The Clinic’s Complete Guide to High-Converting Copy: 7 Checks You Should Make Before Publishing Or Posting Any Content

 Why Conversion Copy Editing Matters for Medspas

You already know this: competition is fierce. There are new clinics popping up every month.

Most medspas spend thousands on beautiful branding, glossy photos, and a slick website. But many forget the words.

Here’s a little secret from my own experience & the team at pure aesthetics marketing: Words are your sales team, working 24/7.

But if those words aren’t clear, believable, and truly client-focused, they’re just noise.

Numbers Don’t Lie:

• 72% of patients say clear, helpful information is the #1 factor in choosing a clinic or provider (Source: RealSelf 2023 Consumer Survey).
  
  

• Landing pages with clear, benefits-driven copy can boost bookings by 2x to 3x versus generic, “pretty” language (ConversionXL, 2022).
  
  
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• In one medspa we worked with, tightening up website copy alone increased new consult bookings by 38% over three months—without changing a single image.

If your goal is more bookings, more loyal clients, and better ROI from your marketing, then conversion copy editing is your secret weapon.

“Editing in the Awesome”: What Does That Mean?

Let’s demystify the phrase. “Editing in the awesome” isn’t about making your writing sound poetic or “salesy.”

In fact, the opposite is true: most of your copy should come directly from your ideal clients’ own words.

The Core Principle

“99% of your copy should have very little to do with you and your writing abilities.”

Yes, you read that right! It’s not about your creativity—it’s about mirroring the language, desires, and anxieties of your clients.

Why? Because people are far more likely to take action when they recognize themselves in your words.

You’re not writing for praise. Your reward is results: more bookings, higher revenue, more happy clients referring their friends.

The Power of Voice of Customer (VoC) Data

Before you edit, you need the right raw materials. That’s where “Voice of Customer data” comes in.

What is VoC Data?

It’s real feedback, questions, reviews, and language from your actual clients or leads. For medspas, this might mean:

• Google and Yelp reviews
• Feedback forms and client surveys
• Consult call notes
• Social media comments and DMs
• Email replies and FAQs

Why Does VoC Matter?

When you use your clients’ exact words and phrases, your copy feels natural and relatable. You instantly build trust, lower resistance & increase conversion rates.

Quick tip:
We keep a “VoC swipe file” for our clinics—a Google Doc with snippets of phrases, concerns, and compliments from real clients. It’s gold for both writing and editing.

The Seven Sweeps: Editing for Conversion (with Medspa Examples)

Ready to turn “okay” copy into high-performing, client-attracting words?

Here’s the method we use with our own clinics and consulting clients. Each “sweep” is a fast, focused pass through your copy—fixing only one thing at a time.

Let’s break each one down, with practical, clinic-relevant examples.

Clarity Sweep

“The confused mind says no.”

Is every single sentence crystal clear?

Could a busy mom, a young professional, or a new patient understand—without rereading?

Checklist:

• • Are all medical terms or treatments explained in simple language?
  • Is every call-to-action (CTA) obvious?
  • Is there a clear next step?

Example (Before & After):

Before:
“Restore your youthful visage with advanced injectables.”


After:
“Look refreshed and natural with our expert Botox and dermal fillers. Book a free consultation to learn what’s right for you.”

Tip: If a 12-year-old can understand it, you’re on the right track.

Voice & Tone Sweep

“Does it sound like us? Does it feel like our clinic?”

Your copy should feel friendly, trustworthy, and approachable—never cold or clinical. Reflect your brand’s personality.

Checklist:

• • Does the tone match your clinic? (Warm, professional, caring?)
    
    
  • Does it sound like a real conversation?

Example:

Before:
“book an appointment via the contact form below.”


After:
“Ready for glowing skin? Let’s chat! Book your visit using the form below—we’re excited to meet you.”

So What? Sweep

“Why does this matter to my client?”

Every line must answer, “What’s in it for me?”

Don’t assume benefits are obvious. Spell them out.

Checklist:

• • Is it clear why someone should care?

• • Does every sentence connect to the client’s needs, not just features?

Example:

Before:
“We offer laser hair removal.”


After:
“Never worry about shaving or waxing again—our gentle laser hair removal gives you smooth, carefree skin, year-round.”

Prove It Sweep

“Can I trust this? Where’s the proof?”

Social proof, stats, and specifics matter. Back up every claim with something credible—especially in a field where trust is everything.

Checklist:

• Are there testimonials or before/after photos?

• Are statistics, awards, or accreditations included?

Example:

Before:
“Our treatments are safe and effective.”


After:
“Over 500 clients have trusted us for safe, beautiful results. See their transformations in our before-and-after gallery.”

These proof elements become powerful trust signals that boost conversions when placed strategically throughout your pages.

Specificity Sweep

“Are we being concrete and exact—or vague and forgettable?”

Specifics make your copy believable and memorable.

Checklist:

• • Are times, numbers, and names used where possible?

• • Are results described in detail?

Example:

Before:
“Quick results you’ll love!”


After:
“See visible improvements in skin texture after just one microneedling session—most clients notice smoother, brighter skin in under two weeks.”

Heightened Emotion Sweep

“Does this make the reader feel something?”

You’re in the business of transformation—not just physical, but emotional. Tap into those feelings.

Checklist:

• • Is there an emotional hook or story?

• • Does the copy create desire, relieve fears, or inspire confidence?

Example:

Before:
“Schedule your treatment today.”


After:
“Imagine looking in the mirror and feeling amazing about your skin—let’s make it happen. Book your glow-up today.”

Zero Risk Sweep

“What’s holding them back—and how do we ease those fears?”

People hesitate to try something new, especially when it’s about their appearance.

Make saying “yes” easy.

Checklist:

• • Are guarantees, refund policies, or risk-reducers mentioned?
  • Is it clear how easy it is to take the next step?

Example:

Before:
“Book your first session.”


After:
“Book your free consultation—no commitment, just expert advice to help you decide.”

Putting It All Together: Step-by-Step Example

Let’s apply the sweeps to a real clinic scenario.

Original Website Blurb:

“Our medspa provides various skin rejuvenation treatments using the latest technology. Book now to see results.”

Step-by-Step Editing with Seven Sweeps:

Clarity:

What treatments? What tech? What results?

• • Edit: “We offer microneedling, chemical peels, and laser facials using advanced, FDA-cleared technology.”

Voice & Tone:

Does this sound friendly and inviting?

• Edit: “Ready for your healthiest skin ever? We’re here to help, with science-backed treatments and caring experts.”
  
  

So What?:

Why should anyone care?

• Edit: “Feel confident without makeup—our treatments fade dark spots, smooth fine lines, and boost your glow.”

Prove It:

Can we add proof?

• Edit: “Don’t just take our word for it—see real before-and-after photos from over 500 happy clients.”

Specificity:

What makes this concrete?

• Edit: “Most clients notice brighter, smoother skin after just one session. Book a free consult to see what’s best for you.”
  
  

Heightened Emotion:

Does it make the reader feel?

• Edit: “Imagine waking up, loving your skin, and facing each day with confidence.”
  
  

Zero Risk:

How do we make it easy to act?

• Edit: “Your consultation is free—no pressure, no risk. Just honest advice from our caring team.”
  
  

Final Version:

“Enjoy healthy, glowing skin from your first treatment with out advanced FDA approved Laser facials.

Wake up loving the skin your in & join over 500 happy clients feeling confident without their make up on

Book your free no pressure consultation today”

Real-World Case Study: From “OK” to Outstanding

I want to share a personal example. Not too long ago, we worked with a medspa whose website was full of elegant, but vague, language.

Bookings were slow, despite heavy ad spending.

We interviewed five recent clients and reviewed dozens of reviews. Here’s what we found:

Clients weren’t sure if treatments would work for them


They wanted to see real results, not generic promises

After a single round of editing (using the seven sweeps):

• We replaced “state-of-the-art technology” with specific treatment names
  
  
• Added a client testimonial about finally loving her skin after years of acne scars
  
  
• Included “free, no-pressure consultations” in every CTA
  
  

The results?
Bookings for skin rejuvenation jumped by 38% in just three months—with zero new ad spend.

Tips from Our Clinic Copywriting Team

Over the years, we’ve seen what works—and what doesn’t. Here are a few tried-and-true tips for your clinic:

Our Top Tips:

• Keep a “Voice of Client” file: Jot down phrases clients use in consults and emails. Use them in your copy.
  
  
• Edit one sweep at a time: Don’t try to fix everything at once. Move quickly—don’t overthink!
  
  
• Ask a team member to read your copy out loud: If they stumble or sound robotic, it needs work.
  
  
• Check your “above the fold” copy: On every page, is it obvious who you are, what you offer, and what to do next?
  
  
• Don’t hide your prices or process: Transparency builds trust. Even a “starting at” price helps.
  
  
• Use real images: Before-and-after photos, clinic shots, or happy clients are gold.
  
  
• Always finish with clarity: Your final sweep should always ensure everything is clear and easy to act on.
  
  

The Final Word: Your Copy Editing Checklist

Here’s a quick checklist you can print out and keep at your desk (or screenshot for later):

Print this out, tape it to your monitor, and run every page or email through these sweeps before publishing.

Check out our in depth look at using voice of customer data to write in your clients’ own words rather than industry jargon they don’t connect with.

Frequently Asked Questions (FAQs) for  Clinic Marketers

Q: Should I use medical jargon to sound credible?
A: Only when necessary, and always explain it in plain language. Your clients care about results, not acronyms.

Q: How many testimonials should I use?
A: At least one on every key page—homepage, treatment pages, contact page. Rotate them often to keep things fresh.

Q: Can I use the Seven Sweeps for Instagram or short ads?
A: Absolutely! Even a 30-word caption can be clearer, more emotional, and client-focused.

Q: What if my copy is already short?
A: That’s great! Just make sure it’s specific, emotional, and clear. Less isn’t always more if you cut out proof or clarity.

Q: Do I really need to do all seven sweeps every time?
A: The more important the copy (e.g., homepage, ads, promos), the more sweeps you should do. For quick emails, focus on clarity, emotion, and risk.

Resources for Deeper Learning

Want to learn more about copywriting and editing for clinics and medspas? Here are our favorite (non-sponsored!) resources:

• Copyhackers.com: Excellent breakdowns of conversion copy and “Seven Sweeps” methodology
  
  
• RealSelf Consumer Surveys: Great source of medspa consumer data and stats
  
  
• ConversionXL: Advanced guides on landing page optimization
  
  
• Hubspot Marketing Blog: Tons of templates and real-world examples
  
  

My Own Experience: Why This Matters

Speaking from the trenches, I can tell you: most clinics overestimate the power of fancy design, and underestimate the power of the right words

I’ve seen six-figure improvements come from a few small edits.

Every time we implement the Seven Sweeps for a new clinic, the same thing happens—bookings go up, client satisfaction improves, and suddenly marketing feels a whole lot easier.

We’re all in this to help people feel confident, beautiful, and happy with their choices.

Clear, honest, and emotionally resonant copy isn’t just “nice”—it’s what your future best clients are looking for

Ready to Edit In the Awesome?

You don’t need to be a natural “writer.” You just need to care about your clients, listen closely, and use the Seven Sweeps to guide your editing.

Let’s make your clinic’s message as beautiful and powerful as the results you deliver every day.

Need help? Reach out to us for copy audits, done-for-you website makeovers, or a friendly chat about your next campaign. We’re here to help you grow, every step of the way.

To Your Success—Here’s to More Bookings, Happier Clients, and Copy That Converts!

(P.S. If you use these sweeps, let us know how it goes! We love to hear your wins—and we’re always happy to offer personalized tips to take things even further.)

Tom