I’m going to say something you probably won’t like: Your beautifully designed medspa website is probably invisible to the fastest-growing source of new patient research.
While you’ve been perfecting your injection technique and building loyal patient relationships (and yay for you1!), the way people find medspa providers has fundamentally changed. And most medspa owners have no idea it’s happening.
The Search Landscape Just Shifted (Again)
Remember when you finally figured out Google SEO? When you learned about keywords, backlinks, and meta descriptions?
No?
Or, maybe you hired someone to do all that because you understood the importance of search but the rest all sounded like Charlie Brown’s teacher because you spend your days making women beautiful and not nerding out on schema markups, Replit and long tail keywords.
Yeah, that playbook just got rewritten.
Here’s what’s happening right now:
- 58% of consumers are using AI tools like ChatGPT and Perplexity for research instead of traditional Google searches
- Google’s AI Overviews now appear in 15% of all searches (and growing daily)
- Potential patients are asking AI tools questions like “best medspa for Botox in Denver” or “Morpheus8 vs microneedling which is better” — and AI is giving them answers with or without your business
The difference? Traditional Google shows 10 blue links. AI search shows 1-3 curated recommendations with detailed explanations.
If your treatment pages aren’t structured for AI, you don’t exist in these results. And your competitor across town who figured this out? They’re getting the consultation bookings that should be yours.
How I Discovered the Problem
Recently, we ran one of our monthly (and sometimes weekly) experiments medspa owners should be aware of:
We ask ChatGPT, Perplexity, and Google’s AI Overview the same question:
“Where should I get Dysport in [fill in city and state]?”
Out of 15 established medspas in this area [a 2 year old medspa in PA], AI tools cited only 3 businesses by name. The other 12 — some with gorgeous websites, strong reputations, and years in business — might as well not exist.
After digging into what those three AI-recommended medspas were doing differently, which wasn’t more Google reviews (although for trust and click through rates your reviews need to be large and robust) or a bigger ad budget – we realized that:
It was how their treatment pages were structured.
The medspas getting AI citations had treatment pages that answered questions clearly, included specific pricing, used simple language, and had technical elements (the aforementioned schema markup) that help AI understand what they offer.
The medspas being ignored? They had beautiful websites with vague descriptions, pricing hidden behind “contact us,” and content buried in fancy design elements that AI can’t read.
What Makes a Treatment Page “AI-Friendly”?
Think about how your potential patients actually search now.
They’re not typing “Anchorage aesthetic services” into Google anymore.
They’re asking their phone or AI assistant:
- “How much does Botox cost near me?”
- “What’s the difference between Dysport and Botox?”
- “Does microneedling hurt and how long does it take?”
- “Am I a good candidate for CoolSculpting?”
AI tools are looking for treatment pages that answer these questions directly, clearly, and completely.
What AI-Optimized Treatment Pages Include:
Clear, Specific Answers to Common Questions
Instead of: “Our injectable treatments provide beautiful, natural-looking results customized to your unique aesthetic goals.”
AI needs: “Dysport injections reduce frown lines and wrinkles by temporarily relaxing facial muscles. Results appear in 2-3 days and last 3-4 months on average. Most patients need 50-60 units for frown lines.”
See the difference? The second version answers the specific questions potential patients are actually asking.
Transparent Pricing Information
I know, I’ve heard it all before. You want to get them in the door first. You want to do a consultation before quoting prices.
But here’s the reality: If you don’t provide pricing information, AI will pull it from your competitors, forums, or outdated sources. You lose control of the narrative, and you lose the booking.
Not only that – think about yourself as the consumer… would you go anywhere without knowing costs? Really… would you?
You don’t need to provide exact pricing. But AI-optimized pages include:
- Starting prices (“Starting at $350 per session”)
- Price per unit for injectables (“$13 per unit”)
- Price ranges with context (“$800-$1,500 depending on treatment area”)
Structured FAQ Sections
This is non-negotiable for AI optimization.
Each treatment page should have 5-7 frequently asked questions written in natural, conversational language — the way patients actually ask them.
And here’s the critical part: Your FAQs should not be hidden in collapsible accordions, pdf’s, images etc. Many AI crawlers can’t read content that’s hidden behind click-to-expand elements.
Your FAQs need to be visible, with each question as its own clear heading and a concise 2-4 sentence answer immediately below.
Provider Credentials Clearly Displayed
AI tools are trained to be cautious with medical and aesthetic content. They favor pages that demonstrate expertise and trustworthiness.
Every treatment page should include:
- Who performs the treatment (name and credentials)
- Relevant certifications or training
- Years of experience or specialization
- A link to a full provider bio
This isn’t about ego. It’s about giving AI the trust signals it needs to recommend your medspa confidently.
Natural Language Throughout
AI doesn’t do well with marketing fluff or medical jargon without explanation.
Terms like “cutting-edge aesthetic solutions” or “advanced dermatological procedures” are vague to AI. It skips over them.
But phrases like “laser hair removal uses concentrated light to destroy hair follicles, reducing hair growth permanently over multiple sessions” give AI something it can confidently cite.
Write like you’re explaining the treatment to a friend, not like you’re writing website copy.
What AI-Invisible Treatment Pages Often Have
These are the elements killing your AI visibility right now:
❌ Long Paragraphs of Text
AI can’t parse walls of text. It needs clear sections with descriptive headings.
❌ Important Information in Images
That beautiful infographic explaining your treatment? AI can’t read it. Neither can screen readers. If critical information lives only in images, it doesn’t exist to AI.
❌ Vague Treatment Descriptions
“Transform your appearance with our signature treatments” tells AI nothing. Be specific about what the treatment is, what it treats, and what results to expect.
❌ Hidden FAQs in Accordions
If your FAQ section requires clicking to see answers, many AI tools will miss that content entirely.
❌ No Pricing Information Anywhere
AI will assume your competitor who shares pricing is more transparent and trustworthy.
❌ PDF Downloads for Treatment Details
AI can’t reliably read PDFs. Keep all essential information in the actual webpage HTML.
The Treatment Page Audit You Should Do Today
Okay class, let’s do this exercise now:
Pull up your five most popular treatment pages right now. For each one, ask:
Treatment Page Audit Checklist
Click each item as you verify it on your page
Content Questions
Structure Questions
Technical Questions
Why Most Medspas Can’t Fix This Themselves
Here’s where I’ll be honest with you.
The content issues — writing better descriptions, adding pricing, creating FAQs — those you can tackle yourself. It takes time, but it’s doable.
The technical optimization is where most medspa owners get stuck.
There’s a layer of technical implementation called “schema markup” that acts like a translator between your website and AI systems. Schema tells AI exactly what’s on your page:
“This is a medical procedure.
Here’s the price.
Here’s who performs it.
Here are the contraindications.”
Pages with proper schema markup get preferential treatment in AI search results. Pages without it get overlooked, even if the content is excellent.
Implementing schema requires either:
- Technical knowledge of JSON-LD code
- Experience with SEO plugins like Rank Math or Yoast
- Understanding of medical procedure schemas specifically
- Ability to test and validate the implementation
I’ve seen medspa owners spend 10+ hours trying to figure out schema markup for a single page — time they should be spending with patients or building their business.
For WordPress users, sophisticated tools like Rank Math provide powerful automated Schema Markup to make your content AI-ready. However, users of DIY builders like Squarespace or Wix face a different reality. While these platforms handle basic site schema, they require you to manually generate and inject custom code for specific, high-value rich results like Service or FAQPage schema. This extra step is non-negotiable for anyone serious about feeding their business details directly to the AI models that now dominate search.
If you need help navigating the ever-changing AI wave of chaos, we are here to help. Whether it is updating your website for AI visibility or more in depth growth consulting or tool development we work with medical spas across the country from startup to expansion – you are not alone!
Shannon Hayes
Shannon is the founder of Medspa Mastery and a leading strategic growth consultant for the aesthetic industry. With over a decade of experience building medspas from the ground up, Shannon is the quiet expert behind some of the industry’s most successful practices. She is the architect of 40+ proprietary AI tools designed specifically for medspa operations, marketing, and compliance, making her a definitive authority on future-proofing your business model.