Case study · Texas Hill Country
The Med Spa, Wimberley
A medically directed med spa open since 2016, voted Best of Wimberley ten years running. The reputation was already excellent. The website was not carrying it.
The problem
This is the most common shape of med spa problem, and it is almost never a reputation problem. Ten years of word of mouth, a named medical director, a licensed laser facility, a genuine 4.8 across eighty-nine reviews — and a website that made a first-time visitor do all the work.
The menu was organised the way the business thinks about itself: by machine and modality. Secret RF. IPL. Laser Genesis. SkinPen. That is exactly right if you already know what those are. The person searching at eleven at night does not. She knows she does not like the lines around her mouth, or the sun damage across her cheekbones from twenty Texas summers, and she has no idea which of those words is hers.
Two things follow from that. She either leaves, or she calls to ask a question the website should have answered — which means the front desk spends its day doing triage instead of booking.
What we changed
We inverted the menu
The site now opens with a question rather than a catalogue: what would you like to improve? Fine lines and wrinkles. Sun spots and pigmentation. Texture and large pores. Acne and scarring. Volume loss. Unwanted hair. Each concern routes to the treatments that address it, with the machines named underneath rather than on top.
The modality pages still exist — people who know what a HydraFacial is should be able to find one in a single click. But they are no longer the front door.
We published the prices
Every service on the menu carries a price or a clear "from." Medi-facials from $75. HydraFacial from $200. Microneedling from $125. Secret RF from $250. Injectables stated as priced per unit or per syringe and quoted at consultation, because that is the honest answer.
Med spas resist this more than any other change, and the fear is always the same: that publishing prices attracts bargain hunters and loses the consultation. In practice it does the opposite. It removes the single largest reason a good-fit patient does not enquire, and it filters the people who were never going to book before they occupy your phone line.
We made the proof specific
The before-and-afters are real clients treated at that location, unretouched, and each one is labelled with exactly what was done — one syringe of Restylane Kysse. Not "filler." Not a stock image. The quantity is the part that builds trust, because it tells her what her own result would plausibly cost.
Alongside it: the medical evaluation requirement under Texas law stated plainly, with what it is, what it costs and how long it takes. An objection answered before it becomes a reason not to call.
We surfaced the recurring revenue
Seven membership tiers from $85 a month, with the terms in the open — no start-up fee, no minimum term, thirty days to cancel. Memberships had existed. They had not been visible. Recurring revenue is the difference between a med spa that has good months and one that has a business.
We put the credentials where people look
The medical director, the TDLR registration, the founder's years in aesthetics, the review count and the awards run as a trust bar that repeats down the page rather than sitting in an About section nobody opens. Phone answered Monday to Friday, nine to five. Messages answered within twenty-four hours. Stated response times are a conversion element, not a detail.
The result
[Add the numbers here once you have a clean before-and-after window. Booked appointments per month, share of bookings from organic vs paid, map pack position for your primary treatment terms, and the change in high-ticket mix.]
[If you do not have clean baseline data for this client, say so plainly and use the next engagement to capture it from day one. A case study with an honest gap is far stronger in cold outreach than one with numbers a prospect can sense you have rounded up.]
What transfers to your spa
None of the above is specific to Wimberley. The concern-first inversion, published pricing, labelled proof, surfaced memberships and a repeating trust bar are the same four or five moves in every market — because the person searching at eleven at night behaves the same way in Scottsdale as she does in the Hill Country.
Want the same look at your site?
Fifteen minutes. We open your site and your Google Business Profile live and tell you the three things we would change first — yours to keep either way.