--- title: "Birkinshaw Aesthetics case study | Lucent Digital Studio" description: "A CQC-registered aesthetics clinic in Leeds: a site built around its nurse founder, and a Search Console audit of 33,915 impressions." canonical: https://lucentdigital.co.uk/work/birkinshaw-aesthetics --- 1. [Home](https://lucentdigital.co.uk/) 2. [Work](https://lucentdigital.co.uk/work) 3. Birkinshaw Aesthetics ![Birkinshaw Aesthetics logo](https://lucentdigital.co.uk/wall/brands/birkinshaw-badge.webp) Client # Birkinshaw Aesthetics A CQC clinic's site built around its nurse founder, and a Search Console baseline of 33,915 impressions in three months. [Get your free website review](https://lucentdigital.co.uk/website-review) [See more work](https://lucentdigital.co.uk/work) - Live in ten working days of brief lock, or the second half of the invoice waits - One 20-minute call, we do the rest - Price fixed in writing before anything starts Trusted by Procon 24/7, Headingley Roofing, Birkinshaw Aesthetics, Andrews of Holmfirth, Dunnrite Scaffolding, Unique Support Solutions, ProMax Roofing, Liv's Lounge, Pontefract Padel ![Birkinshaw Aesthetics website, homepage](https://lucentdigital.co.uk/work/birkinshaw-aesthetics.webp) Birkinshaw Aesthetics ## The brand, kept intact. The identity the site was built on: their mark, their colours and their type, used the same way on every page. ![Birkinshaw Aesthetics logo](https://lucentdigital.co.uk/wall/brands/birkinshaw.webp) Display · Dancing Script Aa Medical Aesthetics, Health & Well-Being Body · System sans - **Antique gold** #A0834A - **Deep bronze** #2A2218 - **Blush** #ECBCAC - **Ivory** #FAF7F2 - **Black** #000000 In use Get a quote Call now Birkinshaw Aesthetics Project file ## Birkinshaw Aesthetics Turnaround **3 months of search data** **33,915** Impressions **7.55%** Home Ctr **159** Clicks **25** Treatment pages ### What was in scope 1. 01 Website design and build 2. 02 Credentials-first homepage 3. 03 Person and FAQ schema 4. 04 Search Console audit + content plan 01 ### The brief CQC-registered clinic, founded by a registered nurse with 25 years' NHS experience, Harley Street credentials. The job: put the nurse first, and give people searching for a treatment a reason to click. 02 ### The challenge Tina Birkinshaw is a registered nurse with 25 years' NHS experience, Harley Street-trained and British Menopause Society-trained. Her clinic is CQC-registered. In the three months to March 2026, Google showed her site 33,915 times and 159 people clicked: a 0.47% average click-through rate. The homepage was clicked at 7.55%. Some treatment pages were far lower: the nasolabial folds page was shown 3,246 times for one click. 03 ### Our approach The site leads with Tina: her name set in the brand's script, her CQC registration and British Menopause Society training in the opening lines, her photo, and every treatment on its own page with FAQ markup and a booking button. From her Search Console data we drafted a ten-post content plan across five treatment clusters, each written to carry Tina's name and clinical sources, ready for her sign-off. ## Decisions, and what they beat What was chosen, what it replaced, and why. Each one is a call we would make again. 01 On the site The nurse is the brand: Tina's photo, credentials and CQC registration first Instead of A service-list homepage, which buries the credentials 02 On the site Every treatment on its own page, with FAQ schema Instead of One long treatments page, when people search the treatment, not the clinic 03 Recommended Fix the pages Google already shows before chasing new keywords Instead of New keywords first, when the impressions are already there 04 Recommended Long-form guides under Tina's name, with clinical sources Instead of 300-word SEO filler, which fails a medical reader's trust test > I finally feel confident sending clients to my website. **Founder & Lead Nurse** Birkinshaw Aesthetics* ### What we'd do differently Next time we would pull Search Console data before writing treatment pages, so the demand shapes every title and description from day one. *Illustration: Google results page for web design agency* *Illustration: the three places a search can put you. Paid, the map pack and the organic results.* - Live in ten working days - Fixed price, in writing, before anything starts - One person accountable - Replies within one working day - Your account, your card, your site - Leeds, working UK-wide ## Three more, in full. Every build on this site has its own page with the same figures, the same decisions and the same client's words. **[Procon 24/7](https://lucentdigital.co.uk/work/procon-247)**: ![Procon 24/7 website](https://lucentdigital.co.uk/work/procon247.webp) TRACKED REVENUE BLENDED ROAS 2,055 Concrete Supplier · Yorkshire & North West 2026 **[ProMax Roofing](https://lucentdigital.co.uk/work/promax-roofing)**: ![ProMax Roofing website](https://lucentdigital.co.uk/work/promax-roofing.webp) Roofing · Domestic & Commercial · Leeds 2026 **[Unique Support Solutions](https://lucentdigital.co.uk/work/unique-support-solutions)**: ![Unique Support Solutions website](https://lucentdigital.co.uk/work/unique-support-solutions.webp) Health & Social Care · Supported Living 2026 ## Brief a build like Birkinshaw Aesthetics. 30-minute call. We confirm fit, then send a one-page agreement. [Get your free website review](https://lucentdigital.co.uk/website-review) [Or book the free audit](https://lucentdigital.co.uk/contact) [07511 184265](tel:07511184265)