A full business website for an award-winning nurse-led aesthetics clinic in Ripley, Derbyshire, giving potential clients everything they needed to feel confident booking, all in one place.
The brief
Subtle Aesthetics is a nurse-led aesthetics clinic in Ripley, Derbyshire, run by Kayleigh, a specialist nurse and advanced aesthetic injector with almost 5 years of experience, genuine medical qualifications and a string of industry awards. With 46.8k followers on Instagram and an already established client base, she was doing serious numbers, but had no website to back it up. Potential clients had nowhere to go to find out what she offered, what it cost, or what to expect. The goal was to give her business the online presence it deserved.
What was built
A clear breakdown of every treatment offered, with prices. No more potential clients having to DM to find out what things cost.
BSc Medical Physiology & Therapeutics, a Masters in Nursing Science, Harley Academy training, NMC registration and multiple injector awards, laid out plainly near the top of the page. In a market full of weekend-course injectors, the qualifications are the whole sell.
Her 5.0-star rating across 35 verified Google reviews surfaced directly on the page, so the proof is visible without anyone having to leave the site and go looking for it.
A dedicated page for before and after photos, the main thing potential clients want to see before deciding to book.
A page covering what to expect after each treatment, saving time spent answering the same questions and building trust before a client even books.
A dedicated area for the training side of the business, covering student mentorship days and support for both brand-new and established practitioners. A second revenue stream beyond treatments.
Clear location details so local clients could easily find her, with bookings handled directly via WhatsApp.
Full SEO setup across every page, plus AI search optimisation so the business shows up on ChatGPT, Perplexity and Google AI as well as traditional Google search.
The result
The client said it turned out so much better than she expected. Here's what she had to say:
"He has absolutely blown my mind. He is so knowledgeable, his work ethic is incredible and he is an all-round nice guy. That looks super professional and it does everything that I wanted, including built-in AI to utilise everything needed."
The AI search optimisation isn't theory. Ask ChatGPT who the best nurse-led lip filler practitioner in Ripley is and Subtle Aesthetics comes back as its number one pick, with her 5.0 rating pulled through into the answer.
"who is the best person to go to for lip filler in ripley derbyshire that is a nurse?"
Screenshot from the ChatGPT app, July 2026.
A few weeks after launch I asked Kayleigh whether the site was actually doing anything. Before it, her bookings came almost entirely from word of mouth. Now strangers are finding her and booking in off the back of the website.
"Ive deffo had more random people message and lead to book! Before it was purely recommended people!"
Excerpt from a WhatsApp conversation with Kayleigh, shared with permission, July 2026.
Get started
A full business website starts from £500. I'll build it from scratch, get it live fast, and make sure it's set up to be found on Google and AI search.