We rebuilt a fictional Cardiff aesthetic clinic to show what a serious private healthcare site reads like — free consultation as the only CTA, full fee schedule on the page, doctor profiles with GMC numbers, and a five-principle manifesto that filters for fit.
Initial consult — the only ask
Consult-to-treatment window
Reviews surfaced, none coerced
Cooling-off on every booking
Aesthetic-medicine landing pages tend to oversell, hide fees, and lean on stock before-and-afters. The result for a conservative clinic: the right patients bounce, the wrong patients book and complain. The brief was a site that filters for fit before the diary fills.
Every conversion path leads to the same thing — a 20-minute, no-fee conversation with a doctor. Removes price anxiety, lifts booking rate ~3×, lets the clinic filter for fit before any money changes hands.
Most private clinics hide prices to force a phone call. We show them all — sectioned, with descriptions, no asterisks. Self-qualifies the budget; the people who book are people who knew the price walking in.
Each clinician is named, qualified, GMC-linked. Trust signal that survives even cynical patients Googling 'is this safe?'. Halves the time you spend on phone reassurance.
Anonymous reviews framed as the clinic's choice, not absence of social proof. Reads as discretion — exactly the value the buyer is paying for in private aesthetics.
Conservative by default. Comfortable saying no. No photos on socials. Reads as a manifesto, not a brochure. The right patients self-select; the wrong ones leave faster (which is good for everyone).
Surfaced on the booking widget itself — a 14-day pause before any injectable treatment is honoured. Removes the regret that becomes a 1-star review and a complaints procedure.
The Pro package fits clinics, solicitors and multi-service practices: 10+ pages, full copywriting, deposit-capture booking, blog, advanced local SEO, 60 days of post-launch support. Optional CQC-aware compliance review if you want it.
Brief Monday → live Saturday. If we miss our launch date for our own reasons, the build is free. Pro builds use the same delivery cadence.
Open the demo and try the booking flow — the consultation-first funnel and full fee schedule do most of the qualifying before a patient ever rings.
