Birkinshaw Aesthetics
33,915 search impressions and a 7.55% homepage CTR for a CQC clinic that wasn't converting.
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33,915
IMPRESSIONS
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7.55%
HOME CTR
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159
CLICKS
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POS 1
AI OVERVIEW
The challenge
Tina Birkinshaw is a 25-year NHS-trained nurse, CQC-registered, Harley Street-trained, British Menopause Society member. Her existing site was generating impressions but converting almost none of them — 0.47% homepage CTR. The credentials were not surfaced, the content layer was thin, and Google had no E-E-A-T signals to attach the brand to.
Our approach
We did not redesign the site. We attacked the content and signal layer. Ten long-form, author-attributed posts targeting five keyword clusters (CryoPen, tear trough, anti-wrinkle, menopause, hyperhidrosis), each with structured data, expert byline, and full clinical citations. The homepage was re-framed around the credential stack. After 90 days the site held position 1 in Google AI Overviews for one of the highest-intent menopause queries.
“I finally feel confident sending clients to my website.”
What we'd do differently
We waited too long to add the British Menopause Society logo and the clinical citation block to the homepage. Both should have shipped in week one.
Voices
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“Within two weeks of launching the new site, we saw a 37% increase in quote requests. The design isn't just modern, it's built to convert.”
David Grayshon Director · Procon 24/7 -
“We didn't think a website could feel like us — but this does. Our regulars kept saying it looks exactly like Andrews.”
Johnny Hunt Owner · Andrews of Holmfirth -
“We'd tried to sort the website ourselves a few times and never got anywhere. Lucent came in, understood the business immediately, and delivered something we're genuinely proud of.”
Jonathon Sowray Director · Dunnrite Scaffolding -
“I finally feel confident sending clients to my website.”
Founder & Lead Nurse Birkinshaw Aesthetics -
“Really happy with the website. It shows exactly what we do as a business and what we specialise in. Clean and to the point.”
Mike Leadbetter Operations Director · HTS -
“The website showcases the history of Civcon. When we're tendering for a ducting or surfacing job, clients can go on and see where we've done it before. It shows our expertise, it's clean and simple to navigate, and it's as strong, if not stronger, than a capability statement.”
Adam McCormick Civcon Civil Engineering -
“My chartered accountant recommended David to me. The first time we got on the phone he said that because I'd come through a referral, he was putting someone's word on the line, and whatever happened he wanted me to be the most satisfied client he had, because he wasn't going to let that referral down.”
Paul Hughes Director · ProMax Roofing
Brief a build like Birkinshaw Aesthetics.
30-minute call. We confirm fit, then send a one-page agreement.
