Client: H&P Design (on behalf of Aesthetic Virtue/Academy of Aesthetic Excellence)

When I was asked to write the copy for this website, H&P explained that their client was aiming to attract two distinct client groups – individuals wanting facial aesthetics treatments using Botox and dermal fillers, for example, and facial aesthetics practitioners who were looking to improve their knowledge and training. The first group would access information via the Aesthetic Virtue portion of the site, while the latter group would access the Academy of Aesthetic Excellence.

The client wanted the site to contain lots of useful information about what each treatment is, how it works, what to expect, contra-indications, etc. The style needed to be professional, informative and reassuring with lots of clear signposting and FAQs.

A number of keywords were supplied and I ensured that these were incorporated sensitively into the copy rather than stuffing it full of keywords. As a result of careful, targeted optimisation this website went straight to the Google top spot for all the key words and phrases within weeks of going live and averages 71% new users per month.

 The Aesthetic Virtue website was shortlisted as a finalist for the 2012 Aesthetic Awards under the category of ‘Best Clinic Website’. Judging criteria focused on content, navigation and ease of use.

 

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