How the Right Site Structure Can Boost Your SEO, Simplify Your Marketing, and Attract More Clients
Why Your Site Structure Matters (More Than You Think)
If you’re an clinic or medspa owner, you’ve probably heard a lot about “SEO,” “Google rankings,” and maybe even “site structure.” But what does it all really mean for your business—and why should you care?
Let’s get right to the point:
Your web site ’s structure is like the foundation of your clinic building. A solid site structure not only helps your clients find the important pages and services they’re looking for but also gives Google clear signals about which web pages to rank higher, including google maps.
In this article, I’ll explain (in plain English!) the two most common website structures—flat and siloed—and which one is best for medspas and clinics looking to grow. Here’s what you’ll find inside:
- Clear definitions of flat and siloed website structures
- Which structure fits your clinic or medspa best
- Real-world examples from the beauty industry
- Practical tips for planning and implementing your site structure
- How the right structure can save you time, reduce website headaches, and help you scale with ease
This isn’t just theory—I’ve worked with dozens of clinics, built sites for my own projects, and seen firsthand what works (and what doesn’t). Let’s get started.
If you would like an aesthetics marketing agency who specialises in this sort of thing then feel free to reach out
Anyway… We continue
What Is Site Structure, and Why Does Google Care?
Before we dive in, let’s clear up the basics.
What Is Site Structure?
Your site structure is how your web pages are organized and linked together.
It’s about which pages live under which, how easy it is for someone (and Google) to find your services, and how your content “flows.”
Think of it as a map of your clinic’s website:
- Where’s the reception?
- How do clients find injectables or laser services?
- Is it easy to jump from one area to another, or is it a maze?
Why Does Site Structure Matter for SEO?
Google and other search engines use your site’s structure to understand your content.
A well-structured site helps search engines:
- Find your pages
- Understand what’s most important
- Connect related topics
- Show your site to the right people searching for your services
And for your clients?
It makes your website easier to use and way less overwhelming.
The Two Main Approaches: Flat vs. Siloed Site Structure
You’ll hear these two terms tossed around a lot in SEO:
- Flat Structure
- Siloed Structure (sometimes called “depth of concept” or “siloing”)
Let’s break down what these mean, with examples tailored for an cosmetic clinic or medspa.
1. Flat Structure (a.k.a. “Everything at the Top Level”)
What it is:
In a flat structure, every main page on your site sits right under the home page. There’s little to no “nesting”—all your service pages, blogs, and information pages are at the same level.
Example for a medspa:
| www.radiantclinic.com/
www.radiantclinic.com/botox www.radiantclinic.com/fillers www.radiantclinic.com/laser-hair-removal www.radiantclinic.com/blog www.radiantclinic.com/about |
Every major service is just one click from the home page.
Key Benefits:
- Simplicity: Easy to set up, especially if you don’t have many pages.
- Every page looks important: Since every page is close to the home page, Google may see them as equally valuable.
- Quick access for users: Great for small sites or clinics with limited services.
Key Drawbacks:
- Gets messy fast: As you grow and add new services or locations, things become hard to manage.
- Manual linking nightmare: You have to manually link every related page (and remember to update links everywhere if something changes).
- Not scalable: If you expand to new cities or states—or add lots of blogs—you’ll quickly lose track.
When Flat Works Best:
- Small medspas with just a few core services
- Single-location clinics with a limited service menu
- Websites with fewer than 50 pages
2. Siloed Structure (a.k.a. “Organized by Topic or Category”)
What it is:
Siloing means organizing your site into clear categories or “folders.” Pages are grouped under a parent category, creating “depth of concept.” Think of it like sections in your clinic—injectables, lasers, facials, and so on.
Example for a Medspa with Silo Structure:
| www.radiantclinic.com/injectables/
www.radiantclinic.com/injectables/botox www.radiantclinic.com/injectables/fillers www.radiantclinic.com/laser-treatments/ www.radiantclinic.com/laser-treatments/laser-hair-removal www.radiantclinic.com/laser-treatments/laser-skin-rejuvenation www.radiantclinic.com/skin-care/ www.radiantclinic.com/skin-care/hydrafacial www.radiantclinic.com/skin-care/chemical-peel |
You might also silo by location if you have multiple branches:
| www.radiantclinic.com/locations/atlanta/
www.radiantclinic.com/locations/atlanta/botox www.radiantclinic.com/locations/atlanta/laser-hair-removal |
Key Benefits:
- Easy to grow: Adding new services or locations? Just create a new subpage in the right section.
- Better internal linking: Related pages link naturally, which Google loves.
- Helps with SEO: Google understands your expertise in each area, improving your rankings for relevant searches.
- Simpler updates: Change something in one section? Update just that silo, not the whole site.
Key Drawbacks:
- A bit more setup upfront: Takes some planning, especially if you use WordPress.
- May feel “nested” to some users: But with good menus, this isn’t a big issue.
When Siloing Works Best:
- Clinics with multiple service lines (injectables, laser, facials, etc.)
- Multi-location practices
- Sites with 50+ pages, or plans to expand in the future
Here’s a quick side-by-side look at how flat and siloed structures compare for medspas and clinics:
| Aspect | Flat Structure | Siloed Structure |
|---|---|---|
| Best for | Small clinics | Growing or multi-location clinics |
| SEO Strength | Decent for <50 pages | Best for 50+ pages, strong topic relevance |
| Ease of Setup | Very easy | Needs some planning |
| Scalability | Not ideal | Excellent |
| Internal Linking | Manual, time-consuming | Natural, built-in |
| Content Updates | Tedious | Efficient |
| User Navigation | Simple (small sites) | Organized (all sites) |
Real-World Example: How Site Structure Impacts a Growing Clinic
Let’s use a real-life example (with details changed for privacy).
Case Study: Renew Medspa’s Growth Pains
Renew Medspa started with one location and four core services:
- Botox
- Dermal Fillers
- Laser Hair Removal
- Microneedling
They used a flat structure:
| /botox
/fillers /laser-hair-removal /microneedling |
This worked well, at first. But within a year, they:
- Added two more locations (and needed local landing pages)
- Launched six new services
- Started a blog and FAQ section
Suddenly, everything felt chaotic. Staff had trouble updating location-specific offers. Clients sometimes landed on the wrong city’s page. Their SEO rankings plateaued, and Google crawlers got “confused” about which pages were most important for each city.
What Changed?
They switched to a siloed structure:
- Grouped each location under a /locations/ folder
- Put services into categories
- Used internal links and sidebar menus for related treatments and blog posts
The Result?
- Faster content updates (no more “find and replace” across 50+ pages)
- 18% increase in organic website traffic within four months
- Google started ranking their location and service pages separately, leading to more targeted bookings
My First-Hand Experience: What I’ve Learned Working With Medspas
Having worked with clinics on web strategy, I’ve seen this scenario play out again and again. Early on, flat seems “easier”—but it rarely stays that way for long.
The most common regret I hear?
“I wish we’d set it up right from the start.”
A siloed structure doesn’t just help with on-page SEO. It makes your day-to-day simpler, from updating offers to training staff on the website.
Tips from Our Team: How to Choose (and Set Up) the Right Structure
Here’s what we recommend to all our clients, big and small:
1. Start With Your Services
- List every current treatment/service you offer.
- Group them naturally: injectables, laser, body, skin care, etc.
2. Think About Locations
- If you only have one, great. But plan for the future—would you ever open more?
- Each location should eventually have its own landing page, reviews, contact info, and list of available services.These location-specific pages are crucial for local SEO and Google Maps rankings – proper structure helps you dominate local searches.
3. Decide: Flat or Silo?
- If you have fewer than 10 pages (and no plan to grow soon): flat might work.
- If you plan to add services, locations, or blogs: go siloed from the start.
4. Use the Right Tools
- Platforms like WordPress make siloing easy with parent/child pages, menus, and category pages. Once your structure is solid, you can focus on building external links to your most important category and service pages to boost their authority.
- Internal linking plugins (or menu builders) can save you hours.
5. Map It Out Before You Build
- Draw your structure on paper or use a mind-mapping tool.
- Make sure every new page has a clear “home” in your structure.
Actionable Steps: Setting Up a Siloed Structure for Your Clinic
Let’s walk through a quick setup example:
Step 1: Define Your Main Categories
- Injectables
- Laser Treatments
- Skin Care
- Body Contouring
Step 2: List All Treatments Under Each
- Injectables: Botox, Fillers, Kybella
- Laser Treatments: Laser Hair Removal, IPL, Skin Resurfacing
- Skin Care: Hydrafacial, Chemical Peel, Microneedling
Step 3: Create Category Pages
- /injectables/
- /laser-treatments/
- /skin-care/
- /body-contouring/
Step 4: Create Service Subpages
- /injectables/botox
- /injectables/fillers
- /laser-treatments/ipl
Step 5: Interlink Related Pages
- On the Botox page, link to Fillers and FAQs.
- On Laser Hair Removal, link to “Laser vs. IPL” blog.
Step 6: Set Up Menus and Navigation
- Use sidebars or dropdowns to help visitors jump between related services.
- Make sure location info is easily accessible on every page.
Key SEO Benefits of Siloed Structure (with Supporting Data)
Why do SEOs rave about siloed structures?
Here’s what the data and case studies say:
- Better Google Indexing: Siloed sites are crawled and indexed more efficiently, so new services appear in search results faster.
- Stronger Topical Authority: Grouping related content signals to Google that your clinic is an expert in those services, helping boost rankings.
- Higher User Engagement: Clear structure makes it easier for visitors to find information, leading to longer site visits and lower bounce rates.
- Scalable Growth: It’s easy to add new services or locations without overhauling your whole site.
- Improved User Experience: Streamlined navigation helps turn more visitors into clients.
Flat vs. Siloed—What’s Right for Medspas?
Choosing the best website structure for your clinic depends on your size, services, and growth plans. Here’s a quick comparison to help you decide which approach fits your medspa’s needs at each stage:
| Clinic Size/Stage | Flat Structure | Siloed Structure |
|---|---|---|
| Solo injector / 1 location | Works well | Works well |
| 2+ locations | Can get messy | Highly recommended |
| 5+ core services | Not scalable | Best choice |
| Active blog / resource center | Tedious updates | Easier, organized |
| Plans to expand | Not future-proof | Future-proof |
Common Mistakes to Avoid
Even with a good site structure, a few simple errors can hold your clinic’s website back. Keep an eye out for these common pitfalls as you organize and update your site:
- Over-nesting: Don’t bury pages too deep. Aim for no more than three levels from the home page.
- Orphaned pages: Every service or blog page should be linked from at least one main menu or category page.
- Inconsistent URLs: Use clear, consistent URL patterns (e.g., /injectables/botox rather than /botox-injectable-page)
- Forgetting about mobile users: Make sure your menus work smoothly on phones and tablets.
My Final Thoughts: What Should You Do Next?
If you’re reading this, you probably care about growing your clinic, making your website work harder, and making life easier for yourself and your team.
You deserve the best website structure that reflects the care and expertise you deliver every day.
Here’s what I’d do if I were in your shoes:
- Map out your ideal structure now—even if your clinic is still small.
- Choose a platform that supports siloing easily (WordPress is a favorite for good reason).
- Think ahead: Even if you only have one location or a few services now, build a structure that’s ready for your next chapter.
- Don’t go it alone: If you feel stuck, ask an expert (like us!) for advice or a quick audit.
Remember, your website is often your client’s first impression of your clinic. Make it count.
FAQs: What Medspa Owners Ask Us
Do I need to rebuild my whole site if I want to switch from flat to siloed?
Not always! Many modern platforms let you reorganize your existing pages and update menus without a full rebuild.
Does siloing slow down my website or make it harder for clients to find things?
Nope—if anything, it makes navigation clearer. Well-built menus and internal links guide users straight to what they need.
What about Google? Will I lose rankings if I change my structure?
Handled carefully, you won’t lose rankings. In fact, most clinics see gains as Google better understands your expertise and content relationships. (Pro tip: set up 301 redirects if you change URLs.)
Let’s Build Your Future—Together
We love helping aesthetic clinics like yours grow online. If you’re not sure where to start, or if you just want a second set of eyes on your website’s structure, don’t hesitate to reach out.
Drop your questions below, or book a free consultation with our team. Let’s make your website work for you, not against you.
Ready to elevate your website? Let’s do this, together!