A bespoke, custom-coded website for an Advanced Nurse Practitioner and Independent Prescriber - built to establish a premium, medically-led online presence across two clinic locations in Jesmond, Newcastle and Holmfirth, West Yorkshire.
The client
Aesthetics by Sarah Williams is a private aesthetic clinic run by Sarah Williams, an Advanced Nurse Practitioner and Independent Prescriber with over 25 years of nursing experience and 6 years in medical aesthetics. She delivers a range of non-surgical treatments - anti-wrinkle injections, dermal fillers, skin boosters, polynucleotides, medical-grade chemical peels, ThermaVein and prescription-strength skincare - across clinics in Jesmond and Holmfirth.
The brief
The existing site was not reflecting the quality of care being delivered. It lacked individual treatment pages, had no dedicated location page for the Holmfirth clinic, and was not optimised for search or responsive across devices. The brief was to build a complete, premium website from scratch that positioned the clinic as a trusted, medically-led practice - editorial in feel, clinically credible in tone, and built to rank for local treatment searches across both locations.
What I built
A complete 16-page custom site coded from scratch in HTML, CSS and vanilla JavaScript, hosted on Cloudflare Pages with GitHub version control. The visual system is built around a refined palette of deep navy, warm ivory and champagne gold, with Cormorant Garamond and Outfit typography - designed to feel premium and medically-led without being clinical or cold.
A complete clinic website
A full-viewport homepage with about section, treatment cards, reviews, accreditations and FAQ, plus dedicated pages for about, contact, booking, both clinic locations and the legal essentials.
Seven treatment pages
Each treatment given its own page with clinical detail, a quick-facts strip, treatment areas, what to expect, a before-and-after gallery with lightbox and a booking CTA - all on one reusable template.
Built for every screen
Developed and tested across four devices - iPhone, iPad, 13-inch MacBook and a large monitor - with dedicated breakpoints, and every section signed off individually per device.
Every page carries the full SEO groundwork - a unique title and meta description, Open Graph tags, canonical URLs, proper heading hierarchy and a submitted sitemap covering all 15 indexable pages. The homepage hero fills the full viewport on every device via a three-source picture element that switches at 767px and 1023px.
Two locations, two focused pages
Rather than one page trying to rank for two towns at once, each location gets its own. The homepage is optimised entirely for Jesmond and Newcastle search terms, while a dedicated standalone page targets Holmfirth, Huddersfield and the surrounding West Yorkshire area independently - giving Google two distinct, focused landing pages instead of one diluted one. The Holmfirth page has its own practitioner section, treatment list, before-and-after images, location details with an embedded map, and a booking CTA.
Seven treatment pages, one system
The core of the site's SEO strategy is the seven individual treatment pages - anti-wrinkle injections, dermal fillers, Skinvive, polynucleotides, medical-grade chemical peels, ThermaVein and prescription-strength skincare. Each follows the same editorial template: a hero banner, a two-column intro with a before-and-after image, a quick-facts strip, a treatment-areas grid, a three-step what-to-expect section, a gallery with lightbox where images are available, and a booking CTA. Every treatment gets its own indexable, keyword-targeted page rather than sitting as a section on a single services hub - much stronger for ranking in local treatment searches.
Two clinics, two focused pages - not one trying to rank for both.
The results
The site launched as a complete replacement - a production-grade, fully owned website that positions the clinic as the premium, medically-led practice it is. Every page is fast, responsive and search-ready, with no ongoing CMS licence, no platform dependency and no hosting fees beyond the domain.
The build scores well across the board on Google PageSpeed Insights - the same tool anyone can run against the live site:
Google PageSpeed Insights, desktop.
Just as importantly, the site is fully owned by the client - no platform lock-in, no recurring software costs, and a codebase clean enough that any competent developer could pick it up tomorrow.
If you run a clinic or a practice where trust and quality matter and your current site does not match the standard of your care, this is the kind of build I do - see more recent work, or read why a site does not rank.