There is no single right number, but there is a right way to arrive at yours. As a starting point: a solo injector is well served by six to eight pages, a single-location clinic by twelve to eighteen, and a multi-location group by twelve to eighteen plus a genuine page per location and per major treatment. What decides whether those pages help or hurt is not the count — it is whether each one answers a question a patient is actually typing, and whether anything on your site links to it.
The short answer, by clinic size
These are recommendations rather than measured industry averages — treat them as a sane starting structure, not a target to hit.
- Solo injector or nurse practitioner: 6–8 pages. Home, about, treatments overview, two or three individual treatment pages for what you actually inject, pricing, contact/booking.
- Single-location clinic, focused menu: 12–18 pages. The above plus an individual page per core treatment, a results gallery, and a financing or membership page if you offer one.
- Single-location clinic, broad menu: 18–25 pages. Same shape, more treatment pages — one per treatment you genuinely want to be found for.
- Multi-location group: the single-location structure plus one substantial page per location, each with its own address, team, hours and local context.
The pages that earn their keep
Every page should have a job you can name in a sentence. If you cannot, it is probably filler. These are the ones that consistently do work for aesthetic clinics:
- Individual treatment pages. The highest-intent traffic on a med spa site. Someone searching a specific treatment plus a city is close to booking, and they should land on a page about that treatment — not a menu.
- A real pricing page. The page patients hunt for hardest and the one most clinics refuse to build. Even honest starting ranges filter out tyre-kickers and pull in people ready to book.
- An about page with actual credentials. Someone about to let you inject their face wants to know who you are and what you are qualified in.
- A results gallery, built to be browsed rather than buried.
- Location pages, if and only if you have more than one location and each page carries genuinely local content.
- A booking or contact page that works on a phone, with a tappable number.
One page per treatment, not one page per menu
The most common structural mistake is a single "Services" page listing fifteen treatments in two sentences each. It reads fine to a human who is already on your site. It is close to useless for the patient searching "lip filler near me", because that page is not about lip filler — it is about everything, which means it ranks for nothing in particular.
Split it. Give each treatment you actually want patients for its own page, with the things someone deciding genuinely wants: what it does, what it costs, how long it takes, what recovery looks like, who is not a good candidate, and what your results look like. That is a page worth landing on. We go deeper on the specifics in our guide to med spa treatment pages that rank.
The pages that quietly work against you
Pages are not free. Each one is something Google has to crawl, assess and decide whether to index, and something you have to keep accurate. The ones that cost more than they return:
- Near-duplicate treatment pages. "Botox" and "Botox injections" as separate pages saying the same thing compete with each other, and usually both rank lower than one strong page would.
- City pages for cities you do not operate in. A page for every suburb within fifty miles, differing only in the place name, is the clearest thin-content signal there is.
- An abandoned blog. Three posts from 2023 date the whole business.
- Pages nothing links to. If a page is reachable only from the sitemap, expect it to sit unindexed.
- A separate page for something that belongs in a paragraph. Your parking arrangements do not need a URL.
That fourth one is worth dwelling on, because we walked into it ourselves. On this site we published a set of pages under a new URL path and linked to them from nowhere — no navigation, no footer, no in-body links — assuming the sitemap would carry them. Google's own URL inspection reported them as unknown to it. Adding two links in the site footer was the entire fix. A sitemap tells Google a page exists; internal links are what tell it the page matters.
“A page with no internal links pointing at it is a page you have written for nobody.”
A structure you can copy
For a single-location clinic with a focused menu, this shape works and scales cleanly:
- Home — what you do, where you are, one obvious way to book.
- Treatments overview — a hub that links to every individual treatment page.
- One page per core treatment — as many as you can write properly, usually five to ten.
- Pricing — real numbers or honest ranges.
- Results — the gallery, filterable by treatment.
- About — the practitioners, their credentials, the clinic.
- Contact / book — address, map, tappable phone, and the booking tool itself.
- Blog — only if you will genuinely keep it running.
- Privacy policy and terms — required, and nobody minds that they are dull.
Note the hub-and-spoke shape: the treatments overview links down to each treatment page, and each treatment page links back up and across to related treatments. That is what gives new pages a path to be discovered, and it is why adding a treatment page to a well-structured site works far better than adding one to a flat pile of pages.
How to grow without diluting
When you add a page, do three things in the same sitting. Link to it from its hub. Link to it from at least one existing page where it is genuinely relevant. And make sure it is in your sitemap. Skip the first two and you have written a page for the sitemap only.
The other discipline is subtraction. Once or twice a year, list every page and ask what each is for. Anything that has had no visitors and serves no purpose should be merged into a stronger page or removed, with a redirect if it ever had links pointing to it. Clinics running several locations have a harder version of this problem, which we cover in structuring a multi-location med spa website. Solo practitioners have the opposite problem — resisting the urge to build a site far bigger than the practice needs, which we look at in websites for solo injectors.
If you would like a straight answer on whether your current pages are pulling their weight, our free website audit covers structure and internal linking among the first things we look at. You get it in writing, and there is no call to sit through.