Birkinshaw Aesthetics

The brief

CQC-registered clinic, 25-year NHS-trained founder, Harley Street credentials: generating impressions, not converting. We attacked the E-E-A-T and content layer, not the surface.

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.

Decisions, and what they beat

• WK1

  Author schema on every post + homepage

  Instead of

  Generic Organization schema (rejected: wastes the E-E-A-T)

• WK2

  Cluster targeting across 5 verticals, not chasing one keyword

  Instead of

  Single-keyword obsession (rejected: Google ranks clusters now)

• WK4

  Long-form 1,500+ word posts with clinical citations

  Instead of

  300-word SEO bait (rejected: fails E-E-A-T)

• WK6

  Homepage re-framed around credentials

  Instead of

  Service-list homepage (rejected: buries the moat)

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.