ASA-safe wording: what to avoid and what to do instead on a UK clinic site.
Before-and-after photos have strict rules. Under the ASA’s cosmetic interventions guidance, they must be genuine, unretouched and honestly lit, one injectables brand had its ad banned when the “after” photo simply used better lighting than the “before” (Pinsent Masons). If you cannot guarantee identical conditions, skip the gallery and use verified reviews instead.
Claims need evidence and must not trivialise treatment. “Turns back time” or “perfect pout” style claims need robust substantiation, and ads for cosmetic interventions must not be targeted at under-18s.
This is general information, not legal advice, if you are unsure about specific wording, check the ASA’s guidance or speak to a solicitor before publishing.
Weak vs better: the treatment-page test. Weak: “Anti-wrinkle treatment, £9 per unit. Book now!” (names a prescription-only treatment by price, that is advertising a POM to the public). Better: “Injectables consultation, £50, redeemable against treatment if suitable. Your options will be discussed with our GMC-registered practitioner at your appointment.” Same page, one legal, one not.
Planning a new site or a redesign? Book a free website review, we will tell you the three changes most likely to win you consultations.
What a good aesthetics clinic website costs in the UK
There is no single right budget for web design for med spa and aesthetics businesses, it depends where your clinic is. Use this as a decision framework:
| Your situation | Best route | Typical UK cost |
|---|---|---|
| New clinic, tight budget, need something live fast | DIY template (Squarespace, Wix) + your own copy | £100 to £300 one-off + hosting |
| Established clinic, current site looks dated | Freelancer redesign with proper copy and booking flow | £800 to £2,500 |
| Clinic serious about consultations as a growth channel | Agency custom build: strategy, copy, SEO, ASA-aware | £2,500 to £8,000+ |
(Typical ranges, 2026. Costs vary by location and requirements.)
Example (illustrative, not a client result): a clinic charges £250 per dermal filler appointment. A £2,000 website bringing 6 extra consultations a month, with 2 converting to treatment, generates £500 a month, payback in 4 months. Your numbers will differ; run them before you sign anything. A good medical spa web design services proposal should walk through this maths with you, not dodge it.
DIY if your budget is under £500 and you can write honest, plain-English copy yourself. Freelancer if you need a professional look and your treatments and pricing are settled. Agency if consultations are your main growth channel and you want strategy, SEO and compliance handled together, that is what our web design for beauty businesses covers.
5 mistakes that cost aesthetics clinics bookings
- Naming or pricing Botox on the site. One ASA complaint can mean the page comes down and the ruling gets published. Advertise the consultation instead.
- No prices anywhere. “Call for prices” sends nervous first-timers elsewhere. Show prices including VAT.
- A 12-field enquiry form. Name, mobile, email is all a consultation booking needs. Every extra field costs you enquiries.
- A before/after gallery with no consent records. You need written GDPR consent for every client photo, plus the ASA’s honest-imagery rules.
- A beautiful site nobody finds. Your Google Business Profile does the finding; your website does the converting. Fix both together, see our local SEO guide for salons and our local SEO for salons service.
The 30-minute website audit you can do today
Run this check on your current site from your phone:
- Open your homepage. Is a Book Consultation button visible without scrolling?
- Search your site for “Botox” and per-unit injectable pricing. Each hit is an ASA risk, flag it.
- Check your prices. Do they include VAT? Is there a “call for prices” anywhere?
- Count the fields on your contact form. More than four? Trim it.
- Google your clinic name. Is your Business Profile complete with recent reviews?
Get a free website review
Would your current site pass the 9-point checklist, and the ASA rules above? Book a free 30-minute website review and we will go through it point by point.
Free, 30 minutes, no obligation. We reply within one working day.
Frequently asked questions
How much does med spa web design cost in the UK?
A DIY template costs £100 to £300 plus hosting; a freelancer redesign typically runs £800 to £2,500; an agency custom build with strategy, copy and SEO usually starts around £2,500 and can exceed £8,000. Match the spend to how important online consultations are.
Can I advertise Botox on my clinic website?
No. Botulinum toxin is a prescription-only medicine, and CAP Code rule 12.12 bans advertising prescription-only medicines to the public, including on your own website. Advertise consultations instead, and discuss specific prescription treatments face to face with the client.
Do I need before-and-after photos on my aesthetics website?
No, a risky gallery can hurt more than it helps. The ASA requires before/after images to be genuine, unretouched and honestly lit, and you need written GDPR consent for every client photo. Verified Google reviews with dates are a safer, stronger trust signal.
Should clients be able to book treatments directly online?
For facials, peels and laser, yes. For injectables, book consultations instead, suitability must be assessed by a qualified practitioner, and advertising prescription treatments directly can breach ASA rules. Consultation-first booking converts better and keeps you compliant.
How long do medical spa web design experts take to build a clinic website?
A DIY template can be live in days; a freelancer redesign typically takes 2 to 4 weeks; an agency custom build with strategy, copywriting and SEO usually takes 4 to 10 weeks, depending on how quickly you supply content, photos and feedback. Rushing rarely produces a better site.
The bottom line
Med spa web design for a UK aesthetics clinic comes down to four things: easy consultation booking from a phone, honest VAT-inclusive prices, named practitioners with registration numbers, and ASA-safe wording throughout. Do those and your site becomes a consultation engine, not a brochure. If you want the design handled by people who know the rules, Salon Socials is a salon marketing agency in the UK building ASA-aware websites for aesthetics clinics.
Want a second pair of eyes before you commit to a redesign? Book a free website review, we will go through the 9-point checklist and tell you what to fix first.
Book My Free Strategy Call Free, 30 minutes, no obligation. We reply within one working day. Or reach us any time via our contact page.
Last updated: October 2026
Last updated: October 2026
