As a med spa, you have many different customer segments. How you speak to each customer segment is different based on who they are and their needs and wants.

As an example, men and women have very different needs and wants. If you’re offering Botox to men, refer to it as “Brotox.” And the images and the tone of your writing on a Botox for men page should also resonate with men and reflect what is most important to them versus what resonates with women.

Or you have services that are tailored to different age groups. How you establish rapport with a Millennial vs a Baby Boomer is very different.

So start by identifying who your top 4 - 6 customer segments are. Then write down answers to the following questions for each segment:

With the information you collected about your customer segments in step one, customize your page headlines that communicate the value of your service. The goal of your headline is to get the visitor to read the next line of your copy. Don't give them an excuse to leave. 

Here’s an example of a poor, non-compelling headline for tattoo removal services:

"Laser Tattoo Removal Services Available"

Here’s a more compelling headline:

"Say Goodbye to Your Old Tattoos with Our Safe and Effective Laser Removal Services."

People want to feel comfortable with you before they buy. Including social proof on your site with testimonials and trust marks helps to build that confidence.

For trust marks, embed the logos of any certifications or local organizations you belong to. Trust marks show 3rd party verification that you are a trusted brand.

Break up long content:
Depending on the specific service, you will have different lengths of content per page. Make sure that longer-form content is broken into smaller-sized paragraphs.

Also, consider using a table of content with links to specific sections on the page (sometimes referred to as jump links). Jumplinks allow readers to get to what they are interested in without having to scroll through a long page.

Subheadings: Use clear subheadings that incorporate benefits

Images:  break up content with images. Consider including before and after images.

Calls to action (CTAs): Tell people what you want them to do. Call you? Fill out the form? Book a free consultation? It may seem simple, but you have to tell people what action they should take next.

Mobile responsiveness: Ensure your page displays well on mobile devices and loads fast. A good user experience is important. Users won’t wait for your page to load if it’s slow. Slow loading mobile pages not only hurt your conversion rates, but negatively impact your organic traffic. Google gives preference to sites with fast loading times.

Here’s a link to Google’s PageSpeed Insights, which you can use to test your web pages.

Add internal links to other relevant pages. For example, if you provide a service for acne scarring, link to all the relevant treatment pages (such as, microneedling, microneedling with RF, CO2 Laser, etc). Internal linking is also important for med spa SEO.

Add breadcrumbs to your pages so people know where they are within your website. Breadcrumbs help people navigate your site.

Use heatmap software and Google Analytics to understand where people are clicking, how long they are staying on a page, and overall engagement.

Yet, I don’t recommend getting too bogged down in heatmaps or Google Analytics unless you have a LOT of data and page visitors. It’s easy to end up in “analysis paralysis.”