A comprehensive 90-day digital checklist for new aesthetic clinics preparing to open. Covers every digital touchpoint from website and SEO to Google Business Profile, social media setup, email marketing, local citations, and pre-launch campaigns.
Introduction
Opening a new aesthetic clinic is one of the most exciting — and demanding — ventures in the UK healthcare sector. While most founders rightly focus on securing premises, equipment, insurance, and CQC registration, the digital side of the launch is frequently left until the last minute. The result is a clinic that opens its doors with no Google visibility, no social media following, no email list, and no digital infrastructure to attract patients. In an industry where 87% of patients research clinics online before booking, this is a critical oversight.
This checklist provides a structured 90-day plan for building your clinic's complete digital ecosystem before opening day. By following this timeline, you will launch with a website that is already being indexed, a Google Business Profile that is verified and optimised, social media accounts with an engaged following, and a pipeline of potential patients ready to book. For clinics that want this built professionally, our pre-launch digital presence service covers every item on this checklist.
Days 90-60: Foundation Phase
The first 30 days of your pre-launch digital build focus on establishing the foundational assets that everything else will be built upon.
Domain and Hosting
Secure your domain name immediately. Choose a domain that includes your clinic name and, ideally, a location keyword (e.g., clinicname-london.co.uk). Register both .co.uk and .com variants to protect your brand. Set up reliable hosting with SSL certification — Google requires HTTPS for all websites and penalises insecure sites in search rankings. If you are considering acquiring a pre-built, already-ranking domain, explore our digital asset marketplace.
Brand Identity Finalisation
Before any digital asset is created, your brand identity must be finalised. This includes your logo (in multiple formats for web, social, and print), colour palette (with exact hex codes), typography selections, brand voice guidelines, and a professional photography brief. Consistency across all digital touchpoints is essential for building recognition and trust. For comprehensive branding guidance, see our clinic branding service.
Coming Soon Page
Launch a simple "coming soon" page on your domain within the first week. This page should include your clinic name and logo, a brief description of your services, your location (area, not full address if premises are not yet confirmed), an email capture form for interested patients, and links to your social media profiles. This page begins the process of Google indexing your domain and starts building your email list from day one.
Social Media Account Creation
Create and fully optimise your Instagram, Facebook, and Google Business Profile accounts. Use consistent branding across all platforms — same profile photo (your logo), same bio structure, and same contact information. Do not start posting yet — focus on completing the profile setup, connecting accounts, and ensuring all information is accurate and consistent.
Days 60-30: Build Phase
With foundations in place, the build phase focuses on creating the content and infrastructure that will drive patient acquisition from day one.
Website Development
Your full website should be developed and launched during this phase. A clinic website that ranks requires more than a template — it needs treatment-specific pages with unique content, location-optimised copy, proper technical SEO structure, and a user experience designed for conversion. See our detailed website launch checklist for the complete specification. For clinics that want a website built to rank from day one, our website design service delivers exactly this.
Content Creation
Begin creating the content that will populate your website and social media channels. This includes treatment page copy (minimum 800 words per treatment), blog articles targeting local search terms (e.g., "best Botox clinic in [your city]"), team biography pages with professional headshots, and an FAQ section addressing common patient questions. Aim to have at least 5-8 blog articles published before opening day to establish topical authority.
Professional Photography
Schedule a professional photography session as soon as your clinic interior is complete. Capture treatment rooms, reception areas, equipment, team portraits, and lifestyle shots. These images will be used across your website, social media, Google Business Profile, and advertising. Invest in quality — your imagery is the first impression potential patients have of your clinic.
Social Media Content Launch
Begin posting on Instagram and Facebook 60 days before opening. Share the clinic build-out journey — renovation progress, equipment installation, team introductions, and behind-the-scenes preparation. This content generates genuine interest and builds anticipation. Post 3-4 times per week during this phase, focusing on storytelling and community building rather than promotional content. For a structured approach, see our Instagram content calendar framework.
Days 30-0: Launch Phase
The final 30 days focus on activation, promotion, and ensuring every digital touchpoint is optimised for your opening.
Google Business Profile Verification
If you have not already done so, complete your Google Business Profile verification. This process can take 1-3 weeks, so do not leave it until the last minute. Once verified, add your opening hours, treatment categories, high-quality photos, and a detailed business description. Your GBP is often the first thing potential patients see when searching for clinics in your area — it must be impeccable. For detailed optimisation guidance, see our Google Business Profile guide.
Pre-Launch Advertising Campaign
Launch a targeted advertising campaign on Facebook and Instagram 3-4 weeks before opening. Focus on building awareness within your local area and capturing leads for opening-week consultations. Offer an incentive for early bookings — a complimentary skin analysis, a discount on first treatments, or an exclusive opening event invitation. Budget £500-£1,500 for this pre-launch campaign.
Email Launch Sequence
Prepare a 3-email launch sequence for your email list: Email 1 (2 weeks before): "We're almost ready" — share your clinic story, introduce your team, and build excitement. Email 2 (1 week before): "Opening week special" — announce your opening date and any launch offers. Email 3 (opening day): "We're open" — invite bookings with a clear call to action and direct booking link.
Local PR and Partnerships
Reach out to local media, bloggers, and complementary businesses (gyms, spas, hairdressers, wellness centres) for cross-promotion opportunities. Invite local influencers and journalists to a soft-launch event. These partnerships generate valuable backlinks for SEO and introduce your clinic to established local audiences.
Website Checklist
Your website is the hub of your digital presence. Ensure every element is in place before launch.
| Element | Status | Priority | Notes |
|---|---|---|---|
| SSL certificate installed (HTTPS) | Required | Critical | Google penalises non-HTTPS sites |
| Mobile-responsive design | Required | Critical | 70%+ of traffic is mobile |
| Page load speed under 3 seconds | Required | Critical | Test with Google PageSpeed Insights |
| Individual treatment pages | Required | Critical | Minimum 800 words each |
| About / Team page with bios | Required | High | Include qualifications and photos |
| Contact page with map | Required | High | Include phone, email, and form |
| Online booking integration | Required | High | Reduce friction to booking |
| Blog section with 5+ articles | Required | High | Target local search terms |
| Privacy policy and T&Cs | Required | High | GDPR compliance |
| Cookie consent banner | Required | High | ICO compliance |
| Schema markup (LocalBusiness) | Recommended | Medium | Enhances search appearance |
| FAQ schema on treatment pages | Recommended | Medium | Can trigger rich snippets |
SEO Checklist
Search engine optimisation should be built into your website from the start, not bolted on after launch.
| SEO Element | Action Required | Timeline |
|---|---|---|
| Keyword research | Identify 20-30 target keywords per treatment and location | Days 90-75 |
| On-page optimisation | Unique title tags, meta descriptions, H1s for every page | Days 60-45 |
| Internal linking | Link treatment pages, blog posts, and location pages logically | Days 45-30 |
| XML sitemap | Generate and submit to Google Search Console | Day 60 |
| Google Search Console | Verify property and submit sitemap | Day 60 |
| Google Analytics 4 | Install tracking with conversion events configured | Day 60 |
| Local SEO citations | Submit to 30+ UK directories | Days 45-15 |
| Image optimisation | Compress images, add descriptive alt text | Days 45-30 |
| robots.txt | Ensure all public pages are crawlable | Day 60 |
| Canonical tags | Prevent duplicate content issues | Day 60 |
For a comprehensive SEO strategy, see our aesthetic clinic SEO service.
Social Media Checklist
Your social media presence should be established and active well before opening day.
Instagram Setup
Convert to a Business or Creator account for access to analytics and advertising. Complete your bio with a clear description, location, and call to action. Add your website link (use a link-in-bio tool if you need multiple destinations). Create 3-5 Story Highlights covering: About Us, Treatments, Team, Location, and Reviews. Begin posting 60 days before opening with a mix of build-out content, team introductions, and educational posts.
Facebook Setup
Create a Facebook Business Page (not a personal profile). Complete all business information including hours, services, and location. Connect your Instagram account for cross-posting. Set up Facebook Messenger with automated responses for common enquiries. Create a Facebook Event for your opening day or launch event.
Content Bank
Before you begin posting, build a content bank of at least 30 pieces of content — images, videos, and written captions. This ensures you never face the pressure of creating content on the day it needs to be posted. Include a mix of all four content pillars: education, social proof, behind-the-scenes, and promotional content.
Google Business Profile
Your Google Business Profile is arguably the most important single digital asset for a new clinic. It directly impacts your visibility in local search results and Google Maps.
Setup and Verification
Claim your Google Business Profile as early as possible — verification can take 1-3 weeks via postcard. Select the most specific primary category ("Aesthetic Clinic" or "Medical Spa" depending on your services). Add all relevant secondary categories. Complete every field: business name, address, phone number, website, hours, and services.
Optimisation
Write a detailed business description (750 characters) incorporating your target keywords naturally. Upload at least 20 high-quality photos covering your exterior, interior, team, and treatments. Add all your services with descriptions. Enable messaging and booking features. Post weekly Google Business updates starting 30 days before opening.
Email Marketing Setup
Email marketing delivers the highest ROI of any digital channel and is essential for nurturing leads and retaining patients.
Platform Selection
Choose an email marketing platform that integrates with your booking system. Popular options for UK aesthetic clinics include Mailchimp, Klaviyo, and ActiveCampaign. Set up your account, configure your sending domain (for deliverability), and create branded email templates that match your clinic's visual identity.
Lead Capture
Implement email capture across every digital touchpoint: your website (homepage banner, exit-intent popup, blog sidebar), social media (link in bio to a landing page), and in-clinic (iPad at reception). Offer value in exchange for email addresses — a skincare guide, treatment comparison chart, or exclusive opening offer.
Automation Sequences
Set up three essential automation sequences before opening: a welcome sequence (3 emails introducing your clinic to new subscribers), a pre-launch countdown sequence (building anticipation for opening day), and a post-consultation follow-up sequence (nurturing leads who have enquired but not yet booked).
Local Citations and Directories
Local citations — mentions of your clinic's name, address, and phone number (NAP) across the web — are a critical ranking factor for local SEO.
Priority Directories
Submit your clinic to these high-authority UK directories in the first 60 days: Yell.com, Thomson Local, Yelp UK, FreeIndex, Cylex UK, Hotfrog UK, 192.com, Scoot, Brown Book, and Approved Business. Additionally, submit to healthcare-specific directories: NHS Choices (if applicable), Treatwell, WhatClinic, and RealSelf.
NAP Consistency
Ensure your business name, address, and phone number are identical across every directory, your website, your Google Business Profile, and your social media profiles. Even minor inconsistencies (e.g., "Street" vs "St." or different phone number formats) can confuse search engines and dilute your local SEO authority.
Pre-Launch Campaign Strategy
A structured pre-launch campaign builds anticipation and ensures you have patients ready to book on opening day.
Phase 1: Awareness (Days 60-30)
Focus on introducing your clinic to the local community. Share your story — why you are opening, your vision, your team's expertise. Use organic social media content and consider a small awareness advertising budget (£300-£500) targeting your local area. The goal is name recognition, not bookings.
Phase 2: Engagement (Days 30-14)
Shift to engagement-focused content. Run Instagram polls and Q&A sessions. Share treatment previews and team spotlights. Launch your email capture campaign with a compelling lead magnet. Begin collecting expressions of interest for opening-week appointments. Budget £500-£750 for targeted advertising.
Phase 3: Conversion (Days 14-0)
Drive bookings for opening week and beyond. Announce your opening date, launch offers, and booking availability. Send your email launch sequence. Run conversion-focused advertising with a clear booking CTA. Host a soft-launch or VIP event for email subscribers and social media followers. Budget £500-£1,000 for conversion advertising. For ongoing social media management after launch, our team can help maintain the momentum you have built.
| Phase | Timeline | Focus | Ad Budget | Key Actions |
|---|---|---|---|---|
| Awareness | Days 60-30 | Name recognition | £300-£500 | Story sharing, team intros, local targeting |
| Engagement | Days 30-14 | Community building | £500-£750 | Polls, Q&As, email capture, expressions of interest |
| Conversion | Days 14-0 | Bookings | £500-£1,000 | Launch offers, email sequence, booking CTAs |
