New website and booking system for a premium clinic: 4.5x CTR

Medical aesthetics · Bespoke website, booking system & integrations · Almere, NL

4.5x higher Google CTR: from 1% to 4.5%, same domain

Average position 16, up from 30

28 appointments booked in the first 10 days, plus 13 newsletter sign-ups

85 treatments in 11 categories, in 4 languages (NL, EN, AR, ES)

Beauty Icon, a premium cosmetic clinic in Almere, moved to a new location with an entirely new interior: the perfect moment for a fresh digital start. The old site had 175+ pages that barely ranked (average position 30, 1% CTR). The clinic also needed its own booking system to replace Salonized and Treatwell, multilingual support for a diverse client base, easy navigation through an extensive treatment range, and integrations with WhatsApp, Google Calendar and email.

Week 1: Design and technical foundation. Premium medical-aesthetic design reflecting the new clinic, on a React + TypeScript frontend.

Week 1: Treatment catalogue. 85 treatments in 11 categories, with SEO-optimised landing pages.

Week 3: Booking system. Own online appointment system with Stripe payments, replacing Salonized.

Week 3: Integrations and languages. 8+ services connected (Twilio, Google Calendar, SendGrid, OpenAI), fully translated into 4 languages.

Week 5: Dashboard and portal. Admin dashboard with 10+ management modules and a client portal with appointment history.

Fewer impressions were the goal. Daily impressions dropped from about 4,000 to 920 while daily clicks held at 42: the old site showed up for searches nobody clicked on, and the same clicks now come from far more relevant queries. Source: Google Search Console, April 2025 vs April to August 2026, same domain.

Client, Beauty Icon Clinic