Fresh Clinics — Take Home

Your checklist.
Work through it.

Three areas from today. Do it yourself, ask your agency, or book a free diagnostic and we’ll tell you where you actually stand.

Your Website

You can give yourself a score… or have us do it for you.

Most clinics looking for growth are expecting their website to deliver. Does yours? Here are 4 questions you can ask yourself in 10 minutes and give yourself a score.

Y=0 N=1 — Score yourself honestly

1.) Is your imagery representative of your patients or does it alienate them?

2.) Is your site written for patients who know what they want AND for patients who only know what they don’t like about themselves?

3.) Can someone book a specific treatment from your homepage in less than 60 seconds? Do they land on the treatment they have decided on in the booking menu? (Do they get thrown back to a menu at any stage?)

4.) Have you looked at your site on mobile? Do menus work? (Run into each other? Can you still use the navigation?)

Score of 3–4: your website is probably costing you bookings. Book a diagnostic →

Your Socials

If you want socials to generate leads.

Speak patient language

Lead with the feeling, not the ingredient. “Fix the dark patch that won’t fade” beats “scientific term” every time.

Test: read your last 10 captions out loud — do they sound like a patient or a clinician?

Know who your content is for

Your content is aimed at patients scoping you — and they won’t necessarily interact. The 1-9-90 rule: 1% create, 9% engage, 90% lurk. Aesthetic patients are textbook lurkers — they watch for weeks before they act.

Track: saves, shares, profile visits, DMs — not likes.

Give people an action or next step

Lurkers act in moments. Don’t make them work to figure out what comes next. Every post earns its place with one clear action — “DM us,” “save this,” “tap the booking highlight” — pick one.

Test: of your last 10 posts, how many have a clear next step?

Lurkers aren’t reading your captions for information. They’re running a movie in their head — “could I see myself walking into that clinic? What would the consult feel like? What would I look like after?”

Your job is to make that movie easy to picture:

What you can do — real conditions you treat, real outcomes they aspire to
Themselves walking in — your space, your team, your face
How you prep for them — the consult, the questions you ask, the care you take
What the conversation will be like — your tone, your warmth, how you explain things

Get those four things right and the lurker stops watching. They book.

Have a social media manager?

Ask them for last month’s analytics report. If they can’t show you which posts drove enquiries — rework your content approach.

Search & Google

Things to ask your agency.

Red flag

Getting there

Working well

SEO

No idea what keywords we rank for

Tracking some — no data though

75+ keywords tracked, impressions up month on month

AI Overviews

Never checked

Appearing… I think?

Citations growing — all top treatments in

Paid Search

Spending but don’t know cost per lead (even approx)

Know the spend, not the conversion

Know leads per dollar, feel confident

Google Business Profile

Last update was years ago

I’ve got some good reviews on it…

Active, 10% action rate, reviews responded to

Want us to do this for you?

We offer a free 30-minute diagnostic — your website, your GBP, your search visibility. Straight answers about what’s working and what isn’t. No pitch.

Book a free diagnostic →

Digital Decoded — Glossary

42 terms,
plain English.

Every term from today’s session, defined in the context of running an aesthetic clinic — not a generic marketing textbook.

WEBSITES

CTA (Call to Action)

A button or link that tells a visitor what to do next — “Book now”, “Call us”. Every page should have one clear CTA. If a patient can’t see what to do next, most won’t figure it out.

CRO (Conversion Rate Optimisation)

Making changes to a website so more visitors actually book, call, or enquire. Not about more traffic — about doing more with what you already have.

Bounce rate

Visitors who land on a page and leave without clicking anything. High bounce on a treatment page usually means it didn’t match what they searched for.

Landing page

A standalone page designed to convert a visitor from an ad into an enquiry or booking. One message, one action.

Page speed

How quickly your website loads. 53% of mobile visitors leave if a page takes more than 3 seconds. Most clinic websites are too slow.

AHPRA compliance

No before/after photos for advertising, no claims about specific treatment outcomes, no patient testimonials in promotional materials. When in doubt, leave it out.

Above the fold

What a visitor sees before they scroll. Your most important information — who you are, what you do, how to book — should live here.

Hick’s Law

Decision time increases with every option you add. Shoppers are 10x more likely to buy when given 6 choices instead of 24. Your treatment menu probably has too many options.

Cognitive overload

When a patient has to mentally rebuild a decision they already made — like being thrown back to a full treatment list after selecting what they want. Most won’t bother.

SOCIAL MEDIA

Organic reach

How many people saw your post without you paying to promote it. Typically 5–15% of followers. Has been declining for years — that’s not failure, it’s how the platform works.

Engagement rate

The percentage of people who saw your content and did something — liked, commented, saved, or shared. Under 15% suggests the content isn’t connecting. Saves are the most valuable signal.

Algorithm

The system Instagram uses to decide what to show and to whom. Reels not watched past 3 seconds stop being pushed. Posts with high saves get shown to more people.

The 1-9-90 rule

1% of your audience creates content, 9% engage, 90% just watch. Aesthetic patients are textbook lurkers — they watch for weeks before they act. Don’t mistake low engagement for low interest.

UGC (User Generated Content)

Content created by real people rather than produced professionally. UGC-style content typically outperforms polished brand content because it feels authentic.

Dark social

Shares via DMs, WhatsApp, or email — invisible to analytics. Shows up as “direct” traffic. Significantly underrepresents social’s true influence on your bookings.

Saves

When someone bookmarks your post to come back to later. The highest-value engagement signal. Saves tell the algorithm your content is genuinely useful — it pushes it to more people as a result.

Patient avatar

A profile of your ideal patient — age, concerns, what she’s searching for, what makes her hesitate. Content aimed at a specific person always outperforms content aimed at everyone.

SEO & GOOGLE

SEO (Search Engine Optimisation)

Improving your website so Google ranks it higher for relevant searches. Takes months, not days. Right content, technically sound website, credible sites linking back to yours.

Local SEO

Optimising specifically for location-based searches — “lip filler Paddington” or “skin clinic North Sydney”. Most aesthetic clinics need local SEO, not broad national SEO.

Google Business Profile (GBP)

Your listing on Google Maps. Includes address, hours, photos, reviews, and booking link. Anyone can suggest edits — which is why it needs regular attention.

Google Search Console

A free Google tool showing which search terms bring people to your site. If your SEO agency has never shown you this report — ask for one.

AIO (AI Overview)

Google’s AI-generated summary at the top of some search results. If Google chooses your content, your visibility increases significantly — even if fewer people click through.

Impressions vs clicks

Impressions = how many times your site appeared in Google. Clicks = how many times someone visited. High impressions, low clicks means Google shows you but your title isn’t compelling enough to click.

Keyword

A word or phrase people type into Google. Clinics often optimise for treatment names without optimising for questions patients actually ask — “how long does filler last”, “best skin clinic near me”.

NAP consistency

Name, Address, Phone — your clinic’s basic details. Google cross-references these across your website, GBP, and directories. Inconsistencies hurt your local visibility.

DATA & ANALYTICS

GA4 (Google Analytics 4)

Google’s current web analytics platform. Tracks who visits your website, where they came from, and what they did. Most clinic websites have it installed but very few owners ever log in.

Attribution

Crediting the right channel for a booking. “We get most of our patients from Instagram” is usually an impression, not a fact.

Engagement time

How long a visitor actually spends on your page. From Google search, patients stay ~33 seconds. From social, they leave in under 4. That’s a landing page problem, not a social problem.

Funnel

The stages from first discovering you to booking. Most clinics invest heavily in top-of-funnel (awareness) without fixing the leaks in the middle (consideration and conversion).

Cost per lead

How much you spend in advertising to generate one enquiry. If you’re running paid ads and don’t know this number — you’re flying blind.

Action rate

The percentage of people who visit your Google Business Profile and take an action — click your website, call, or get directions. 10% is a healthy benchmark for an aesthetic clinic.

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Your take-homechecklist.

Your checklist.Work through it.

42 terms,plain English.

Your take-home
checklist.

Your checklist.
Work through it.

42 terms,
plain English.