Figure index33 figures
Every figure in the curriculum
All 33 diagrams, in module order, with the caption each carries and a link to where it appears. Every one is drawn in SVG for this publication. None is a screenshot.
Figures are numbered by module. Figure 10.1 is the first figure in Module 10. Where a figure is referred to again in a later module it keeps its original number, so that a reference always points at one drawing.
| Figure | Caption | Appears in |
|---|---|---|
| Figure 1.1 | The two columns of an aesthetic clinic. Almost every clinic website is written entirely in the left column, and every patient arrives holding the right. | Module 01, What a clinic sells |
| Figure 2.1 | The three roles in an aesthetic clinic decision. They frequently overlap, and the person who says no is often the one who never visited your site. | Module 02, Who decides |
| Figure 3.1 | The six stages. The first three are information searches, where a small clinic can compete cheaply. The last three are provider searches, where everybody competes at once. | Module 03, The patient journey |
| Figure 4.1 | The five gates. A page can be perfectly written and stuck at gate two. Diagnosis before treatment applies here as much as it does in a clinic. | Module 04, How search works |
| Figure 5.1 | The five layers. They apply simultaneously. Satisfying the advertising code does not exempt you from your own professional standards, and neither exempts you from medicines law. | Module 05, The rules |
| Figure 6.1 | The three parts of a working proposition. The failure mode is an elegant sentence that excludes nobody and therefore decides nothing. | Module 06, The proposition |
| Figure 7.1 | Demand against demonstrable competence. The top left quadrant is the one that wastes years, because it is the one that looks most attractive on a spreadsheet. | Module 07, Choosing treatments |
| Figure 8.1 | Plan and elevation. Most competitor research produces only the plan, which tells you what is there and nothing about where to stand. | Module 08, Reading the market |
| Figure 9.1 | A clinic site plan. Four or five top-level sections, every page with a single parent, nothing more than three clicks from the homepage. | Module 09, The site plan |
| Figure 10.1 | The ten blocks of a treatment page in their correct order. A patient reads until their current question is answered and then stops, which is why the order is not negotiable. | Module 10, Treatment page anatomy |
| Figure 11.1 | The six sentences. If a reader saw only this block, they would still know what the treatment is, whether it is for them, and what to do next. | Module 11, The opening 120 words |
| Figure 12.1 | The four constructions. Only one of them both sets an expectation and survives the consultation that follows. | Module 12, Price |
| Figure 13.1 | Aftercare structured as time rather than as advice. A patient wants to know what next Tuesday looks like, which no amount of general reassurance answers. | Module 13, Risks and aftercare |
| Figure 14.1 | The nesting for a clinic treatment page. Everything in this diagram must correspond to something a reader can see on the page. | Module 14, Structured data |
| Figure 15.1 | Six question families. Every treatment generates all six, and most clinic websites answer the first and the last. | Module 15, Finding questions |
| Figure 16.1 | The answer page pattern. The first two blocks are what a hurried reader and an answer engine both take away; everything below serves the reader who wants to understand why. | Module 16, The answer page |
| Figure 17.1 | A comparison page is a table with a closing paragraph, and the closing paragraph is the part that decides whether the page is useful or an advertisement. | Module 17, Comparison pages |
| Figure 18.1 | The regulatory stack from Module 5, applied to photography. An image is a claim, and every rule that applies to a written claim applies to it. | Module 18, Before and after imagery |
| Figure 19.1 | What can be lifted from a page and what cannot. The left column is also what a reader in a hurry takes away, which is why this is not a machine technique. | Module 19, Writing to be quoted |
| Figure 20.1 | The five gates from Module 4, with the fault that stops a page at each. Work left to right; a fix at gate four does nothing if the page is stuck at gate one. | Module 20, Crawling and indexing |
| Figure 21.1 | The three Core Web Vitals and their published thresholds. The bands are set by Google and documented on web.dev; they are not opinions. | Module 21, Speed |
| Figure 22.1 | The correct shape of a redirect. Many old addresses may point to one new one; each does so directly, permanently, and to the closest equivalent page rather than to the homepage. | Module 22, URLs and redirects |
| Figure 23.1 | The hub pattern for one treatment. Solid lines are reciprocal links between the treatment page and everything supporting it. Dotted lines join supporting pages only where a reader would genuinely want that route. | Module 23, Internal linking |
| Figure 24.1 | Reading measure. A line much longer than about seventy five characters causes the eye to lose its place returning to the left margin, which produces skimming rather than reading. | Module 24, Accessibility |
| Figure 25.1 | The three factors Google publishes for local results. Distance is fixed. Relevance and prominence are the whole of the available work. | Module 25, Business Profile |
| Figure 26.1 | The site plan from Module 9, with locations on the right. A location page has only one legitimate parent, and only one legitimate reason to exist: premises a patient can attend. | Module 26, Location pages |
| Figure 27.1 | The same three lines, everywhere, character for character. A suite number in one and not the others is enough to make a machine uncertain that these are the same business. | Module 27, Citations |
| Figure 28.1 | The reputation loop. Four of the five steps happen inside the clinic rather than online, which is why reputation is an operations problem before it is a marketing one. | Module 28, Reviews |
| Figure 29.1 | The booking path. The two steps with the largest loss are making an enquiry and receiving a reply, and neither is a search problem. | Module 29, The booking path |
| Figure 30.1 | Fields to ask at the form and fields to ask at the clinic. Every field below the line reduces completion and buys information you could have asked for later. | Module 30, Enquiry forms |
| Figure 31.1 | The monthly review sheet. Six lines, four columns, the same day every month. If a line has not changed a decision in six months, delete it. | Module 31, What to measure |
| Figure 32.1 | What to keep, what to hand over, and what never to hand over. The two shaded quadrants are the ones a clinic owner should be unwilling to move. | Module 32, When to stop |
| Figure A.1 | The loop that fixes any of these. Most of the mistakes below are not errors of knowledge; they are the result of never completing one full turn of this loop on a single page. | Appendix |