In September 2026 we checked how 389 med spa homepages in 21 US cities describe themselves to Google. We looked at four basics: the homepage title, the meta description, the main headline (H1) and local-business structured data. Only 146 of the 386 homepages we could fully read (38%) had all four in place. The most common gap was missing business details in structured data (36% of sites), followed by headline problems (32%) and titles that left out the clinic's name (13%). Here is what each one does, what the sample shows, and how to fix yours in an afternoon.
How we checked 389 med spa homepages
We collected independent med spa websites in 21 US metros from four Google searches per city ("med spa", "medical spa", "botox" and "aesthetic clinic" plus the city name), then ran each homepage through the same checks as our free website grader. The full method and city results are in our study of 389 med spa websites.
For this slice we read the homepage code the way a search engine first receives it. We recorded the title, the meta description, every H1 tag, and any structured data that names the business as a local business, medical business, clinic, day spa or health-and-beauty business. Three homepages are built entirely by JavaScript in the browser, so we couldn't read their headlines and left them out of the headline and combined counts.
Homepage titles: the line patients click in Google
The title tag is the blue, clickable line in a Google result and the text on the browser tab. Most of the 389 clinics got the location in: 332 titles (85%) named the city or metro. The problems sat elsewhere:
- 51 titles (13%) left out the clinic's name entirely. Titles such as "Med Spa in Orlando, FL" or "Medspa Los Angeles" read the same as every other result on the page, so a patient comparing three clinics has no name to remember.
- 37 titles (about 1 in 10) ran past 70 characters, and the longest reached 144. Google's title guidance says titles are cut to fit the width of the device, so the end of a long title, often the clinic's name, never shows on a phone.
- 11 titles started with "Home" or "Homepage". Google's guidance names this exact case: "Avoid vague descriptors like 'Home' for your home page."
- Only 104 titles (27%) named a treatment such as Botox, filler, laser or facials. The rest relied on "med spa" alone.
A pattern that covers all four: clinic name, main treatments, city, in under about 60 characters. For example, "[Your Clinic] | Botox, Filler & Laser in Tampa". Put the name first if patients already search for you by name, or last if most of your traffic comes from people searching "med spa near me". Inner pages need their own titles too. On 7 of the 350 sites where we could sample inner pages, at least three in four of the sampled pages shared one identical title, which gives Google no way to tell the Botox page from the facials page.
Meta descriptions: the two lines under the title
The meta description is the short summary that can appear under your title. 27 homepages (7%) had none and 2 had one under 50 characters. Google's snippet documentation says it uses the description only when it describes the page better than the page text does, so this is the lowest-stakes fix of the four. It still matters, because without one Google lifts whatever text it finds, which can be a cookie notice, an opening-hours line or an expired promotion.
Write one or two plain sentences that say what you offer, where, and the next step: "Physician-led med spa in Scottsdale offering Botox, filler, laser and facials. Book a free consultation online." Give every treatment page its own.
The main headline (H1): none, one or twelve
The H1 is the code tag for a page's main headline. Of the 386 homepages we could read, 262 (68%) had exactly one. 51 (13%) had none at all. This happens when the large hero text is styled to look like a headline without being tagged as one. Another 73 (19%) had more than one: 31 had two, 25 had three to five, and 17 had six or more, with the highest at twelve.
Google's SEO starter guide says there is no ideal number of headings, so two H1s won't cost you rankings. Six to twelve H1s is a different signal. On the 17 homepages with six or more, the tag wrapped section labels such as "What we do", a sale price, a patient testimonial, a lone emoji and the number "01". The tag was doing the job of a font size, and the page no longer stated its main topic in one place. Screen readers jump between headings to navigate, which is why heading structure also turns up in accessibility reviews of med spa websites.
The fix is one H1 near the top that says what you are and where ("Medical spa in Austin for Botox, filler and laser hair removal"), with section titles set as H2s. On most builders this is a dropdown on the text block, so the design doesn't change.
Structured data: your name, address and hours in Google's format
Structured data is a block of code that spells out your business details in a format machines read without guessing. 138 of 387 homepages (36%) had none that identified the clinic as a local business. Overlaps were common: 30 sites had neither an H1 nor business structured data, and 24 had neither a meta description nor structured data.
Google's local business documentation ties this markup to the business details shown in Search and Maps. It requires two properties, the business name and address, and recommends adding:
- telephone, written the same way as on your Google Business Profile
- openingHoursSpecification for your hours
- url and geo (latitude and longitude)
- the most specific type that fits, such as MedicalClinic, MedicalBusiness or HealthAndBeautyBusiness rather than plain LocalBusiness
Keep the name, address and phone identical to your Google Business Profile. On WordPress, Rank Math's Local SEO module and Yoast's Local SEO add-on generate this markup from a settings screen. On Squarespace, Wix and Showit, where the platform doesn't add it for you, it goes in as a code block in the site's header code. Paste your homepage address into the Schema Markup Validator afterwards to confirm it reads correctly.
What to fix first
All four fixes fit in an afternoon on any major platform, and none needs a redesign. In order of what patients see:
- Rewrite the homepage title to name the clinic, the main treatments and the city in about 60 characters, then give each treatment page its own title.
- Add local-business structured data with the same name, address and phone as your Google Business Profile.
- Set exactly one H1 on the homepage and change the rest to H2s.
- Write a meta description for the homepage and each treatment page.
These are the floor. Ranking for "Botox near me" also depends on your Google Business Profile, reviews and a page per treatment, which our seven local SEO tactics for med spas cover in order. To see where your own homepage stands on all four basics, run it through the free website grader or request a free audit for a written review of your site within 24 hours.