140
Pages rebuilt in custom code, every URL kept
29
Facial concerns mapped in the concern explorer
100
Lighthouse SEO score on the pages we tested
22.5
Weekly average Google position, improved from 46.1 on the old site
The Brief
Building a Premium Aesthetic Brand in One of London's Most Competitive Postcodes
Dr. Harry James is a certified trainer in aesthetic medicine and, in 2026, a double finalist at the Safety in Beauty London Diamond Awards, for Best Clinic Group and Best Aesthetic Doctor. When he approached Aesthetic Launch Lab, he had the clinical expertise and the ambition, but his digital presence did not reflect the calibre of his practice. The clinic needed a brand identity, a website that could convert high-intent patients, and an SEO strategy that would position him as the go-to aesthetic practitioner in Chiswick and the wider West London area.
Chiswick is a competitive market. Affluent, health-conscious residents with high expectations and no shortage of aesthetic options. To stand out, Dr. Harry Clinic needed more than a good-looking website. It needed a cohesive digital ecosystem, with every element engineered to attract, engage and convert the right patients. We became its long-term marketing partner, responsible for branding, website design, SEO strategy and ongoing digital growth.
By 2026 the clinic had grown into two locations, Chiswick and Covent Garden, and outgrown its first brand and its WordPress website. Harry wanted a brand as considered as his medicine, and a site that was faster, more cinematic and his own. So we rebranded the clinic, then rebuilt the website from scratch in custom code, keeping every page and every address it had already earned in Google.
01
Medicine First, Aesthetics Second
The rebrand starts from what makes the clinic different: every treatment is carried out by Dr Harry himself, a doctor who still works in the NHS, teaches the techniques he uses and is registered and accountable for every result. "Medicine first. Aesthetics second." sums the brand up, and it now opens the case for the clinic on its homepage.
The identity is quiet and cinematic: a near black night, warm cream and ivory, a soft blush and a deep wine, with editorial serif headings that Harry chose himself and a clean sans for everything else. The photography is the clinic's own, a professional shoot of Dr Harry in his consultation rooms and lounge, so the brand is carried by the real doctor in the real clinic rather than by stock.
Night, cream, ivory, blush and wine. Serif headings, a clean sans for text.
02
Rebuilt From Scratch, in Custom Code
The old site ran on WordPress, with a page builder and a stack of plugins between every visitor and every page. We replaced all of it. The new site is written by hand as fast, plain HTML and served from Cloudflare's global network, with no WordPress, no plugins and no page builder to slow a page down or break it. It belongs to the clinic, and it went live on its own domain on 24 September 2026.
Nothing that had already earned trust in Google was lost. All 140 pages kept their exact addresses, every blog post and category included, so rankings and links carried straight across. Around them we built the experience Harry asked for: a cinematic homepage sequence from the clinic's own shoot, a mega menu for every treatment family, treatment pages organised into chapters with a booking route always in reach, and both clinics, Chiswick and Covent Garden, on one brand and one domain.
- 140 pages, every URL kept. Treatments, guides, blog posts and categories, all at the addresses Google already knew.
- No WordPress, no plugins. Hand written HTML on Cloudflare's network, owned by the clinic.
- Fast where it counts. The main content of the homepage on screen in 0.8 seconds on desktop, and the anti wrinkle page scoring 99 for desktop performance in Lighthouse.
- Two clinics, one site. Chiswick and Covent Garden, with the same doctor, the same standards and every treatment at both.
03
Show Us Where: The Concern Explorer
Most patients do not arrive knowing the name of a treatment. They know what bothers them and where. So the site lets them start there: every concern Dr Harry treats is marked on the face where it appears, 29 concerns across 7 areas, from forehead lines to jowls. A patient can search it in their own words, look closer at any area and build a list to bring to their consultation.
It is built to be read as well as used. Every concern, its explanation, the treatments that address it and the guide that explains it are in the page itself, so search engines and AI assistants can read each one, and every concern links on to the treatment and guide pages that rank.
- 29 concerns, 7 areas. Each marked on the face, with what it is, why it happens and what treats it.
- In the patient's words. Search "tired eyes" or "thin lips" and the explorer finds the concern.
- Readable by machines. Every concern is in the page HTML, not hidden in an animation.
- No simulated results. No invented before and after images, which keeps the clinic within advertising rules.
04
Built to Be Read by Google and AI
Under the design, every page is written for search engines and answer engines as carefully as for patients. Each has its own title and description and a single main heading. The clinic, both of its locations, Dr Harry as its physician, every treatment with its price and every page's questions and answers are declared in structured data. The old host turned AI crawlers away; the new site welcomes ChatGPT, Claude, Perplexity and Google's AI by name, and an llms.txt tells them who the clinic is.
Google noticed. In the week starting 1 September, on the old site, the clinic's average position in Google was 46.1. In the week starting 6 October, on the new one, it was 22.5, and the share of people who clicked through rose from 0.91% to 1.29%. Perplexity names the clinic for dermal fillers, Botox and facial aesthetics in Chiswick, and both ChatGPT and Perplexity cite it for Bell's palsy treatment in London.
- Full clinical structured data. MedicalClinic for both clinics, Physician, MedicalProcedure with prices, FAQPage and breadcrumbs.
- SEO 100 and Best Practices 100 in Lighthouse on the homepage and a treatment page, tested on 15 October 2026.
- AI crawlers welcome. GPTBot, ClaudeBot and PerplexityBot named and allowed, and an llms.txt for answer engines.
- Named by AI assistants. For dermal fillers in Chiswick and for Bell's palsy treatment in London.
Where Dr Harry Clinic ranks in Google today
- dr harry chiswick1.0
- best treatment for nasolabial folds2.3
- botox for facial pain london3.3
- aesthetic clinic chiswick4.5
- chiswick botox4.8
- botox chiswick5.1
- are nasolabial folds caused by recessed maxilla5.7
- facial palsy correction london5.8
Average position, Search Console, 28 days to 12 October 2026
46.1 to 22.5
Average Google position, the old site in early September against the new site in early October.
Search Console, weeks starting 1 September and 6 October 20260.8s
For the main content of the homepage to appear on desktop, with SEO scored at 100.
Lighthouse, live site, 15 October 20262 of 2
AI assistants asked about Bell's palsy treatment in London that cite the clinic.
ChatGPT and Perplexity, checked 1 October 2026The Results
A Brand and a Site as Considered as the Medicine
Dr. Harry Clinic is first in Google for its own name in Chiswick and on page one for "aesthetic clinic chiswick" and "botox chiswick". Since the new site went live its average position in Google has improved sharply, more of the people who see it click through, and AI assistants name it for the treatments it is known for.
Patients arrive already informed and already trusting, because every page they meet was built to educate and reassure: the doctor who treats them, what each treatment involves, what it costs and where to find him.
The partnership continues. With the clinic now serving Chiswick and Covent Garden from one brand and one fast site that it owns, we keep extending its reach: new treatment pages and guides, fresh answers to the questions patients ask, and the search and AI work that carries the clinic across West London, into central London and beyond. See it at drharryclinic.co.uk.
Valentino has been excellent. Start to finish the communication has been amazing … The website he has produced is better than I had hoped for and with his SEO service I have received two inquiries in less than a week. Thank you!
A Full Rebrand
Medicine first, aesthetics second: a quiet, cinematic identity carried by the real doctor in the real clinic.
A Site the Clinic Owns
140 pages hand written in custom code on Cloudflare's network, with no WordPress, plugins or page builder.
Nothing Lost in the Move
Every URL, blog post and category kept at the same address, so every ranking carried across.
Patients Start Where They Are
A concern explorer that maps 29 concerns on the face and leads to the right treatment.
Read by Google and AI
Full clinical structured data, AI crawlers welcomed, and an average position that went from 46.1 to 22.5.
Two Clinics, One Brand
Chiswick and Covent Garden, one doctor, one standard and one site serving both.
Want Results Like These for Your Clinic?
We work with a limited number of aesthetic clinics at any one time to ensure every partner receives our full attention. If you are ready to lead your local market, let us start the conversation.