Work · Healthcare · Med Spa

Arsenault Aesthetics:
Launching a Med Spa From Zero

A new med spa from one of the most trusted names in Gulf Coast dermatology, led by Melissa Beachy, PA-C, who trains other injectors for Allergan. The care was excellent from the start. I joined the launch before the doors opened, built its website and its search presence from zero, and carried both through a repositioning and a rename.

2021
Working together since
+5,088%
Non-branded clicks a month
35+
Treatment pages on the site
+43%
Online bookings

A still from the video opener on the Arsenault Aesthetics homepage.

Client

Arsenault Aesthetics, formerly Glow Dermspa

Where

Lakewood Ranch, Florida

Specialty

Medical aesthetics

Working together since

2021

What I do

Website design, SEO, local search, and print ads, from the Glow Dermspa launch through the Arsenault Aesthetics rename, plus monthly specials and ongoing updates

Growth

25 to 1,297 non-branded clicks a month, December 2022 to June 2024

The Med Spa

An exceptional practice with a very high standard of care, in a market where it had to stand out.

Arsenault Aesthetics is a medical aesthetics practice in Lakewood Ranch, Florida, founded by Dr. Emily and Dr. Mike Arsenault of Arsenault Dermatology and led by its director, Melissa Beachy, PA-C. Melissa is one of the best injectors in the business. She is a national trainer for Allergan, the company behind Botox and Juvéderm. The practice offers the full range of aesthetic treatments, from Botox, fillers, and thread lifts to lasers, microneedling, body contouring, and wellness injections. Allergan has named it a Top 500 practice every year since 2023 and a Top 250 practice in 2026, out of more than 47,000 practices nationwide.

The practice carries the Arsenault name, which in Bradenton, Lakewood Ranch, and Sarasota means quality. Arsenault Dermatology is the medical practice most people in the area already know, with more than twelve thousand patient reviews behind it, and the aesthetics practice holds itself to the same high standard. Its specialty is results tailored to each patient that look natural, and its line says it plainly: “Trusted. Natural. Confidence.” My job was to make sure the website showed that standard to people who had never heard of the practice.

It operates in one of the most saturated med spa markets in Florida. Nearly every competitor has “med spa” in its business name, which gives them a built-in advantage in local search: when someone types “med spa near me,” Google gives weight to business names that match the words in the search. Glow Dermspa had no such match, and it started without a website, a search history, or a review to its name.

The Botox page on the Arsenault Aesthetics site: one treatment page of many, each written to answer what people search for.

From Glow Dermspa to Arsenault Aesthetics

A med spa launched in 2021, repositioned in 2022, and renamed in 2024. Two rebuilds, one search history.

I had been working with Arsenault Dermatology since 2020, so when the Arsenaults opened their own aesthetic practice as Glow Dermspa, I joined the project while the space was still being designed. Dr. Mike Arsenault led the launch, and I built the website with him. I worked with a copywriter on the pages and wrote a search brief for every one. The site went live with the practice in September 2021, a new brand whose search presence started from zero. The first version matched the luxury concept the practice launched with: a video-led homepage, a high-end look, a membership program at its center, and polished stock imagery.

Within a year the practice changed course. In November 2022 it retired the membership program and set out to be known for what it is: the best injectors around, for everyone. Approachable and current, without looking like a discount shop. I rebuilt the site in about a month to match, with new colors and a page for each treatment. A month later, photography of the practice’s own providers and rooms replaced the stock models. This is also when the practice started running monthly specials. I worked out how they would show up on the site, from a scrolling banner along the top of every page to the specials page and the homepage, and I have kept them current ever since. From that relaunch the SEO campaign ran in earnest, with one job: get a new practice found by people who had never heard of it.

Then, in the fall of 2024, Glow Dermspa became Arsenault Aesthetics. The practice took the family name that patients across the area already trusted. That meant a new name and a new domain, a new logo and colors, and a new website built around the brand, with a revamped homepage. The new site went live in November 2024. The old Glow Dermspa addresses were redirected to their new pages and links across the site were updated, so anyone following an old link or bookmark landed in the right place, and the practice held its spots on the Google map through the change.

Photography, Content, and Local Search

Med spa website design with real photography, a med spa SEO campaign built on content, and a rename handled with care.

The first Glow site had a very high-end look and relied on stock models. The 2022 relaunch went the other way: the practice’s own providers and its own rooms, with models chosen to look like the people who actually come in, men and women of different ages. The site looked like the place you would walk into, and the same shift ran through the ads I designed for the practice over those years, from stock models to the practice’s own providers. It made a difference that you can see.

A treatment page from the original Glow Dermspa site: luxury styling and stock imagery. The 2022 relaunch moved to the practice’s own photography.

Ads for the practice over the years, 2021 to 2025. The shift from stock models to the practice’s own providers shows here as clearly as it does on the site. Click any ad to enlarge it.

The campaign was built on content. A dedicated page for each treatment, written to answer the questions people ask before they book and to show the practice’s expertise. Melissa wrote and checked much of the clinical detail herself, so the pages read the way the practice actually treats. Blog posts on the questions patients search for, each linking to the treatment page it belongs to. Titles, descriptions, and the on-page work underneath. Thorough, high-quality content is what made the difference in search, because the traffic had to be earned on the page.

The content opened new doors, too. After the men’s treatment content went up in 2022, Melissa told me the practice was seeing “a huge uptick in male patients.” A dedicated Botox for Men page followed in 2023.

The microneedling page. Content-heavy pages, loaded with the terms people search and the answers they want, were the key to the campaign.

Beside the site, I ran a dedicated local campaign built around the services the practice offers. When someone nearby searches for “Botox near me” or “filler in Lakewood Ranch,” Google shows a map with a handful of practices near the top of the results, and many people choose from that map without going any further. So I kept the practice’s Google Business Profile complete and current, with its services listed and described, regular posts, and its events, because a full, active profile tells Google the practice is open, busy, and a strong match for what people are searching for.

I also made sure the practice’s name, address, and phone number matched everywhere people look for a med spa, from Yelp to the smaller directories. Consistent listings are one of the ways Google decides a business is real and trustworthy. And I kept a close eye on reviews. They carry real weight in local search, and they are often the first thing a new patient reads before choosing where to book.

In May 2024, Melissa asked what AI would do to search. My answer was the same work, done well. Keep building complete, useful content, because the AI tools build their answers from the web that already exists. Keep the practice’s listings accurate everywhere a search engine or an assistant might look. Encourage reviews on more than one platform. And keep testing the AI tools themselves to see how they answer “find me a good med spa.”

Not all of the work faces the public. I built the pages patients use around a visit: pre- and post-care instructions sent by text, consent forms for the practice’s treatments, RSVP pages for its events (289 RSVPs for the 2025 annual event), gift cards, and payment plans. I also built AI tools for the team’s routine work: a copywriter trained on the site’s content and search terms, a tool that turns each month’s specials into short copy and fine print for the designer, a review-reply tool, and a tool that writes descriptions for the practice’s photo library.

Results

The campaign, measured: far more people finding the practice in search, and more appointments on the book.

+43%

Online bookings a month, up from the first year tracked

+5,088%

Non-branded clicks a month, December 2022 to June 2024

+146%

Strong intent searches, June 2023 to June 2024

With no “med spa” in the name, every visit had to be earned on the page. Non-branded clicks are visits from people who searched for a treatment or a med spa, not for the practice by name. In December 2022, the month before the campaign started, the practice was getting 25 of them a month from Google. That is less than one a day. By June 2024 it was 1,297 a month.

Non-branded clicks a month from Google search, September 2022 to June 2024. The flat stretch is the three months before the campaign. Two Search Console pulls joined at June 2023.

The number that matters more to me is the 146 percent. Strong intent searches are the ones with “near me” or a nearby town in them, like “botox near me” or “filler Lakewood Ranch.” Those are people ready to book an appointment, not people reading about a treatment. Total traffic is easy to grow badly. Growing the searches that carry intent is the part that shows up on the schedule.

Strong intent searches a month, June 2023 against June 2024. The searches with “near me” or a nearby town in them.

It showed up. Appointments booked online through NextPatient, the practice’s booking system at the time, ran 43 percent higher in the twelve months ending October 2025 than in the first year I tracked them. Those are appointments on the schedule.

And the rename cost the appointment book nothing. The new Arsenault Aesthetics site went live in November 2024. Bookings in the three months after the change ran above the three months before it, and the practice’s best month in the whole record came two months later, in January 2025.

The growth kept going after the rename. By November 2025, Google was sending the site about 3,370 clicks a month and showing it in search results more than 600,000 times, and the Lakewood Ranch location page was the fastest-growing page on the site.

Appointments booked online, by month, August 2023 to October 2025. The November 2024 launch of the Arsenault Aesthetics site is marked. The record month is January 2025.

Allergan saw the same thing from its side. In 2025 it gave the practice its Top Growth Achievement award for Florida, which goes to the ten locations in each state with the highest year-over-year growth. It was the second time: the practice first won it in 2023.

Behind the numbers is a team that works well together. Dr. Mike Arsenault sets the direction on the big decisions, from the brand to the rename. Melissa brings the clinical expertise and the ideas, the practice’s designer makes the monthly specials, the practice manager keeps the booking side running, and I build it all into the site. When the practice needs something, a new treatment page, a consent form, a provider added or taken down, it usually goes up the same day or the next. We have worked this way since 2022, and it is a big part of how a new med spa got found this fast.

The Practice Today

The site keeps working, and it is being found in new places.

The relationship is part of the work I have done with the Arsenault practices since 2020, and it continues. New treatments get pages, including HydraFacial and VISIA skin analysis in 2026. The photography across the site was refreshed in 2026, and the whole site got a page-by-page review that year so a site built in stages reads as one.

The content built during the campaign has found a second audience. By 2026, AI assistants were sending the practice visitors of their own: nearly nine hundred visits referred by ChatGPT, Perplexity, Gemini, and Copilot, from almost none in 2024 to dozens a month by 2026. That was the plan in 2024, back when it was still a guess about where search was going.

The medical side of the family has its own story: web work since 2020 for a dermatology practice that grew from three locations to seven. Read the Arsenault Dermatology case study.

Services on this project

Healthcare SEO
The content campaign that got a new med spa found.

Local SEO
The Google Business Profile, kept current.

AI search optimization
Part of the plan since 2024.

Ongoing support
Monthly specials and new services, across the site.

Graphic design
Print ads for the practice since the 2021 launch.

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