Specimen II, a New York facial plastics practice

What the audit found

Your review count leads your local market, yet your overall visibility scored 49 out of 100, which sits in the room-for-improvement range. The biggest cost is what patients see once they look closer: a slow site, a blog untouched since 2019, and almost no traction in AI search. That combination is what this conversation is built to address.

What is working

1. You lead your market on review volume. You hold about 240 Google reviews, ahead of the nearest local competitor at roughly 141. This is real social proof, and patients comparing practices are more likely to trust the one with the deepest review history.
2. Your paid search reaches high-intent patients. Non-brand Google Ads are running on rhinoplasty terms, so you appear when patients search for a specific procedure rather than your name. That reaches people actively deciding where to book.
3. Ads land on procedure-specific pages. Your ad clicks reach dedicated landing pages matched to the advertised procedure, not a generic homepage. That keeps a searching patient on the topic they clicked for.
4. Core search-engine labels are in place. Your site declares both Physician and MedicalOrganization schema, the code labels that tell search engines what your business is. That foundation helps engines read your practice correctly.

Where consultations are going elsewhere

1. Instagram engagement is near zero against a large following. With about 109,000 followers, recent posts draw single-digit to low-double-digit likes, well under a healthy rate. A patient checking your account sees a big number with little life, which reads as less active than it is.
2. Your blog stopped in 2019. Your blog at /blog/ shows no posts newer than 2019. Patients and AI search both read a stale site as a less current practice, so you tend to lose comparison shoppers to practices that look actively maintained.
3. The site loads slowly on phones. Your mobile speed score is 30 out of 100. Most patients arrive on a phone, and a slow load means more of them leave before seeing your work, so you risk losing them before the first impression lands.
4. You are nearly absent from AI search. Across ChatGPT, Gemini, Claude, and Perplexity, your practice was named in about 8% of answers. As patients increasingly ask AI who to see, low presence means you are rarely in the shortlist those tools hand back.
5. No financing information appears on your site. No payment-plan or financing language is present on the homepage or booking flow. Patients weighing cost see no path forward and tend to hesitate or pick a practice that answers the affordability question upfront.

Area by area

Local presence and Google 56%

Your Google Business Profile is claimed and posting within the last 30 days, which keeps it live. Categories are thin: after generic types are set aside, only two aesthetic-relevant categories remain, so you surface for fewer of the searches patients actually run. Several profile areas need a closer look together.

Website and booking 37%

Your site is where the most consultations leak. Mobile speed scored 30 out of 100, the clearest booking button links to Facebook rather than scheduling, and no financing language appears anywhere. Each one gives a phone-first patient a reason to leave before booking.

Reputation and proof 78%

This is your strongest area. You lead your market on reviews and respond to recent ones, though the replies are short and templated. You are a board-certified facial plastic surgeon, but that credential is easy to miss on the site and no society memberships show, so a trust signal you have earned works less hard than it could.

Content and discoverability 44%

Your schema labels are solid, but content is dated. The blog has not published since 2019, and you appear in only about 8% of AI search answers. Video exists yet carries no transcripts, so search engines cannot read it. Together, this makes you look less current to patients comparing practices.

Paid media 56%

Paid media is a bright spot. Non-brand Google Ads reach patients searching by procedure and land on dedicated pages. Meta activity is limited to a single ad variant, so your paid reach on that channel is narrow. The Google side is doing the heavier lifting.

Social and community 31%

You have a following of about 109,000, but engagement is near zero and content runs to two formats. Highlights exist without organization by patient journey. A large account that looks quiet can undercut the confidence your review lead builds elsewhere.

Identity and listings 35%

A dead former web address still shows on your live site through an old feed reference, one loose end that fragments your identity. Directory consistency and cross-channel presentation were not scorable from patient-facing data and are worth walking through together.

About this sample

This practice did not request the audit and has not seen it. Redaction bars mark where a practice name, address, phone number, or web address would appear. Every score and finding is what the audit produced.

Fractional Aesthetics is a growth strategy practice for aesthetic medical businesses. "Fractional" describes how the work is bought: senior strategic help on a part-time basis, without a full-time hire.

FAx is our audit: 34 scored items covering a practice's public presence, from Google and reviews to website, content, AI search, social, and listings. Every signal is publicly observable, so nothing is required from the practice to run one. The audit names what is working and what each gap costs. It does not prescribe fixes, because those need a conversation.