Learn to do your clinic's search marketing properly, in order.
32 modules in 8 parts, written for the clinic owner or clinic marketer who is going to do this themselves. Every module states its prerequisites, what you will be able to do at the end of it, how long it takes, and finishes with an exercise you perform on your own clinic.
The eight parts
Foundations
What a clinic sells, who decides, how patients move from a symptom to a booking, and the rules that constrain every word you publish.
IIPositioning
Deciding what the clinic competes on, which treatments carry the weight, and what shape the site needs to be before a single page is written.
IIITreatment page architecture
The page type that carries most of a clinic's commercial search demand, taken apart section by section and rebuilt.
IVContent that answers patients
Finding the questions patients actually ask, answering them in a form that can be read, quoted and trusted.
VTechnical hygiene
Crawling, indexing, speed, URLs, internal structure and accessibility: the plumbing that decides whether the writing is ever seen.
VILocal presence and reputation
The profile, the location pages, the consistency of your details across the web, and the reviews you are allowed to use.
VIIConversion and measurement
Turning attention into a consultation, and counting the small number of things that tell you whether any of it worked.
VIIIHandover
The module on knowing when the work has outgrown your own hours, and what a competent handover actually contains.
Begin at the beginning
What an aesthetic clinic actually sells
Before you write a word of a website, you have to be able to say plainly what a patient is buying. Almost nobody can, ...
24 minutes readingModule 02Who decides, and how they choose
A booking is rarely one person's decision. Understanding who else is in the room, and what each of them is looking for...
22 minutes readingModule 03The patient journey, from symptom to booking
The journey from a symptom to a booked consultation has a shape. Knowing the shape tells you which pages you are missi...
26 minutes readingModule 04How search works, in the detail a clinic needs
You do not need to know how a search engine is built. You do need to know the five gates a page passes through, becaus...
25 minutes readingModule 05The rules that constrain everything you publish
Every sentence you publish sits under advertising law, professional regulation and, for some treatments, medicines law...
27 minutes readingModule 06Writing the clinic's proposition
A proposition is not a slogan. It is a sentence that another clinic could not truthfully put on its own website, and m...
23 minutes readingWhat this publication is
A structured course in how patients find an aesthetic clinic through search, and what a clinic should do about it. It is published by Northbank Media and it is free to read in full. It is written for the person who is going to do the work: the clinic owner on a Sunday evening, or the one member of staff who has been given the website.
The authority claim here is pedagogical rather than novel. Nothing in this curriculum is a secret. What it offers is order: the modules build on one another, each states what it assumes you already know, and each ends with something you do rather than something you agree with.
What it is not
It does not rank clinics. It does not rank, review, score or recommend marketing agencies, and it publishes no best-of lists of any kind. It does not invent statistics, benchmarks or conversion rates: where a figure appears it comes from a named primary source, and where no reliable figure exists the module says so rather than inventing one.
Sources throughout are primary: search engine developer documentation, Schema.org, the CAP Code and the ASA, GMC guidance, CQC, MHRA, JCCP, web.dev and NICE. Every module lists the ones it used.
How it is funded
Two ways, both stated plainly on the about page. A workbook and template pack delivered by email, which collects the exercises, the audit sheets, the page templates and the measurement tracker. And one clearly labelled sponsor per module series, at published rates on the sponsorship page. There is no advertising on these pages and no affiliate arrangement of any kind.