The 7 winners.

The landing pages actually worth stealing from.

Winner #1: milanlaser.com

milanlaser.com/lp/google-v2

Med spas landing page example from milanlaser.com
  1. 1

    What works

    Big discount at the top of the page

    The page shows ‘65% off’ everything, with a ‘Reserve My Spot’ button right under it. The deal comes before any explanation.

  2. 2

    What works

    Headline is about a lasting result

    The headline is ‘Smooth skin for life, guaranteed’. It promises the result lasts, so the cost of one session matters less.

  3. 3

    What works

    Guarantee seal next to the offer

    A round badge and one sentence read ‘covered for life - no matter how many treatments you need’. The buyer doesn't have to count sessions.

  4. 4

    What gets in the way

    Two buttons with different asks

    The buttons are ‘Get A Custom Quote’ and ‘Reserve My Spot’. A buyer who isn't sure which one fits may press neither.

  5. 5

    What gets in the way

    Price is inside a closed question

    ‘How much does it cost?’ is one of nine closed questions. A buyer ready to compare has to click to find the price.

What to try

Lead with long-term results

If clients come back, sell the promise that covers every visit. Put it in the headline and in a badge beside the offer.

See the original page

Winner #2: simplicitylaser.com

simplicitylaser.com/pages/laser-hair-removal-in-scottsdale-az

Med spas landing page example from simplicitylaser.com

The search: simplicity laser scottsdale

Sponsored simplicitylaser.com

Laser Hair Removal Scottsdale, AZ | Simplicity Laser

  1. 1

    What works

    Headline has the town and the offer

    The headline is ‘Laser Hair Removal in Scottsdale, AZ’, which repeats the ad. $77 for four treatments is beside it.

  2. 2

    What works

    Address, hours and phone together

    The street address, the clinic hours and a separate phone line are above the long copy. A local visitor can check them fast.

  3. 3

    What gets in the way

    Three blocks of small grey text

    Each block repeats the same promise of smooth skin. A visitor who wants the price or the steps has to read past them.

  4. 4

    What works

    Price per treatment mid-page

    The page shows ‘Try laser for as low as $19 per treatment’ with a ‘Click here to shop’ button. A buyer can plan the cost.

  5. 5

    What gets in the way

    Reasons to pick the clinic are hard to read

    Three boxes use thin white text on pale orange. On a phone it is hard to read why to pick this clinic.

What to try

Address and hours in the first scroll

A local visitor wants to know if the clinic is close and open. Put the address, hours and phone line under the offer.

See the original page

Winner #3: bhrcenter.com

bhrcenter.com/laser-resurfacing-lp

Med spas landing page example from bhrcenter.com

The search: laser facial los angeles

Sponsored bhrcenter.com

Best Laser Facial in LA

  1. 1

    What works

    Photo of the real front door

    The sign shows the clinic name and the street entrance is in view. The photo is of a real place.

  2. 2

    What works

    Offer and form in one panel

    The panel shows ‘15% off’ above two name fields and one Next button. The deal and the first step are on the same screen.

  3. 3

    What gets in the way

    Six benefit cards before any price

    The cards cover clinical results, precision, collagen, versatility, intensity and lasting results. A visitor who clicked a laser ad has to scroll past all six to reach prices.

  4. 4

    What works

    Starting price on each treatment card

    CO2 laser shows ‘From $1,000’ and Clear + Brilliant shows ‘From $600’, with review counts above. A buyer can sort the options before booking.

  5. 5

    What works

    Table compares four treatments

    One grid shows best for, downtime and how long results last. A visitor can compare without opening four pages.

What to try

Starting price on every card

With a From price, a buyer can rule treatments in or out before the call. Add one to each service on your page.

See the original page

Winner #4: liftwaxandbrow.com

liftwaxandbrow.com/laser-hair-removal

Med spas landing page example from liftwaxandbrow.com

The search: laser hair removal in westchester ny

Sponsored liftwaxandbrow.com

Yorktown & Westchester, NY - View All Servies & Pricing

  1. 1

    What works

    Laser named by make

    The hero copy includes the exact make of the laser. A buyer who has read about lasers can check it.

  2. 2

    What gets in the way

    Medical rule before the first price

    Clients with PCOS must be on a hormone regulator first. That is honest, but a visitor reads it before seeing a single price.

  3. 3

    What works

    Every area has a visible price

    Full face is $100, Brazilian $150, upper lip $40. A buyer can add up the cost without calling.

  4. 4

    What works

    Packs show the saving and the total

    The 12 pack for the full face is $960 and saves $240. A buyer can see what buying more gets them.

  5. 5

    What gets in the way

    Skin tone answer is vague

    The page says ‘Modern lasers are safe for many skin tones’. A buyer with dark skin can't tell if that includes them. Say which skin tones the laser treats.

What to try

Prices in a table

Put each area and its price in rows, then add pack savings. A buyer who can add up the cost is ready to book.

See the original page

Winner #5: myethosspa.com

myethosspa.com/services/botox

Med spas landing page example from myethosspa.com

The search: botox near me

  1. 1

    What works

    Injector shown in the first screen

    A real injector treats a patient, and a tag reads ‘Top 1% Provider’. The buyer sees the skill level before reading any copy.

  2. 2

    What works

    Patient count next to the claim

    The page reads ‘With over 50,000 patients served’ before any benefit. A nervous first-timer sees that many people went first.

  3. 3

    What works

    Before and after photos right after the intro

    The photos are real faces with the frown lines gone, with ‘Individual results will vary’ underneath. A buyer asking if it will look natural gets an answer fast.

  4. 4

    What works

    Every treated area is listed

    Six areas are listed, from forehead lines to chin dimpling. A buyer can find their own worry in the list.

  5. 5

    What gets in the way

    Units question has no price

    ‘How many units of Botox do I need?’ is in the question list. The page doesn't show what a unit costs.

What to try

Injector and proof in the first screen

Show a real photo of your injector, a credential tag and before and after faces before the first scroll.

See the original page

Winner #6: elitedermatology.com

elitedermatology.com/services/coolsculpting

Med spas landing page example from elitedermatology.com

The search: coolsculpting cost

  1. 1

    What works

    Page is named for the treatment

    The heading is ‘Coolsculpting’, with the service area under it. A visitor who searched for it knows they are in the right place.

  2. 2

    What works

    Named provider with years of experience

    The page has a photo, a name, a clinic and over 15 years in the job. A buyer can see who will do the treatment.

  3. 3

    What works

    Body map of treatable areas

    Eight areas are marked, from under the chin to above the knee. A buyer can find their own problem spot quickly.

  4. 4

    What works

    Real before and after photos mid-page

    There are four belly pairs, with a ‘View CoolSculpting Gallery’ button for more. A buyer can see what to expect.

  5. 5

    What gets in the way

    FAQ doesn't answer cost

    The search was for cost. The four questions cover what it is, who it suits, the procedure and the results. None covers the price.

What to try

Answer cost in your FAQ

Add a question on what a treatment costs, with a starting figure. A buyer who searched for the price shouldn't have to ask.

See the original page

Winner #7: revelusdermatology.com

revelusdermatology.com/cosmetic/coolsculpting-elite

Med spas landing page example from revelusdermatology.com

The search: coolsculpting elite

  1. 1

    What works

    Headline repeats the search and the city

    The first line is ‘coolsculpting elite in austin’. A visitor who typed those words sees them again.

  2. 2

    What works

    Four quick facts about the treatment

    The page shows pain level, recovery time, how long results last and how many sessions, as filled squares. A buyer can take them in within seconds.

  3. 3

    What works

    Each before and after has details

    Every pair gives an age, the area treated and ‘16 weeks’. A buyer sees what to expect and how long it took.

  4. 4

    What works

    Named provider with a photo

    A licensed aesthetician has a face, a name and a credential. A buyer knows who will treat them.

  5. 5

    What gets in the way

    Cost section has no number

    The range is ‘several hundred to several thousand dollars’. A buyer comparing clinics has to call to learn more.

What to try

Facts row under the headline

Show pain, downtime, how long results last and how many visits. Four short facts answer the doubts a buyer has before booking.

See the original page

What the 7 winners do.

  1. Show a price

    3 of 7

  2. Show before and after photos

    3 of 7

  3. Show the real clinic

    3 of 7

  4. Show the person who treats you

    3 of 7

Wildcards.

Pages that break the playbook in interesting ways.

Wildcard #1: milanlaser.com

milanlaser.com/ideal-lp

Med spas landing page example from milanlaser.com

The search: beauty spa in new york

Sponsored milanlaser.com

Milan Laser Hair Removal

  1. 1

    What makes it work

    Free consult and phone in the top bar

    ‘FREE CONSULT’ and the phone number are visible before any scrolling. A visitor can act at once.

  2. 2

    What it gets wrong

    Headline is a rival clinic closing

    The visitor searched for a beauty spa. The headline is ‘Ideal Image Closing’, which only helps someone who used that clinic.

  3. 3

    What makes it work

    Easy switch promised

    ‘No stress, no touch-up fees’ is a clear promise to someone halfway through a plan with another clinic.

  4. 4

    What makes it work

    Questions match a switcher's worries

    ‘How Do I Transition My Plan To Milan Laser?’ is one of five questions. A customer in the middle of a plan can find their question.

  5. 5

    What it gets wrong

    Long form with fine print

    The form has first name, last name, phone, email, a location list and a text-message consent box. That is a lot for a switcher in a hurry.

What to try

Page for a closed rival's customers

If a nearby clinic closes, use its name in your headline and say how their paid plan moves to you.

See the original page

Wildcard #2: simplicitylaser.com

simplicitylaser.com/pages/sale

Med spas landing page example from simplicitylaser.com

The search: groupon austin laser hair removal

Sponsored simplicitylaser.com

Laser Hair Sessions at $17/Per - Voted Best Laser Hair Removal

  1. 1

    What it gets wrong

    Two discounts in the first screen

    The top bar offers 30% off full body treatments. The banner below offers 50% off single areas. A buyer has to work out which one applies.

  2. 2

    What makes it work

    One big number at the top

    ‘Friends & Family’ and 50% off single-area packages are in the largest type on the screen. A deal hunter sees the saving first.

  3. 3

    What it gets wrong

    Ad price and page price differ

    The ad reads ‘Laser Hair Sessions at $17/Per’. The first card shows $19 a treatment, so the visitor sees a different price.

  4. 4

    What makes it work

    Each card has a price and a saving

    Face is $24 and saves $100. Full legs are $31 and save $124. A buyer sees what four visits cost and what they keep.

  5. 5

    What makes it work

    Bundles with their own deal

    ‘Multi-Area Starter Packages’ are 30% off, from two areas at $223 up to full body at $699. A buyer with more than one area has a reason to buy more.

What to try

A price card for each area

Show the area, the price per visit and the saving. Then add a bundle for buyers who want more than one area.

See the original page

Wildcard #3: azarplasticsurgery.com

azarplasticsurgery.com/coolsculpting

Med spas landing page example from azarplasticsurgery.com

The search: coolsculpting near me

  1. 1

    What it gets wrong

    Big photo is a face with no body

    The photo is a model with no sign of the treatment. The promise about stubborn body fat is in the text below.

  2. 2

    What makes it work

    Intro has the town and the surgeon

    The section starts with ‘Coolsculpting in Thousand Oaks’, and Dr. Kouros Azar is named in the first paragraph. A local buyer knows whose office this is.

  3. 3

    What makes it work

    Jump menu on a long page

    Gallery, benefits, candidates, recovery and FAQs are one tap away on a very long page.

  4. 4

    What it gets wrong

    First long text is a science lesson

    Cryolipolysis, the lymph system and an FDA approval date fill the dark band. A buyer in a hurry skims past it.

  5. 5

    What makes it work

    Page ends on a consult with the surgeon

    The page shows ‘Your private consultation with Dr. Azar’ above a board-certified surgeon bio. The last thing a buyer reads is about a person.

What to try

Jump menu on a long page

List the sections in one bar near the top: results, candidates, recovery, questions. A buyer can skip to the answer they need.

See the original page

The copy bank.

Headlines

Offers

Proof

  • “Most clients see permanent results in just 7-10 sessions”

    milanlaser.com

  • “Watch stubborn fat bulges disappear as treated fat cells are naturally eliminated”

    elitedermatology.com

  • “Find Your Best Option”

    bhrcenter.com

Next steps

3 pages that waste the click.

  1. botox near me

    Botox search goes to a treatment menu

    Botox and Dysport share one tile with peels, lasers and fat treatments. A visitor has to click again to reach what they typed.

    • Menu pageThe page is a list of treatments. It isn't a Botox page.
    • Same buttonsEvery tile has the same ‘Book Now’ button, so no treatment gets the lead.
    • No priceThe first screen has no price and no injector name.

  2. dr david mosier austin tx

    One surgeon search goes to all surgeons

    Two menus ask for a provider and a visit type, and the bios start with a different surgeon. A patient who knew the name has to hunt.

    • Wrong surgeonThe first bio under ‘Meet our plastic surgeons’ is not the doctor in the search.
    • Wall of textFace, breast and body procedures run as long paragraphs of small type.
    • Choice firstTwo drop-down menus come before any mention of results.

  3. med spa paramus

    Med spa search goes to every treatment

    Botox, Dysport, Juvederm, Kybella and laser hair removal each get the same tile. No single treatment gets the lead.

    • Same tilesEvery treatment has the same small tile and the same ‘Book Consult’ button.
    • Hours firstHours, address and phone fill the first screen before any treatment.
    • Vague intro‘innovative, luxury medical spa’ could describe any clinic in town.

What we learned.

  1. Show a price before the call

    Lift Wax and Brow prints every area in a table, and Simplicity Laser shows a price per treatment. When a medspa hides the price, the buyer has to call to learn it.

  2. Show your experts by name

    Ethos opens with a real injector at work and a tag reading ‘Top 1% Provider’. Revelus shows its CoolSculpting provider with a photo and a credential.

  3. Real faces and bodies as proof

    Ethos puts before and after faces right under its intro. Revelus gives the age, the area and the weeks for each pair, and Milan Laser shows a bikini before and after.

The bottom line

The winners, from a single medspa to a dermatology and plastic surgery practice, show a price, a real place and real faces. The losers send paid clicks for aesthetic treatments to a menu of treatments. Medspas that want leads from ads can copy the winners.

Postclick is live

Now read your own page this way

Paste the URL your own ads point at. Postclick reads it the way we read these 27 pages, shows what is costing you consultation bookings and draws new versions to look at. Your first audit and two design directions are free.

Read my med spa page

No card required.

Visit the live page