The conversion glossary, in plain English.

Every term your web person, marketer, or dashboard throws at you — explained in a sentence, with what it actually means for a clinic. No jargon defining jargon.

How people find you

SEO — search engine optimization

Making your site the answer Google shows when someone searches. For a clinic, the searches that matter are local: "botox scottsdale," "med spa near me."A page named "Dermal filler in Scottsdale" outranks one named "Services."

Local SEO

The subset of SEO that decides whether you appear in the map results — driven by your Google Business Profile, reviews, and consistent name/address/phone everywhere.Most new patients pick from the top three map pins. That placement is winnable.

AEO — answer engine optimization

Structuring your content so AI assistants (ChatGPT, Gemini, voice search) can quote it directly when someone asks a question instead of searching.A clear FAQ answer — "Filler results last 6–18 months depending on area" — is exactly what an assistant repeats, with your clinic attached.

GEO — generative engine optimization

The newest layer: being the source AI-generated answers cite. Plain language, real facts, structured data, and pages that answer one question well.When a patient asks an AI "best med spa for men in Houston," GEO is why one clinic gets named and the rest don't.

Google Business Profile (GBP)

Your free listing on Google Maps and search — hours, photos, reviews, booking link. For most clinics it produces more calls than the website itself, and the two feed each other.

Schema / structured data

Invisible labels in your site's code that tell machines what things are — "this is a medical spa, these are its hours, this is its rating." It's how you become quotable to both Google and AI.Every site we build ships with MedicalSpa schema built in.

Organic vs. paid

Organic = visitors who found you without you paying for the click (search, maps, social). Paid = advertising. Organic compounds; paid stops the day you stop paying.

What they do when they arrive

Conversion rate

The percentage of visitors who do the thing you want — book, call, or submit a consult request. The single number a website should be judged on.1,000 visits × 2% = 20 booking actions. Moving 2% → 4% doubles bookings with zero extra marketing spend.

CTR — click-through rate

Of everyone who saw a link or button, the percentage who clicked it. Low CTR on your "Book" button usually means a trust or placement problem, not a traffic problem.

Booking rate

Conversion rate's stricter sibling: the percentage who actually complete a booking, not just start one. Every extra step in the booking flow cuts it.

Bounce

A visitor who arrives and leaves without doing anything. High bounce on a treatment page usually means the page answered the wrong question.

Above the fold

What's visible before any scrolling — on a phone, roughly one screen. Your rating, what you do, and the next step belong there; most visitors never scroll past it.

CTA — call to action

The one thing a page asks the visitor to do. One clear CTA converts better than five competing ones.

Funnel

The path from stranger to patient: found you → trusted you → booked. Each step loses people; the four leaks are where.

Landing page

A page built for one audience and one action — e.g. a filler page for an ad campaign. Sending ad traffic to your homepage wastes most of the spend.

The machinery underneath

Core Web Vitals

Google's speed and stability scores for your site. Slow sites rank lower and lose impatient visitors — and most template sites are slow.Our builds are static pages: nothing to load slowly.

Mobile-first

Designed for the phone screen first, because that's where 70%+ of medspa traffic is. If it's awkward on a phone, it doesn't matter how it looks on a laptop.

Accessibility (a11y)

Making the site usable for everyone — readable contrast, keyboard navigation, image descriptions. It's also a legal-exposure and SEO issue, not just a kindness.

Alt text

The written description behind each image. Screen readers speak it; search engines read it. "IMG_2047.jpg" tells them nothing.

SSL / HTTPS

The padlock. Without it browsers literally label your site "Not secure" — fatal for a medical business. Included in any competent hosting.

Analytics event

A tracked action — a call tapped, a booking clicked. Pageviews tell you people came; events tell you whether the site works.Our monthly report is built on events: visits, calls tapped, bookings clicked.

NAP consistency

Your Name, Address, Phone matching exactly everywhere online. Mismatches quietly hurt your map ranking.

Review velocity

How steadily new reviews arrive — a stream of recent reviews outranks a pile of old ones. This is why review-requests are part of our monthly plan.