Last Updated on February 19, 2026 by Jane Nriapia
As AI transforms how we search, Google is doubling down on trust, transparency, and authority, especially for medical aesthetics websites.
If you want your medspa to survive the wave of algorithm and AI updates, the best thing you can do is follow Google’s own advice:
Prove you’re real. Prove you’re qualified. Prove you’re worth ranking.
Your About Page is key to showcasing your business to both users and Google.
In 2025, SEO isn’t just about keywords or backlinks – it’s about brand.
High-ranking websites almost always belong to entities that Google recognises and trusts. That means building out your online presence and strengthening your digital identity.
SEOs call this entity stacking
Connecting your site to things like Google Business Profiles, WikiData, knowledge panels, and more.
But none of that will work if you haven’t nailed the basics. And for medspas, that starts with your About page.
Why Your ‘About’ Page Matters More Than You Think
Most clinics focus their aesthetics SEO strategy on treatment pages and blogs. And while these pages are important, there’s often another page that’s almost always overlooked, and it’s one of the most important for EEAT (Experience-Expertise- Authoritativeness and Trust):
The About page.
Google wants to rank websites that demonstrate: E-E-A-T, especially for topics that affect someone’s health, wellbeing or money (YMYL content).
About Pages should be designed to build trust.
It’s also where potential patients will land when they’re asking:
“Who are you, and why should I trust you with my face or body?”
So if your About page is just a couple of vague lines about being “passionate about skin”, unfortunately you’re wasting a huge SEO and conversion opportunity.
What to Include on Your About Page
Personal information relative to your profession
You should include your name and qualifications as standard, as well as your job title, and relevant medical or aesthetics qualifications.
For SEO and to help your information to be more easily digestible for LLMs like ChatGPT, include structured data (schema markup) to identify yourself as a Person and a Medical Business Practitioner.
To see exactly how to implement the code that proves your identity to Google, read my full Aesthetics Clinic Schema Guide here
This helps:
- Reinforce author-level EEAT signals
- Build trust with search engines and patients alike
High-Quality, Professional Photos
Aesthetics is a visual industry and it is therefore important to present yourself in your best light. Use a professional headshot or clinic image for your About Page and reinforce your clinic’s status as a quality brand.
This can help increase:
- Dwell time on your About Page as users engage with your content
- Trust, that you are who you say you are
- Conversion likelihood
Your Story and Values
Your website users aren’t looking for dry, boring corporate copy. They want to see real people with real-world experiences. By telling your story you can begin to create a connection with potential patients who are browsing your website.
Things to add to your About Page include:
- How you got into aesthetics
- What matters to you professionally
- Your approach to treatment and patient care
This gives your About Page and website a personal touch, creating a unique narrative that Google can associate with your brand. It improves entity recognition and makes your site stand out from your competitors.
Mentions of your Location and Services
Subtly integrate your target location and top services throughout your About Page. This tells Google and your aesthetics clinic website users where you’re located, so you have more chance of showing up when patients search.
“My clinic is based in [village name] in [City], I specialise in non-surgical rhinoplasty, lip fillers and medical-grade skincare.”
This adds local SEO relevance and gives you opportunities for natural internal links to your services pages.
Include Press, Reviews, and Credentials
Use your About Page to showcase your credentials and accolades. You can embed reviews or badges from awards you have won directly on the page, show off your before and after images, or link out to articles that you have been featured in.
External validation boosts both SEO trust signals and patient confidence.
Include:
- Press mentions
- Awards
- Publications
- Verified reviews (Google, Trustpilot)
- Before and after images
SEO Tips for Your About Page
- Optimise the URL slug (e.g. /about, /meet-dr-smith, or /our-founder)
- Use an H1 title tag that clearly reflects the page purpose (e.g. “About Dr Smith” or “Meet Our Founder”)
- Add alt text to images describing who is pictured
- Include an optimised meta description
- Internally link from your homepage, footer, and blogs
Mistakes to Avoid
- Being too generic: “We are passionate about skin” doesn’t cut it.
- Missing contact/location details: Include these to support local SEO.
- No name or credentials: A faceless, nameless “team” won’t build trust or improve rankings.
Your About Page Is Your Personal SEO Asset
In Google’s evolving search landscape, your brand, story and credentials are what set you apart.
Optimising your About page isn’t just about ticking a box it’s about establishing trust with Google and your website visitors.
If your current About page doesn’t say who you are, what you do, and why someone should trust you, it could be time for a rewrite.
At BoutiqueSEO we help aesthetics clinics to create website content that attracts patients and wins Google’s trust.
If you’d like a no obligation chat about how we can help you, give us a call on 0330 043 6012, drop us an email: [email protected], a whatsapp message on 07457 404693 or get in touch via our contact page.
We would be delighted to hear from you!
