"At our first Aesthetic and Regenerative Medicine Conference in October, our silver sponsor, Websites for Clinics, launched a set of free tools for clinic owners. We think they're a valuable resource for our members, whether you're running an established clinic or thinking about opening your own. We've asked Lisa Kelly, who also built the DANAI website, to explain how they work. " — Christina O'Rourke, Chairperson, DANAI
Your website reflects the standard of your practice.
As a registered nurse, you know your scope of practice and your consent process inside out. You'd never cut a corner in the treatment room.
But your website counts as advertising. And the rules on how clinics can talk about treatments online keep tightening in Ireland and the UK. One wrong word on a treatment page can be enough for a complaint.
Most nurses I work with didn't write their website copy with the ASAI Code or HPRA guidance open beside them. Many had it built by someone who'd never heard of either. That's not a criticism. You trained to treat clients, not to read advertising codes. But it does mean it's worth checking.
Five things to check on your website today
- Prescription-only medicines. Botulinum toxin is prescription-only in Ireland and the UK, and prescription-only medicines can't be promoted to the public. Look for brand names in your page titles, menus and price lists. Talk about the concern you treat and the consultation instead.
- Promises about results. Words like "guaranteed", "pain-free" or "instant results" are claims you may not be able to back up. Describe what the treatment involves and what clients can realistically expect.
- Before and after photos. Use only genuine images, photographed consistently, with your client's written consent and a clear note that results vary.
- Offers on prescription-only treatments. Discounts and promotions on these treatments aren't allowed. Keep offers for consultations, skincare and non-prescription treatments.
- The places you can't see. Old wording often hides in page titles, meta descriptions, image names and pages you thought you'd deleted. Search engines still read them, and so can anyone who complains.
Check your website for free in a few minutes.
We built the Aesthetic Clinic Website Compliance Audit to do this checking for you. Enter your web address, and it reviews your pages against selected Irish guidance (ASAI and HPRA) and UK guidance (ASA, CAP Code and MHRA). It flags potential risks, page by page, and suggests alternative wording you can use instead.
You can choose between two free checks:
- Compliance Audit: scans up to 15 pages, including the hidden metadata.
- Website Design Audit: reviews your homepage and up to five treatment pages to see how easy it is for a client to find what they need and book.
The report is a helpful health check, not legal advice. If something it flags isn't clear, check with your insurer and your professional guidance.
Run your free audit → https://www.websitesforclinics.com/aesthetic-clinic-compliance-audit-tool
Thinking of opening your own clinic?
Many DANAI members are planning their next step, whether that's renting a room, setting up a clinic or growing the one they have. Two more free tools can help you plan it properly.
- Aesthetic Clinic Budget Planner: a free spreadsheet covering around 35 start-up costs, your monthly budget and a budget against actual. It shows your break-even point, the funding you need to open and how long it takes to earn it back. It works in Excel and Google Sheets, with no sign-up, and comes with a step-by-step guide to opening a clinic in Ireland or the UK.
- Clinic Revenue Calculator: see what your clinic could earn from your hours, your average treatment price and your no-shows. Then add the result to the budget planner.
Launched at the ARM Conference
We launched the tools at DANAI's Aesthetic and Regenerative Medicine Conference at Croke Park in October, and it was a privilege to be a silver sponsor. The launch was covered by Professional Beauty and The Salon Magazine.
All three tools are free to use, whether you ever work with us or not. If you run the audit and aren't sure what to fix first, get in touch. I'm always happy to help a DANAI member.
Guest blog by Lisa Kelly, Founder, Websites for Clinics by Salon Solutions
About the author
Lisa Kelly is the founder of Websites for Clinics by Salon Solutions, a specialist branding and website agency for aesthetic clinics across Ireland and the UK. Her team has launched more than 100 clinic websites, including DANAI's own. Lisa writes a monthly column for Aesthetic Medicine magazine, contributes regularly to Professional Beauty, and was a 2024 Professional Beauty Awards finalist for Business Director of the Year.
