Digital Content Strategy Results In 45% Month-On-Month Growth For Secret Skin

Secret Skin’s Vision

We had supported Louise with her previous business – Lavelle Aesthetics. However, Secret Skin Aesthetics was an entirely new concept. Louise sought to transform the existing clinic space, create a new brand and entice a new target audience.

Whilst Louise took on the practical task of renovating her treatment rooms and waiting area, she enlisted our aesthetic marketing expertise to develop a comprehensive branding strategy, website and content plan, email marketing campaigns and print advertising materials.

Together, our plan was to leverage Louise’s existing reputation to establish Secret Skin as the premier destination for aesthetics treatments in Hampshire.

Phase 1 – January 2024; SEO Research, Content Writing & Website Design

In January, we focused all of our efforts into building a website for Secret Skin Aesthetics to lay the foundation for online visibility. As we were limited in both time and resources, we utilised a website template and prioritised the most valuable content.

We kicked things off with extensive SEO research to identify the most relevant keywords for the clinic. As part of our research, we specifically focused on local terms to ensure that Secret Skin would rank highly in searches by potential clients who lived nearby. Also at this stage, we delved into competitor analysis to understand the wider aesthetics landscape in Hampshire.

Using our findings, we wrote the content for the ‘top level’ landing pages of the website, including – Home, About Us, Treatments, Price List and Contact. For the clinic’s launch, this information was the most important in effectively communicating its unique value proposition to clients.

In the final stretch of phase 1, we designed Secret Skin’s website. Limited in what we could achieve in a short timeframe, we utilised a Wix template as a foundation for the new design. We carefully selected fonts and images to reflect Secret Skin’s medical yet friendly ethos, and made some design tweaks to the layout to reflect the clinic’s brand.

Phase 1 Activities Included;

• Keyword research for local and educational SEO opportunities, focused on medical aesthetics and skin treatments.

• ‘Top level’ landing page content writing in Secret Skin Aesthetics’ tone of voice.
• The selection of a pre-agreed website theme, with design amendments clearly laid out.
• The build of Secret Skin’s launch website. This website featured five pages in total, and has been built upon since.

Phase 2 – February 2024; Treatment Page Content Writing, Print Advertising & Email Marketing

In February, we added additional pages to Secret Skin’s website. We wrote the content for three individual treatment pages – Dermal Fillers, Anti-Wrinkle Injections and Skin Boosters – and built the pages on-site. As these treatments are the clinic’s most popular, it was important that we provided detailed and informative descriptions to educate potential clients and encourage bookings.

Next, we built a responsive email marketing template that reflected Secret Skin’s brand. The template featured different promotional segments for treatment spotlights, before-and-after transformations and future events. We designed and wrote the first email campaign for Secret Skin, which achieved a 62% open rate.

We also designed a tri-fold advertising flyer for Secret Skin. The purpose of this flyer was to highlight the clinic’s services in a visually appealing format that would catch the eye of potential clients in local businesses and the wider community.

Initial Phase 2 Activities Included;

• Additional treatment pages for Secret Skin’s website. These treatment pages focused on three of the most popular services at the clinic.
• The design of a branded, responsive email template for Secret Skin’s monthly newsletter. Each month, we create a campaign and send it out on Louise’s behalf.
• The creation of a tri-fold advertising flyer to traditionally promote Secret Skin’s services in the local community.
• The creation of a Google My Business account to aid local search visibility.

Phase 3 – February 2024; Opening Event Marketing

Also in February, Louise enlisted our help to produce the marketing material for Secret Skin’s opening event. The clinic is located in a hairdressers and shares space with a nail artist and laser hair removal therapist. The trio had teamed up to launch all three businesses at once.

We built an events page and ticketing system on Secret Skin’s website. We also designed an advertising flyer, initial social media templates and an email marketing invite – all designed to generate excitement and drive attendance. Throughout February, we placed pop-up banners on the clinic’s website, and sent frequent email marketing notifications to clients who were yet to book.

Our efforts achieved full capacity attendance, marking a successful launch for Louise and her partners.

Initial Phase 3 Activities Included; 

• The build of an event page, ticketing system and pop-up banner on Secret Skin’s website.
• The design of a print advertising flyer and social media templates.
• The creation of an initial email marketing invite, alongside follow-up campaigns.

Phase 4 – March 2024 & Onwards; Ongoing Organic Content Support

Starting from March onwards, we’ll provide ongoing content support to increase the reach and SERP standing of Secret Skin Aesthetics. We’ll add more pages to the website, covering new treatments like Polynucleotides, FAQs to answer common questions and insights into the patient journey. We’ll post monthly blogs that focus on a different topic in skincare and aesthetics, and send regular email campaigns to keep in touch with existing clients and new leads.

Initial Phase 4 Activities Included; 

• The creation of a monthly content calendar to identify opportunities for new website landing pages and blogs.
• Content writing for new website landing pages – we’ll then build these pages on-site.
• Monthly blogs, each focused on a specific topic that will educate and entice Secret Skin’s audience.
• Regular email marketing campaigns to keep Secret Skin’s audience engaged and aware of new developments in the clinic.

Results For Secret Skin Aesthetics

With our focus on SEO and organic content, LS Media and Marketing have delivered a range of excellent results for Secret Skin Aesthetics in only three months.

• A total of 674 website sessions, and 373 unique visitors. The unique visitors to Secret Skin’s website have increased by 45% month-on-month.
• 125 website sessions have been a direct result of our early SEO efforts on Google.
• Average email open rate of 54%. The average industry open rate for aesthetics is 38%.
• 98 unique clicks to Secret Skin’s bookings portal, and 51 unique clicks to Secret Skin’s Instagram page. Of these 98 unique clicks on the bookings portal, 52 users proceeded to make bookings.
• Since February, page views have increased by 32%. This shows another month-on-month increase.
• Since January, Secret Skin has had 241 client bookings.
• In March, website sessions increased by 26% – likewise, Secret Skin’s client bookings increased by 25%.

Despite Secret Skin only opening in January 2024,  these figures prove that online visibility does in turn lead to month-on-month growth, frequent client bookings and increased revenue. As our partnership continues, we’re excited to see what Louise and Secret Skin achieves next!