Many aesthetics clinic websites look alike: a pale room, a calm photo, a soft headline and a "Book a consultation" button. They tell a visitor how the clinic wants to feel. They rarely tell the visitor what they came to find out.
People choosing a clinic are usually trying to answer practical questions. What does this treatment involve? How many sessions will I need? How long until I see a change? What does it cost? Has it worked for people like me? One single-practitioner clinic on X summed up its approach in five words: "Every price is on the website." A med spa owner described the opposite case: her ads brought people in, but with only a Linktree as a website, almost none of them turned into bookings.
This guide covers what an aesthetics clinic website needs to answer those questions before the consultation. It is about website content only, not medical or legal advice. Advertising for cosmetic treatments is regulated in many countries, so check the rules that apply to your clinic before publishing.
What a person choosing a clinic wants to know
Before booking a consultation, most people want to know:
- What the treatment is, in plain words
- How many sessions are usually needed
- How long until a result is typically visible
- The price, at least a starting price
- Who will carry out the treatment and their experience
- Evidence it works, such as before-and-after photos and reviews
- What the consultation involves and whether it costs anything
A website that answers these clearly does a lot of the work a consultation would otherwise do, and the people who book arrive better informed.
A measured treatment list
Instead of a list of treatment names with "Learn more" links, give every treatment a short, measured summary:
- Treatment name and what it is for, described accurately
- Typical number of sessions
- Typical weeks until a result
- Price from, with the date the price applies
Put this list near the top of the home page. A visitor can compare options at a glance and click through to the treatment that interests them.
Each treatment should also have its own page covering who it suits, what happens during a session, recovery, possible side effects and aftercare, written carefully and checked by your clinical team.
Words such as "typical" and "usually" matter. Results vary between people, and your copy should say so. Avoid promising specific outcomes.
Results: before and after with context
Before-and-after photos are among the most persuasive content on a clinic website, and among the most regulated. Show them with context:
- The treatment and number of sessions
- The time between the two photos
- That results vary
Use only photos of real patients who have given written consent, taken in the same light, angle and distance, without editing that changes the result. We cover this in more detail in a separate guide to before-and-after photos on a clinic website.
A drag slider that lets visitors move between the before and after can show the change clearly, as long as both images are honest.
Clinicians with their years
People want to know who will treat them. For each clinician, show:
- Name and photo
- Professional role and registration, where relevant
- Years of experience
- Treatments they carry out
- A short note in their own words
Only list qualifications and registrations that are current and verifiable. For many treatments, the practitioner's professional background is one of the main reasons people choose a clinic.
Reviews by treatment
General reviews such as "Lovely clinic, friendly staff" are nice to have. Reviews grouped by treatment are more useful, because someone considering a particular treatment wants to hear from people who had it.
Ask for reviews at the right moment, usually after the final session, when the result is visible. Use only real reviews, with the patient's permission. Never write reviews yourself or edit them to change their meaning. If you show ratings from a review platform, link to the source.
Booking a consultation
Make booking straightforward:
- A clear "Book a consultation" button on every treatment page
- What happens at the consultation and how long it takes
- Whether there is a fee, and whether it is deducted from treatment
- Your cancellation policy
If you use an online booking system, link directly to it. If you prefer a request form, ask for the treatment of interest and preferred times, and say how quickly you will respond.
Setting up Dermis
Dermis is a free Framer template for a skin or aesthetics clinic. Every treatment shows its sessions, the weeks to a result and the price from, before anyone books a consultation.
It puts a measured treatment list on the first screen, a drag before-and-after on the next, then the clinicians with their years, reviews by treatment and a journal. It includes a home page, a booking page, four treatment pages, three clinician pages and three journal posts on the CMS, a start-here guide and a 404, with desktop, tablet and phone layouts. The demo brand reads "Clinic"; the template is Dermis. Its page lists skin and aesthetics clinics, dermatology and laser practices, and clinics that sell treatment plans, not single visits.
To set it up:
1. Replace the four treatments with your own, filling in sessions, weeks to result and price from.
2. Add your clinicians with their real roles, registrations and years.
3. Replace the before-and-after with consented photos from your own patients.
4. Add real reviews, grouped by treatment.
5. Connect the booking page to your booking system or inbox.
6. Have your clinical lead review every treatment description.
Dermis is free to remix. Publishing on your own domain needs a paid Framer plan. See free Framer templates for more.
An aesthetics clinic does not win patients by looking calm. It wins them by being clear about what a treatment involves, how long it takes, what it costs and who will do it.