Aesthetic clinic website pricing: a UK transparency checklist.
Seven practical checks for treatment prices, deposits, packages and promotions across the complete booking journey.
1. Show the total price when it can be calculated
Price information is part of the customer journey, not an administrative detail to reveal after someone enquires. Check the headline price against the figure at booking and payment. If every customer must also pay a consultation, booking or administration fee to receive the advertised treatment, do not wait until a later screen to disclose it.
Where the complete amount genuinely depends on individual requirements, give customers the information they need to understand how it will be calculated.
2. Explain deposits before the booking step
State whether a deposit is required, how much it is, whether it is included in the treatment total and what happens if the patient reschedules, cancels or is found unsuitable after consultation. Put material conditions where customers are likely to notice them before committing—not only in a footer or separate terms page.
Distinguish a refundable deposit from a non-refundable booking fee and keep the language consistent across the treatment page, booking widget, confirmation message and cancellation policy.
3. Make “from” prices useful
A “from” price can be appropriate when the actual amount varies, but the starting figure should correspond to a genuine, available version of the service. Identify what the entry price covers—for example, the treatment area, session length, product quantity or practitioner level—and explain the main reasons the total may change.
Avoid a low headline figure that applies only to an unusual case while most customers need a materially more expensive option.
4. Define what a package or course includes
For courses, memberships and bundles, list the number and type of sessions, the usable period, included reviews or aftercare, and any compulsory products or appointments. Explain whether unused sessions can be transferred, extended, cancelled or refunded, and where the complete conditions can be read before payment.
If the package price is compared with buying each item separately, retain a dated calculation showing the components and normal prices used.
5. Keep promotional comparisons genuine
Treat “was/now”, percentage-off, “save £X” and crossed-out prices as claims that need evidence. Keep a pricing history and sales information sufficient to show that the higher reference price was a genuine, established usual selling price.
Check that the same treatment, quantity, practitioner and sales channel are being compared. Important eligibility limits belong in the promotion itself, where people are likely to see them.
6. Avoid urgency that trivialises the decision
Do not use restarting countdown clocks, false scarcity or a deadline that does not genuinely apply. Cosmetic-intervention marketing needs particular care: ASA/CAP guidance warns against undue pressure to take advantage of a time-limited offer and presentation that detracts from the seriousness of the intervention.
Review automated banners, booking-platform widgets, email sequences and paid-social templates as well as the main website.
7. Reconcile every public price
Inventory treatment pages, price lists, downloadable PDFs, Google Business Profile items, social posts, paid ads and third-party booking listings. Follow representative treatments through to the final pre-payment screen and record the price, compulsory charges, deposit wording, important conditions and last-updated date at every stage.
Give one person ownership of changes so an expired promotion or old PDF does not contradict the current website. Repeat the check after changing a booking supplier, practitioner structure or cancellation policy.
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