What we learned reading Colorado med spa websites

To understand the practices we work with, we read the websites of 604 independent med spas across Colorado: what they offer, how they present their team and how clients book. Here's what stood out, and what it means for how a practice looks.

How we did this: we looked at independent med spas listed on Google Maps in Colorado, left out national chains and businesses that aren't med spas, and read each practice's public website. Percentages are of the 604 practices whose sites we could read. They describe websites, not the whole business behind them.

Injectables lead. The menu around them varies a lot.

The most common services were Botox and other injectables (65%), microneedling (55%) and laser treatments (49%). Here's the full picture:

• Botox and other injectables: 65%
• Microneedling: 55%
• Laser treatments: 49%
• Facials and HydraFacial: 45%
• Medical weight loss: 19%
• Body contouring: 17%
• IV therapy: 15%
• Hormone therapy: 7%

A practice counts once in each group it offers, so the numbers add up to more than 100%.

50% show their team on the website

When a practice puts its team on the site, the team becomes part of the brand. Clients who've seen the team online will recognize them in person, which is exactly where matching scrubs and name tags make the practice look as put-together as its website.

45% name the owner or founder

Many med spas are built around the person who started them. Where the owner is front and center, the practice's look tends to be personal and specific, and generic uniforms stand out more.

62% link to Instagram

Instagram is where most practices show treatment rooms, before-and-afters and the team at work. Every photo is also a picture of what the team is wearing and what's on the counter. Branded pieces show up in the content whether you plan for it or not.

44% let clients book online from the site

The systems we saw most were Vagaro, Aesthetic Record, Square, Zenoti. Online booking means more first-time clients arrive without having spoken to anyone, so the first thing they experience in person is the front desk, the room and the team.

13% mention growth: opening, hiring, a new location or a rebrand

That's a meaningful share of practices in a moment where the whole look changes at once: new team members to outfit, new rooms to stock, or a new logo to roll out everywhere.

What it means for how a practice looks

• Your team is on display. Online, on Instagram and in person. Matching scrubs and name tags are the simplest way to make all three match.
• The first in-person moment is the room. With more clients booking online, robes, towels and front-desk pieces do more of the welcoming.
• Growth is the right time to get it consistent. A hire, an opening or a rebrand is when a standing order pays off.

We'll update this as our research covers more states.