The Med Spa Website Audit Guide: What to Check Before You Redesign

January 20, 202511 min readBy the GlowRank Team

Every year or two, a med spa owner we talk to decides it's time for a "website redesign." Usually they're tired of the current site, or a competitor just launched something slicker, or the sales pitch from a web agency made everything sound broken.

Sometimes a full redesign is the right call. More often, it isn't. Redesigns are expensive, they reset the SEO clock, and they frequently introduce new problems while fixing old ones. Before you spend $15,000 on a rebuild, run this audit to understand what's actually wrong and what isn't.

Section 1: Foundation

1. Is your domain secure (HTTPS)? If your site still loads as http:// you are getting a "Not Secure" warning in Chrome and a ranking penalty. Non-negotiable fix.
2. Does it load on mobile without horizontal scroll? Resize your browser to a phone width or open it on your actual phone. Any page that requires horizontal scroll fails mobile usability.
3. Does it load in under 3 seconds on a mid-tier phone? Run PageSpeed Insights. If mobile score is below 50, load time is a problem.
4. Do internal links work? Click every link in your main nav and footer. Every 404 is a broken user experience and a broken ranking signal.

Section 2: Content depth

5. Do you have a dedicated page for every treatment you offer? Not a bullet point on a services page, a standalone URL with 800+ words. Make a list of your treatments; check the list against the pages on your site.
6. Do treatment pages cover what/who/how/cost/recovery/FAQ? The six things patients want to know. If any are missing, the page is thin.
7. Does every treatment page include a city or neighborhood? Without a location modifier, you can't rank for local search.
8. Is pricing disclosed? At minimum a starting price or a "from $X" range. Patients without pricing bounce; Google notices the high bounce rate; rankings slip.

Section 3: Trust signals

9. Are your providers named with credentials? Real names, real titles, real training. Google's quality raters explicitly look for this on medical content.
10. Are before-and-after photos on the site? Real results, with appropriate disclaimers. A med spa without before-and-afters loses conversions.
11. Are Google reviews visible somewhere on the site? At least aggregated rating and review count. Ideally, a review feed on the homepage or footer.
12. Are your medical licenses and affiliations listed? Medical director info, board certifications, memberships. These matter for both patients and Google's trust signals.

Section 4: Conversion

13. Is there a single primary CTA on every page? "Book consultation" or "Request appointment", not five competing CTAs. Measure which one actually converts.
14. Is the booking form 5 fields or fewer? Name, phone, email, treatment interest, preferred time. Every additional field drops completion rate meaningfully.
15. Is your phone number clickable on mobile? A tel: link that dials with one tap, not just text a patient has to copy.
16. Is there a fallback CTA on pages with no booking urgency? Pricing download, email capture for a seasonal specials list, something patients can say yes to even if they're not ready to book.

Section 5: Local and technical

17. Is your NAP (name, address, phone) consistent site-wide? Footer, contact page, schema, all should match your Google Business Profile exactly.
18. Is schema markup present on treatment pages? MedicalProcedure or Service type, at minimum. View page source and search for "schema.org."
19. Does your sitemap exist and is it submitted to Google Search Console? yourdomain.com/sitemap.xml should return a valid sitemap.
20. Are there duplicate versions of your site indexed? (http vs https, www vs non-www, trailing slash vs not.) Duplicate indexing splits ranking signal.

Scoring your audit

Count how many of the 20 items you pass:

• 18–20: You don't need a redesign. You might need a content refresh or some minor technical cleanup. Budget in the $500–3,000 range instead of $15,000+.
• 13–17: Targeted fixes. Identify the weakest 3–4 items and fix those specifically. A redesign usually isn't the right answer, you'd throw out the working parts.
• 8–12: Hybrid approach. The foundation is probably fine but the content and conversion layer needs real work. A "refresh" with new treatment pages and conversion improvements is usually smarter than a full rebuild.
• Below 8: A redesign might be warranted. Especially if your current site is on an old platform, looks dated, and has fundamental structural issues. But even then, plan the rebuild around SEO preservation, not just aesthetics.

If you do redesign, preserve your SEO

The most common way a redesign kills rankings: URLs change during the rebuild and no one sets up redirects. Every old treatment page URL needs to 301-redirect to its new URL. Miss this step and you lose 40–80% of your organic traffic on launch day, and it takes 3–6 months to recover.

Other redesign SEO landmines:

• Removing content to "simplify." Thin new pages rank worse than the thicker old ones.
• Blocking the new site in robots.txt during staging and forgetting to unblock at launch. (This has happened many, many times.)
• Changing your site structure in a way that breaks internal linking.
• Switching platforms (e.g., to a fancy headless stack) that degrades page speed or breaks schema.

The sensible order of operations

If you run this audit and identify real issues, the order to address them is:

1. Fix anything in Section 1 (foundation) immediately. These are free to fix and hurt everything.
2. Build out missing treatment pages (Section 2). This is usually the highest-leverage work.
3. Add trust signals (Section 3). Often a one-day job with real ranking and conversion impact.
4. Tune conversion (Section 4). Measure before and after; this is where redesign agencies make the most noise but often move the needle least.
5. Local and technical cleanup (Section 5). Important foundation; lower priority than content.

A practice that works through this list in order usually ends up with a site that doesn't need to be redesigned for another 3–5 years.