The job mix problem
Most aesthetics sites are built to rank for one broad phrase and nothing else, which fills the calendar with a single discounted facial. Injectable packages, laser series and membership plans are entirely separate searches, and almost nobody builds a real page for them.
Speed decides the urgent jobs
When somebody decides they want it done before an event, nobody scrolls and nobody waits. Your position and your load time settle that job before the phone rings. Both are fixable in weeks.
Licence and proof belong up front
Customers hiring aesthetics work are nervous about it. Licence, bonding, insurance and real photos of your own work shown plainly lift form fills measurably, and most contractor sites bury all of it in the footer.
Every town you serve needs its own page
Aesthetics patients travel further than people assume, but they still search their own town first. A real page per town in your catchment, each speaking to that area rather than listing it, is what puts you in front of somebody who would happily drive twenty minutes.