Key takeaways
- Fix what loses a ready patient today, like a wrong map pin or a booking button that lands on the homepage, before anything that earns new visibility.
- List treatments in the words patients type, and point the profile's booking link at a new-patient consultation, not a menu.
- Seasonal pages for weddings, the holidays and New Year need to be live well before each peak.
- If you cannot name where last month's new patients came from, tracking is the first fix.
This local SEO checklist for a med spa covers the fifteen things that decide whether a nearby patient finds your practice, trusts it and books a consultation. Work through it in order. Each item is specific enough to finish in one sitting, and the first six take less than an afternoon in your Google Business Profile.
The checklist
- Profile: set Medical spa as the primary category. Add Skin care clinic or Laser hair removal service as secondary categories only if those treatments are on your menu today (Google's category rules).
- Profile: show the street address, with the suite. Patients drive to you. Open Maps on your phone and check that the pin lands on your entrance, not the far end of the plaza or the building next door.
- Profile: list every treatment as a service. Use the words patients search, such as lip filler, laser hair removal, microneedling or chemical peel, with a plain one-line description and no result promises.
- Profile: point the booking button at a new-patient consultation. Link it to the right page in Boulevard, Zenoti or your scheduler, not your homepage or a full treatment menu.
- Profile: set real hours, including late evenings and Saturdays. Enter holiday hours before December, when gift card buyers and party-season patients are checking.
- Profile: add photos a first-timer wants to see. Your sign from the parking lot, the entrance, the front desk, a treatment room and the providers. Use patient photos only with written consent.
- Website: give each treatment family its own page. Injectables, laser treatments, skin rejuvenation and body contouring each need a page, then the individual treatments patients ask for by name.
- Website: publish a provider page. List who performs treatments and the credentials your medical director approves for publication.
- Website: test the consultation path on a phone. From the homepage, count the taps it takes to call or book. More than two is too many.
- Website: match name, address and phone everywhere. The footer, the contact page, your Google profile, Apple Business Connect and Bing Places should read exactly the same.
- Website: put seasonal pages live before the season. A wedding-prep timeline page by winter, a holiday gift card page by autumn, a New Year page by early December.
- Reviews: ask when the patient can see the result. For some treatments that is the same day, for others it is the follow-up. Ask every patient, not only the ones you expect to be happy.
- Reviews: reply within a few days, without confirming treatment. Thank the reviewer and keep details out of the reply. Never name a treatment the reviewer did not mention.
- Tracking: tag the links on your profile. Add UTM tags to the website and booking links so visits from Maps show up separately in Google Analytics (setup guide).
- Tracking: record a source for every new patient. Use a required "how did you hear about us" field in your booking software, plus call tracking, so each consultation has an origin.
The local SEO checklist at a glance
Google profile
- Primary category matches your main service
- Address and hours exact
- Services and photos filled in
Website
- A page for each main service
- Tappable phone number on every page
- Fast on a phone
Reviews
- Requested from every customer
- Every review answered
Listings
- Same name and phone everywhere
- Duplicates removed
What to fix first
Fix what loses a patient who is ready to book today, then what earns you visibility. Use the table to find your starting point.
| If this is true | Start with | Why it comes first |
|---|---|---|
| The booking button opens your homepage | Item 4 | Patients who were ready to book now have to hunt for it |
| The map pin or suite is wrong | Item 2 | Patients get lost on the way to a first appointment and some never arrive |
| Your primary category is Day spa or Beauty salon | Item 1 | Google is matching you to the wrong searches |
| One "services" page covers everything | Item 7 | No page can rank for a treatment it barely mentions |
| A nearby practice has collected far more reviews this quarter | Item 12 | Fresh reviews feed prominence and the patient's decision |
| You cannot name where last month's new patients came from | Item 15 | Every other decision on this list is a guess without it |
Most practices find two or three of these on the first pass. Fix those this week and leave the rest for next week, rather than half-finishing all fifteen. If your category choices need more thought, the category guide for med spas walks through each option.
How often to review
Review a few items weekly, the full list each quarter, and everything ahead of each busy season. A practice that checks on a schedule catches a broken booking link in days rather than after a slow month.
Weekly : Reply to new reviews, add one recent photo, and tap the booking button on your profile to make sure it still lands on a consultation.
Monthly : Search your top three treatments from a phone in two or three of the neighborhoods your patients come from. Compare consultations booked from search with the month before.
Quarterly : Run the whole list again, from category to tracking. Check that every treatment you added or dropped this quarter is reflected on the profile and the website.
Six to eight weeks before each peak : Before wedding season, the holidays and New Year, update hours, publish or refresh the seasonal page, and make sure the review routine is running so the profile looks active when browsing turns into booking.
When you want a deeper look than the checklist gives, the self-audit guide shows how to test your site with free tools in an hour.
How VETS Growth Marketing helps
We work through this checklist for med spas as a short project with a finish date: the fixes are named, dated and done inside your own Google profile, website and booking software. You own every account the whole way through. At the end we show you consultations booked from search, not a ranking chart. Book a growth consultation and we will run the checklist with you and tell you which three items matter most for your practice.
Sources
- Tips to improve your local ranking on Google, Google Business Profile Help
- Manage your business category, Google Business Profile Help
- Apple Business Connect, Apple
- Set up Analytics for a website and/or app, Google Analytics Help