DA AestheticsFrom one homepage to 23 pages built to be found on Google

Devie Shaw is an advanced aesthetic nurse and independent nurse prescriber with over 15 years' medical experience, and she still works as a specialist nurse in the NHS. She runs DA Aesthetics from Style Hair & Beauty in Wing, two days a week plus Saturdays on request.

She wanted to fill those clinic days from Google, rather than relying on social media. Most of her clients were finding her through the salon.

Her WordPress website looked calm and clean, but it gave Google very little to work with. Someone searching for lip filler near Leighton Buzzard had no page of hers to find.

• No treatment pages. All nine treatments were a ticked list on the homepage, so there was nothing for Google to show for a search like "dermal fillers near me".
• No main heading on the homepage for Google to read, and no tap-to-call button anywhere.
• Half the pages were empty shop pages. Four of the eight were leftovers (shop, basket, checkout, my account) that she'd never used.
• A spam post on her blog, showing on the homepage, about an online casino in German.
• A heavy homepage. Page builder plugins meant 63 separate files and about 1 MB to load it.

People looking for a treatment search for the treatment and the place: "lip filler Leighton Buzzard", "skin boosters near me", "aesthetics clinic Milton Keynes". So instead of one long homepage, I built the site around those searches.

Every page links to the ones around it, so Google can find them all and people can move from a treatment to the town page and back without hunting.

A page for every treatment

Each one covers what the treatment is, how long it takes, recovery, how long results last, the risks and the questions people ask, with a booking box beside it. It answers what someone wants to know before they'd book a consultation.

Written within the advertising rules

In the UK, prescription-only medicines can't be advertised to the public, which rules out a "Botox" page. So her biggest treatment is written up as a lines and wrinkles consultation, which is what people book anyway, and the site stays on the right side of the rules.

Her Google profile ranks mostly around Wing. To reach people in the bigger towns nearby, each one has its own page with real directions, travel times and parking, written for that town rather than copied with the name swapped.

The Milton Keynes page, for example, explains the 25-minute drive down the A4146 and where to park by the salon. That's the detail Google looks for, and it's what a nervous first-timer wants to know.

In aesthetics, people want to see real results and know who's treating them. The site leads with Devie's NHS background and nursing qualifications, then shows 18 before and after photos from her own clients, sorted by treatment, with faces covered.

• Business details on every page, marked up so Google knows it's a nurse-led clinic in Wing, with her hours and address.
• FAQs on 17 pages, answering the questions people type into Google and ask AI tools.
• Breadcrumbs and a sitemap, so every page is easy for Google to find and understand.
• Fast, simple hosting without the page builder plugins, so the site loads quickly on a phone signal.
• Her Google Business Profile set up to match the website, so the map listing and the site tell the same story.

Most people find a clinic on their phone. A bar along the bottom keeps Book, Call and WhatsApp in reach on every page, and the Book button goes straight into the booking software Devie already uses.

Devie's new site went live on her own domain in October 2026, with 23 pages where there used to be one homepage and a blog. Every treatment and every nearby town now has a page Google can show.

I'm tracking which treatment and town pages people find her through in Google Search Console, and I'll add the numbers here as they come in.