Hi there! I’m Michael Antosy, a National Speaker and Senior Practice Growth Consultant at MyAdvice. Over the past decade, I’ve worked closely with countless aesthetic practices, helping them refine their operations, increase profitability, and thrive in an ever-changing market. It’s been a rewarding journey since I began in 2010, speaking at events like The Aesthetic Show and AmSpa, where I’ve shared strategies that work. My focus is simple: helping practices like yours grow.

But let’s get to what really matters—how your practice shows up online. It’s no secret that a strong digital presence is key to attracting clients in today’s world, and the insights from our latest 2025 Aesthetics Consumer Survey shed light on just how important your online reputation is. Let’s dive into three surprising findings that could make all the difference for your business.

How much does your business’s local search profile matter?

Ever wonder how important the accuracy of your aesthetic practice’s local search profile really is? Or what exactly are people checking out when they visit your website? We did, too! So, MyAdvice polled 275 people who had used the Internet to research and select a medical spa, and we compiled the results into our 2025 Aesthetics Consumer Survey Report.

In this blog, we’re breaking down three key findings from the report, like how many people would choose a different practice if they found conflicting info between a local search profile and a website. Spoiler: it’s higher than you think. We’ll also dive into what helps build trust with potential clients while they’re browsing your site (hint: it’s not just about the design!).

Your clients are doing their research

In a market where clients are more informed than ever, it’s no surprise that 63% of people compare between two to five medical spas before making a decision. What does that mean for your business? People aren’t just relying on word-of-mouth anymore—they’re doing thorough research before ever stepping through your door. This goes beyond aesthetics; it’s about building trust. And in today’s competitive landscape, where client retention can make or break a business, managing how you're perceived online is more important than ever.

What might surprise you is the sheer number of options they’re considering. A well-crafted digital presence is no longer optional—it’s essential. If your online marketing isn't a priority, you're missing a key opportunity to set yourself apart from the competition. This is where platforms like MyAdvice and Boulevard come into play. MyAdvice helps streamline your online marketing strategy, ensuring that your practice is not only visible but also trustworthy. Boulevard enhances this by managing the entire client experience from start to finish. So, when potential clients research your practice, they don’t just see a polished website—they experience seamless interactions, from booking to follow-up, that build lasting trust.

Accuracy is everything

Accuracy matters more than you might think—55% of people are less likely to choose a medical spa if they come across incorrect information on your local search profile or website. It’s not just a minor inconvenience; it could be directly costing you clients. Imagine this: a potential client finds your medspa online, loves what they see, and decides to book an appointment. But when they show up, the hours on your website don’t match your actual operating hours, or the address is slightly off on Google Maps. That small discrepancy can erode trust instantly and send them looking for another provider.

Maintaining up-to-date and consistent information across platforms is crucial for every business. Local search profiles like Google My Business or Apple Maps often update automatically, so regularly auditing your details is not just a good idea—it’s essential. Ensuring your information is accurate and consistent across all platforms could be the difference between gaining or losing a client.

Trust begins with your “About Us” page

59% of people say that the most important part of a medspa website is the About Us page, and this speaks volumes about today’s clients. Whether they’re choosing a medspa or any other service, people want to know who they’re trusting—not just what you offer. It’s human nature to want to understand the person behind the business.

For example, imagine a potential client browsing two medspa websites. Both offer the same services and have strong reviews. But one spa's About Us page shares a heartfelt story about the founder's personal journey in skincare, their commitment to advanced techniques, and their dedication to personalized care. The other site has a brief, generic bio. Which medspa do you think the client will choose? That personal touch, knowing who is behind the treatments and why they do what they do, builds trust and can make all the difference in helping someone feel confident enough to book an appointment. It’s not just about showcasing your services—it’s about building a relationship and creating trust from the very first interaction.

Elevating your practice

In today’s digital world, where clients have endless options and are more informed than ever, standing out requires more than just offering excellent services. From maintaining accurate information across your online platforms to creating a strong emotional connection through your About Us page, every detail matters in building trust and securing new clients. The data speaks for itself—clients are doing their research, and they expect a seamless, trustworthy experience from the moment they find you online to the time they walk through your doors.

Platforms like MyAdvice and Boulevard are here to help you streamline this process. By keeping your information accurate and your client experience smooth, you’ll be positioned to not only attract new clients but retain them. In a competitive industry, these small but significant efforts can make all the difference in your practice's growth and success.

To dive deeper into these insights, check out the 2025 Aesthetics Consumer Survey Report for a comprehensive look at how potential clients are researching and choosing medical spas.