Local SEO: Create a location page (or pages) that rank
For UK aesthetic clinics, a well-optimised location page can be the difference between being found by potential clients or being invisible in local search results. Many clinics rely on a generic “contact us” page, but Google and patients are looking for specific, helpful, and locally relevant information. A strong location page doesn’t just tell people where you are, it backs up that you are the go-to clinic in your area.
Why a dedicated location page matters
Google’s local algorithms prioritise relevance, authority, and user experience. A dedicated location page signals to both search engines and potential clients that your clinic actively serves a specific area. Without it, your clinic risks being lost among competitors who have optimised pages for nearby towns or postcodes. A strong location page also builds trust with patients, helping them feel confident before booking and embeds your clinic within the community that you want to reach.
Include the essentials
Every location page should include the following core elements:
1. Accurate contact information: Include your clinic name, address, phone number, and email exactly as it appears on your Google Business Profile and across directories. Consistency is key for local SEO.
2. Local signals: Highlight nearby landmarks, transport links, parking availability, or surrounding areas served. Mentioning familiar locations helps patients orient themselves and strengthens local relevance for Google.
3. Practitioner profiles and clinic credentials: Showcase your team, qualifications, experience, and memberships. Including practitioner details adds trust and supports Google’s E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) signals.
4. Services offered: Clearly list the treatments available at that specific location. Include links to treatment pages with detailed descriptions, FAQs, and expected outcomes.
5. Reviews and social proof: Display a selection of recent, high-quality reviews mentioning the location and services. This not only builds trust but also strengthens keyword relevance for local search queries.
6. Calls-to-action (CTAs): Encourage booking, consultation requests, or enquiries prominently. Include buttons above the fold, at the end of the page, and where appropriate within content.
Write for people first, Google second
While including keywords like “aesthetic clinic in [location]” is important, the page should primarily answer questions potential clients have. Consider including:
- “How to find us” directions
- “What to expect at our [location] clinic”
- FAQs addressing local concerns or typical client questions
This approach ensures the page is valuable for humans while still optimised for search engines.
Add schema and structured data
Implementing LocalBusiness schema for your clinic allows search engines to understand the page context, your address, opening hours, services, and reviews. This improves the chances of appearing in Google Maps, the local pack, and AI-generated search results.
Avoid common mistakes
Some clinics make the following errors:
- Copying the same content across multiple location pages (duplicate content)
- Not linking to other internal pages or services
- Failing to include local signals or practitioner details
- Ignoring mobile optimisation
Each of these reduces the page’s ability to rank or convert.
Monitor and improve
Once your location page is live, monitor its performance. Track:
- Local keyword rankings
- Click-through rates from Google Maps and search
- Engagement metrics like time on page and bounce rate
Regularly update the page with new reviews, photos, blog links, or service updates to keep it relevant to the location and authoritative.
Final thoughts
A dedicated, well-optimised location page is essential for UK aesthetic clinics that want to dominate local search. By including accurate information, local signals, services, reviews, CTAs, and structured data, your page can attract, inform, and convert prospective clients. Done correctly, it positions your clinic as the trusted local choice and ensures you appear in the right searches at the right time.
For more local SEO tips read our Local SEO checklist.
Is your area still available?
We will only work with one business type per location, this allows us to focus exclusively on improving your businesses local search presence and help you out perform your competition.
