Build a Great Website for Your Medical Spa

Med spa websites need to have certain elements. As a med spa owner or manager, no one expects you to be able to build your own website. It’s great if you can, of course, but technical things like that are best left to those who know what they’re doing. What you can do, however, is be an integral part of the content of the website. Your builder/developer will obviously know all the technical aspects of the website, and they may even have experience in building websites for med spas and similar businesses, but relying on them for everything may not be ideal. A med spa website is a peculiar one. On one hand, the overall look and feel should be very pleasing to the eye—as if you’re experiencing the spa environment digitally. But on the other hand, you have medications and procedures that do require some very technical descriptions, as if you’re reading a scientific report on the subject. There are three basic elements your med spa’s website should contain: the right theme, staff information, and a (nearly) comprehensive description of your services, procedures, or medications being administered.

Medical Spa Website Theme

First impressions—they do matter. And most likely, your future client’s first impression of your med spa will be online. Please do not greet them with a boring homepage. Your homepage should convey “relaxing med spa,” not “no-nonsense business website.” You can approach this two ways: real or surreal. The “realistic” approach is done using pictures of your own med spa. The homepage could be your really cool and relaxing waiting room, or maybe the med spa’s façade. Use pictures of your treatment rooms as backgrounds for other pages of your website. The “surrealistic” path involves choosing the right color scheme and graphics to convey the med spa experience. Imagine the visual imagery you'll find in a classy wine bar or a trendy lounge--you get the idea. You can use the same colors that are found in your med spa, for example, and in doing so, you promote the continuity of your company brand.

The Staff: Putting a Face to a Name

I may not mind not knowing the mechanic’s name working on my car. I may not mind not knowing the name of the barista who made my coffee (even though they wanted mine, and misspelled it), but I would really like to know the name of the person who would be touching my face. With that, your website should—SHOULD—have a section that features the relevant staff’s names and credentials. I don’t need to know that they have two dogs and enjoy rock climbing, but knowing that they have been administering Botox for 10 years would make me more inclined to choose your med spa for my next treatment. A picture and a summary of their professional experience, including credentials, is all you need to fulfill this. A little bit of personal info like hobbies doesn’t hurt, just don’t make it the dominant part of the bio.

The Menu: It’s “Portobello,” Not “Portabello”

Your med spa is essentially a dermatology clinic, so a list of medications and procedures is expected. Words like “non-invasive” and “collagen” might be foreign to most people, so a description in plain English is needed. When describing the procedures, create a balance of information and readability. You don't want to give them too little information, but you also don't want to drown your audience in highly-technical jargon. Also, spell your medications and procedures correctly. Not only does spelling affect your online searchability, it also impacts your professional credibility. So remember, it’s Juvederm, not Juvaderm (but technically, it's "Juvéderm"). A note regarding "Juvederm" and similar hard-to-spell medications: it is wise to include the common misspellings in your meta tags.  Add Juvederm as well as Juvaderm in your meta tags to increase your chances for visibility.

One Final Thing

When you put all three elements together, please keep it simple. No matter how great a website is, horrible navigation will kill it. You have to make sure that your clients have a pleasurable experience when they visit your site. That means having a "home" button that's always there (usually your business logo), no dead links, and clearly labeled tabs. When you ensure your clients' satisfaction online, you will increase your chances of serving them in the real world.