The page map
Most clinic sites fail in the same way: a homepage that says everything, a services page that lists nine treatments in nine sentences, and a contact form. Nothing on that site answers a single patient question completely, so nothing on it can be quoted.
The map that works is flat and specific. A homepage that states the clinic name, city and what you do in the first paragraph. One page per treatment. One bio page per injector. A page naming the medical director. A pricing page with ranges. A location page per location with the address, hours and parking. An FAQ page for the questions that do not belong to one treatment.
Nothing important should sit more than two clicks from the homepage, and every page should be linked from somewhere in the normal navigation rather than only from a sitemap.
MedicalBusiness: the clinic
One block of structured data for the business, on the homepage and ideally sitewide. Fill in these fields and check that each one matches the visible text and your listings.
Identity
name, legalName, url, logo, image, description, and sameAs pointing at your Google Business Profile, Bing Places, Apple Maps, Yelp, RealSelf, Alle and Aspire entries.
Place
address as a PostalAddress with street, suite, locality, region and postal code, geo coordinates, and areaServed for the city and the surrounding towns you actually serve.
Contact and access
telephone, email, openingHoursSpecification for each day, and priceRange as a simple band rather than a precise number.
Clinical
medicalSpecialty where it applies, and employee or founder entries of type Person for the medical director and the injectors, each with a jobTitle that states the credential.
Service: each treatment
Each treatment page gets its own Service block: name as patients say it, serviceType, a description that matches the page, provider pointing back at the MedicalBusiness by id, areaServed for the city, and offers with a PriceSpecification carrying the low and high end of your range and the unit.
The point of the price fields is not to publish a fixed number. It is to make the range you already state in the text available in a form a machine can lift, so the how much does it cost question has an answer with your clinic attached to it.
FAQPage: the questions on the page
Put five real questions at the bottom of each treatment page and mark them up as FAQPage. Cost, pain, downtime, results timeline and candidacy are the five that patients ask, and they are the five an assistant is trying to answer.
The rule that keeps this safe is simple: never mark up a question or an answer that a visitor cannot see on the page. The visible text and the structured data have to say the same thing, or you are inviting a manual penalty.
Credentials, the medical director, and prices
Name every injector with the credential spelled out, link each name to a bio, and name the medical director on the site with the licence type. This is one of the few genuine quality signals a model can check, and patients are looking for it too.
State prices as ranges with the unit, on the treatment page and on a pricing page: per unit, per syringe, per session, per package. Say what moves the number. A clinic that states a range is answerable, a clinic that says call for pricing is not.
The technical floor
None of the above matters if the page cannot be read. A mobile viewport tag, text as text rather than as images, headings in order, alt text on before and after images that names the treatment, a page that loads quickly on a phone, and a current copyright year in the footer.
Those sound trivial. In our September 2026 screening, 91 of the 1,531 med spa sites we checked had no mobile viewport tag and 74 still showed a copyright year of 2022 or older. A stale year on a page is a hint to a model that nothing here is current.