Building local visibility for aWindsor clinic
Bare Brilliance Aesthetics is a non-surgical aesthetics clinic in Windsor, UK. They came to us with one clear goal: show up locally on Google and attract the right kind of enquiries. This case study breaks down exactly what we fixed, how we approached local SEO, and what changed as a result.
Top 1–3 Local Rankings
Increase in Monthly Enquiries
Stronger Website Authority
Higher-Quality Leads
Who They Are
Bare Brilliance Aesthetics is a non-surgical aesthetics clinic based in Windsor, UK, known locally for delivering natural, well-judged results. Most of their clients came through word of mouth and repeat visits, which said a lot about the quality of their work.
Online, though, their presence didn’t reflect that same level of trust or expertise. The website looked fine on the surface, but it wasn’t clearly communicating what made the clinic different, and it wasn’t helping new local clients find or choose them.
They didn’t want gimmicks or aggressive marketing. The goal was simple: a website that felt honest, professional, and visible to the right people at the right time, and that turned interest into genuine consultation enquiries.
Why SEO Was Needed
When we reviewed the website, a few clear issues kept showing up. Individually they seem small, but together they were holding the site back.
What we found:
- Key treatment pages were not ranking for local searches like dermal fillers Windsor
- Page content was thin and didn’t reflect what real clients search or ask before booking
- Headings were inconsistent, making pages hard to understand for both Google and users
- Important pages had a low text-to-HTML ratio, which reduced overall page relevance
- Local signals were weaker than nearby competing clinics
- The site lacked deeper, trust-building content that shows real expertise
Our SEO Strategy
We approached this project in clear phases, focusing on structure first, then relevance, local clarity, and finally trust.
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- Identified crawl and structure issues
- Improved URL structure and internal linking
- Cleaned up heading hierarchy (H1 to H3)
- Resolved technical issues impacting rankings
We focused on the treatments people actually search for locally.
Key pages optimised:
- Dermal Fillers
- Profhilo
- Chemical Peels (BioRePeelCl3)
- Microneedling
- Fat Freezing
- Exosome Therapy
- AesPLLA®
- Hyperhidrosis
This phase was about making the clinic unmistakably local.
What we focused on:
- Strengthening Windsor-based keyword signals
- Aligning website services with Google Business Profile
- Improving consistency across location data
- Adding locally relevant FAQs
SEO brought the right visitors. This phase helped them feel confident enough to enquire.
Our focus:
- Clear and honest treatment explanations
- Realistic expectation-setting
- Better page flow and readability
- Soft consultation prompts without sales pressure
Results & Impact
Within a few months of implementing the changes, the difference was clear, both in visibility and in the type of enquiries coming through the website.
What changed:
Stronger rankings across multiple local treatment-related searches
Increased visibility for priority treatment pages in Windsor
More relevant organic traffic reaching the site
Enquiries from visitors who were already informed and confident
The website shifted from a static brochure to a consistent enquiry driver
The biggest improvement wasn’t just traffic. It was attracting the right people, those actively looking for treatments and ready to book a consultation.
Client Feedback
Hearing directly from the client mattered more than rankings or traffic. What stood out most was how the website began working before the first conversation even happened.
Key Lessons From This Project
This project reinforced a few important principles we see time and again when working with clinics and service-based businesses.
What this project proved:
- Local SEO performs best when content reflects real client questions and conversations
- Technical foundations need to be right before scaling content or visibility
- Treatment pages should focus on education first, not sales language
- Clear, human-written content builds trust and improves enquiry quality
- Protecting brand voice is especially important in healthcare and aesthetics
Why This Case Study Matters
This project reinforced a few important principles we see time and again when working with clinics and service-based businesses.
What this means for businesses like yours:
- You don’t need aggressive marketing or over-promising copy to get results
- Clear site structure, strong local relevance, and honest content work better together than any single tactic
- Organic search can become a steady, long-term source of enquiries, not a short-term experiment
This approach is about building visibility you can rely on, without compromising professionalism or trust.
Ready to Build Sustainable Local Visibility?
If you run a clinic or a local service business and want more consistent enquiries from Google, without compromising how your brand sounds or feels, we can help.
