For estheticians and skincare studios
People search for the treatment, not the studio
Somebody who wants dermaplaning types “dermaplaning near me”. She doesn't know your name yet and she isn't going to. If your treatments live as one line each on a menu page, that search goes to whoever wrote a page about it.
I build skincare studio sites so the treatments are findable, and set up the Google side underneath them. Flat price, no retainer, and you own all of it.
One page, doing the job of nine
Nearly every studio site I open has the same shape. A homepage, an about page, and one page called Services with the entire treatment menu sitting on it. It usually reads beautifully, and it gives Google exactly one page to rank, for a search almost nobody makes.
Your treatments have names with real demand behind them. Dermaplaning, buccal massage, lymphatic drainage, back facials, peels, microneedling. Those are the searches, and they come from people who already know what they want and just need somebody nearby who does it.
That's usually the whole gap. Not the design, not your prices, just that the thing you sell doesn't have a page of its own yet.
Four things, in this order
- Treatments get pages, not menu rows
- One page for each treatment people search by name, written for somebody deciding whether to book it. That's what gives Google something to rank and gives her something to read before she picks a time.
- Your name for it and Google's, both on the page
- You can keep calling it the Glow Ritual. It just needs “dermaplaning facial” on the page too, in a sentence a person would actually write. Nobody has to choose between a menu that sounds like your studio and one that gets found.
- Somewhere for Instagram to land
- Your link in bio probably goes to your homepage or straight into a booking widget. Neither is where somebody who just watched thirty seconds of a dermaplaning video wants to arrive. Sending that traffic to the page about the thing she just watched is a small change and it shows up in bookings.
- The map results, set up properly
- Anything with “near me” in it gets answered by the map before your website is even on screen. Getting in there is category settings, your services listed out one by one, hours, photos, and your address written identically everywhere it appears. It's fiddly and it moves more than anything else here.
Skincare searches my clients hold right now
Every one of these is a treatment name, and every one belongs to a skincare studio I work with. Copy one into an incognito window and see where they land. I keep the studio names off this list, the same way I'd keep yours off it.
- buccal massage san diego246 searches a month#2.7
- lymphatic drainage facial san diego30 searches a month#2.9
- buccal massage125 searches a month#5.7
- facial massage classes for estheticians22 searches a month#6.8
- facial massage training near me11 searches a month#8.2
- buccal massage near me76 searches a month#9.3
Google Search Console, July 2026. Position is the average across the whole month, weighted by how often each search was actually made, so a single lucky result can't flatter the number. Only searches with genuine monthly demand behind them are listed. 6 page-one placements, the best of them sitting at #2.7.
Get searches like these →The full write-ups, numbers and all
Both of these have the Search Console figures on them, including the ones that haven't gone the way I'd like yet.
What estheticians ask me first
These are the four that come up nearly every time. The rest of the usual questions are answered on the services page.
I rent a suite inside a bigger salon. Can I still show up on Google Maps?
Usually yes, and it's worth getting right, because the map results sit above everything else. Google's rule comes down to whether you're a real, distinct business at that address: your own signage, your own staffed hours, not a service the salon offers. Most suite renters clear that easily. If yours looks like a genuine edge case I'll tell you before you pay me, not after.
Almost all my bookings come from Instagram. Do I need any of this?
Instagram is good at reaching people who already follow you. It's not where somebody with a wedding in three weeks goes looking for dermaplaning near her, and that person books fast. Keep doing what's working. This is the other half of it.
Do I have to write all the treatment pages myself?
No, I write them. I'll ask you a lot of questions about each treatment first, because the things that make a page rank and the things that make somebody book are both stuff only you know: who it's really for, what it feels like, what people ask before they say yes. Then I write it and you tell me where I got it wrong.
My site's on Squarespace and I like how it looks. Do I need a rebuild?
Probably not. That's what the SEO Tune-Up is for: I leave the design alone and fix the reason nobody's finding it. If I look at your site and think a rebuild would genuinely change your bookings I'll say so, and if I don't think it would, I'll say that too.
Two things estheticians ask me before anything else
Both answered in full, free, with no email required. If they talk you out of hiring me, that's a fine outcome.
Is Instagram enough, or do I need a website too?
An honest answer for studio owners weighing a website against a full Instagram: what each one is actually for, the bookings a profile can't reach, and the smallest version of a site that's worth building.
Solo studios and new practitioners
What should a website cost for a small beauty or wellness studio?
A straight answer on pricing for salon, spa and esthetician websites: the three shapes a quote comes in, what you're actually paying for, and the number to ask about instead of the one on the invoice.
Anyone comparing quotes
Beep me
Tell me about your studio and what you're trying to fix. I read every message myself and usually reply within a day.