Create Your MedSpa Website: The Step-By-Step Process
Redoing your MedSpa’s Website?
Here’s How it Works
Your website is the single most important piece of your Medical Spa’s overall marketing strategy.
Despite its importance, most Medical Spa owners I work with seem to know very little about the process of creating a professional website for their business.
In this brief guide, I’ll walk you through the three-step process of creating a professional website for your med-aesthetics business, so you know exactly where to start and what to expect.
But first… Why Your Website is so Important
There are dozens of marketing tactics available today, including digital ads, social media content, SEO blog posts, and newsletters.
In marketing, most tactics do one of two things:
Put your business in front of new people
Convert those people into patients
A successful website will do both: and it will do them really well. A website is one of the few marketing tactics that can, in theory, stand on its own.
For most MedSpas, however, the website does not stand alone: most owners use a variety of tactics to market their business.
What many MedSpa owners don’t realize is that your website becomes even more important when it’s used alongside other marketing tactics, because it serves as a point of activation.
For example:
Let’s say you’re running digital ads.
Ads put you in front of people who may be interested in your services but aren’t yet familiar with your business.
If your ad is effective, some people will be intrigued and click on it.
Where will those people go when they click on your ad? Your website.
But what if they arrive at your website and it’s a total mess?
Instead of booking an appointment, they’ll leave.
You could be pouring thousands of dollars into ads and sending hundreds of people to your website each week, but if your website isn’t designed to convert that traffic, you won’t gain many new patients.
Whether you’re using ads or blog posts, the strength of your website directly impacts the overall success of your entire marketing strategy.
If your website isn’t doing its job, your entire marketing strategy suffers, and so does your business.
Fortunately, the opposite is also true: if your website is strategic and effective, it can boost nearly any marketing tactic you decide to use.
A strategic, well-designed website is the ultimate guarantor of a marketing ROI.
Creating Your Website: Three Phases
The process of creating a website can be broken down into three key phases:
Copywriting
Design
Development
Phase One: Copywriting
The very first step you should take when creating a website is to hire a professional website copywriter to write your website copy.
What is website copywriting?
The words that go on your website are called copy.
A website copywriter is a person who writes website copy. They create original content that both attracts visitors to the site (using SEO tactics) and converts those visitors into paying patients (using CRO tactics).
Website copy is very different from other copywriting mediums. While some copywriting mediums are fairly straightforward (like blog posts), website copy can be quite nuanced.
Website copywriting is an extremely strategic process that blends elements of technical SEO tactics, sales psychology, brand voice strategy, messaging technique, and user experience (UX) to curate a specific experience that is tailored to the target audience.
What does website copy do?
When put into action on the live website, high-quality web copy accomplishes all of the following:
Improves the ranking of the website on search engine results pages, therefore exposing the business to more potential clients.
Engages site visitors with language that is interesting to the target audience, therefore increasing the length of visitor interaction and likelihood of conversion.
Speaks to the specific issues and desires of the target audience in order to engage, empathize, and establish trust with them.
Guides the site visitor through the website (and towards conversion) by structuring the copy in a way that is intuitive and easy to navigate.
Reflects the Brand Voice of the business, which builds trust with potential patients and positions the brand as an authority.
Why does website copy come first?
Throughout the process of creating a website, the copy acts like a script for the web designer and developer to follow.
By starting out with a strong foundation of quality website copy, you can set yourself up for success in the later phases of your website development.
Phase Two: Design
The second step in creating a website is hiring a professional website designer to design the website.
What is website design?
A website designer determines the look and feel of your website.
They design all the visual elements of your website, like buttons, scroll bars, graphics, etc. Designers also consider user interface (UI) and user experience (UX) to create a website that is both aesthetically pleasing and easy for your target audience to navigate.
How website copy and design work together
Let’s think of creating a website like creating a movie.
If your copywriter is the screenwriter, then your designer is the director. The screenwriter writes the script, and the director uses that script to create a beautiful visual experience.
Without a script, the director lacks, well, direction. Beautiful cinematography can’t compensate for a shallow plot or underdeveloped characters. The director needs a strong foundation from which they can apply their artistic skills to express the story in a beautiful and engaging way.
Hiring a website designer: considerations
As you are shopping for a website designer, be sure to look for a professional who:
Prioritizes audience research, and
Has a portfolio that aligns with the type of “vibe” your clients desire.
A website designer is an artist who makes a specific type of art for a specific type of audience. Many designers develop a signature style over time. It’s important to select a designer whose artistic style will attract the kind of clients you want to work with.
Phase Three: Development
The final step in creating a website is hiring a professional website developer to develop the website.
What is a website developer?
A website developer builds and maintains the website.
Web developers – also called programmers – are responsible for the technical aspects of creating a website, such as using programming languages to build web pages, optimizing site performance, and ensuring that the website operates smoothly.
Going back to our movie illustration: If your copywriter is the film’s screenwriter, and your designer is the film’s director, then your developer is the film’s producer.
The copywriter establishes the story and characters.
The designer directs the visual experience.
The developer uses their technical skills to bring the project to life.
The developer’s job is to make sure that the website actually works the way it’s supposed to, and they create the technical structure required to support the artistic and strategic vision of the copywriter and designer.
Designers vs Developers
Just like film directors and producers, you will find that website designers and developers often work hand-in-hand.
There is significant overlap between the work they do, and there is often a need for ongoing collaboration.
For this reason, many website developers are also designers. However, it’s important to note that not all designers have the technical skill required to be a developer.
Developers: Ongoing Website Maintenance
While website design is usually a one-time task, website developers will continue to work on maintaining and updating your website over time.
Website development is an ongoing process, and establishing a long-term relationship with your developer to continuously update your website is common practice.
You may also occasionally need to update your copywriting to reflect changes to services and offerings, though these tend to be one-off updates.
Where to start
The toughest phase of creating a new website is simply deciding to make the investment.
If you’ve committed to moving your business into its next phase of success and would like to chat about our website copywriting process, you can book a no-pressure inquiry call with me here.
We’ll chat about your vision, your clients, your budget, and your timeline, and decide together whether we are the right team to help you meet your goals.
