Who we are

With years of SEO, design & development expertise, plus insider knowledge of medical aesthetics, we know exactly how to grow your clinic online.

Jane Nriapia
Founder & SEO Director

Jane has always had a keen interest in marketing and information technology. She began her career working in market research in 2003 moving to her first agency side digital marketing role in 2012. Jane’s career took a sideways move into aesthetics in 2021 when she began a new role at Cosmetic Courses.

Lee Akers
Lead Designer

With a background spanning design, branding, and UX, Lee knows how to make a website work hard. He’s spent over 15 years creating digital experiences that don’t just look good but drive results. At BoutiqueSEO, he ensures every design is built to engage, convert, and stand out.

Antony Smith
Web Development

Antony has spent over 16 years fixing, building, and optimising websites. He loves a challenge — whether it’s making sites faster, smoother, or more search-friendly. At BoutiqueSEO, he ensures every website is built to perform, keeping users (and Google) happy.

How SEO can help grow your aesthetics clinic

Jane Nriapia

From Marketing to Aesthetics

Hi, I am Jane Nriapia. My journey into aesthetics began in 2021 when I left a leading digital marketing agency to work directly with medical professionals at Cosmetic Courses, a renowned aesthetics training academy in the UK.

I was based at their Bingley clinic, also known as the Leeds branch, where I supported doctors, nurses, and dentists during their injectable training. I managed training days, coordinated delegates and models, and also looked after patients and practitioners in the private clinic.

Understanding the Aesthetics Industry

During my time at Cosmetic Courses, I gained invaluable insight into the world of medical aesthetics. If you ever trained there while I was working, you might not recognise me now. Most days, my face was covered in white pencil marks as I volunteered as a live model for Dr Nick Sinden.

While teaching facial anatomy and injection techniques, he would draw directly on my face to demonstrate where key arteries ran and where injections should be placed.

I often forgot I was still covered in markings until I caught the surprised expressions of patients walking through reception. It became part of my daily routine, and an unexpected but incredibly valuable education in facial anatomy and aesthetic precision.

Learning About the Aesthetics Patient

Working at Cosmetic Courses gave me a clearer understanding of the aesthetics industry as a whole. I got to know the delegates and why they had chosen to train, and I also began to understand the patient demographic on a much deeper level.

To be honest, I was initially surprised by the types of people seeking aesthetic treatments. From the outside, the assumption is often that it’s mostly young women wanting oversized lips. Thankfully, that trend is fading, and the real patient base is far more diverse than most people realise.

I love talking to people, and I spent a lot of time speaking with models and private clinic patients to understand their motivations and expectations.

This curiosity evolved into something more – a growing awareness of the psychology, lifestyle, and decision-making process behind aesthetics treatments.

That understanding eventually became the foundation for BoutiqueSEO.

Working at a CQC-Registered Clinic

After Cosmetic Courses, I joined R&R Aesthetics which is a CQC-registered medical clinic in Garforth where I worked alongside Clinical Director Caroline Hall.

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My role combined front-of-house duties, patient care, and ensuring that we maintained CQC compliance.

The treatment offering was broader than at Cosmetic Courses, including skin-focused therapies such as Hydrafacial, laser resurfacing, and a wider range of medical-grade skincare products.

This role gave me deeper insight into both the clinical side of aesthetics and the wider patient journey. I learned even more about who these patients are, what they’re looking for, and how important it is for clinics to communicate their values clearly and professionally.

Returning to SEO with a Specialist Focus

Eventually, I returned to digital marketing and became Head of SEO at LTF Digital, a leading marketing agency specialising in medical aesthetics. I had the opportunity to work with some truly forward-thinking clinics and attended the Aesthetics Awards, which was a fantastic insight into the industry from another angle.

I’m fortunate to have a solid foundation in digital marketing, built over years of working both agency-side and for myself. I was a founding member of She Does Digital which was formed in 2016 to encourage more women into the industry.

I’ve worked with household brands, managed large SEO retainers, overseen paid campaigns with millions in ad spend, and even had a dedicated Google account manager. I’ve also been invited with my clients to Google HQ on more than one occasion.

Semrush Ambassador

More recently, I have been invited to become a Semrush Ambassador, a role that allows me to share SEO insights, tools, and strategies with a wider community.

Semrush has been my go-to SEO platform for years, and I’m proud to be recognised by a brand so central to the search marketing industry.

These experiences, combined with my first-hand knowledge of the aesthetics industry and the people it serves, make me quite a unique marketer in this space.

Launching BoutiqueSEO

In March 2025, I left my role at LTF Digital to launch my own agency, focused entirely on providing specialist SEO for aesthetic clinics.

BoutiqueSEO went live in May this year, and since then, I’ve been practising what I preach – building my own site, creating valuable content, and starting to grow my personal brand online.

There’s a lot going on behind the scenes, and like any business owner will tell you, nothing happens overnight. But I can honestly say I love working for myself.

SEO and aesthetics are both subjects I’m genuinely passionate about, and building BoutiqueSEO doesn’t feel like work, it feels like the natural next step.

How We Can Help

Now, through BoutiqueSEO, we offer SEO, web development, and design services tailored specifically to medical aesthetics clinics.

Whether you’re a solo practitioner or a growing medspa, UK based in cities like Leeds, Manchester, Birmingham or London, or in the US or further afield, we create digital strategies that reflect your professionalism, builds your visibility, and attracts the right patients.

If you’d like to know more about how we can help your clinic grow, contact us now, we’d be delighted to hear from you.