Case study
A premium Swansea clinic website, built around how people search for treatments
- Aesthetics and skin clinic
- Swansea
Phoenix Aesthetics had an active Google Business Profile but no website. We built a premium, editorial clinic site with a treatment-led structure so each service has its own page for people searching that specific treatment in Swansea.
Starting position
Where the business started
An active Google Business Profile, so the clinic already existed in Google's local results.
No website at all, so there was nowhere for someone searching a specific treatment to land, read, and book.
No owned pages for individual treatments, which is what most people actually search for.
The challenge
What needed solving
Everything hung off one profile. Without a website there was nothing to support the Google Business Profile and nothing to rank for treatment searches.
Aesthetics is a considered purchase. People research the treatment, the practitioner and the price before they enquire, and none of that information was available.
The clinic needed to look genuinely premium. A standard template would have undermined the positioning, but the site still needed the search structure underneath it.
Research & strategy
How we planned the site
We looked at how people in and around Swansea search for aesthetic treatments — almost always by treatment name rather than by clinic.
That pointed to a treatments hub with a dedicated page per treatment, rather than one long services page trying to cover everything.
Practitioner credibility, pricing and results were treated as decision content, not filler, because they are what people check before booking.
Weight management was postponed from launch, so it was deliberately left out of the published architecture rather than shipped as a thin page.
Site architecture
The page structure we built
Each treatment has its own page so it can be found on its own terms, with the hub page linking down to every treatment and each treatment linking back up.
- Home/
- Treatments/treatments
- Anti-Wrinkle Injections/treatments/anti-wrinkle-injections
- Dermal Fillers/treatments/dermal-fillers
- Profhilo/treatments/profhilo
- Skin Boosters/treatments/skin-boosters
- Polynucleotides/treatments/polynucleotides
- Microneedling/treatments/microneedling
- Sculptra/treatments/sculptra
- Dermal Filler Dissolving/treatments/dermal-filler-dissolving
- About/about
- Prices/prices
- Results/results
- FAQs/faqs
- Contact/contact
- Treatments/treatments
Website build
The website build
A custom premium design rather than a template, with the structure planned before any page was written.
- Custom premium website design matched to a nurse-led private clinic
- Treatments hub with a dedicated page for each treatment offered at launch
- About and practitioner credibility content
- Clear pricing structure
- Results section structure
- FAQs answering the questions asked before booking
- Contact and booking journey designed for conversion
- Mobile-first layouts, since most treatment research happens on a phone
- Internal linking between the hub, treatment pages and supporting content
Google Business Profile
Google Business Profile alignment
The profile already existed, so the job was to make the website and the profile tell exactly the same story.
- Business name, location and service wording aligned between the website and the profile
- Treatment pages linked so the profile has real destinations to send people to
- Website contact details kept consistent with the profile
Technical SEO
The work behind the scenes
In plain English — the parts that make a site findable rather than just good-looking.
Search-engine foundation
- Server-rendered pages so search engines see the full content
- Sitemap submitted for the new site
- robots.txt configured
- Canonical URLs on every page
Page structure
- Unique title and meta description per page
- One H1 per page with a sensible heading hierarchy
- Internal linking between related treatments
Structured data
- Appropriate business and breadcrumb structured data
Performance and conversion
- Mobile optimisation across every page
- Consistent booking and contact calls to action
Visual walkthrough
The site itself
The clinic homepage: an editorial, premium presentation with treatment navigation and a single clear booking action.
Results
How this project is being measured
This project is being tracked from launch. Verified ranking and enquiry results will be added here when enough data exists to report them meaningfully.
Related
Where to go next
How we design local websites
The design process behind the clinic site.
Local SEO in Swansea
The research and structure work that sits underneath it.
What this costs
£499 setup plus £149 a month.
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