Industries · Medical aesthetics
Aesthetics patients research carefully, compare providers, and book from their phones. The site has to feel like the practice, explain treatments clearly, and be findable locally. This is how Webbify approaches that, grounded in the Lily Lane Aesthetics project in Houston.
What is different
Presentation, structure, and local visibility. Most med-spa templates get the first one wrong and ignore the other two.
Aesthetics practices compete on trust and taste. A site built from a generic med-spa theme reads as high-volume and discount-driven. Editorial layout, restrained typography, real photography of the practice, and space around the content do the opposite.
Patients search for a specific treatment, a concern, or a provider in their area. Each of those needs its own page with a clear purpose, and the pages need to link to consultations and education rather than compete with each other.
Most aesthetics traffic is local and on a phone. The site has to carry consistent business information, a maintained Google Business Profile, and mobile layouts designed on their own terms, not shrunk from desktop.
Page architecture
This is the information architecture Webbify developed for Lily Lane and would start from for a comparable practice. Every page exists because a patient needs it, not because a keyword tool suggested it.
In practice
A medical-aesthetics practice in the Memorial area, led by a physician assistant.
The engagement began as a Squarespace refresh with foundational SEO and grew into a custom WordPress rebuild. Webbify restructured the homepage, planned and built the service-page architecture, developed the practice’s signature Lily Lift page and an out-of-town patient page, organized education content, and wrote custom HTML, CSS, and JavaScript for layouts the builder could not produce.
Mobile was designed as its own experience: separate hero imagery and crops, viewport-relative heights, condensed headings, and stacked calls to action, tested across a range of phones and tablets. The visual system used warm neutrals, editorial typography, and large photography of the practice itself so the site reads as a boutique rather than a template.
Technical and local SEO foundations were built in from the start: one intent per page, unique metadata, canonical URLs, redirects from retired Squarespace URLs, structured data matching visible content, and consistent business information for Houston and Memorial.
Handled with care
Where this fits
Questions
One page per treatment the practice actually offers, yes. One page per keyword variation, no. A patient searching for a specific injectable needs a page about that injectable; three pages that say the same thing with slightly different titles compete with each other and confuse both patients and search engines.
Webbify structures it, drafts it around real patient questions, and organizes it so each page has a clear purpose. Every medical or treatment-specific statement is reviewed and approved by the provider before it is published. Webbify does not provide medical advice or verify treatment safety.
That is the practice’s decision, and it depends on the treatment. Where pricing is shown, the site has to make clear whether it is a starting price, a per-unit price, or a package, and it has to stay current. Where it is not shown, the consultation path has to be obvious.
It can be, especially early on. Lily Lane started there. The move to custom WordPress came when the practice needed layouts, mobile behavior, and content structure that the builder could not express. If Squarespace still fits, improving it is the better investment.
No one can guarantee that, and a provider who does is not describing SEO. What Webbify can do is build the site so that each page matches a real search intent, the technical foundation is sound, and the practice’s local signals are consistent. Results are measured and reported honestly.
Request a site review. Webbify looks at presentation, page structure, and local visibility and explains what is worth doing before any proposal.
