Med spa website design: what to include, page by page

A med spa website has a harder job than most practice sites. Visitors arrive looking for a specific treatment, they want to see results, they want to know who will be holding the needle, and many of them want a price before they pick up the phone. At the same time, the things that sell aesthetic treatments best, such as photos of real patients and descriptions of outcomes, are the things most tightly covered by FDA, FTC and HIPAA rules.

This guide goes through a med spa website page by page: what each page should include, and the federal rules that shape it. Every rule cited here links to its source at the end. For advertising those treatments, see our separate guide to Google Ads for med spas. Treatment pages for injectables should follow our guide to neuromodulator and injectable advertising.

This is general information based on FDA, FTC, HHS and Google pages as we read them in October 2026, not legal advice. State rules on who may perform, supervise and advertise medical aesthetic treatments vary a great deal and are not covered here. Check them with your medical director or a healthcare attorney.

Build the site around treatment pages

People rarely search for a med spa by name. They search for lip filler, laser hair removal or wrinkle injections, often with a town or “near me” after it. That makes each treatment page the front door of the practice. A home page that lists twenty services in a grid cannot do that job; a page about one treatment can.

Give every treatment you want to grow its own page, and make each one answer the questions a careful person asks before booking:

What it is. The treatment in plain words, and the products or devices you use for it.
What it is used for. The areas and concerns it treats, described within the product’s approved or cleared uses (more on that below).
Who performs it. The provider’s name and real credential, linked to their profile.
What the consult covers. Questions about health history, goals and whether the treatment suits the person, answered by the provider in person.
Risks and recovery. The common side effects and what the days after treatment usually look like, taken from the product labeling or FDA pages rather than written from memory.
Price approach. A price, a range, or an honest explanation of how the consult sets it.
One clear next step. Book a consult online or call, with the same button in the same place on every treatment page.

When you stop offering a treatment, take its page off the site or say clearly that it is no longer available. A page for a service you no longer provide brings in consult requests you cannot fill.

Describe treatments the way the FDA does

Many med spa treatments involve FDA-regulated drugs and devices, and the FDA’s own consumer pages are a good guide to how to describe them. Two examples:

Dermal fillers. The FDA regulates dermal fillers as medical devices. It says it has approved them for adults 22 and older for specific uses, such as facial wrinkles and folds, lip, cheek and chin augmentation, the back of the hand, and certain acne scars. It recommends against using dermal fillers or any injectable filler for body contouring, such as breast or buttock enhancement, and it says needle-free devices are not approved by the FDA for injecting dermal fillers. A filler page should stay inside those uses and should not offer what the FDA warns against.

Neurotoxins. Botox Cosmetic, Dysport, Xeomin and similar products are prescription drugs, approved for specific uses described in their labeling. A treatment page can name the product you use and explain the areas it is approved for. Our med spa ads guide explains how Google treats those brand names in ads and keywords.

Be careful with the words “FDA approved”. The FTC’s health products guidance says claims about FDA status have to be true like any other claim, and it gives the example of a device marketer whose “FDA Approved” reference next to dramatic weight loss claims was deceptive because the product had only been cleared as a medical device and the FDA had not found it effective for those effects. Cleared and approved are different FDA outcomes, and the FTC example shows the difference matters. If you are not sure which word applies to a device or product you use, ask the manufacturer for its FDA documentation and use their wording, for the uses it covers.

Show who does the treatment

The FDA’s dermal filler page advises consumers to seek a licensed health care provider with experience in dermatology or plastic surgery, and to ask about the provider’s training and experience with filler injections. A good med spa website answers that question before it is asked.

Give each provider a short profile: name, license type, the treatments they perform, and relevant training, written factually. Name your medical director if you have one. Use real staff photos, not stock images of people in scrubs. Keep credentials exact; “nurse injector” or “aesthetic specialist” tells a visitor much less than the actual license, and a vague or inflated title is a claim like any other. Which licenses may perform which treatments, and under what supervision, is set by your state, so confirm your wording with your medical director.

Before-and-after galleries: authorization first

Before-and-after photos are often the most visited pages on a med spa site, and they bring together three sets of rules.

HIPAA. If your practice is a HIPAA covered entity, 45 CFR 164.508(a)(3) says it must obtain an authorization for any use or disclosure of protected health information for marketing, with narrow exceptions for face-to-face communications and promotional gifts of nominal value. A patient’s treatment photo is health information, and HIPAA’s de-identification standard lists full face photographs and comparable images among the identifiers. A valid authorization has required elements, including a description of the information, who may use it, the purpose, an expiration date or event, and the patient’s signature and date, and the patient has the right to revoke it in writing. A general photo consent signed at intake is not the same thing; have your privacy officer or attorney prepare the form.

The FTC. Photos make claims on their own. The FTC’s health products guidance gives an example where before-and-after images alone likely convey a claim of dramatic improvement. Its Endorsement Guides say that when an ad shows a consumer’s experience with a key result, people will likely take it as what they can generally expect, so the advertiser needs evidence for that or must clearly disclose what people can generally expect. The health products guidance adds that “Results not typical” does not cure a deceptive testimonial.

Your own credibility. Visitors compare galleries between practices. Photos with different lighting, angles or makeup in the before and after shots read as unreliable, even when the result is real.

A gallery that respects all three:

Uses only photos with a signed marketing authorization on file, and has a way to take a photo down quickly if a patient revokes it.
Shows typical results for the treatment, not only the best case.
Labels each set with the treatment, the number of sessions and the time between photos.
Uses matching light, angle and framing, with no edits to the treated area.
Keeps patient names out of captions, file names and image descriptions.

Illustration. A caption that gives context: “Lip filler, one treatment, photos taken before treatment and two weeks after. Results vary from person to person and filler is not permanent; your provider will talk through what to expect at your consult.” A caption to avoid: “Perfect lips in 20 minutes!” The first describes what happened. The second promises an outcome.

Reviews and testimonials on your own site

Two rules matter when you put reviews on the website.

The FTC’s rule on consumer reviews and testimonials, at 16 CFR 465.7, prohibits a business from misrepresenting that the reviews it displays are most or all of the reviews submitted when reviews are being suppressed based on their rating or negative sentiment. Some reviews may be withheld, for example for abusive content, another person’s personal information, or content the business reasonably believes is fake, but the criteria have to be applied equally to all reviews regardless of sentiment. Showing only the five-star reviews from a review widget, while implying that is the full picture, is the problem the rule targets.

Google’s review snippet guidelines say that if the business being reviewed controls the reviews about itself, its pages using LocalBusiness or Organization structured data are not eligible for star review rich results. So marking up your own testimonials to get stars in search results does not work, and you should not try. For replying to reviews without disclosing patient information, see our guide to patient review replies.

Prices and memberships

“How much is it?” is one of the first questions med spa visitors have. There is no single right answer: some practices publish prices, some give ranges, and some quote only after a consult. What matters is that the website, the phone and the front desk give the same answer.

Some habits we recommend; these are our suggestions, not a regulatory standard:

If you show a per-unit or per-syringe price, explain next to it that the total depends on how much is used and that the consult sets it.
Memberships and packages show the price, the billing interval, what is included and how to cancel.
Specials show their dates and conditions, and come off the site when they end.
Financing options name the provider and point to its terms.

Consult booking, forms and tracking

The consult request is the conversion that matters, so make it easy: an online booking link or a short request form on every treatment page, and a phone number that works on a phone. Keep the request form to what you need to call someone back and the treatment they are interested in. Health history belongs in the intake process your practice already runs, not in a website form. Our guide to website contact forms and HIPAA explains where form submissions travel and what that means.

Treatment pages are also where tracking tags cause the most trouble, because a visit to a page about a specific treatment can say something about the visitor. Before you add an ad pixel or chat widget, read our guide to tracking pixels on practice websites.

Many consult requests come in the evening, when nobody is at the desk. A booking link helps, and so does an AI front desk that can answer questions about the treatments you offer and take a consult request, while sending anything clinical to your provider.

Search basics for a med spa site

One page per treatment, with a title and heading that use the words people search, such as “Lip filler in [your town]”.
Useful image descriptions. Google’s image guidance asks for descriptive alt text in the context of the page and warns against stuffing it with keywords, and it recommends short, descriptive file names. For patient photos, describe the treatment and timing, never the patient.
LocalBusiness structured data. Google’s documentation says it requires a name and address, recommends properties such as telephone, opening hours and URL, and asks you to use the most specific subtype that fits.
A consistent name, address and phone across the site and your Google Business Profile. Our guide to Google Business Profile for practices covers the profile side.

Galleries, booking widgets and video are where med spa sites often fail visitors who use a screen reader or keyboard. Our guide to website accessibility for medical practices covers what the current federal rules and WCAG ask for.

A review you can do this week

List your treatmentsCompare the treatments on the site with the treatments you actually offer today, and fix any that do not match.
Read each treatment pageDoes it say what the treatment is for, who performs it, the risks and recovery, the price approach and how to book?
Check the words “FDA approved”Search the site for the phrase and confirm each use with the manufacturer’s FDA documentation.
Audit the galleryFor every photo, find the signed marketing authorization. Any photo without one comes down until you have it.
Look at your review sectionIs it filtered by star rating? If so, change the filter or describe it accurately.
Book a consult yourselfOn your phone, after hours. Note every step that is slow or confusing.

How we approach it

We design med spa sites around treatment pages and the consult, publish before-and-after photos only when the practice confirms written patient authorization is on file, and keep patient health information out of ad and analytics tags. Our med spa marketing page explains how the site, local search, ads and the front desk fit together, and our medical website design page describes how we build practice sites. For a general list that applies to every specialty, see the medical practice website checklist.

Questions med spa owners ask

Do we need patient permission to post before-and-after photos?

If your practice is a HIPAA covered entity, using a patient’s photos in marketing generally requires the patient’s written authorization under 45 CFR 164.508(a)(3), with only narrow exceptions. The authorization has required elements and can be revoked in writing. Have your privacy officer or attorney prepare the form, and keep a signed copy for every photo you publish.

Is “results may vary” under each photo enough?

Not on its own. The FTC’s Endorsement Guides say a consumer’s result on a key point will likely be read as what people can generally expect, and the FTC’s health products guidance says disclaimers like “Results not typical” do not cure a misleading testimonial. Choose photos that reflect typical results and give context such as the number of sessions and the timing.

Can our website offer filler for body contouring?

The FDA recommends against using dermal fillers or any injectable filler for body contouring, such as breast or buttock enhancement, and the FDA has not approved fillers for those uses. We do not build pages promoting them.

Can we show only our best reviews on the website?

Under 16 CFR 465.7, a business may not misrepresent that the reviews it shows are most or all of the reviews submitted while suppressing reviews based on their rating or negative sentiment. You can withhold certain reviews, such as abusive or fake ones, if the same criteria apply to all reviews regardless of sentiment.

Should a med spa website list prices?

That is a business decision. Whatever you choose, make the site, the phone and the front desk give the same answer, and explain what a per-unit or package price does and does not include.

Sources

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