This is a sample. A real audit of a real practice, shown with identifying details removed.
The audit is the scorecard itself. The review is the thirty minutes we spend going through it together.
VISIBILITY
SCORECARD
Patients searching for a Chicago surgical group find you, then hit a mobile site that loads slowly and never machine-identifies you as a medical provider. Your visibility, which leaves clear room for improvement. The biggest issue: your listings carry two different names, addresses, and phone numbers, so patients cannot confirm they have the right practice.
Strengths
When patients ask ChatGPT, Gemini, Claude, or Perplexity about Chicago procedures, your site was cited with a link in 47% of answers. That is genuine visibility where more patients now start their search.
You have 50 plus dedicated procedure pages built out by location across your Chicago-area offices. Patients searching a specific treatment near a specific office are more likely to land on a page that matches.
Your Google Business Profile carries six relevant categories covering skin care, medical clinic, and surgery. This helps you surface for a wider range of patient searches on Google.
Your surgeon holds verified certification from two boards, shown on the About page and Instagram. This is the trust signal most patients look for before booking a surgical consultation.
Costliest gaps
Your Google listing shows one name and address; your directory presence shows "Chicago Institute of Cosmetic & Plastic Surgery" at a different address and phone. Patients who cannot confirm they found the right practice tend to move on.
Your mobile speed score is 16 out of 100. Most patients search on their phones, and a page this slow means many leave before it finishes loading, so consultations go to faster competitors.
Your site carries no code labels that identify you as a medical business or physician (scored 0 of 3). Search engines and AI answers read you as a generic website, so you are easier to overlook.
The homepage cites 90 plus five-star reviews but shows no written or video testimonials and nothing procedure-specific (scored 0 of 3). Patients comparing surgeons want real stories, and without them tend to pick a practice that shows them.
Booking depends on a phone call or a contact page (scored 1 of 4); no scheduler or prominent booking button was found. Patients ready to book who cannot do it in the moment often do not call back.
Discuss the findings
Let's sit down and walk through what patients see when they look for you. An hour together turns this diagnosis into a clear picture of what is holding consultations back.
Lazar preps before the call: two different practice identities are live, and mobile site loads very slowly, both mapped in advance, plus every item marked In your review, ready to walk through together.
Lazar LaLone · lazar@fractionalaesthetics.com · (412) 944-5506
The goal: a diagnostic read of what a patient, or a referring doctor, sees from the outside, working only from what is openly on display and never from the practice's own dashboards or private analytics. It intentionally does not prescribe fixes, because effective solutions need further conversation and analysis to get right.
- Rubric
- Aesthetic Practice Visibility Scorecard v1.1, 100-point composite
- Two kinds of number
- Scores of 0 to 3 are ours, applied from this rubric. Figures such as Google's PageSpeed result, your star rating, review counts and follower counts are third-party measurements we read and report, not numbers we assign
- This audit
- Tier 1, the complimentary read. Every one of the 34 signals is drawn from patient-facing data. Tier 2 adds paid-media spend analysis, and only when you choose to share your ad data.
- Signals
- 17 measured from patient-facing data so far; the rest walked through together in your review
- Review items
- Excluded from both earned and maximum points; they never count against the practice, and we look at them together in your review
- Generated
- July 28, 2026
| 1.1 | GBP Claim & Completeness | 2 / 3 |
| 1.2 | GBP Categories | 3 / 3 |
| 1.3 | Service Menu on GBP | In your review |
| 1.4 | GBP Photo Volume & Recency | In your review |
| 1.5 | GBP Posts Frequency | 2 / 3 |
| 1.6 | Local Pack Presence (Primary Terms) | In your review |
| 1.7 | Q&A Section Activation | In your review |
| 2.1 | Mobile Speed Score | 0 / 3 |
| 2.2 | Above-the-Fold Booking CTA | 1 / 3 |
| 2.3 | Online Scheduling Integration | 1 / 3 |
| 2.4 | Branded Treatment Page Coverage | 3 / 3 |
| 2.5 | Financing Surfacing | In your review |
| 3.1 | Google Review Volume (Market-Relative) | In your review |
| 3.2 | Review Response Discipline | In your review |
| 3.3 | Before/After Gallery Depth & Consent | In your review |
| 3.4 | Board Certification & Society Visibility | 2 / 3 |
| 3.5 | Patient Evidence Beyond Stars | 0 / 3 |
| 3.6 | Innovation Leadership & First-Mover Evidence | 0 / 3 |
| 4.1 | Blog Recency & Topical Depth | In your review |
| 4.2 | Visibility in AI search | 3 / 3 |
| 4.3 | Schema Markup Completeness | 0 / 3 |
| 4.4 | Podcast/Video Content Indexing | 1 / 3 |
| 5.1 | Meta Ad Activity & Creative Variety | 2 / 3 |
| 5.2 | Google Ads Presence (Competitive Terms) | In your review |
| 5.3 | Landing Page Alignment | In your review |
| 6.1 | Instagram Posting Cadence | In your review |
| 6.2 | Engagement Rate | In your review |
| 6.3 | Content Mix Diversity | In your review |
| 6.4 | Link-in-Bio Strategy | 1 / 3 |
| 6.5 | Story Highlights Organization | In your review |
| 7.1 | NAP Consistency Across Directories | 0 / 3 |
| 7.2 | Aesthetic-Directory Presence | 2 / 3 |
| 7.3 | One consistent identity online | In your review |
| 7.4 | Cross-Channel Brand Consistency | In your review |
That is the whole read: 17 signals measured from what a patient can see. The rest we go through together.
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