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

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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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P.S. - Not sure where your bottleneck is?

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.