The full curriculum, in sequence

How to use this curriculum

This is a course, not a blog. The modules build on each other: Module 10 assumes you have written the three sentences from Module 1 and the proposition from Module 6, and Module 32 assumes you have done most of what came before. Reading it out of order is possible and it is not what it was designed for.

Each module states its prerequisites, what you will be able to do by the end of it, how long it takes to read and how long its exercise takes. The exercises are performed on your own clinic and they are the point of the course. A reader who does the reading and none of the exercises will finish with information and no work done.

The whole curriculum is free and there is no registration. The exercises, audit sheets, page templates and the measurement tracker are collected in a workbook pack sent by email, which is how the publication is funded, along with clearly labelled sponsorship of a module series. That is set out plainly on the about page.

A realistic pace

A clinic owner doing this alongside clinical work should expect one part per month. Eight months for the whole curriculum, with the exercises done, produces a rebuilt site and a person who can specify and verify the work of anybody they later engage. Attempting it in a fortnight produces notes.

The parts, in order

Part I. 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.

Part II. Positioning

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.

Part III. Treatment page architecture

The page type that carries most of a clinic's commercial search demand, taken apart section by section and rebuilt.

Part IV. Content that answers patients

Finding the questions patients actually ask, answering them in a form that can be read, quoted and trusted.

Part V. Technical hygiene

Crawling, indexing, speed, URLs, internal structure and accessibility: the plumbing that decides whether the writing is ever seen.

Part VI. Local presence and reputation

The profile, the location pages, the consistency of your details across the web, and the reviews you are allowed to use.

Part VII. Conversion and measurement

Turning attention into a consultation, and counting the small number of things that tell you whether any of it worked.

Part VIII. Handover

The module on knowing when the work has outgrown your own hours, and what a competent handover actually contains.

Appendix

The appendix is a review paper listing the mistakes that recur most often in clinic marketing, each mapped back to the module that prevents it. It is written to be read last: Avoid these common mistakes in digital marketing for aesthetic clinics.