Med Spa Success Strategies Podcast

Episode: Med Spa Websites: How to Turn Your Site Into a Sales Machine
Host: Ricky Shockley (A)
Co-Host: Lauren (B)
Date: August 25, 2025

Overview: Turning Your Website into a Sales Machine

This episode of the Med Spa Success Strategies podcast explores why and how your Med Spa website should function as your best "sales rep"—turning treatment pages into high-converting conversion engines. Hosts Ricky Shockley and Lauren break down the common pitfalls of generic "brochure" websites, share real-world insights from top marketing experts, and deliver actionable tactics to help med spa owners revamp their online presence and drive more bookings.

Key Discussion Points & Insights

1. The Problem with Most Med Spa Websites

[00:00-03:08]

• Most med spa websites are "brochure-ware":

  • Generic treatment descriptions (e.g., "What is Botox?")
  • Stock photos
  • Weak or non-existent calls to action

• Owners often focus on design but neglect the content that actually persuades visitors to book.

Notable Quote:

"When it comes to the actual meat that's on the bone, we kind of leave something to be desired and just check the box. ...But is it achieving the mission of being our best sales rep?"
—Ricky, 01:45

2. Rethinking Service Pages: Addressing What Patients Really Want

[03:08-05:10]

• Most visitors already know they want a treatment (e.g., Botox) by the time they reach your page.
• Instead of generic info, your site should:
  • Build trust and credibility
  • Showcase unique experience/approach
  • Offer proof of results and outcomes
  • Address safety and pain points
  • Provide differentiation from other providers

Notable Quote:

"When somebody gets to your website, ...chances are they've already decided they want Botox. ...They're trying to figure out why we’re the provider to select and why we're the best choice."
—Ricky, 02:30

3. Making Your Approach Stand Out: Questions to Answer on Your Pages

[03:39-05:40]

• Highlight trust factors (awards, credentials) up front (in the “hero” section).
• Explain why your approach or patient experience is unique.
• Address safety concerns directly.
• Include abundant social proof (not just a single testimonial).

Notable Quote:

"Why should people trust you? ...What makes your Botox approach unique? ...Do you have really solid social proof?"
—Lauren, 03:41

4. Experience Beyond Treatments: What Sets Your Spa Apart

[05:40-06:08]

• The unique in-office experience can be a differentiator (e.g., welcoming clients with champagne, one-on-one focus during check-in).
• Start thinking about “experience” as the entire client journey, not just the treatment room.

Notable Quote:

"The experience starts at the point of conversing with a lead, all the way through follow up, rebooking, and retention—not just in the treatment room."
—Ricky, 06:08

5. Practical Checklist: How To Upgrade Your Website Content

[07:24+]

a. Video is Key

• Embed videos of providers introducing themselves and explaining the treatment process.
• Use video to communicate personality and build trust ("know, like, and trust" factor).
• Offer audio versions for accessibility and deeper engagement.

Notable Quote:

"Videos, videos, videos. ...That is the biggest thing. Get comfortable with talking about what you're doing, ...even getting your personality out there."
—Lauren, 07:25

b. Transparency & Pricing

• Be clear about pricing, including special offers.
• If you charge more, justify it by highlighting quality, outcomes, or unique features.
• Transparency builds trust and helps justify premium pricing.

c. Consultation Process

• Set expectations about consultations (duration, steps, protocols).
• Bust common myths and educate about your philosophy and methods.

d. Showcase Outcomes with Context

• Use before/after photos alongside narrative or voiceover commentary for authenticity.

Memorable Moment:

"Imagine having those [Instagram voiceover-style] videos embedded as you talk about different things you've run into with clients... Cool additional multimedia touchpoints with commentary."
—Ricky, 11:15

e. Real Reputation: Testimonials and Third-Party Proof

• Use third-party review data (e.g., Google Reviews) alongside testimonials.
• Cherry-picking testimonials is insufficient—show scale and depth.

f. Staff Picks and Credentials

• Highlight what staff personally recommend, and explain the impact of credentials on outcomes.
• Tie personal or provider philosophies into your content.

Notable Quote:

"Credentials... are only adding a little bit to the equation if it’s also paired with good third-party reputation data."
—Ricky, 15:36

g. Branded Protocols and Differentiation

• Develop proprietary protocols (e.g., “five-step Botox experience”) and name them.
• Position your practice, not just the treatment.

Action Steps & Recap

[Ending ~22:00]

• Rebuilding these service pages is a project, but it can dramatically improve conversion rates.
• Most agencies can’t produce your unique content—providers and staff must be involved to convey personality and philosophy.
• Expect these changes to make all marketing more effective, potentially doubling conversion rates from your website.

Notable Quote:

"If you have basically a 2% or 3% conversion rate right now on your website, my hunch would be some of these changes can probably lead to a doubling of your conversion rate without any additional ad expense."
—Ricky, 21:30

Notable Quotes & Memorable Moments

• "Your website should be your best sales rep. And if it’s not, you’re missing out."
  — Citing Marcus Sheridan, 01:23

• "If you have a lower price point, even easier to make that case or claim. But don’t be afraid to show your prices and just explain..."
  —Ricky, 09:22

• "The best way to demonstrate that is: you got to show up, you got to show yourself, show off a little bit, and let them connect at a deeper level."
  —Ricky, 08:34

• "Treatment pages should really build trust, educate, differentiate, improve results."
  —Ricky, 19:54

Timestamps for Key Segments

• 00:00 – 03:08 — Why most med spa websites fail to convert: The brochure-ware problem
• 03:08 – 05:40 — What service pages should really accomplish and questions to answer
• 05:40 – 06:08 — Unique experiences: Standing out with more than just treatments
• 07:24 – 10:00 — Action steps: Power of video, transparency, and multimedia content
• 11:15 – 13:15 — Context-driven testimonials, staff picks, and third-party reviews
• 15:36 – 17:00 — Credentials, protocols, and differentiation
• 21:30 – end — Recap: Implementation, expected outcomes, and provider involvement

Conclusion

Ricky and Lauren urge listeners to audit their websites with a critical eye—prioritizing trust, personality, and real-life proof over generic treatment info. The episode delivers a roadmap for turning underperforming med spa websites into powerful sales engines, packed with practical examples, memorable quotes, and actionable steps med spa owners can implement immediately to boost conversions and stand out in a competitive marketplace.