ASA Compliant Aesthetics Clinic Websites

If you offer injectables, your website is an advertisement, and the rules for it are stricter than for almost any other small business. Botulinum toxin is a prescription-only medicine, and the Human Medicines Regulations 2012 and rule 12.12 of the CAP Code mean it cannot be advertised to the public. That catches far more than the word “Botox” on a banner. A price on the homepage, a hashtag, a “20% off” offer or a menu item called “wrinkle relaxing injections” can all be read as advertising a prescription-only medicine. Most web designers have never heard of any of this, and a template aesthetics site can break the rules on its first screen. Page Forge builds aesthetics clinic websites around the consultation, written to the ASA and CAP guidance so your site sells what you are allowed to sell.

The guidance does leave clinics real room. CAP says a clinic can promote the service it provides in a non-specific way, and gives “a consultation for the treatment of lines and wrinkles” as an example. Your homepage can lead with that. Inner pages can then describe the treatment options in a balanced, factual way, as something that may or may not follow the consultation, and a price list can sit behind the consultation page rather than on the front. Dermal fillers are a different case: CAP says they are unlikely to be prescription-only, so they can be advertised, but the claims still have to be backed up, the photos have to be genuine and the ads must not treat a cosmetic procedure lightly. If you run a mix of beauty treatments and injectables, our page on websites for beauty and aesthetics clinics covers the booking side in more detail.

No web designer can promise the ASA will never look at your site, and you should be wary of any who does. What we bring is experience of getting a regulated business’s website through a formal compliance review. Our site for Clermont Mortgage Solutions, an FCA-regulated mortgage broker, was reviewed and approved by its principal firm’s compliance team. We bring the same discipline here: we read the CAP guidance, write your copy to it, show you the draft and change anything you or your adviser want changed. The site still has to work as a website, so it is fast on a phone, makes booking a consultation easy and is set up with structured data so Google and AI assistants understand what you offer. One page is £99 to set up and £29 a month, with larger clinics quoted individually.

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What It Needs

What your website needs to bring in work

medication

A homepage built around the consultation

CAP guidance says prescription-only medicines should not be referenced on the homepage, in logos, testimonials, hover text, links or the small print at the bottom of the page. So your front page leads with the consultation and the concern it addresses, such as lines and wrinkles. Any mention of a prescription-only treatment sits on an inner page, framed as one possible outcome of that consultation, never as the product on offer.

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Treatment names that stay inside the rules

The wording on a treatment menu matters more than most clinics realise. The ASA advises against “wrinkle relaxing injections”, and against “anti-wrinkle injections” if you only offer prescription-only treatments, because both are read as implied references to Botox. Brand names such as Botox and Dysport, and abbreviations of botulinum toxin, stay off anything promotional. We name your services in terms the guidance accepts and that clients still recognise.

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Prices without the promotions

The ASA FAQ says a price list may be acceptable if clients reach it through a page promoting the consultation, but not on the homepage or behind a direct “Prices” link. Discounts on prescription-only treatments, such as money off or refer a friend, are unlikely to be acceptable even on your own site. For offers on fillers and other treatments we avoid countdown clocks and “hurry, ends Friday” pressure, which CAP says should not be used.

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Before and after photos, handled properly

CAP guidance says you must hold evidence that before and after photos are genuine, including signed and dated proof from the person shown, and that images must not be retouched beyond what the treatment alone achieves. Photos showing the results of Botox are unlikely to be acceptable at all. We only publish images you confirm you hold that evidence for, and we leave them unedited in the treated area.

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Responsible copy, and nothing aimed at under-18s

CAP says ads must not trivialise cosmetic interventions, play on insecurities or describe treatments as “safe” or “easy”. Since May 2022 cosmetic intervention ads must not be directed at under-18s. In England it is also an offence to give botulinum toxin, or a cosmetic filler injection, to anyone under 18. We keep the tone measured, state your age policy plainly and avoid any imagery or language that would appeal to teenagers.

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Your credentials, and changes when rules move

Clients want to know who will treat them, so we put your qualifications, prescriber arrangements, insurance and any register listings where they are seen early. Then we look after the wording. When guidance changes, a treatment is added or your adviser wants a sentence softened, you tell us and we update the site. You never have to log in and edit regulated wording yourself.

How It Works

Three steps. That’s it.

No jargon, no committees, no six-week timelines. We get UK businesses online fast.

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Tell us about your business

A quick call or email. What you do, where you work, your contact details. That’s all we need to get started.

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We build your site

We design and write everything a professional one-page website with your services, area, and contact info. Ready for review within days.

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You’re live

Domain registered, hosting sorted, site live. You focus on the work we keep everything running.

Don’t Just Take Our Word For It

What our clients say

Real businesses we’ve helped get online. Real feedback.

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A much bigger project than a typical small business site, and Nick handled it brilliantly. Multiple pages, interactive guides, the lot. Fast, well built, and he understood exactly what we needed as a technology consultancy. Couldn’t be happier with the result.

Paul SmithC4C Group, Technology Consultancy

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Nick at Page Forge built our site in under a week. It looks proper professional and we’ve started getting enquiries from the website itself. Straight-talking, no nonsense, just gets on with it.

Phoenix PilingPiling Contractors, Sussex, Surrey & London

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Page Forge sorted out our website, hosting and email in one go. No tech headaches, no waiting around. The site looks the part and customers actually find us on Google now. Properly recommend.

BW ElectricalElectricians, Hassocks

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Nick is a pleasure to work with, very informative, professional and quick to respond. Absolutely love the website that he has produced for me. Highly recommended.

SteveOilfire Heating, Uckfield

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Fantastic service. They listened to what we needed and wanted as a business, suggested ways to increase productivity and have provided 100% support. Couldn’t recommend highly enough.

EmilyRuby’s Bakery, Burgess Hill

Our Work

Sites we’ve built

A look at some recent client work. Click through to see them live.

Multi-Page Project

C4C Group

A larger multi-page build for an enterprise technology consultancy. Multiple service sections, in-depth interactive guides and a lead-generation toolset, all built for speed and search performance.

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Building Contractors

Sindall Building

A multi-page site for a Haywards Heath building firm with 200+ 10/10 Checkatrade reviews. Premium, fast and fully optimised for both Google and AI search.

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Tilers

Prestige Tiling

A professional multi-page site for a Burgess Hill wall and floor tiler with 25+ years’ experience, after Wix and Squarespace could not do their work justice. Tiling is a visual trade, so a proper gallery puts the finished work front and centre.

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FCA Regulated

Clermont Mortgage

An FCA-compliant website for an independent Essex mortgage broker. Regulatory status, risk warnings, fee disclosure and complaints information all built in, written in plain English and approved by the principal firm’s compliance team.

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Heating Engineers

Oilfire Heating

A confident site for an Uckfield oil boiler engineer who is also a qualified electrician, so boiler and wiring are sorted in one visit. Built to turn local searches into calls.

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Bakery

Ruby's Bakery

A refreshed, faster website for an award-winning Burgess Hill family bakery, off a slow Wix site, with a managed product catalogue we keep current for them.

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Electricians

BW Electrical

Lime-green branding for an NICEIC-certified Hassocks-based electrical contractor. Clean, trustworthy design with clear service breakdown and instant contact options.

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Piling Contractors

Phoenix Piling

Bold dark and fire-orange palette built to convey strength and reliability. Targets piling services across Sussex, Surrey and London with WhatsApp Business integration.

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Live Band

The Vests

Playful retro design for a Hassocks-based covers band playing Britpop, classic rock and indie anthems. Bold sunburst hero, setlist and gig listings, with an easy booking call-to-action.

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See all our work

Pricing

Simple, honest pricing

No hidden fees, no long contracts. The prices below are our starting point for a standard website.

Monthly Forge

From£29/month

+ £99 one-off setup fee

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Annual Forge

From£299/year

+ £99 one-off setup fee • Get 2 months free

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Prices are a starting point for a standard website. Bigger projects, such as lots of products, custom features or ongoing work, are quoted to match, so you only ever pay for what you need.

FAQ

Common questions

Can I mention Botox on my clinic website at all?

Only in narrow circumstances. The ASA says a clinic website can refer to it as a possible treatment option following a consultation, in a balanced and factual way, on an inner page that a casual visitor would not stumble across. It should not appear on the homepage, in your logo, testimonials, hover text or links, and there should be no offers on it. The consultation is what you promote. We structure the site so that line is easy to hold.

Do the same rules apply to Instagram and my other social media?

Yes. The CAP Code covers non-broadcast advertising, and CAP’s guidance lists marketers’ own websites, social media and influencer marketing within it. The ASA says any reference to Botox on a clinic’s social media pages, including hashtags, is likely to be seen as an implied ad for a prescription-only medicine. We build and look after your website rather than run your social accounts, but we can point your Instagram bio link at the consultation page so the two stay consistent.

Can I show before and after photos on my website?

For treatments that are not prescription-only, such as many fillers, usually yes, with care. CAP guidance says you must hold documentary evidence that the photos are genuine, with signed and dated proof from the person shown, and the images must not be edited to exaggerate the result. Before and after photos of Botox results are unlikely to be acceptable because they could amount to advertising a prescription-only medicine. We only use photos you confirm you have that evidence for.

Can you guarantee my website won’t get an ASA complaint?

No, and nobody honestly can. The ASA acts on complaints from the public and competitors, and on its own monitoring, and it judges each ad on its merits. Responsibility for your advertising stays with you as the clinic. What we do is write your copy to the CAP guidance for cosmetic interventions and prescription-only medicines, avoid the common pitfalls, and change wording quickly if you or an adviser want it changed.

Is there a licence I need to show on my website?

Not in England at the moment. In August 2025 the government set out plans for a local authority licensing system covering treatments such as Botox, lip fillers and facial dermal fillers, with the highest-risk procedures limited to regulated healthcare professionals. GOV.UK says the details will go through further public consultation and Parliamentary scrutiny first. If a scheme comes in, adding your licence details is covered by the content updates in your plan.

How much does an aesthetics clinic website cost?

A one-page site is £99 to set up and £29 a month, or £299 a year, including your domain, hosting, SSL, the writing and updates. Clinics that want online booking, a full treatment menu across many pages or several practitioners are quoted individually. Wording changes during the build are included, and later changes to a treatment, a price or a sentence your adviser queries are covered by the content updates in your plan.

Aesthetics clinic websites written to the advertising rules for injectables and fillers.