Skin Essentials Aesthetic Clinic

Our initial research showed a website with limited search discovery:

• 1,826 total visits and 1,500 unique users
• Pageviews down 13 percent year on year
• Bounce rate at 60 percent
• Average time on page of just 25 seconds
• Over 90 percent of organic traffic from branded keywords
• Service pages with bounce and exit rates as high as 90 percent

These signals confirmed the website was underperforming in organic search and failing to connect with users looking for specific treatments nearby.

The SEO Starter Kit was designed to improve performance across four key areas:

• Fix technical issues blocking search visibility and user engagement
• Target high intent and local keywords related to services
• Launch educational blog content and a comprehensive FAQ page
• Optimise for mobile users and improve page structure to boost time on site

Implementation highlights

Between May and July 2025 we delivered the following:

• Removed noindex tags from indexable content
• Updated the robots.txt file to allow crawling of key pages
• Fixed broken internal links
• Rewrote 11 meta descriptions and created 5 new ones
• Compressed 37 large image files and added alt text to 39 images
• Corrected duplicate H1s and added missing H2s
• Improved mobile performance and layout for faster navigation

Content and FAQs

To drive local discovery, we produced three blog articles based on real user intent and search volume, each optimised for mobile and linked to relevant service pages. We also built a dedicated FAQ page around long tail and voice search queries, such as how often you should get a facial, the best waxing method for long lasting results, and whether laser treatment suits acne prone skin. The FAQ page captured specific search traffic, improved internal linking, and kept users engaged longer.

Between May and August 2025, Google Search Console reported a 74 percent increase in clicks and a 199 percent rise in impressions, from 5,680 to 17,042. This reflects a substantial improvement in the site's search visibility and click through performance.

Squarespace analytics showed a 55 percent increase in total visits, a 41 percent uplift in unique users, and a matching 41 percent growth in pageviews. Bounce rate improved from 60 percent to 48 percent, and average time on page rose from 25 seconds to 1 minute and 21 seconds.

Google Analytics further validated the uplift, with a 90 percent increase in total users between May and June, a 113 percent rise in returning users, and a 116 percent boost in average engagement time.

Built for future growth

The SEO Starter Kit gave Skin Essentials a technically sound, mobile optimised and content rich website, better aligned with how local customers search for beauty services online. With the right foundations in place, small businesses like Skin Essentials can compete and grow online. NexSync's structured approach solved the visibility issues, improved search performance, and created a scalable platform for future marketing.