How we gave a Medical Aesthetics' website a glow up

When our friends at LG Medical Aesthetics asked us to help with a mini refresh for their site, we jumped at the chance!  The site has decent bones. It didn't need tearing down and rebuilding; it just needed some tweaks and enhancements here and there. 

There's a nice irony in that. Enhancing what's already there is exactly what LG Medical Aesthetics does for its own patients. No dramatic overhauls and overfilled features, just careful, skilled work that brings out the very best of what you've got. So that's the approach we took with the site. 

The first step was to run our digital marketing audit to get a clear picture of where things stood. An audit is the perfect place to start. It's not a magic wand, but it gives you a specific, evidenced list of the gaps between how a business thinks it comes across online and how it actually does. If you want to see how your own site stands, then head on over to https://www.3060marketing.com/auditrequest

With the audit as our starting point, here's what we changed, and why each piece matters.

Fixing the menu: building hubs that actually go somewhere

Treatments and Pricing were both items sitting in the main menu. The problem was that you couldn't click through to either of them. They were labels, not pages.

For visitors, that's frustrating. You see "Treatments", you click it, and nothing happens. It makes you think something's broken, and that's not a great look for any business right from the get go

For search engines, it's a missed opportunity. Two of the most important topics on the site had no page of their own to rank. So we built them properly, using a hub and spoke structure:

• The Treatments hub is now a real page that introduces the treatments on offer and links out to each individual treatment page (the spokes).

• The Pricing hub is now a real page too, giving visitors a clear place to land, easy to follow pricing and links through to the detail.

This does two jobs at once. Visitors get an easy, logical route to what they're looking for. And search engines get a clear picture of how the site fits together, with the hub pages pulling their weight for SEO and ranking rather than sitting there doing nothing.

We also added schema markup to the Treatments page. Schema is a layer of structured data that sits behind the page; visitors never see it, but search engines and AI tools read it closely. It tells them, in their own language, exactly what the page is about: that this is a clinic, these are the treatments it offers, and how they all connect. Without it, search engines have to work that out for themselves. With it, the clinic has a far better chance of showing up in rich results on Google and of being picked up as a trusted answer by AI search tools. It's a small, behind the scenes job that does a lot of heavy lifting.

Getting the policies in place

For a medical aesthetics clinic in a regulated environment, trust is everything. Patients are handing over personal details and making decisions about their own bodies. The site needs to show, quietly and clearly, that it takes that seriously.

Here's what we added:

• A privacy policy and a cookie consent policy, so the site meets UK GDPR requirements for how personal data and cookies are handled.

• Terms & Conditions, setting out how the business operates.

We then reworked the footer menu so these are easy to find. It now links to the complaints procedure, privacy policy, and terms and conditions, and it's set up so we can add anything else the clinic needs down the line.

None of this is the glamorous part of a website. But it's the part that tells a cautious visitor they're in safe hands.

Rewriting the FAQs for real questions (and AI search)

The site already had a frequently asked questions section, which was a good start. The trouble was the answers were fairly generic. They could have been on any clinic's website.  

So we rewrote them with a lot more detail, focusing on the questions people actually ask when they're considering medical aesthetics treatments.

This matters for AEO (answer engine optimisation). More and more people are asking tools like ChatGPT, Google's AI Overviews and voice assistants their questions directly. Those tools look for clear, specific, trustworthy answers. Generic FAQs get skipped over. Detailed, relevant ones give the clinic a much stronger chance of being the answer that gets surfaced.

Tidying up: typos, broken links and a consistent voice

Some of the most valuable work is also the least visible. We went through the site and:

• Fixed typos throughout the copy.

• Repaired broken links, including the links to the clinic's social media profiles.

• Brought the content together so the messaging is consistent across the website and social media.

Small errors chip away at trust, especially in a sector where precision and attention to detail are the whole point. A visitor who spots a typo or clicks a dead link starts to wonder what else has been missed. And when the website and social channels say things slightly differently, it muddies the picture of who the clinic is.

Now everything lines up, and it reads like one business with one clear voice.

What's next?

This first round was about getting the foundations right: clear navigation, proper policies, better FAQs and a clean, consistent site. 

Over the coming weeks, we'll be refreshing the overall content to build on that.

If your website has decent bones but you feel it’s not quite pulling its weight, then maybe it just needs a little enhancing?  You don't always need a rebuild; sometimes it just needs a little enhancing. Want a fresh pair of eyes on your site? Request your audit and we'll take a look.