Websites for Skincare and Aesthetics clinics in the UK range a lot depending on the size of your clinic, your budget, if you have a team or multiple sites, and much more. But the good news is there is something to suit everything. I’m going to explain the options when considering a new website, the costs that are fixed and the costs that can be more flexible.
What you pay depends on the route you take, the designer you work with and the platform you choose to build on. This guide breaks it down so you can go into the process knowing what to expect.
What makes a clinic website different?
One thing that surprises a lot of clinic owners is how many pages their website actually needs.
Most clinics offer a wide range of treatments, and each one typically needs its own dedicated page. That page needs its own copy, its own images and ideally its own SEO. Some clinics also choose to organise their site by skin concern as well as, or instead of, by treatment, which means an additional layer of pages — for example, a page for anti-ageing, one for pigmentation, one for acne — each linking through to the relevant treatments underneath.
Both approaches are valid and both serve different client journeys. But either way, the result is a larger website than some other service based businesses. It’s not uncommon for a skincare and aesthetics website to have over 20 pages.
That size directly affects the time it takes to build and therefore, the cost.
Website options for Skincare and Aesthetic Clinics
Most clinic owners end up choosing between three main routes.
DIY Website
The most affordable way to get a professional-looking website is to use a pre-designed template and customise it yourself. Templates vary in quality and price but typically start from around £250, though you can find them cheaper and more expensive depending on the designer and platform. You’ll need to add your own copy, images and branding, and do the technical work of getting it live. In my experience I have found that DIY websites don’t tend to suit clinic owners due to the amount of time that needs to be dedicated to a DIY project but you can browse professionally designed templates for beauty and aesthetics businesses here: lainscreative.co.uk/the-template-shop
Working with a designer
Costs vary depending on the designer’s experience, location, if you choose an agency or independant designer and service offering. Prices in the UK can range from £150 – £10,000 (my bespoke websites start from £2100)
I personally offer two main routes when designing your website – A Website in a Week or A bespoke website. For established clinics with a large treatment menu or a strong local competitor market, the investment in a fully bespoke site can provide something completely unique and long lasting.
The Platform you use to build your website
The platform your website is built on affects both the cost and the ongoing experience of managing your site. If you’re working with a designer, they’ll usually choose the platform for you based on what they work with, so it’s worth asking upfront. If you’re building it yourself, the three most common options for service businesses are Showit, Squarespace and Wix.
Showit is the platform I build all of my client websites on. It gives you genuine design freedom, a WordPress blog for SEO, and a backend that’s straightforward to manage. Plans start from around £21 per month on an annual plan. You can try it free and get your first month on me here (please note this is an affiliate link): showit.com/r/0l5yyf1y
Ongoing costs of a Website
All website will have a few monthly or yearly costs – nothing huge but they are good to be aware of.
These include your platform subscription (squarespace, showit, Wix etc), your domain name (typically £5 to £15 per year for a .co.uk address) and any maintenance costs if you choose to have someone manage updates for you (you don’t have to have a maintenance plan, my plans are optionally and cost £70 per month).
Some designers offer monthly maintenance plans that cover small updates and monthly health checks. If you’re not confident managing your site yourself, this is worth factoring into your budget from the start.
Don’t forget branding, photos & copy
Three things that have a significant impact on how your website performs and how much the overall project costs.
Strong branding gives your website a clear identity and makes everything from your colour palette to your fonts feel intentional. If your branding isn’t in place yet then it’s worth sorting before your website is built.
Professional photography makes an enormous difference to how your website looks and feels. For a skincare and aesthetics clinic, strong imagery builds trust and helps attract the right clients.
Copy (the words on your website) is often the last thing people think about and one of the most important. If writing isn’t your strength, working with a copywriter is worth considering. You can find helpful resources and recommendations here.
Frequently Asked Questions
How much does a website cost for an aesthetics clinic in the UK?
It varies depending on the designer you choose and the type of website and support you are looking for. My DIY template typically starts from around £250. My professionally built website starts from around £895 for a faster turnaround service and from around £2,100 for a fully bespoke build. Costs increase with the number of pages and complexity of the project.
How many pages does an aesthetics clinic website need?
More than most service businesses. For a clinic with a full treatment menu I recommend separating the pages per treatment. Some clients also choose to include a concern-led structure. Your website could easily need 20 or more pages. This directly affects the cost and time involved in building the site but of course it depends on your clinic and treatments and the strategy behind the decision of your website pages is very important as it should be right for you, not just what everyone else does.
Should I display my prices on my aesthetics website?
Research shows clinics that display clear pricing receive more enquiries than those that don’t. Using “from” prices for treatments with variable costs is a common and effective approach. It’s worth discussing with your designer how to present pricing in a way that works for your business as there are many different ways to show your pricing.
What should an aesthetics clinic website include?
All websites will need a Home page, About page and Contact Page. Clinic Websites will likely also need individual treatment pages, a portfolio or results gallery (although I like to put this on the treatment pages), practitioner credentials, testimonials and clear pricing information. A blog is also worth having if SEO is a priority for your business. There are more that can be added such as brands you work with and FAQ’s. These can all be discussed with your designer.
Can I build my own aesthetics clinic website?
Yes, using a professional template as your starting point. But be prepared for a big project! It can suit clinics who are in the earlier stages of their business journey and have less money to invest. But remember that working with a designer isn’t just about the design of your website. I am also here to ensure your website is built strategically, flows well and I can help and support with other areas as well.
Do I need a booking system on my aesthetics website?
Personally I do recommend using an online booking system. An online booking system makes it easier for clients to book without having to contact you directly making better use of your time and giving the clients a smoother experience. I will always embed or link your booking system with your website.
Which platform should I use for my aesthetics clinic website?
If you’re working with a designer, they’ll usually choose the platform based on what they build on. If you’re building it yourself, Showit, Squarespace and Wix are the most common options for service businesses. Each has different pricing and capabilities worth researching before you commit. I build all of my websites through Showit and recommend it for a few different reasons.
How long does it take to build an aesthetics clinic website?
It depends on the service you choose. A Website in a Week is built within one dedicated week. A fully bespoke project typically takes six to ten weeks depending on the complexity of the brief.
Ready to work out which option is right for you?
If you’re a skincare or aesthetics clinic owner and you’re thinking about investing in your website, I’d love to hear about your business. Book a free enquiry call.
Not sure which service is right for you yet? Take my short quiz and I’ll point you in the right direction.
