Why treatment questions matter more than the best of question
Eight of the ten questions we measure in every city are treatment level. That is not a design choice, it is what patients ask. Someone deciding between clinics has already decided what she wants done, and she is now sorting on price, pain, downtime and who holds the needle.
Those questions are also easier to win. The best med spa in the city question is crowded with directories and listicles. How much does lip filler cost in the city is answered from whichever local page states a number, and in most cities almost nobody states one.
One page per treatment, named the way patients name it
Give each treatment its own URL and its own H1. Botox, dermal filler, lip filler, laser hair removal, microneedling, Morpheus8, chemical peels, medical weight loss. If two treatments share a page, neither can be quoted cleanly.
Use both the brand word and the plain word on the page. Patients search Botox, not botulinum toxin, and they search Morpheus8, not radiofrequency microneedling. Use the brand where it is accurate to the product you actually use, and give the general term once so the page still answers the generic question.
Every page should name the city and the neighbourhood in ordinary sentences. Not stuffed. Once in the opening paragraph, once in the section about booking, is enough for a model to place you.
The five things every treatment page has to answer
Cost, as a range
State a real range with the unit: per unit, per syringe, per session, per package. Say what moves the number, such as the area treated or the number of units. A page with no number cannot answer the how much question, and that question is asked more than any other.
Whether it hurts
Describe the sensation and what you do about it: numbing cream, ice, a smaller needle, a nerve block where it applies. Answer it directly, because the assistant is looking for a sentence it can quote back.
Downtime
Say what the next 24 to 72 hours look like, what a patient can and cannot do, and when it is reasonable to be back at work or at an event. Describe the typical experience, never promise an outcome.
Results timeline
When results start to show, when they settle, and roughly how long people come back after. Use ranges and the word typically.
Who is a candidate
Who this suits, who should wait, and what happens at the consultation. Include the honest exclusions. A page that says who should not have a treatment reads as clinical rather than promotional, to patients and to models.
Write all five as text on the page. Not in a PDF, not baked into a graphic, not hidden behind a form. If a person has to click or download to see it, a model will not see it at all.
Say who is doing the treatment
Name the injector and state the credential: registered nurse, nurse practitioner, physician assistant, physician. Link to a bio page. Name the medical director on the treatment page or in a line that appears on every page.
This matters for AI answers because credentials are one of the few quality signals a model can verify, and it matters for patients because it is the question they are most nervous about asking.
Wording that stays on the right side of the line
Treatment pages are advertising for a medical service, so the words carry rules. Describe the treatment, the typical experience and the typical timeline. Do not promise a result, do not say permanent, and do not use words like best, safest or guaranteed about clinical outcomes.
Have your medical director review every treatment page before it goes live, and keep a dated record that the review happened. Rules for advertising aesthetic services vary by state, so check your state's rules and your board's guidance before publishing.
Then add the structured data and measure per treatment
Mark each treatment page up as a Service with the clinic as provider and the city as the area served, and mark the questions you answered as FAQPage. The visible text and the structured data must say the same thing.
Measure treatment by treatment. Ask the assistant how much Botox costs in your city, then the same for filler and laser, and note which pages get quoted and which do not. You will usually find you are named for one treatment long before the others, and the gap tells you which page to write next.