The brief

Platinum Cosmetic Skin Clinic is a clinician-led practice running out of two locations — Hawker and Queanbeyan — offering injectables, clinical facials, anti-wrinkle treatments, and personalised aesthetic consultations. The clinic had built a loyal client base almost entirely through word of mouth, but new clients increasingly searched online before walking in, and that channel was effectively invisible.

What the founders wanted from day one:

A site that looked premium, matched the clinical-but-warm voice of the practice, and didn't feel "small business templated."
A way to introduce the team — Zoe, Camila, Nurse Rhi, Nurse Reanna — so prospective clients knew exactly who'd be treating them before they booked.
An enquiry flow that mirrored how the clinic actually works: prospective clients book a personalised aesthetic consultation first, treatments follow.
Two locations, treated separately — Hawker and Queanbeyan have different opening hours, different teams, and need to be findable by clients searching for "skin clinic Hawker" or "Queanbeyan injectables."
To rank locally for cosmetic skin care searches without paying an SEO agency a five-figure setup fee.
A way to manage everything themselves without learning a CMS, hiring a developer, or wiring together a separate booking app / email tool / analytics dashboard / blog platform.

What we shipped

Digital presence: a brand-true website on their own domain. We chose the nest skin (clean, editorial, soft-tone) and dressed it in Platinum's logo, brand palette, and typography. The site lives at their own custom domain, platinumcosmeticskin.com.au, so customers see Platinum's URL - not a generic platform address.

Brand storytelling: the home page does the selling. The hero introduces clinical facials with on-brand photography; a focus section walks visitors through the four treatment pillars (Skin Quality Injectables, Anti-Wrinkle Treatments, Personalised Aesthetic Consultation, Clinical Facials); the Meet Our Experts section puts faces and credentials to the names - Zoe, Camila, Nurse Rhi, Nurse Reanna - building the trust that an aesthetic decision needs. Every section is editable from the admin: when the team changes, when a new treatment lands, when a winter campaign goes live, the clinic edits a textbox, not a developer sprint.

Multi-location, treated as first-class. Both Hawker and Queanbeyan get their own location pages with their own opening hours, address, contact details, and the treatments offered at each. Each location publishes its own JSON-LD LocalBusiness profile, so map searches surface the right clinic for whichever suburb the visitor's actually near.

Discoverability: found on Google without a consultant. Every treatment page auto-generates a meta title, description, and social card; the clinic ranks for "clinician-led cosmetic skin care" - the exact language they use to describe themselves - because the SEO metadata is sourced from their own site copy, not a generic template. Booking and cart pages are auto-flagged noindex so only the selling pages compete in search.

Commerce: bookings online, around the clock. The service catalog maps to the clinic's actual treatment menu - each service with its own duration, deposit policy, and after-care notes. Clients book a personalised consultation (or a follow-up treatment) directly on the site; deposits flow through Stripe; the team confirms from a single inbox. Bookings outside business hours used to be lost to voicemail; they now land directly in the calendar.

Customer acquisition: captured enquiries, not missed calls. The contact form auto-classifies enquiries - consultation request, treatment question, feedback - and routes them into a CX inbox where the team can assign, note, and follow up. A reCAPTCHA shield keeps bots out. Seasonal promotions (e.g. introductory consultation offers) sit behind date-gated rules on the public site, so when the campaign ends the price reverts automatically.

Operations: the clinic runs the whole thing themselves. Every treatment description, team bio, photo, FAQ, opening-hour change, and price update is edited from the Operations Hub. There's no "phase two" handover and no monthly retainer for content updates.

The launch

Discovery to live in 4 weeks. The clinic kept their existing client base updated through their normal channels; new clients started arriving via search within 20 days of indexing.

What's next

With both clinics now live, the next slice of work is loyalty: a recurring-treatment program for regulars who book monthly facials or quarterly injectable maintenance. Hixel Space's plan tiers handle recurring billing if the clinic chooses to spin one up, which keeps it a configuration change, not another integration.

Run a clinic and want a similar story? Talk to the team.

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