Should your aesthetics clinic show prices online?
Should your UK aesthetics clinic show prices online? The pros, cons and how to do it within the advertising rules.
10/18/20261 min read
The short answer
For most UK aesthetics clinics, yes: show "from" prices for your main treatments. "How much is it?" is the most common first question patients ask. If your website answers it, people who contact you are already comfortable with your price range, and you spend less time replying to enquiries that go nowhere.
The exception is how you present prescription-only treatments, which comes with advertising rules (more on that below).
The pros and cons
Showing prices online
✓ Answers the most common question before anyone has to ask
✓ Enquiries come from people who are already comfortable with your prices
✓ Builds trust: patients see you're open and upfront
✓ Helps your pages appear when people search for treatment prices
✗ Competitors can see your prices
✗ Prices need updating when they change
Keeping prices off your site
✗ Every price question needs a reply, often in the evening
✗ More enquiries, but many end when the price is shared
✗ Can feel like you're hiding something, or that prices are high
✗ Fewer chances to show up in price-related searches
✓ Competitors can't compare as easily
✓ Nothing to keep updated
How to show prices well
Use "from" prices. "Anti-wrinkle treatment, 1 area, from £X" sets expectations without promising a price before a consultation.
Say what's included. Consultation, review appointment, top-up policy. It explains why your price is what it is.
Explain that a consultation comes first. Make clear the final plan and price are agreed after a face-to-face assessment.
Follow the advertising rules. In the UK, prescription-only medicines such as botulinum toxin can't be advertised to the public. Clinics usually describe the treatment (for example "anti-wrinkle consultation") rather than naming the product, and avoid offers that encourage people to buy on impulse. Check the latest guidance from the Advertising Standards Authority (CAP Code) and your insurer if you're unsure.
Put prices where enquiries start. A price highlight on Instagram and a link in your WhatsApp away message save a lot of back-and-forth.
Once your prices are clear, make sure the enquiries that follow get a quick reply. Aesthetix Intelligence offers UK clinics a free missed-enquiry audit.