Case study · Med spas
Med spa SEO case study: unique treatment pages per location
What we did for a med spa (Dallas, TX, 3 locations), and what changed.
The outcome
More consultations from unique treatment and location pages
Before
The situation
A med spa in Dallas came to us with three locations. Its treatment pages were thin and duplicated across the locations.
That is an easy situation to fall into. When a business opens more locations, the quickest way to build the website is to copy the treatment pages and change the address. It gets pages live fast, but it leaves each one saying very little, and it leaves the three locations looking almost identical to Google.
Before
The problem
Thin pages do not answer the questions people have about a treatment. Someone considering a cosmetic treatment wants to know what it costs, how long the downtime is and what results to expect before they book a consultation. A page that does not cover those things sends them elsewhere to find out.
Duplicated pages cause a second problem. When several pages say the same thing, Google tends to pick one and show it, and the others struggle to rank at all. For a business with three locations, that can mean a person searching near one location is shown a page for another, or shown nothing from the business.
Without bookings tracked by location, the business also could not see which location's pages were bringing in consultations. That makes it hard to know where to put more effort.
The same questions about cost and downtime are now asked of AI tools like ChatGPT. Those tools draw on pages that answer them directly, and a thin page gives them nothing to use.
The work
What we did
Step 01
Wrote unique content for each treatment.
Each treatment page was rewritten to stand on its own, with content specific to that treatment instead of a few generic lines. That gives Google a page with real substance to rank and gives a prospective client what they need to decide. Cosmetic treatments are a considered choice, and people read carefully before they book.
Step 02
Wrote unique content for each location.
Each location's pages were made distinct, rather than copies with a different address. Distinct pages let Google show the right location to the person searching near it, instead of choosing one page and setting the rest aside.
Step 03
Opened each treatment page with direct answers.
Every treatment page now starts with plain answers to the three questions people ask first: cost, downtime and results. A reader gets what they came for at once, and AI tools have a clear passage to draw on when someone asks about that treatment.
Step 04
Set up booking tracked by location.
Consultations booked from the website are now tracked by the location they are for. That shows which pages are working at each location and where to focus next. Without it, a business with several locations can only guess which part of its website is earning its consultations.
After
The results
The unique content for each treatment and location, together with booking tracked by location, brought the med spa more consultations. Each location now has its own pages, and the business can see which of them are bringing people in.
The direct answers at the top of each treatment page also reached AI search. ChatGPT started citing the med spa's treatment pages when asked about Botox or filler in Dallas, which reaches people at the stage when they are still learning about a treatment. Out of respect for the business's privacy, we do not publish its name or anything that would identify it.
The outcome
More consultations from unique treatment and location pages
Next step
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