to the top instead of earning it.

It’s faster than SEO, which is the appeal.

It also makes it the first thing that goes quiet the moment cash flow gets tight, which is the tradeoff.

It’s a good bridge while your SEO builds. Expensive as a permanent foundation.

Here’s what we usually expect to spend to acquire CoolSculpting patients:

• Min monthly ad Budget = $2,000 - $2,500

• Cost per lead = $75 - $125

• Estimated number of leads for ad spend = 16-33

Here are the pros and cons summed up in a nutshell:

Pros:

• On-demand—same buying intent as SEO

• Fast—can generate bookings within first week

• Good bridge while SEO builds

• Budget is controllable and adjustable in real time

Cons:

• Leads stop the moment you stop paying

• Cost per lead can climb in competitive markets

• Doesn’t build any long-term asset—you’re renting, not owning

3. Facebook (+ Instagram) Ads

This is paid + interruption marketing.

You’re not catching someone who definitively wants Botox—you’re targeting someone who might have an interest in it, but was looking at vacation photos and now sees your ad.

This is usually where the “price shopper” problem starts if you don’t have a proven funnel set up.

Oh, and FYI, you’re not going to sell a $3000 CoolSclupting package right out of the gate with these ads.

Usually, you lead with a cheap, front-end offer designed to get people’s contact information so you can market to them down the line.

This tends to come in the form of discounted treatments. The money is made with upsells from consultations and email marketing.

Getting them to come back and buy more expensive treatments now that they know, like, and trust you.

Pros:

• Fast results—can generate leads within days

• Budget is controllable and adjustable in real time

• Can work well with a proven front-end offer + upsell funnel

• Good for retargeting people who already know your brand

Cons:

• Leads stop the moment you stop paying

• Interruption-based—low buying

• Competing against the entire internet, not just local competitors

• Tends to attract price shoppers if the funnel isn’t dialed in

• Requires high marketing IQ to be profitable

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4. Organic Facebook & Instagram Content

This is where most med spas start—and get stuck.

It’s free, so it’s got a low barrier to entry.

Which sounds awesome until you actually do it.

You’re spending real hours creating reels and posts, competing against an algorithm that’s actively deciding whether to show your content to anyone at all, to reach people who weren’t looking for a med spa in the first place.

So it’s also interruption marketing.

There’s low buying intent from the majority of people.

It’s not that social media does nothing.

In fact, we use social media more like social proof—since patients will often check out your socials… after they find you on Google.

It can move someone from the consideration phase to actually booking, so it’s worth having a social media presence for that reason alone.

But if it’s your primary strategy for filling your schedule, it’s the most labor-intensive, least predictable option on this list—and it’s usually the first thing owners burn out on.

Pros:

• Free to start

• Builds social proof once patients find you elsewhere

• Can move someone from considering to booking

• Useful for showcasing team, culture, and results

Cons:

• Low buying intent—most viewers weren’t looking for a med spa

• Algorithm-dependent—no guarantee of reach

• Time-intensive with no direct line to revenue

• Easiest channel to burn out on for the least predictable return

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The Bottom Line

If expensive treatment devices sit unused, payroll obligations remain unchanged, and every new month begins with the pressure of generating enough demand to cover overhead.

I would deploy a combination of SEO and Google ads.

SEO is the long term patient acquisition strategy, while Google ads can get you booking this month.

The med spas that are winning right now aren't the ones chasing every new platform or tactic.

They're the ones that picked the channel with the most staying power, put in the work early, and let it compound while everyone else starts over every few months.

That’s all for today.

Take care,

Nicholas

Share

Never Worry About Empty Treatment Rooms Again.

When you dominate local search, you effectively build a system that attracts high-value patients consistently. (Think Botox, PRP, peptides, CoolSculpting, etc… and not price shoppers.)

It’s like setting up an insurance policy that secures your clinic’s growth in the long run because you’ll be visible to patients who are actively looking for the services you offer.

And the longer you dominate the local search results, the more established and recognizable your med spa becomes. (I call it the compound interest of SEO effect.)

Get your Free Local SEO Report and find out exactly where you stand right now.

Here’s what you’ll see:

• Where you rank compared to your top local competitors

• What patients in your area are actually searching for right now

• The gaps that are sending high-value patients to other clinics

Afterwards you’ll have practical, actionable insights you can act on. No commitment. No sales call. Just your data.

Get Your Free Local Search Report Now

It was on the TV at the gym.

(Normally, I’d just ignore them because I try to be present while working out—and not get distracted by whatever extreme sport is playing. )

But that day was different.

This was a still image with a stat… sharing this:

“The hashtag #headspa accumulated over 919 million views on TikTok last month.”

That sent me down the rabbit hole of researching the biggest med spa trends of 2026.

And today I’m going to share what I think are 2 trends with the most opportunity right now.

This will help you solve two of the biggest problems med spas are facing right now:

• Differentiation

• Profitability

I’ll also share how to avoid common mistakes most med spa owners make when implementing these new trends.

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Trend #1: Head Spas (& Scalp Treatments)

As I alluded to in the opening sentences, searches for the term “head spa” are at an all time high.

But not just on TikTok.

I was curious about what local searches looked like on Google, so I did some digging.

Here’s what I found for the search term in my city for ‘Head spa Montreal’:

There was a very healthy demand locally. And one med spa was cleaning up:

Skines…

And they’re getting almost 2K monthly visitors to their site from that one search term…

But what about other cities in the U.S.?

Let’s look at Denver:

There are over 2K monthly searches for this treatment…

Let’s look at one more city, say, Phoenix:

Well over 1K monthly searches.

I think it’s fair to say that in most cities across the U.S. & Canada have well over 1,000 monthly searches. (i.e. people who are looking to book a head spa session now).

If you’d like to take a look at your city, send me a message and I’ll check out how many people are searching for ‘head spa near me’.

The Opportunity

Most of the competition for this service has around ~100 Google reviews… if that.

They are all relatively new businesses that have capitalized on this trend.

This means that you can EASILY start ranking for this service and bringing new clients in the door for your med spa if you’ve been around for 1 year +.

But beyond that, I think most of the businesses that are ranking for this service are doing it wrong.

Because I don’t think head spas are the real opportunity…

The bigger opportunity here is that people are starting to become aware of scalp health, and it’s relationship to healthy hair and hair loss prevention.

Which means men are also interested in this trend—not just women.

In other words, people who are interested in a head spa, are probably also interested in PRP or peptides that promote hair growth.

Something most of these head spa competitors do not (and cannot) offer.

That’s where the real money is made.

‘Head spa’ gets people in the door. But you make money with upsells into other treatments.

What’s Required

One of the reasons I love this trend: it requires such little infrastructure and equipment to get started.

It requires:

• A portable sink (which you may already have)

• A waterfall or halo (where water drips onto their head)

• A training on scalp massages for your aestheticians (if they need it)

And you’re good to go.

Which means your overhead is relatively low compared to a $100,000 RF device.

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Trend #2: Peptides

Demand for peptides is off the charts.

Especially GLP-1’s and weight loss clinics.

This is very much in line with the greater trend of beauty from the ‘inside-out’ rather than ‘outside-in’.

You don’t have to look very far to see this trend emerging…

Comedian Bert Kreischer recently started using it and has seen pretty drastic results…

Ozempic was one of the dominant sponsors of the 2026 winter olympics in Milan—at least for Canadians. You couldn’t watch a single event without seeing an ad for the weight loss peptide.

Or just listen to any medical aesthetics podcast and learn about how the most successful med spas are offering peptides now…

Again, it’s not just women who are interested in peptides, but men too.

Which is why I think this is a powerful trend to get behind.

The Opportunity

GLP-1’s alone won’t give people the outcome their looking for.

Sure, they lower cravings, and make fasting for long periods of time easier—but if all you do is take the peptide and stop eating—you’ll lose muscle, fat, and feel tired all of the time.

That’s not exactly a healthy way to lose weight.

In fact, the term ‘Ozempic face’, where you lose a substantial amount of fat in the face and start to look prematurely older, is a very real side-effect.

The real opportunity, lies in the nutrition coaching, progress tracking and side effect management.

You’re not trying to replace a pharmacy where patients can get the peptide for the cheapest price possible.

You’re offering monthly check ins, diagnostics, weight tracking, delivery, and maybe even some CoolSculpting as they start to lose weight and skin get’s loose.

It’s the same thing for other peptides. They want to have an MD track and monitor them, while working towards some goal.

What’s Required

This is where I think the biggest barrier to entry lies…

Unlike the head spa service, this isn’t as simple as just adding a web page to your site and ranking.

There needs to be the right infrastructure in place.

You definitely need to have a Medical Director overseeing things, and on top of that you need a compounding pharmacy that can deliver the peptides to them.

This requires a bit of foresight and planning.

That being said, since it’s a new trend, the competition for it is lower and it can be a big monthly recurring revenue driver for your med spa.

The Bottom Line

Both of these trends can serve different purposes in your business.

• Head spas can be a great way to get new patients in the door and then upsell them other things they might be interested in.

• Peptides (especially GLP-1s) can be a great monthly revenue generator, where patients pay anywhere from $250 - $500 per month.

Have you tapped into these trends yet?

I’d love to know.

If you’re curious what the demand looks like in your city, send me a message and I’ll check it out.

Take care,

Nicholas

Subscribe now

Never Worry About Empty Treatment Rooms Again.

When you dominate local search, you effectively build a system that attracts high-value patients consistently.

(Think Botox, PRP, peptides, CoolSculpting, etc… and not price shoppers.)

It’s like setting up an insurance policy that secures your clinic’s growth in the long run because you’ll be visible to patients who are actively looking for the services you offer.

And the longer you dominate the local search results, the more established and recognizable your med spa becomes. (I call it the compound interest of SEO effect.)

Get your Free Local Search Report and find out exactly where you stand right now.

Here’s what you’ll see:

• Where you rank compared to your top local competitors

• What patients in your area are actually searching for right now

• The gaps that are sending high-value patients to other clinics

Afterwards you’ll have practical, actionable insights you can act on. No commitment. No sales call. Just your data.

Get Your Free Local Search Report Now

• Spending hours creating social media content

• Chasing no-show consultations

• Posting constantly just to stay visible

Then keep reading because today I’ll share a 90-day marketing plan for your medical aesthetic clinic that will generate predictable leads for your treatments without looking "cheap" because of constant promotions.

Let’s get started.

Local healthcare searches convert to appointments 3x faster than social media leads.

Before we jump right into action, let’s zoom out a little…

Your patients must physically visit your med spa.

They actually need to be within driving distance.

Which means they’re searching with a geographic context in mind, like this:

• med spa [city]

• botox near me

• Coolsclupting near me

These searches are happening on Google and AI engines (like ChatGPT).

This is a MASSIVE advantage for you as a local business owner, because it means you don’t have to compete with the entire internet...

… Just your local market.

On top of that, what makes these searches convert so well is the INTENT behind them.

Said differently, when someone searches for Botox or Coolsculpting ‘near me’, they are ready to book…

…Today.

This is what I call, ON-DEMAND marketing.

Because you show up when your patients are actively looking for your services.

(Versus INTERRUPTION marketing—when you interrupt someone doomscrolling Instagram who is NOT actively looking for your services.)

This is the foundation of effective aesthetic clinic marketing. So the 90-day marketing plan will emphasize ‘on-demand’ marketing because it has the least competition, and attracts people who are already shopping.

This gives you the greatest ROI on your time.

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Phase 1: First 30 Days

Your Google Business Profile (GBP) is one of the biggest deciding factors when it comes to ranking at the top of Google and AI searches.

It’s what search engines (and AI) use to understand your business, plus it’s the first thing patients see.

Meaning it’s job is two-fold:

1. Generate visibility

2. Build Trust (Conversion)

A well-optimized GPB does the following things…

Has Authentic Photos:

These are NOT stock images you pulled off of Canva or a Google search.

In fact, the best photos are often taken with an iPhone, and show YOUR team, YOUR location, and sometimes YOUR patients (if they’re cool with that).

When you upload photos from a phone, they get:

• Geo-tagged

• Time-stamped

(That’s a fancy way of saying there’s a WHEN & WHERE associated with the image.)

This sends a powerful signal to search engines saying this business is legit—and not just some shady website operating in a dark corner of the internet.

As long as the pictures aren’t blurry and have some intention behind them, that’s good enough.

It’s also worth mentioning that after reviews, photos are the #1 conversion factor for patients.

Has Positive, Recent Reviews

As a rule of thumb, you should ALWAYS be asking for reviews.

Reviews help:

• Generate visibility for your clinic

• Improve conversions

• Increase the sale value of your clinic (if you decide to sell at some point)

The med spas that I’ve worked with who’ve generated the most reviews—and subsequently got more visibility and more business—have a review generation strategy in place.

There are two main ways to do this:

1. Asking for reviews at the front desk + having a scannable QR code

2. Following up with your CRM (i.e. emailing or texting your patients after their visit, asking for a review)

BONUS: I would focus on Google reviews initially, but once you have enough, asking patients to leave a review on YELP, BBB, or Facebook, can be a strong differentiator that Google and AI like.

Has Keyword-Optimized Products & Services

Before you rage-quit this newsletter at the thought of “keywords” and keyword research, know this:

Your keywords are just your treatments.

For example:

• Lip filler

• Coolsculpting

• Botox

• PRP

Are all things your patients type into Google and AI.

So you want to make sure that you add those services & products to your GBP. This helps you show up in front of patients that are searching for your services.

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Phase 2: Day 30-60

I’d be lying to you if I said your website wasn’t important, but the good news is that with the right website architecture, you can start ranking at the top of Google and AI without thousands of blog posts and a flashy design.

So over the next 30 days, start getting the basics set up. Which, in a nutshell, means having these essential pages in place:

• Homepage (targets keyword ‘med spa in [city])

• About page (shows the medical director + team)

• Treatment Pages (one for each treatment, eg: PRP in [city])

• Results Page (case studies with before and after photos)

• Contact Page (embed a map, have a contact form)

Website design gets technical, fast.

I want to keep it high-level. So if you need more details, or have a question about your med spa clinic’s website, feel free to message me and I’ll have a look at your site.

Phase 3: Day 60-90

The next step is to get your med spa listed on local directories. These are called citations.

Citations are online mentions of your business name, address, and phone number (NAP).

They’re like digital Yellow Pages listings.

Why citations matter:

Each consistent citation is a vote of confidence that tells Google your business is legitimate and established in your local area.

The easiest way to get started, is to use a tool like Brightlocal.

This makes it as simple as buying a citation campaign.

All you have to do is give them accurate business info, and then they go off and get your clinic listed on relevant directories.

If you’re not ready to sign up, and want to do some of this manually, there are 6 must-have directory listings. These include:

• Facebook (business page)

• LinkedIn (company page)

• Yelp

• BBB

• Bing Places

• Apple Maps

Each citation campaign takes about 30 days to fulfill.

While you wait, I would recommend setting up performance tracking in Brightlocal, so you can see how your med spa’s visibility is improving over time.

Effective marketing means tracking results over time. This gives you a way to know you’re getting an ROI of the efforts you’ve put in.

For example, this is how a med spa we’re working with is starting to become dominant for lip fillers in the Montreal market:

If you’re anything like me, you’ll get addicted to seeing those circles turn green over time because it means more visibility and bookings over time.

The Bottom Line

This a 90-day marketing plan that will build a solid foundation for growing your med spa. The best part is that this type of marketing works 24/7 without your direct involvement once it’s set up properly.

Meaning it can keep your treatment rooms fully booked year-round without ad spend or creating content day and night.

That’s all for today.

Take care,

Nicholas.

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P.S. - Want me to put together a 90-Day Aesthetic Clinic Marketing Plan Cheatsheet?

Send me a message and I’ll put something together.

Never Worry About Losing Patients to Med Spas With Better Online Visibility Again.

When you dominate local search, you effectively build a system that attracts high-value patients consistently. (Think Botox, PRP, peptides, Coolsculpting, etc… and not price shoppers.)

It’s like setting up an insurance policy that secures your clinic’s growth in the long run because you’ll be visible to patients who are actively looking for the services you offer.

And the longer you dominate the local search results, the more established and recognizable your med spa becomes. (I call it the compound interest of SEO effect.)

Get your Free Local SEO Report and find out exactly where you stand right now.

Here’s what you’ll see:

• Where you rank compared to your top local competitors

• What patients in your area are actually searching for right now

• The gaps that are sending high-value patients to other clinics

Afterwards you’ll have practical, actionable insights you can act on. No commitment. No sales call. Just your data.

Get Your Free local Search Report Now

Let me explain…

Getting noticed on Google (and AI) comes down to having a basic framework that the makes your site easy to understand—for both humans, and the AI bots.

The good news is that once you know what the framework is, it’s pretty simple to set up and maintain.

And that’s what I’ll share with you today.

Let’s get started.

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The Med Spa Website Framework

The image above is a snapshot of what your site should look like when visitors first arrive…

Coincidentally, it also serves as a roadmap to how your website should be laid out.

In a nutshell, here are the basic elements:

• Homepage

• About Page

• Treatment (Service) Pages

• Results Page

• Contact Page

• Book Now (Usually links to your booking software)

Let’s break down each element in more detail. (You can also watch the break down if that’s more your jam.)

HomePage

Your homepage is going to target the keyword “medspa in [city]” (or some variation of it) right at the top of the page.

Literally. Just spell it out in plain english. No need to get poetic here.

To add some uniqueness to that standard opening headline, you can give people a sense of what the med spa looks and feels like right away with a video or image.

Under that you’ll want to add some elements of social proof. See the image above.

Beyond that, make sure to mention the treatments you offer, the city you’re located in, the founder or medical director and show testimonials, media, instagram feed, awards, etc…

Be sure to internally link to any relevant pages where appropriate (like service pages).

Before we move onto the other elements of your website, there are two small-but-important details related to the homepage…

*NAP in the Pre-Header

It might seem redundant, but you’ll want to write the Name, Address, and Phone Number (NAP) right at the top of EVERY webpage on the site. Making the address a clickable link to the Google Business Profile.

This sends a strong signal to Google and AI about where you’re located—erasing any doubt that your website is connected to your business and helps you show up in relevant local searches.

*Local Business Schema

This element is basically invisible to people who visit your site… HOWEVER it might just be the most important thing there is.

And it’s a little snippet of code called local business schema.

AI & Google use this code to understand the basics of:

• Who you are

• What you sell

• Where you’re located

• How you do it

You can see if your homepage has this snippet of code on it by copying your URL and pasting it into validate.schema.org. Like this:

If any of the following appears, it’s a good sign:

• Medical business

• Health and Beauty

• Day Spa

• Local Business

If nothing appears, or there are errors, or it just says ‘webpage’, that’s a red flag and you’re missing schema.

Have a chat with your website person and make sure you’ve got this covered. Or send me a message and I’ll help you see if your website is good to go.

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About Page

Google and AI like to recommend entities, brands, and people with experience.

NOT some faceless website lingering in a dark corner of the internet somewhere.

A brand has people behind it.

Sharing who the team is, (the medical director, the nurse injectors, aestheticians, and laser techs) demonstrates accountability and uniqueness.

It’s a trust signal AND a conversion signal.

It shows that there are actual people behind the med spa who will take responsibility for the treatments done.

After all, your patients want to know who’s performing their treatments.

So sharing:

• Who the team is

• What certifications they have

• How long they’ve been working there

• Awards/media/press they’ve received

Are all signals that demonstrate accountability and trust with AI and patients.

Here’s one way to build your about page:

*The Team’s Personal Brand

Sometimes you, or someone on your team may have a decent social media following.

Whether they’re a doctor (and people search for them directly into Google) or their a nurse injector with a following…

You’ll want to signal to to AI and Google that they are associated with the med spa. This gives you a competitive advantage over your competitors because it positions you as unique and credible.

In this case you may want each person on the team to have their own page, like this:

Treatment (or Service) Pages

Each treatment needs it’s own page, but you also need to have a “treatments” page—one that acts as a catalogue of all services you offer. Like this:

Once you’ve got this page set up, then you can move onto the individual treatment pages…

And after auditing hundreds of med spa websites, I can say with confidence, most clinics are NOT sharing nearly enough information.

AI rewards clarity, so we need to be as detailed as possible.

Here’s a quick framework for structuring your service pages:

• Who it’s for (i.e. the problem it solves… bonus if you mention your city)

• What the outcome is (the benefits)

• How it works (the Methodology)

  • How long does the procedure take?

  • Who is it performed by?

  • What’s the step by step procedure?

  • Is there a recovery protocol?

• Price

• Awards/media

• Reviews/Results/Testimonials

• FAQs (spend time researching the biggest questions they have)

A Note on Sharing Your Prices

Some med spas like to put their prices only on the booking page, or tell patients once they’re at the clinic.

In my opinion this is a big mistake.

Price is often one of the most asked questions patients have, and by openly sharing your prices, it not only allows AI to recommend your med spa, it repels price shoppers.

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Results Page

This is the newest edition to the website since AI hit the scene, and I’m all for it.

It’s always been important for conversions, but now it’s become important for visibility.

AI likes to recommend med spas that share proven results. This gives AI robots confidence in your business.

After all, making recommendations is a risk decision.

People (and AI) want to know:

• Is this med spa safe?

• Is this med spa reputable?

• Is this med spa trustworthy?

Your results page gives them the benefit of not having to go first.

Here’s what your results page can look like:

You can also go a step further and create a specific results page for each specific service, like so:

Similar pattern as the treatment page, with two differences worth noting:

• The before/after image is the hero, not a supporting element.

• Patient quote sits right under the photo, not buried below treatment details.

Naturally, real before/after photos need documented patient consent, and depending on the jurisdiction, some advertising bodies require disclaimers like "results may vary" or that this represents one patient's experience.

Here’s a short disclaimer blurb you can drop at the bottom of the results page (or as a small caption under each photo):

Results vary by patient. Photos shown are of real patients of [Spa Name], published with their written consent. Individual outcomes depend on anatomy, treatment plan, and provider recommendation, and should not be interpreted as a guarantee of your own results.

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Contact Page

This one is pretty boiler plate, so I won’t spend much time breaking it down. Here it is:

The Bottom Line

Your website doesn’t need to have thousands of blog posts, or be full of educational content. It just needs the essentials—done right.

The main goal of your website is to get your med spa recommended by AI and Google search.

And AI is kind of like humans in that sense…

…if you make them work hard to understand what you do, they probably won’t choose you.

So build a website that demonstrates clarity and trust.

That’s how you become the “go-to” med spa in your city and bring in new patients month after month.

That’s all for today.

Talk soon.

Nicholas

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Share

Never Worry About Losing Patients to Med Spas With Better Online Visibility Again.

When you dominate local search, you effectively build a system that attracts high-value patients consistently. (Think Botox, PRP, peptides, Coolsculpting, etc… and not price shoppers.)

It’s like setting up an insurance policy that secures your clinic’s growth in the long run because you’ll be visible to patients who are actively looking for the services you offer.

And the longer you dominate the local search results, the more established and recognizable your med spa becomes. (I call it the compound interest of SEO effect.)

Get your Free Local SEO Report and find out exactly where you stand right now.

Here’s what you’ll see:

• Where you rank compared to your top local competitors

• What patients in your area are actually searching for right now

• The gaps that are sending high-value patients to other clinics

Afterwards you’ll have practical, actionable insights you can act on. No commitment. No sales call. Just your data.

Get Your Free Local SEO Report Now

As of 2026, there are currently more Med Spas in the U.S. than there are McDonalds…

The market is saturated.

But here’s the good news:

You don’t have to compete nationally. Just locally.

And here’s even more good news…

According to the ASPS, demand for the types of treatments offered at med spas like injectables, lasers, radiofrequency etc… (things that don’t involve a scalpel) is up 79% over the last five years.

Right now, there are hundreds, (if not thousands) of people in your city searching for your services.

And they’re using Google & AI to do it.

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Differentiate Your Med Spa By Being First

Google only displays 3 med spas for “near me” searches. (These top 3 med spas also appear in AI search results).

According to SEMRUSH, those 3 business get 75% of all bookings.

But that’s not just because of an algorithm. It’s human psychology.

It’s a cognitive “shortcut” called anchoring.

When the brain encounters a list of options, it doesn’t evaluate each one independently.

It anchors to the first option and uses it to measure everything else.

Grocery stores exploit this all the time—products placed at the end of an aisle, in that prime first-glance position, outsell the same products shelved further in.

Not because they’re better—but because they were seen first, and the brain treated position as a signal of value.

On-Demand Vs. Interruption Marketing

Both AI search engines and Google are two sides of the same coin.

What I call “On-Demand Marketing”.

This is marketing that puts your med spa in front of people when they’re actively searching for your services.

These searches have high-buying intent. In other words, they’re ready to book.

And what makes being recommended by AI and Google so valuable is the fact that there is a lot of trust built in.

It’s a lot like a referral. People trust recommendations from Google and AI like they would from a trusted friend or expert.

And because of that, search traffic converts way better than social media.

Contrast that with people doomscrolling on instagram who are most likely doing one of the following:

• killing time

• checking out photos of their ex

• watching cat videos

Most of the time, they aren’t actively researching places to book an aesthetic treatment. Said differently, they have low buying intent.

In fact, to get someone to buy or book on social media—you need to interrupt whatever they were doing. You need to grab their attention with scroll stopping content.

(This is true whether you’re using organic content or running paid ads.)

While it’s possible to do, it’s much harder.

And it usually requires offering serious discounts on your services—opening you up to attracting price shoppers and people who are just looking for the deal.

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Distrust is the New Default

People are more skeptical than ever of what they see online. Trust is at an all-time low. Your patients have more options than ever before.

But if your patients are the ones finding you online—instead of you interrupting them—you instantly become differentiated from the competition.

Again, this is what makes getting recommended by AI and Google convert so well… it has high trust built in.

People (& AI) essentially want to know:

• Is this med spa real?

• Is this med spa safe?

• Is this med spa reputable?

The med spas that win going forward will be the most trust-worthy.

So let’s explore how to get your med spa to appear in AI & Google search results.

3 Trust Signals that Drive AI & Google to Recommend Your Med Spa

1. Reviews: Trust at Scale

Reviews make you real.

They prove you’re not just some shady website operating in some dark corner of the internet.

AI & Google favor med spas with lots of reviews, and consistent ratings. They demonstrate this is a real business with evidence of repeatable results.

There are 4 pillars to building a good review profile:

• Review Quantity (min threshold 150-300)

• Review Quality (mentions a service and outcome)

• Review Velocity (recent activity matters)

• Review Consistency (across platforms like FB, Yelp, BBB, etc..)

There are many review generation strategies.

The easiest way to get someone to leave a review is to have a scannable QR code at the front desk, and ask them to leave a review.

And to make asking for the review even easier, we like to incentivize it.

One incentive we’ve used successfully was offering a free sheet mask. (The ones you leave on for 10-20 minutes at home that hydrate the heck out of your face!)

Patients love them, and they aren’t expensive—it’ll cost you about $1 per face mask on average.

Personally, I’ve found that the med spas with the best review profiles genuinely have great relationships with their patients.

Because in the end, reviews are the fruit of positive relationships. So don’t lose sight of having a service oriented business and actually giving a damn about patient outcomes.

3 Reasons Reviews Matter

While researching and writing this piece, I realized there are 3 important ways reviews can positively impact your med spa. So let’s briefly cover what they are:

1. Google & AI both use reviews to rank & recommend your med spa.
   
   This is what we’ve just established and it directly translates into more traffic. (i.e. patients coming through your door). It’s the foundation of a strong patient acquisition system.

2. It’s the #1 conversion factor for patients deciding to book with you.
   
   Think about the last time you were deciding which business to go with—you undoubtedly scanned their reviews. Your patients are doing the same. They’re reading your reviews before committing.

3. If you ever want to sell your med spa, buyers will pay more for a business with a strong review profile.
   
   In fact, it’s one of the green lights they look for during their audit because of all the reasons we’ve talked about so far. In other words, building a strong review profile is part of a long term exit strategy.

2. Website Architecture: Structured Credibility

Just like a human, if AI can’t understand your website, it won’t recommend it. So we need to structure our website to be easily understood by AI.

We want to “spoon-feed” the AI.

“Okay, but what does a good website architecture look like?”, you ask.

Let’s break down some essentials that you can start implementing today, or at least tell your website person to start implementing ASAP.

Homepage

The most important thing your homepage should have is this little snippet of code called local business schema.

AI uses this code to understand the basics of:

• Who you are

• What you sell

• Where you’re located

• How you do it

You can see if your homepage has this snippet of code on it by copying your URL and pasting it into validate.schema.org. Like this:

If any of the following appears, it’s a good sign:

• Medical business

• Health and Beauty

• Day Spa

• Local Business

If nothing appears, or there are errors, or it just says ‘webpage’, that’s a red flag and you’re missing schema.

Have a chat with your website person and make sure you’ve got this covered.

Subscribe now

About Page:

If AI is going to recommend your med spa, it has to cover its (figurative) ass. In other words, it’s trying to make an informed recommendation that it can defend.

The best way it can do that is to recommend places that have accountability.

Med spas that share who the medical director is and who’s on the team demonstrate trust.

It shows that there are actual people behind the med spa who will take responsibility for the treatments done.

It’s also an important conversion factor. (Your patients want to know who’s going to be performing their treatments.)

So sharing:

• Who the team is

• What certifications they have

• How long they’ve been working there

• Awards/media/press they’ve received

Are all signals that demonstrate accountability and trust with AI and patients.

Service Pages

After auditing hundreds of med spa websites, I can say with confidence, most clinics are not sharing nearly enough information.

AI rewards clarity, so we need to be as detailed as possible. Here’s a quick framework for structuring your service pages:

• Who it’s for (the problem it solves)

• What the outcome is (the benefits)

• How it works (the Methodology)

  • How long does the procedure take?

  • Who is it performed by?

  • What’s the step by step procedure?

  • Is there a recovery protocol?

• Price

• Awards/media

• Reviews/Results/Testimonials

• FAQs

A Note on Sharing Your Prices

Some med spas like to put their prices only on the booking page, or tell patients once they’re at the clinic.

In my opinion this is a big mistake.

Price is often one of the most asked questions patients have, and by openly sharing your prices, it not only allows AI to recommend your med spa, it repels price shoppers.

Results Page

This is a recent addition to the website since AI hit the scene. But you significantly boost your chances of showing up in AI search if they can see that you have case studies and positive results.

So creating a results page with before and after photos of patient results puts you in the top 10% of medical aesthetics websites.

Contact Page

I’ll keep this brief, sort of like how your contact page should be.

You need two things on this page:

• Embed a map (sharing your Google Business Profile)

• Your business name, address, and phone number

That’s it. Seriously.

3. Brand Recognition: Authority

AI likes to recommend entities, people, and brands. (Not faceless businesses on the internet.)

What this means in a nutshell, is that you need your med spa to be mentioned online.

This is done with links back to your site.

Now, before you panic, or decide to buy some expensive link building campaign… let me break down just how easy and cheap this can be (if you’re willing to invest some time and effort into doing it right).

First and foremost…

You don’t need thousands of links to your site.

You just need a HANDFUL of good ones.

There are two places you can get them from:

1. Medical Aesthetics Businesses/Media

2. Local Businesses

Those are the only ones that matter for you.

Getting a link from the New York Times is cool and all… but it’s not all that relevant to your local med spa. (... and probably isn’t worth the price tag.)

To be clear, links are just how AI and Google measure authority.

But I want you to think of it like PR.

So what kind of PR should you be focusing on? Here are a few methods:

• Hop on a Podcast

• Get Interviewed (on YouTube)

• Publish an article in a relevant magazine or media site

• Speak at an event

• Sponsor a local event

The trick here is that you’re tapping into businesses and media that ALREADY have an audience and online presence.

You’re effectively borrowing authority from them.

What Kind of Stuff Should You Talk About?

Have someone from the team talk about something that your patients care about. Think about trends that are currently driving a ton of interest online.

For example, you might talk about the popularity of head spas, and the rising understanding of how scalp health leads to hair health.

Maybe talking about how this is linked with preventing hair loss in men and women, and what services your med spa offers.

Peptides are another viral trend.

You could talk about GLP-1s, and what the side effects are. Questions your patients often have, and what the protocol looks like at your clinic.

Oh, and in case you’re feeling at all shy about the process… just know that podcasts, YouTube channels, events, and magazines are ALWAYS looking for content.

So it’s a win-win for both of you.

(Just make sure you get a link back to your med spa somewhere.)

Compound Interest of Med Spa Growth

Most med spas just buy hundreds of expensive (and spammy) backlinks from irrelevant websites.

But the med spas that build this type of authority now, will lock in years of recommendations in the long term.

So spend some time finding the right places to network with, and you’ll see compound growth in terms of local visibility and patient acquisition.

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The Bottom Line

Getting recommended by Google and AI is about building trust.

Building trust with AI puts your med spa in front of the right people at the right time. This builds trust with your prospective patients. Ultimately winning you their business, and growing the clinic.

So remember, these are the 3 trust signals that get your med spa recommended by Google & AI:

• Reviews (Trust at scale)

• Website Architecture (Credibility)

• PR (Authority)

The med spas that win going forward will be the most trust-worthy.

That’s all for today.

Talk soon.

Nicholas

Subscribe now

Never Worry About Losing Patients to Med Spas With Better Online Visibility Again.

When you dominate local search, you effectively build a system that attracts high-value patients consistently. (Think Botox, PRP, peptides, Coolsculpting, etc… and not price shoppers.)

It’s like setting up an insurance policy that secures your clinic’s growth in the long run because you’ll be visible to patients who are actively looking for the services you offer.

And the longer you dominate the local search results, the more established and recognizable your med spa becomes. (I call it the compound interest of SEO effect.)

Get your Free Local SEO Report and find out exactly where you stand right now.

Here’s what you’ll see:

• Where you rank compared to your top local competitors

• What patients in your area are actually searching for right now

• The gaps that are sending high-value patients to other clinics

Afterwards you’ll have practical, actionable insights you can act on. No commitment. No sales call. Just your data.

Get Your Free Local SEO Report Now

This week I wanted to share a podcast I did with Allan Share, president of the Spa Industry Association.

We talk about emerging wellness trends as well as how to get your med spa recommended by Google and AI search.

I had a great time chatting with Allan—a true vet in the spa and wellness industry.

I hope you find it interesting and useful.

That’s all for this week.

Talk soon,

Nicholas

Subscribe now

P.S. - Since the podcast is only 20 mins long we kept things pretty light. If you have any questions about the topics we covered, send me a message and I’ll do my best to answer it for you. I read every response.

Never Worry About Losing Patients to Med Spas With Better Online Visibility Again.

When you dominate local search, you effectively build a system that attracts high-value patients consistently. (Think Botox, PRP, peptides, Coolsculpting, etc… and not price shoppers.)

It’s like setting up an insurance policy that secures your clinic’s growth in the long run because you’ll be visible to patients who are actively looking for the services you offer.

And the longer you dominate the local search results, the more established and recognizable your med spa becomes. (I call it the compound interest of SEO effect.)

Get your Free Local SEO Report and find out exactly where you stand right now.

Here’s what you’ll see:

• Where you rank compared to your top local competitors

• What patients in your area are actually searching for right now

• The gaps that are sending high-value patients to other clinics

Afterwards you’ll have practical, actionable insights you can act on. No commitment. No sales call. Just your data.

Get Your Free Local SEO Report Now

A lot has been happening on the back end—but I wanted to keep you in the loop.

I just hopped on the Spa Industry Association podcast (called Flock & Gather) with Allan Share yesterday.

That should be available in the coming weeks, so stay tuned.

In other news, I’m excited to share that I just partnered with CHIC Medispa based out of Montreal.

So i figured today I’ll share what they’re struggling with and how we’re going to approach their SEO strategy.

But first, let’s talk about:

How CHIC Found Me

Since I found out I was going on the Flock & Gather podcast, I started researching AI search, and synthesizing everything I learned.

And I’m happy I did that, because I’ve updated our process for optimizing med spas to become the #1 recommended med spa by Google and AI locally.

It’s actually coincidental that I got found by ChatGPT, because honestly, I feel like my own website’s SEO is okay at best—there’s a lot more to optimize.

But the proof is in the pudding folks.

There is sooo much trust built into AI recommendations.

Search traffic—whether from Google or ChatGPT—converts the best.

There’s power in showing up when your ideal clients are searching for you.

But let’s move onto CHIC and what they’re dealing with.

The Problem

CHIC dominates the Montreal market for laser hair removal. Have a look:

This is more or less as good as it gets.

But CHIC wants to start attracting injectable patients, and they struggle to rank for any of those services.

Have a look:

Green circles mean they’re in the top 3. Orange and red basically mean you’re invisible to searchers.

Now, I won’t lie. This one actually stumped me at first. Because their website SEO was doing a lot of things right.

It was only once I got plugged into their back end when I saw the problem…

Their name on Google, was CHIC Laser Center.

And all their directory listings were the same.

This might not seem like a big deal, but each one of these listings acts as a signal to Google and AI.

It’s telling them you specialize in Laser. Which is why they were ranking so well for that keyword.

But it was also hurting their other rankings.

Think about it…

Who wants to get Botox, or lip injections at a Laser Centre.

It’s like getting coffee at a gas station…

You know it’s not going to be top tier coffee.

AI knows this.

Google knows this.

People want to know if a business is trust worthy, reputable, and safe.

And this positioning was hurting them from ranking for injectables.

The Solution

People don’t want to get injectables at a laser centre. But people would definetly get laser hair removal AND injectables like botox at a med spa.

So we’re going to reposition the brand to being a med spa first.

We’re removing the “Laser Centre” from the name.

This means updating all the directory listings and adding new ones with the right info (aka signals).

That’s step one.

And it’s also where I’m gonna stop for today.

The Bottom Line

If you want to be recommended by Google and AI, realize that they’re scanning your directory listings.

Those listings act as signals telling them who you are, what services you offer, and where you’re located.

It’s part of your local PR, and part of a balanced SEO strategy.

I look forward to sharing more good news with you.

Talk soon,

Nicholas

Subscribe now

Never Worry About Losing Patients to Med Spas With Better Online Visibility Again.

When you dominate local search, you effectively build a system that attracts high-value patients consistently. (Think Botox, PRP, peptides, Coolsculpting, etc… and not price shoppers.)

It’s like setting up an insurance policy that secures your clinic’s growth in the long run because you’ll be visible to patients who are actively looking for the services you offer.

And the longer you dominate the local search results, the more established and recognizable your med spa becomes. (I call it the compound interest of SEO effect.)

Get your Free Local SEO Report and find out exactly where you stand right now.

Here’s what you’ll see:

• Where you rank compared to your top local competitors

• What patients in your area are actually searching for right now

• The gaps that are sending high-value patients to other clinics

Afterwards you’ll have practical, actionable insights you can act on. No commitment. No sales call. Just your data.

Get Your Free Local SEO Report Now

This week I decided to share some behind the scenes footage of how I go about auditing a med spa.

I start with their keywords. Check out how much traffic their competitors are getting. Then I map out the strategy I’d use to get them to the top of local search so they get recommended by Google and AI engines like ChatGPT.

That’s all for today.

Talk soon,

Nicholas

Subscribe now

Never Worry About Losing Patients to Med Spas With Better Online Visibility Again.

When you dominate local search, you effectively build a system that attracts high-value patients consistently. (Think Botox, PRP, peptides, Coolsculpting, etc… and not price shoppers.)

It’s like setting up an insurance policy that secures your clinic’s growth in the long run because you’ll be visible to patients who are actively looking for the services you offer.

And the longer you dominate the local search results, the more established and recognizable your med spa becomes. (I call it the compound interest of SEO effect.)

Get your Free Local SEO Report and find out exactly where you stand right now.

Here’s what you’ll see:

• Where you rank compared to your top local competitors

• What patients in your area are actually searching for right now

• The gaps that are sending high-value patients to other clinics

Afterwards you’ll have practical, actionable insights you can act on. No commitment. No sales call. Just your data.

Get Your Free Local SEO Report Now

If you want to know what January revenue looks like in November—without stressing about posting to Instagram, then memberships might be the best way to achieve that.

Today I’m going to share what I’ve found to be the best way to get new patients into your med spa, and then how to get them coming back month after month with an irresistible membership offer.

Memberships can dramatically increase your monthly recurring revenue, and the way you run your med spa.

Every med spa wants to sell more of them, but they don’t think through the offer—what the patient gets in return.

It’s Like Gym Membership For Your Face

I’m briefly going to recap why facials are your most valuable service, and the Facial Funnel. Then I’ll share an example of a memberhsip offer I put together based on my research.

• The Facial Funnel Explained

• The Introductory Offer

• Membership Offer

• The Back-end: Where the Money is Made

Let’s dive in.

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The Facial Funnel

Over the last couple of weeks, I’ve realized that facials, are one of the most overlooked opportunities for med spas.

They are a great acquisition tool for getting new patients into your med spa.

I made a video breaking it down here:

And Then I Just Kept Going: The Introductory Offer

I started researching med spa’s membership offers to find the common pattern.

Disappointingly, there were none that stood out.

Everyone is just winging it…

But I began to piece together (what I think) is the winning strategy.

The next logical step, was to create an introductory facial offer.

The one that I landed on was this:

The reason I like it, is because it get’s the patient to come back twice.

It’s common sales advice to book the next appointment while the patient is already at the med spa.

I think that’s easier said than done.

Personally, I find that to be an aggressive sales strategy. (I don’t want to be forced to book a treatment I might not want yet.)

HOWEVER, if you’ve just bought 2 facials… then it only makes sense to book the second once you’re at the med spa.

Meaning you get 2 upsell opportunities. 2 chances to build trust with the patient (who is no longer a lead—but a buyer).

And the likelihood that they buy a higher-ticket item, like botox, jumps up.

Plus, facials are already cheap services. Discounting them doesn’t hurt your brand reputation, and make you the cheapest place in town.

The philosophy is to keep your high-ticket services high, and get people in the door with a great deal on low-ticket services.

Membership Offer: It’s Like a Gym Membership For Your Face

After researching a ton of different med spas membership offers, this was one I put together for my client in Denver that we’re going to trial run.

(It’s important to note that you can play with the ingredients. The services you offer that make sense to include.)

This is what I came up with based on our available services and margin:

The most important addition I noticed successful med spas were running, was adding a banking system.

So if the patient misses a month for whatever reason, they don’t lose their money. They can instead use their credits on a higher ticket service like Radio Frequency or CoolSculpting.

(Feel free to swipe elements from this offer structure for your membership offer.)

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The Bottom Line: The Goal is to Acquire a Customer

Remember, the facial gets them in the door, but the money is made with memberships and upsells.

This isn’t uncommon. Here is a testimonials I found during my research:

Training your aestheticians on the upsell conversation is vital.

But if you have an irresistible membership offer, it makes that upsell convo A LOT easier for them to have.

That’s all for today.

Talk soon,

Nicholas

Subscribe now

Share

Never Worry About Losing Patients to Med Spas With Better Online Visibility Again.

When you dominate local search, you effectively build a system that attracts high-value patients consistently. (Think Botox, PRP, peptides, CoolSculpting, etc… and not price shoppers.)

It’s like setting up an insurance policy that secures your clinic’s growth in the long run because you’ll be visible to patients who are actively looking for the services you offer.

And the longer you dominate the local search results, the more established and recognizable your med spa becomes. (I call it the compound interest of SEO effect.)

Not to mention if you ever want to sell your med spa for top dollar, buyers take your Google presence into account.

Get your Free Local SEO Report and find out exactly where you stand right now.

Here’s what you’ll see:

• Where you rank compared to your top local competitors

• What patients in your area are actually searching for right now

• The gaps that are sending high-value patients to other clinics

Afterwards you’ll have practical insights you can act on. No commitment. No sales call. Just your data.

Get a Free SEO Report

Most med spa clinics want more high-ticket patients. PRP, Botox, peptides, HRT, etc…

Today I’m going to show you the best way to get more of those patients in your door.

This is a more strategic way to consistently bring new patients into your med spa, and it’s largely overlooked right now.

Most med spas fail at this because they play the short game.

They want instant results. But I’ll show you how some strategic thinking can set you up for long-term success.

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Facials Are the Work Horse of Your Med Spa’s Patient Acquisition Engine

I’ve been working with two med spas over the last month.

One in Denver. One in Montreal.

While doing keyword research, I realized an opportunity that most med spa’s overlook…

One that could become a predictable way to get new patients in the door.

Here’s why this works:

• High search volume (facial + city keywords)

• Easier for patients to say “yes” to (less risk)

• Builds patient trust & relationships

• Keeps aestheticians’ chairs fully booked

• Generates reviews

• Creates opportunities to upsell

Let’s dive in.

Facials Are One of the Most In-Demand Treatments

Check this out…

These are the three med spas that show up when I type in “facial Montreal” into Google… (And two of them have relatively low review counts… meaning you can bump them from the Map Pack… easily.)

Let’s see how much monthly traffic the first med spa gets to their site…

…12.8K per month!

And most of that traffic comes from facial-related keywords:

That’s more than 25K monthly searches… And this isn’t unique to the Montreal market.

This is this the volume for facial-related keywords in Denver.

While it’s less than Montreal, it’s still north of 2K/month.

And almost twice as large as the traffic for the keyword “botox Denver”…

“Alright”, you might be thinking to yourself.

“But facials are low-ticket services.”

So, let’s dive a little deeper into why ranking your med spa for this keyword is more valuable than you think.

It’s Easier for Patients to Say “Yes”

Let’s be real.

There’s a certain level of artistry when it comes to injectables like fillers and botox.

People want to find an injector that they know, like, and trust.

I mean, it’s their face. And they don’t want to take a chance on someone they don’t know yet.

But a facial is different.

Facials are easy to understand. They don’t need much education, or recovery time.

Not only are they less expensive, they’re also LOW-RISK.

In the patient’s mind, there is less chance of a mistake being made, and having to walk around for months with that mistake plastered on their face.

They see it as a way to try out a new med spa.

It Builds Patient Trust & Relationships

Once patients come in and get the facial, they (ideally) begin to build trust with the aesthetician.

They get to see what your med spa environment is like, and if they enjoy it. They decide if they would come back next time.

And here’s a little marketing secret:

Once someone has already spent money with you. Regardless of the amount. They are now BUYERS. (Not leads.)

And the chance that they spend more money with you has just skyrocketed.

It Keeps the Aesthetician’s Chair Fully Booked

One of the biggest pain points med spa clinic directors & owners face is that their aesthetician’s chair’s are empty.

They have them on salary, but the calendar isn’t consistently full.

So their hours get cut, and often, they have to get a second job.

This stresses them out, and means that they might not deliver as good of a facial since they’re running around between two jobs. Or they feel less motivated to do good work for someone who is cutting their hours.

It Generates Reviews

Reviews are the life blood of your med spa. They:

1. Rank you in the Google Map Pack

2. Improve conversions

Even though facials aren’t the cash cows that botox, fillers, PRP, and HRT might be…

The fact that you’re able to generate new reviews consistently will compound how well you rank and how often new patients book with you.

For ALL you’re services. Not just facials.

(Just make sure you have a review generation strategy in place!)

You Don’t Need to Discount Your High-Ticket Services

Nobody wants to be the discount med spa, and attract coupon clippers and price shoppers.

Being cheap isn’t a good look, and it attracts the wrong kind of patients to your door.

HOWEVER, facials are inherently low-ticket.

If you can get new patients in your door with low-ticket facials, and keep your high-ticket services, well, high, then you’ve got a formula for success.

As long as you…

Develop an Upsell Strategy

This is the most important part.

Seriously.

The whole strategy is dependant on this.

The vast majority of med spas sell a service and then throw the patient away.

The real purpose of a sale is to get the patient.

The first sale should be hello. Not goodbye.

This is the difference between the front-end, which deals with acquisition. And the back-end, with deals with monetization.

Here’s How to Actually Monetize Those Facial Patients

1. Train Your Aestheticians on the Upsell Conversation

Your aesthetician is sitting face-to-face with the patient for 60+ minutes. That’s the perfect time to plant seeds.

Not aggressive selling. Just observations.

“Your skin responds really well to this. Have you thought about adding [treatment] to target [specific concern]?”

Most aestheticians aren’t trained on this. They think their job ends with the facial. But the best ones know how to naturally recommend next steps.

2. Book the Next Appointment Before They Leave

Don’t let patients walk out the door without scheduling their next visit.

“Let’s get you back in 4-6 weeks to maintain these results.”

Most people will say yes in the moment. If they wait until they get home, they’ll forget—or talk themselves out of it.

3. Set Up Automated Follow-Ups

Most med spas do the facial and never follow up. Big mistake.

Use SMS and email to stay top of mind:

• Week 2: “How’s your skin feeling? Here’s how to maintain results at home.”

• Week 4: “Time for your next facial. Book here.”

• Month 3: “Your skin changes with the seasons. Let’s adjust your routine.”

• Month 6: “Ready to take it to the next level? Here’s what we recommend.”

You’re not spamming them. You’re reminding them that healthy skin isn’t one-and-done.

(I like Go High Level for this.)

4. Offer Treatment Plans, Not One-Off Services

Frame everything as ongoing care.

Instead of: “That’ll be $150 for today’s facial.”

Try: “For your skin goals, I’d recommend a 3-month plan: monthly facials plus [treatment]. Here’s what that looks like.”

People buy into systems. Not isolated appointments.

5. Introduce High-Ticket Services at the Right Time

Don’t pitch Botox during their first facial. Build trust first.

But after the first visit? That’s when you can say:

“You mentioned you’re concerned about fine lines. Have you considered [Botox/PRP/whatever makes sense]? Let me show you what that could look like.”

At that point, they already trust you. They’re buyers, not browsers. The barrier is way lower.

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The Bottom Line

Rank locally for facials. Get new patients in the door. Have a system to move them up the value ladder.

That's the playbook.

Talk soon,

Nicholas

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Never Worry About Losing Patients to Clinics With Better Online Visibility Again.

When you dominate local search, you effectively build a system that attracts high-value patients consistently. (Think botox, PRP, peptides, hair transplants, etc… and not price shoppers.)

It’s like setting up an insurance policy that secures your clinic’s growth in the long run because you’ll be visible to patients who are actively looking for the services you offer.

And the longer you dominate the local search results, the more established and recognizable your clinic becomes. (I call it the compound interest of SEO effect.)

Get your Free Local SEO Report and find out exactly where you stand right now.

Here’s what you’ll see:

• Where you rank compared to your top local competitors

• What patients in your area are actually searching for right now

• The gaps that are sending high-value patients to other clinics

Afterwards you’ll have practical, actionable insights you can act on. No commitment. No sales call. Just your data.

Get Your Free Local SEO Report Now

Check it out below.

That’s all for today.

Talk soon,

Nicholas

P.S.- Got questions? Send me a message and I’ll get back to you. I read every one personally.

Subscribe now

Never Worry About Losing Patients to Clinics With Better Online Visibility Again.

When you dominate local search, you effectively build a system that attracts high-value patients consistently. (Think botox, PRP, peptides, hair transplants, etc… and not price shoppers.)

It’s like setting up an insurance policy that secures your clinic’s growth in the long run because you’ll be visible to patients who are actively looking for the services you offer.

And the longer you dominate the local search results, the more established and recognizable your clinic becomes. (I call it the compound interest of SEO effect.)

Get your Free Local SEO Report and find out exactly where you stand right now.

Here’s what you’ll see:

• Where you rank compared to your top local competitors

• What patients in your area are actually searching for right now

• The gaps that are sending high-value patients to other clinics

Afterwards you’ll have practical, actionable insights you can act on. No commitment. No sales call. Just your data.

Get Your Free Local SEO Report Now

That was kind of a click-baity title. (Sorry.)

My manhood, and love of the divine feminine is still intact.

But the direction of my agency, and this newsletter, is going to change.

Slightly.

I’ve niched into healthcare, but the truth is that I never really wanted to speak with ALL of the healthcare industry…

For example, I never really wanted to speak with dentists, chiropractors, or psychologists about growing their business.

When I said healthcare, I had a sub niche in mind.

I guess I was just too afraid to call it out for fear of…

Well, to be honest, I’m not quite sure what I was afraid of.

Not resonating with anyone. Failure.

But fuck it.

I’ve come to realize that I can be a better marketer and enjoy creating content more if I focus on a specific group of peeps.

So, without further ado, the sub niche within healthcare I’ll be focusing on is…

Aesthetics and Longevity.

I’m a skincare, haircare, and biohacking geek.

That science fascinates me, and is already part of my life.

And I think from the get go, that’s who I was always talking to, even though I didn’t state it loudly.

From this point on, I’m going to tailor my content towards:

• Med spas

• Hair restoration clinics

• Longevity clinics (TRT, HRT, IV therapy, Peptide therapy, stem cells)

This isn’t much of a surprise if you’ve been following along with my journey so far.

My first client was a med spa in Denver, and I’m speaking with another right now in Montreal.

But it means that the content I create will address the things that those types of clinic owners face.

Mainly, getting the right type of paitents in the door rather than price shoppers, and low budget bookings.

What’s cool, is they all share a similar client profile.

Someone who gets botox will probably also opt for TRT, and be fascinated with what peptides and stem cells can do for them.

If they happen to be a man, the idea of getting a hair transplant to look younger is also something they’d probably consider.

Besides that, the growing body of science and what’s becoming possible with anti-aging and longevity is starting to sound like its straight out of science fiction novel.

This is a scene I want to be a part of for the next 10 years.

That’s all for today.

Thanks for reading.

Talk soon.

Nicholas

Never Worry About Losing Patients to Clinics With Better Online Visibility Again.

When you partner with my agency, you get a proven, done-for-you system to generate high-value patients consistently.

It’s like setting up an insurance policy that secures your clinic’s growth in the long run because you’ll be visible to patients who are actively looking for the services you offer.

And the longer you dominate the local search results, the more established and recognizable your clinic becomes. (I call it the compound interest of SEO effect.)

Book a call today and I’ll provide you with a free digital marketing audit. No catch. No commitments.

Here’s what we’ll cover:

• What patients in your area are searching for right now

• How your clinic stacks up against your top local competitors

• A realistic timeline to become the most recognized clinic in your market

After the call you’ll have practical, actionable insights you can implement immediately.

Book Your Free Marketing Audit Now

Sunday, March 1, 11:09 AM.

Over the last week I’ve been reading the book Marketing to Mindstates by Will Leach. (It’s becoming one of my favourite marketing books.)

So today I’m going to share what I learned about the 9 Emotional Motivators that will help you build a successful and respected practice in your city.

When you get this right, you’ll have peace of mind knowing that your clinic will always be growing, even in down economies. Now and for years to come.

Most people fail because they speak to functional goals. Things that don’t trigger an emotional response in your patients.

How Do Your Patients Want to FEEL?

Understanding emotional motivators can position your brand as the bridge between where your patients are today and where they want to be tomorrow.

Today we’ll cover:

• 9 Emotional Motivators

• The 3 That Matter to You

• How I’m Using This To Grow a Med Spa

Let’s dive in.

9 Emotional Motivators:

These 9 motivators drive people psychologically and incentivize them to pursue their goals (and make buying decisions).

…And an entire book could be written for each of these 9 human motivators, below is just a brief, high-level definition of each one.

If you’d like to learn more about them, I’d highly recommend checking out Marketing to Mindstates.

1. Achievement:

Achievement is the feeling of being successful, victorious, and proud by overcoming obstacles. Nike is a brand that dominates in this space.

2. Autonomy:

Autonomy is the feeling of being unique and independent and having a feeling of self-determination in one’s actions.

3. Belonging:

Belonging is the feeling of being aligned, accepted, and connected with others. Think Harley-Davidson. They are great at evoking this tribe-like mentality. If you have a Harley, you belong.

4. Competence:

Competence is the feeling of being capable by being qualified, prepared, and skilled in an activity. Home Depot is competence brand. When consumers go into Home Depot, they’re trying to feel competence in a home improvement project.

5. Empowerment:

Empowerment is the feeling of being authorized and equipped to act on desired choices. Will Leach suggests Samsung is an example of an empowerment brand. By showing customers what they could accomplish with their technology—consumers feel in control and can manage their environment.

6. Engagement:

Engagement is the ongoing feeling of being captivated, excited, and interested in an activity. Think of Disney. Consumers buy to engage their senses. The engagement of nostalgia also plays in this space. People like the nostalgic memories more than the actual experience.

7. Esteem:

Esteem is the feeling of being approved, respected, and admired by others. An easy way to spot when someone is motivated by esteem is owning luxury brands like Lexus, BMW, and Rolex. They all channel this emotional motivator.

In addition to luxury brands, social media sites often appeal to people motivated by esteem. Esteem is often what drives people to post photos online and feel good when other users like it.

8. Nurturance:

Nurturance is the feeling of being appreciated, loved, and taken care of by others. It’s also the feeling of having the ability to take care of others. Gerber and Hallmark are great nurturance brands. Those brands build connections with consumers by helping them feel loved by others or nurturing to others.

9. Security:

Security is feeling safe and protected from threats. Home security brands like ADT and life insurance brands like New York Life are strong security brands. People driven by security seek to feel safe and are looking for protection from physical or emotional harm.

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The 3 That Matter to You

Research shows that brands tend to be associated with ONE to THREE of these nine emotional motivators.

(Pro tip: If you try to speak to all nine and tap into the entire market, you end up not speaking to anybody. Your marketing won’t be focused enough.)

After doing some thinking about all my interactions with clinic owners, I’ve narrowed it down to the 3 emotional motivators that matter most to you.

But before I share that, I’m going to share THE GOAL I hear most often in conversations:

• “Get more patients in the door.”

Specifically, they want high-value patients. Not just low-ticket, price shoppers.

But that’s still just a functional goal.

When I dig deeper, the higher level goal is always to:

• “Get out from under the business.”

In other words, not having to worry about marketing and sales. Instead being able focus on what matters to you. Taking care of patients.

Here are the three emotional motivators I suspect are driving most clinic owners and operators:

1. Esteem

2. Security

3. Nurturance

Let me explain why I’ve chosen each of these.

1. Esteem:

Although it sounds superficial when you actually say it out loud—there’s no shame wanting in nice things and being respected.

I myself am motivated by esteem. (I like Rolex watches, flying business class when possible, and riding in luxury cars.)

And the signs that most of you like them too are everywhere…

For example, my dentist drives a Range Rover. (And I’m sure she’s not alone.)

When I first started researching the social media platforms my industry tends to prefer, it turns out it’s Instagram and Facebook. (Two of the most image focused platforms.)

On top of that, attaching the prefix “Doctor” in front of one’s name inherently earns respect and status.

2. Security:

This one was a little trickier to uncover, but when I thought about my past conversations with clinic owners, one of the recurring themes was this specific pain point:

• Most of the time, the marketing responsibilities fall on the clinic owner (founder) OR the receptionist.

Both of which are are usually under qualified.

They’re often desperate to offload while at the same time, they want to feel safe that they are going to get a return on the marketing investments they make.

Often they just don’t know about enough about marketing and so they’re scared to waste time and money on things that don’t work.

And with good reason.

The overhead a clinic faces each month is immense.

From paying salaries to equipment expenses, practices need to make sure their schedules are fully booked.

3. Nurturance:

I’m not gonna lie to you.

I only realized this one while I was writing this newsletter.

I thought Achievement was a stronger motivator, until I physically typed out:

• “Taking care of patients.”

I realized that nurturance (the feeling of having the ability to take care of others) is obviously a strong motivator for you.

(Duh!)

And right then and there I had a flashback…

To when I finished my Invisalign treatment with my dentist and oral hygienist.

We were standing outside the treatment room.

I had just finished a teeth whitening and this would be my final time coming into the clinic after a year and a half of bi-weekly sessions to change trays, run x-rays, and monitor my progress.

They both looked at me and I could feel a sense of pride in them.

They loved helping people have beautiful, functional teeth.

How I’m Using This To Grow a Med Spa

While learning about these motivators and how I can grow my own business. I’ve also been thinking about how I can use this to grow my clients business.

I’m currently setting up a Google Search ads campaign for a Med Spa based in Denver.

In my keyword research I found that when searchers type this into Google:

• Hydrafacial Denver

• Facial for pimples

Both trigger the Map pack and display local med spas.

Both search queries get around 400 monthly searches.

Initially, I was going to build one landing page for Hyrdrafacial denver, and target both keywords.

But now I see that that’s wrong.

While both searchers are looking to get a facial.

Their motivations are very different.

I suspect people who type in Facial for Pimples, are probably motivated by either a sense of belonging (to fit in) or by security (to protect against breakouts and the insecurity they can make you feel).

On the other hand, people who search Hydrafacial Denver are probably more esteem motivated.

Wanting to pamper themselves, and feel sexually attractive to others.

It could also be the security of preventing early signs of aging.

Same goal. Different emotional motivator. Different messaging.

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The Bottom Line

I’m not going to pretend to be some expert on the matter. I’ve only just learned about these, but I can already see all the ways this will affects the way I market my business and my clients.

From the way I speak with clinic owners, to the messaging I use on my website, and the ads/landing pages I use in my clients Google ads.

I hope this was as insightful for you as it was for me.

Talk soon,

Nicholas

P.S. - Feeling unsure if you’re getting a return on your marketing?

Reply to this email with your website URL and I’ll give you a free marketing audit. I’ll send you one concrete action you can take this week to start attracting more local patients—no charge, no strings attached.

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For about 9 months now, I’ve been using local SEO to help healthcare clinics generate more phone calls and fully book their calendars.

Today I’m going to share how I’m improving my offer to create an even more complete lead generation system.

If you own or manage a clinic, you can implement this system (or hire someone to do it for you) to get high-quality patient bookings.

Most clinic owners get lost in the sea of available tactics… mainly focusing their attention on organic social media or Facebook ads. (Which aren’t the most effective in this industry).

I’ve streamlined a system that, if implemented properly, WILL grow your clinic.

One Software = The Missing Piece to the Puzzle

Today I'm walking you through how I'm turning phone calls into booked appointments:

• Where my offer started (and why it worked)

• The gap I discovered (that made me feel unprofessional)

• What I’m adding to the system

• Why I’m taking this on (even though it means more work for me)

Let’s dive in.

Where I Started: Local SEO That Actually Works

My first client was a referral. A nutritionist based in Montreal. I was really excited to work with him for several reasons.

• There was relatively low competition in Montreal

• I wanted to put my local SEO chops to the test

Within 10 days, I got his clinic to rank in the Google Map Pack. By the end of the next month he was getting 2 qualified phone calls per week from local leads.

It was the beginning of my 4 part patient acquisition system, and it was built on these 4 pillars:

1. Keyword Research

2. Google Business Profile Optimization

3. Website Optimization

4. Backlink & Citation Building

The Problem I Discovered: I Was Flying Blind

But before long, I realized that there was a problem…

I was dependent on Luigi (the nutritionist) to share how many phone calls he was getting.

It felt unprofessional. And I knew I needed to improve my service.

Don’t get me wrong, I could still track Local SEO statistics, and I was able to see when people called directly from the Google Business Profile.

There was data, showing results…

But there were GAPS in my data.

For example, not knowing when people called from the website, or if they just typed the number they saw on their computer and then typed that into their phone.

Not to mention, I didn’t have any sort of automation set up once they did call.

I felt kind of powerless and dependant on my client to accurately share results.

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What I’m Adding: The Missing Conversion Pieces

I put off improving this offer for a couple of reasons.

The first was that I was busy growing businesses.

In the next couple of months, I ended up helping a med spa in Denver break into the Map Pack, as well as helping a couple of friends with their businesses.

I was stress testing the original patient acquisition system.

The second reason I put this off was that I felt a little overwhelmed…

I wasn’t sure where to start. I was pretty sure I’d need to buy and learn a bunch of new software(s).

The good news though, is that since I decided to take on this project, I’ve realized that there’s ONE software that will allow me to completely revamp my service

Introducing: Go High Level

I’ve recently learned, thanks to my buddy Will, that Go High Level basically allows me to add everything that I was missing to take my service to the next level.

Most importantly, it has:

• Call Tracking (so I know how many calls came in and from where)

• AI Voice Agents (So we never miss a call)

• Automated SMS and Email Follow Up (For improving show-up rate + asking for reviews)

Plus, I can manage Google ads from the platform.

This makes it the 5th and newest part of the Patient Acquisition System. Basically improving conversions and performance metrics.

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Why I’m Doing This (Even Though It’s More Work)

The answer is pretty simple…

It’s probably easier for me to learn and implement than you (a busy clinic owner/manager who doesn’t care about marketing).

My goal isn’t to sell a service.

It’s to genuinely help clinics fill their schedules with high-value patients and procedures. That’s what I offer.

I’m a big believer in delivering value and creating an irresistible offer.

After thinking through the clinic marketing funnel and problems we face, adding this is the logical next step.

Because even though my service was bringing in phone calls…

Call tracking and follow ups take growth to a whole other level. It allows us to create better systems and protocols that improve conversion rates.

Which means more revenue at the end of the month.

So I’m learning how to implement and master Go High Level.

The Bottom Line

I’m still guinea pigging this new system.

I’ll share how things go. And until I work out the kinks, I’m still charging the same amount I was before.

If you need help implementing a full lead generation system for your clinic, this is a great time to work with me, because you’re essentially getting a lot more, for a lot less.

I will raise my prices once this beta/trial period is over.

P.S. - Not sure where to start?

Reply to this email with your website URL and I’ll take a look at your current setup. I’ll send you one concrete action you can take this week to start attracting more local patients—no charge, no strings attached.

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Last month, while I was in Seoul, South Korea, I indulged in some medical tourism.

Just some RF microneedling to treat acne scars I've had since my early 20s—and a Botox trial run at my girlfriend's suggestion.

Since medical tourism is a competitor to a lot of clinic’s in Canada and the U.S., I thought I’d share my experience and thoughts on the matter as someone who is both a consumer and a marketer.

Let’s dive in.

Medical Tourism: Beauty, Youth, and Sex Appeal At a Fraction of the Cost

Whether we’re talking about getting that perfect straight white smile (dental work), flaunting a full head of luscious hair (hair transplants), fixing that crooked nose you’ve always disliked (plastic surgery), or having beautiful skin and turning back the clock (skincare and med spas)...

People have been flying to places like Colombia, Mexico, Turkey, Thailand, and South Korea to get these things done for a long time now.

You see it on social media.

You hear it from a friend who had work done.

We’re all aware of it as an option.

And many clinic owners fear losing business to these over seas competitors.

But should they?

Do you have anything to fear?

Do you need to tell your patients to stay away?

I would argue that you don’t.

Let me explain…

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The Real Advantage: Follow-Up Care and Trust

One of the biggest drawbacks of medical tourism is what happens after.

You can’t just walk back into the clinic 3 weeks later for a touch-up. The language barrier becomes a problem again if something goes wrong.

That’s your unfair advantage as a local clinic.

You can see patients again. Adjust treatments. Build long-term relationships. That’s worth more than saving a few hundred dollars.

This is something medical tourism simply can’t compete with.

It’s Not All Sunshine And Rainbows on The Other Side

I went to Asia as I usually do around this time of year.

The only difference is that this year we stopped in Seoul to get some work done.

But as anyone who’s travelled before will tell you, it inherently has its challenges.

One of the biggest challenges is the language barrier.

The language barrier is real.

We needed a translator at the clinic. And from the moment you land—navigating transit, ordering food, even reading reviews—everything’s harder.

Koreans also use Naver instead of Google Maps. Which means building trust with a clinic when you can’t easily research them is a challenge.

While a lot of these places do speak English, it’s not their first language.

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Let’s Talk $$$ For a Moment

Yes.

It’s cheaper.

It’s like drinking wine in Italy. You get so many quality wines for A LOT less.

And yes, you’ll probably bring a couple of bottles back with you.

But does that mean you wouldn’t stock up at your local store, and only buy wine in Italy?

Of course not.

The cost of the plane ticket, hotel stay, food, and entertainment stack up. And if you factor those into the equation, you’re still spending a lot of money.

Personally, I was able to get:

• RF microneedling with

  • Potenza

  • Juvelook

• Botox

For $500 CAD.

That’s really nothing.

I could easily pay $1000 CAD for Botox alone here in Montreal.

But if you factor in all the other expenses of the trip, the costs add up.

So yes.

If you’re already in the area, medical tourism can save you money.

But if you travel exclusively to save money, I don’t think you’d really be saving all that much.

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The Bottom Line

My Seoul experience was great—good service, great price, and I was already traveling.

But here’s the truth:

Most people would rather work with a local clinic they trust than fly halfway across the world for a procedure.

The patients choosing medical tourism probably aren’t your ideal clients anyway. They’re price-shopping, not relationship-building.

Your job?

Attract patients who value trust, proximity, and ongoing care over rock-bottom prices.

Don’t compete on cost. Compete on quality and relationship.

Think Rolex: Quality. Craftsmanship. Status. Trust.

Be the Rolex of clinics in your area—the one patients return to because they know you’ll take care of them.

Medical tourism will always exist. But it will never replace the value of a trusted local provider.

So, remember:

You don’t have anything to worry about if you follow the principles I share in this newsletter to grow your clinic.

That’s all for today.

Talk soon,

Nicholas

P.S. - Want to grow your local clinic? Reply to this email with your website URL and I’ll send you one concrete improvement you can make this week to start attracting more local patients—no charge, no strings attached.

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I was in Shanghai on new years eve. My girlfriend and I wanted to go to a head spa to unwind after our cramped flight from Tokyo.

After a long walk in the chilly weather, we arrived at the location… Which is no small accomplishment after navigating the streets using the Chinese alternative to Google Maps in China (AMAP).

Only, as we pulled up to the head spa we realized the name of the business wasn’t the same on the building as it was online.

So we approached the reception desk inside the building.

Five people were standing around in a circle, chit chatting amongst themselves. (All in Mandarin of course).

I take a deep breath and we walk up to the counter.

Then, using a translation app and my girlfriends broken-Chinese, we manage to communicate enough to figure out that the head spa was closed. (Despite it’s opening hours saying otherwise.)

Shit. What do we do now?

Back to researching alternatives.

The only problem is that we can’t use our traditional apps to do any of that research, (because of China’s firewall).

Google, Facebook, Instagram, TikTok, etc… None of that works here.

Cold sweat. Frustration. Panic.

We step off to the side and try to figure out where to go instead.

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I wanted to experience the Asia’s self-care tourism. From the med spa’s to the head spa’s.

I had heard so much about China.

I was determined to not only say that I’ve been here, but also experience how they do things differently from us in the west.

The purpose of this trip was to travel and get pampered at the same time. And I wanted to welcome in the new year with a relaxing head spa treatment.

So.

I open up the VPN, which basically allows me to use Google in China by tricking their algorithm into thinking I’m using the internet from another location.

I type in “Best head spa Shanghai”.

Google’s Map Pack isn’t going to help me in this case because I’m using a fake location. (It gives me recommendations for Atlanta.)

So I switch over to AI mode, because I know from experience that the businesses it suggests will be a result of scraping the internet to give me the most credible options.

And voila, a clear winner.

I pop that business name into AMAP (what they use to get around), and then begin the trek over.

Fast-forward an hour and I finally get the scalp massage I was wanting. Mission accomplished. Worth the effort.

I was reminded of the value I provide. Not only to the clinic’s I help rank, but the the patients searching for them.

Good SEO is also good AI optimization (called GEO… short for Generative Engine Optimization).

And that’s awesome.

Having both bases covered with one methodology.

In the five minute time frame that I had to find an alternative head spa, I was able to find what I was looking for in Shanghai.

I didn’t have to scroll through my Instagram or Facebook feed waiting for an ad to show up.

I needed a service right then and there.

And it was a powerful reminder experiencing SEO from a user’s point of view.

I felt proud knowing that I help people find exactly what they’re looking for when they need something.

Sometimes they might be locals, but other times they might be tourists like me.

People looking for a specific service who want peace of mind that they’re making a good decision.

Especially when so much is going on around them and everything is foreign and new.

I help make this one decision easier.

A good Google Business Profile makes calling and booking easy. It demonstrates trust with humans and AI. Something we value when we are unsure.

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I’m happy I get to help clinics grow by showing up when patients are searching for their services.

But more importantly I’m happy I get to help patients make better, informed decisions.

Win. Win. Win.

That’s all for today.

I wrote this newsletter accross different cities in China. It’s been a challenge, but I want to honor my commitment to you.

I’m hitting send from a 24-hour spa in Hang Zhou.

Happy new years.

Talk soon,

Nicholas.

P.S. - Not sure if patients can find your clinic?

Reply to this email with your website URL and I’ll take a look at your current setup. I’ll send you one concrete action you can take this week to start attracting more local patients—no charge, no strings attached.

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If you own or manage a healthcare clinic, you’ve probably asked yourself this question:

What produces the best return: Organic or paid marketing?

Today I'm going to break down a marketing framework that will help you predictably fill your clinic with patients—month after month.

When you get this right, you’ll stop scrambling to book your calendar every month. You’ll bring in a steady stream of qualified leads and you can finally focus on helping people.

Most healthcare practices fail because they treat all marketing channels the same.

They post on Instagram, run Facebook ads, optimize for Google, and hope something sticks. It’s a piecemeal strategy that wastes time and money.

But here’s the truth: Not all traffic is created equal.

• Google = On-Demand Marketing. Someone searches “TRT near me” at 11 PM because they’re ready to book. They know what they want, they just don’t know where to get it.

• Social Media = Interruption Marketing. You’re competing for attention against cat videos and vacation photos. Even if someone sees your post, they’re browsing—not buying.

Your priority should be to dominate Google. Because that’s where patients with high buying intent are searching right now.

And the fastest way to dominate?

A marketing framework that combines organic and paid strategies.

72% of users who did a Google search visited a business within 8km of where they were searching

Here’s what you need to build a predictable patient acquisition system:

• Keyword research that informs your entire strategy

• Local SEO that builds long-term authority

• Local Service Ads that give you instant credibility and trust

• Google Ads that let you scale patient volume on demand

Let’s dive in.

Traffic = Water

Before we get into the specifics, let me share something my mentor Russ taught me early in my marketing career—an analogy that changed how I think about patient acquisition:

Traffic is like water. It’s essential for growth.

Organic traffic = Rain 💧 Free, but unpredictable. Sometimes there's a drought, other times a flood. Great when it comes, but you can't control it.

Paid traffic = Garden Hose 🚿 Consistent and controllable. Turn the tap, adjust the flow. You know exactly what you're getting, but your water bill reflects every drop.

Successful clinics don’t just wait for rain—they have a garden hose ready for when the clouds don’t cooperate.

I’ve spent the last year helping healthcare practices build this Google marketing system. The ones that win? They invest in both so they’re never scrambling for patients.

Today I’m giving you the same framework I use with my clients—the exact steps to build a patient acquisition system that fills your clinic whether it’s “raining” or not.

Here’s what you need:

Keyword Research (The Foundation for… Everything)

This is where literally, everything starts. And it’s where most healthcare practices get it wrong.

Here’s why it matters:

It tells you exactly what patients are searching for, how often they’re searching, and how much competition you’re facing.

Without this, you’re guessing. With it, you’re building on data.

The good news?

Healthcare keyword research is simple. You’re targeting local patients searching for specific services.

Your keywords follow this pattern: [Service] + [Your City]

Examples:

• “Botox Denver”

• “stem cell therapy Austin”

• “dental implants Nashville”

Someone typing that into Google already knows what they want—they just don’t know where to get it. That’s HIGH buying intent.

This keyword list becomes your roadmap. It informs which service pages to create (organic), which Local Service Ads to run (paid), and which Google Ads campaigns to build (paid).

Everything else builds on this foundation.

Local SEO (The Map Pack)

This is the “rain” from our water analogy—free traffic that works around the clock once it starts flowing.

Local SEO means optimizing your Google Business Profile and website so you show up in the top 3 local results (the “Map Pack”) when someone searches for your services.

Here’s why it matters:

The top 3 spots in the Map Pack get 75% of all clicks and phone calls. If you’re not there, you’re invisible.

Unlike paid ads, you’re not paying per click. Once you rank, that traffic is free. It works while you sleep, on weekends, on holidays—24/7.

And it builds compounding authority. The longer you rank, the harder it becomes for competitors to knock you out.

Local SEO includes three core elements:

1. Google Business Profile optimization - Your listing with reviews, photos, posts, and service details

2. Service pages on your website - Individual pages optimized for each keyword from your research

3. Local citations and links - Getting your practice listed accurately across the web

This is your long-term foundation. It takes 90-120 days to see results, but once you’re ranking, you have steady patient flow without ongoing ad costs.

The best part?

Local SEO makes your paid ads more effective. When someone clicks your ad and sees you also rank organically, it builds instant credibility.

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Local Service Ads (LSAs)

Full transparency: Local Service Ads aren't available to every healthcare practice.

Google only allows specific healthcare categories. Many cash-pay practices—like med spas, stem cell clinics, ketamine clinics, TRT clinics, and hair restoration—aren't eligible.

But there's a workaround: having a licensed dermatologist or plastic surgeon on staff lets you advertise under their categories.

If you ARE eligible, LSAs are powerful.

They’re “Google Verified” ads that appear at the very top of search results—above everything else.

They come with a Google badge that builds instant trust, and you only pay when someone calls you directly (not per click).

Healthcare categories eligible for LSAs in the US:

• Acupuncturist

• Allergist

• Chiropractor

• Dentist / Orthodontist

• Dermatologist

• Dietitian

• Ophthalmologist / Optometrist

• Physical therapist

• Plastic Surgeon

• Podiatrist

• Primary care physician

• Veterinarian

• Weight loss service

Why they matter (if you qualify):

You get immediate patient flow while your organic SEO builds. You can turn them on during slow periods to fill gaps in your schedule. And combined with organic rankings, they create a 1-2 punch of credibility—patients see you’re Google-verified AND ranking organically.

Think of LSAs as your controllable faucet for practices that qualify. Not everyone can use them, but if you can, they’re worth testing.

Google (Search )Ads

This is your ultimate control lever—the garden hose you can turn up or down whenever you need more patients.

Google Ads are the traditional pay-per-click text ads that appear below Local Service Ads and above the Map Pack.

You bid on the keywords you discovered in Step 1, and you only pay when someone clicks through to your website.

Why they matter:

They give you complete control over patient volume. Need to fill more slots next month? Increase your budget. Booked solid? Turn them off.

And unlike Local Service Ads (which not everyone qualifies for), any healthcare practice can run Google Ads.

Here’s the catch: They’re the most complicated.

There are a lot of cogs in this machine. To make Google Ads profitable, you need:

• A Front-End Offer: Free consultation, first-time visitor special, something that lowers the barrier to book.

• An Optimized Landing Page: Directing traffic to your homepage is the biggest mistake I see. You want to use a dedicated landing page related to the keyword you’re targeting. And there should only be one Call to Action (CTA) on the page. Your phone number. That’s it. There’s nothing else for them to click.

• Call tracking: What gets measured gets managed. And without this, you won’t know what’s working, and what isn’t. You’re burning money.

I like Google Ads best when your organic foundation is already in place. Because when someone clicks your ad and sees you also rank organically, it builds credibility. They’re more likely to book.

But sometimes clinics don’t have enough reviews to rank organically.

So running ads can be a powerful jumpstart to your marketing because it gives you an immediate return and starts generating reviews that help you rank in the Map Pack.

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The Bottom Line

You don’t have to choose between organic and paid marketing.

The clinics that dominate their local market do both—strategically.

They start with keyword research that tells them exactly what patients are searching for. They build their organic foundation (Local SEO) so they’re generating free traffic 24/7. They layer in paid traffic (LSAs and Google Ads) to fill gaps and scale on demand.

And that’s how you can build a system where your phone rings consistently.

Talk soon,

Nicholas

P.S. - Not sure where to start?

Reply to this email with your website URL and I'll take a look at your current setup. I'll send you one concrete action you can take this week to start attracting more local patients—no charge, no strings attached.

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The most valuable shift in my business happened in the winter of 2024 when I finally understood the 30,000 foot view of marketing.

Today I’m going to break down the Healthcare Marketing Funnel. What it is and how you can use it to grow your clinic.

I speak with healthcare business owners all the time who have been burned by marketing agencies before.

They’ve spent money on Instagram ads, paid for SEO, only to see zero return on their investment.

This will help you make better decisions in the future and know when to call bullshit on something someone is offering you.

Most people fail to successfully grow their healthcare business because they don’t understand the job each piece of marketing is designed to do. Where it fits in the grand scheme of things.

So they jump from one trend to the next, never honing in on what would really move the needle for their business.

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Stop Thinking About Marketing Like A Funnel—It’s a Journey That Needs to be Mapped Out

From here on out, I’m going to refer to the Marketing Funnel as the Buyer’s Journey.

There are only 4 stages to the buyer’s journey. Seriously, that’s it.

Here’s the breakdown:

• Awareness

• Leads

• Sales

• Retention

And as my friend Russ Henneberry likes to say:

“Your marketing’s job is to move the baton from one stage to another.”

So here’s a more granular look at each stage of the buyer’s journey (funnel) mapped out:

Let’s dive in.

Awareness: Increase the Number of People Who Know About Your Business

Awareness is only the first part of the buyer’s journey.

It’s also where most people get stuck.

When it comes to generating awareness, you only have 2 options:

1. Paid

2. Organic (free)

Paid traffic grows your awareness faster, but the downside is you have to constantly pay for it. Organic is free, but it takes longer to see results. Both have their pros and cons.

These are some of the common methods you can use to generate traffic (awareness) to your business:

• Instagram

• Facebook

• Pinterest

• TikTok

• YouTube

• SEO

• LinkedIn

… And they all target the awareness stage of the buyer’s journey.

Contrary to popular belief… you only need ONE channel to work.

You don’t need to be everywhere. At least not in the beginning.

And since healthcare is inherently local—patients need to physically visit your clinic, office, or facility—Local SEO is the most powerful channel you can leverage to get more patients in the door.

That’s because when someone searches for “emergency vet near me”, they’re not browsing, they’re ready to book. So you get the attention of a high quality lead…

3 Types of Traffic That Grow Your Clinic

Only ONE brings in new patients ready to book. Here’s the breakdown👇

1. Problem Aware: They know the problem, not the solution

• Traffic Quality = LOW

• Buying intent = LOW (Not ready to book)

• Source: Instagram, TikTok, Facebook

2. Solution Aware: They know WHAT they want, just don’t know WHERE to get it

• Traffic Quality = HIGH

• Buying intent= HIGH (Ready to book today)

• Source: Local SEO (”near me” searches)

3. Brand Aware: They know who you are, your clinic, doctors, services…

• Traffic Quality = HIGHEST

• Buying Intent = HIGHEST

• Source: Referrals/returning patients

(Brand aware traffic generally reflects the strength of all your marketing efforts.)

If you want NEW patients in the door each month, your marketing needs to attract high quality traffic.

Local SEO targets Solution Aware patients—people actively searching for what you offer with high buying intent.

One More thing…

It’s worth mentioning that e-commerce brands, tech companies, and the rise of creators selling digital products, CAN’T use this channel.

Local SEO works to attract people in your city—vital for growing your practice—but not so much for the software company selling a project management system.

So instead of competing nationally for social media attention, you focus on dominating the local searches happening in your backyard by people ready to become patients.

But convincing you about the effectiveness of local SEO isn’t the point of today’s lesson.

The point is that you need ONE channel to generate consistent awareness (traffic) for your business and your services.

Once you have the right people’s awareness, you want to move them to the next stage of the buyer’s journey.

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Leads: The Money is in the List

Picture your clinic as a booth giving away free samples in a grocery store.

The awareness stage meant letting everyone in the store know about your booth.

But the lead generation stage, means giving away free samples in exchange for someone’s contact information.

(Specifically their name and email address. Sometimes their phone number.)

That’s because anyone who comes to your booth and takes a free sample, has raised their hand. They’ve expressed interest in what you offer.

They might not buy yet, but you definitely want to talk more with them. To stay on their radar.

When it comes to healthcare, the free sample (also called a lead magnet in marketing circles) varies by industry.

For example, if you own a hair transplant clinic, a really good way to get someone’s name and email is to offer a free hair assessment quiz.

Like this:

But if you own a med spa, a simple 10% discount, or a free consultation is enough to get someone’s contact information.

The free sample needs to be something easy and low-risk so giving up their email is a no-brainer.

The idea is that your marketing has worked hard to get them to your website. But we know that not everyone books or calls on the first visit.

So by collecting their email address, it allows you to follow up with them and stay top of mind.

Which takes us to the best marketing channel best for lead generation:

• Email marketing

Whenever you read content, or someone tells you how they grew their business with emails that generated XX amount, they took leads and converted them into sales.

But be warned, if you do not have a lot of awareness (traffic) coming to your site, email marketing won’t help you. Because you don’t have enough people to transform into leads.

Once you have leads, you’ll want to move them to the third stage of the buyer’s journey.

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Sales: Getting Patients in the Door

How fast you turn a lead into a sale depends on your industry.

Selling hair implants or a nose job, is a longer sales cycle. It requires more time nurturing the lead with email marketing.

Selling hydrafacials, massages, or teeth whitening is going to be a shorter sales cycle.

But one thing stays the same across the healthcare industry.

The sale happens with a phone call.

That’s where:

• The appointment gets booked

• The consultation gets scheduled

• The patient commits

Not to beat a dead horse, but it’s yet another reason why Local SEO is so powerful…

Patients will often call, right on the spot, when they find your business on Google. Thereby leap-frogging the whole lead generation stage and going straight to the sales stage.

That’s a lot less likely with social media. (When’s the last time you called an account you followed on Instagram?)

But let’s get back to the topic at hand.

Sales.

And for healthcare, that means phone calls.

So it’s important to always have someone, like a receptionist, to answer the phone, and get them to book an appointment.

Retention: Your Best Buyers are Your Buyers

If someone gets amazing results from your stem cell treatment or loves their Botox results, they’ll tell their friends. They’ll leave you a 5-star Google review (which boosts your local SEO rankings). And they’ll come back for more.

But most clinic owners are so focused on getting NEW patients, they forget about the gold mine sitting in their patient database.

The retention tactics that work for healthcare:

• Email sequences for repeat treatments: If someone gets Botox, send them a reminder 3 months later when it’s time for a touch-up

• Referral programs: Offer existing patients $50 off their next treatment for every friend they refer

• Google review requests: After a successful treatment, ask for a review (these feed back into your local SEO)

• Membership programs: Monthly or quarterly packages that keep patients coming back

The math is simple:

A patient who visits once might be worth $500. A patient who visits 4x per year for 3 years is worth $6,000.

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The Bottom Line

Ryan Diess, founder of Digital Marketer once said:

“The (marketing) game is figuring out where the bottleneck is in the customer journey and then optimizing.”

I think that sums up what we’ve learned today nicely.

Instead of jumping from tactic to tactic—Instagram one month, Facebook ads the next—use this framework to think through marketing your healthcare business:

1. Visualize the patient journey (literally, map it out)

2. Measure conversions at each stage

3. Find the bottleneck

4. Optimize

A Quick Thought Experiment to Find YOUR Bottleneck

Let’s say you run a TRT clinic. Ask yourself these questions:

Question 1: Are you getting enough people to your website or calling your clinic?

• If NO → Your bottleneck is Awareness. You need more traffic.

• If YES → Move to Question 2.

Question 2: Are website visitors giving you their email or calling to inquire?

• If NO → Your bottleneck is Leads. You need a better lead magnet or clearer call-to-action.

• If YES → Move to Question 3.

Question 3: Are those leads actually booking appointments?

• If NO → Your bottleneck is Sales. You need better phone follow-up or nurture sequences.

• If YES → Move to Question 4.

Question 4: Are patients coming back for follow-ups or referring friends?

• If NO → Your bottleneck is Retention. You’re leaving money on the table.

• If YES → Congratulations. Now scale what’s working.

Most healthcare practices I talk to have an awareness problem—they’re invisible in their local community.

But until you honestly assess where YOUR bottleneck is, you’ll keep spinning your wheels on tactics that don’t move the needle.

My hope for you is that you can finally stop feeling overwhelmed by marketing.

That you can identify your bottleneck, fix it, and get back to what you do best—helping patients transform their health.

Talk soon, Nicholas

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Reply to this email with your website URL and I’ll personally take a look at your website and marketing. I’ll send you one actionable improvement you can take this week to start attracting more local patients.

I’ve done hundreds of marketing audits on med spas over the last 3 months. I speak with owners in Facebook groups, and I recently started working with a med spa based in Denver.

And I’ve noticed this same pattern of mistakes that are costing them clients.

Today I’m going to teach you how to use local SEO to predictably get new clients for your med spa in 2026.

Why local SEO?

Because according to Google, searches for “local + business” have grown 80% year-over-year.

In other words, your ideal patients are already searching for you on Google—but if you’re not showing up in the top 3 local results (the “Map Pack”), you’re invisible.

Most med spa owners struggle to get new clients because they focus on Facebook, Instagram, TikTok, and influencer marketing to generate new leads and build an audience…

But algorithms actively suppress content to sell more ads, and organic reach has dropped over 90% on most platforms.

(As of July 2023, the average engagement rate of an organic Facebook post ranges from 1.52% to 2.58%.) -HubSpot

Meanwhile, Google is sitting there—a winner-takes-all game where the top 3 spots get 75% of all clicks and bookings.

“Near Me” Searches Lead to Purchases 78% of the Time

It’s not sexy. It’s not trendy. But it works.

And once you understand how Google decides which med spas to show in that coveted Map Pack, you can rank your business at the top.

Today I’ll teach you:

• How to Find Keywords That Lead to New Clients

• The Google Business Profile Optimization Everyone Misses

• 3 Simple Website Optimizations That Make You Rank at the Top

Let’s dive in.

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Step 1: Find Keywords With the Most Traffic and Buying Intent

This is the most important step because it informs your entire marketing strategy.

The good news: This step is incredibly simple when it comes to local search.

That’s because we only care about keywords that meet two conditions:

• Local intent

• Buying intent

Let’s take the keyword “Botox Denver” as an example…

Botox = a service you offer.

Someone typing that into Google, ALREADY knows what it is. They know the solution to their problem.

They already know what they want, they just don’t know WHERE to buy it.

Which brings us to the location modifier, “Denver”.

Optimizing your Google Business Profile + website for the keyword “Botox Denver”...

Will make you rank when your prospective clients type that into Google. (Which is what local SEO is all about.)

“But how do I find my keywords?” you ask.

Simple.

Head over to Google and type in “med spa [your city]”.

Scroll down to the map pack, and click on one of the 3 med spas that show up.

Then copy one of the top three med spa’s website URL, and head over to SEMRUSH.

(Sign up for SEMRUSH’s 7-day free trial so you can do this next part. Don’t worry, it’s more than enough time to get all your keywords. Once you get this done, you won’t need the software anymore.)

Paste the website URL and run it through Domain Overview.

If you’re a total nerd like me, feel free to spy on your competition’s metrics. You can see things like:

• Authority Score: How “dominant” their website is. It gives you an idea of how hard they’ll be to bump out of the top 3.

• Organic traffic: If they’re getting a lot of traffic, it’s a good sign. That means when you rank your med spa, you’ll be ‘stealing’ that traffic away from them.

• Backlinks: How many websites link to them. This makes them more of an authority and harder to bump out of the top.

But the real reason we’re here is to do keyword research.

👉 We want to know exactly which keywords bring in that high-buying-intent traffic.

So scroll down to the organic research section. Then click on “View details” to see all the keywords.

The first thing I notice is this med spa actually has multiple locations. They’re more established in Scottsdale Arizona right now than in Denver.

But the principle is the same.

What you’re looking for are keywords that are also a service you offer (like botox, hydrafacial, laser hair removal, etc…), followed by YOUR CITY’s name.

Eg: Botox Scotsdale

You also want to see a blue icon that looks like a map pin, under the “Position” category.

That signifies the local algorithm (aka the Map Pack) gets activated when people search that keyword.

Also, take note of how much volume each keyword gets. This is the amount of people that search for that keyword EACH MONTH.

In the screen shot above, we can see that this med spa gets around 1,500 searches per month for only 2 services it offers. (880 + 320 + 320 = 1,520)

In this case, I’d keep scrolling down through the keywords until I find the traffic numbers for Denver specifically since that’s what we care about.

To recap:

• Take a top competitor

• Copy & paste their website into SEMRUSH

• Find the keywords that bring them local traffic (that you could also rank for)

You might have to do this with a few competitors to get a comprehensive list of all the keywords. (One competitor might not rank for all the keywords.)

Once you’re done, keep track of the keywords on a spread sheet, like this:

Remember, most of the keywords are going to be [the services you offer + your city].

But now you know how many people are searching for these services each month.

With our own keyword research, we discovered there are basically 7,000 potential leads searching for med spa services in Denver. Each. Month.

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Step 2: The Google Business Profile Optimization Everyone Misses

Whenever I do a marketing audit on a med spa, I see consistently is this one giant mistake:

👉 Not linking your service/treatment pages to your Google Business Profile (GBP).

“But, how do you do this?” you might ask…

Well, allow me to show you...

The first thing you need to do is head over to the Google Business Profile (GBP) dashboard and click on “Edit Products”.

That’s right, you heard me. Not services. Products.

Then, you’re going to add each service (aka: the keywords we discovered) to the products section.

You’ll want to add a description of the service, making sure to include the keyword somewhere in there. (eg: Botox Denver)

This has a two-fold effect.

1. It improves your SEO—making you more likely to rank in Google

2. It improves conversions

Adding this to your GBP makes it feel like an extension of your website. It “brands” your GBP making it feel polished and professional.

It also means that potential clients are more likely to call right from your GBP without ever visiting your website at all.

Do this for all the keywords you discovered in your research. When you’re done, it should look something like this:

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Step 3: 3 Simple Website Optimizations That Make You Rank at the Top of Google

Lastly, you want to make sure that each of your service pages on your website are optimized for their corresponding keywords.

And, this sort of goes without saying…

But each of your services needs to have its own dedicated page.

All we’re doing for this step is optimizing the page for the main keyword. (Eg: Botox Denver)

This step is simple, I promise. It actually feels like a game in the end.

There are 3 optimizations you need to make in order to rank.

1. Page URL

2. Page Title (or Title tag)

3. Meta Description

It’s literally plug and play.

This is what it looks like for my client:

The only catch is that this step will look different depending on which website editor you use.

You’re still changing the same things. It’s just that how you go about doing it will be slightly different.

And, just so we’re crystal clear… all you’re doing here is adding the keywords to each element.

The Bottom Line

The overarching strategy or funnel behind these steps looks like this:

• A prospect types a keyword into Google

• They find your optimized GBP with the keyword

• They click your optimized website with the keyword

• They call or book an appointment

I hope that you can finally stop worrying about where your next client is coming from.

That you can focus on what you do best—helping people feel confident in their skin—while Google does the heavy lifting of bringing them to your door.

Take these three steps and implement them because your ideal patients are searching for you right now.

And SEO is like compound interests, it grows exponentially with time.

Talk soon,

Nicholas

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P.S. - Want me to take a look at your Google Business Profile? Reply to this email and I’ll do a quick audit to show you exactly where you’re leaving patients (and revenue) on the table. No charge, no strings attached.