Lead generation for cosmetic surgery practices, tracked to the consult
Most practices are not short on visitors. They lose people in the hour after an inquiry arrives, and again in the months between the first question and the decision. This is the layer that sits above the channels: the consultation paths, the call handling, the routing, the follow-up, and one dashboard showing where every call, form, and text actually came from.
Free consult first · Every inquiry tagged to its source · Month to month, no contracts
Where a cosmetic surgery practice loses inquiries
Most of the calls that reach us start with visibility. Often visibility is not the problem. People land on procedure pages, and the losses happen after that, in places nobody watches because nobody counts them.
One "Schedule a Consultation" button for a menu of twelve procedures. A rhinoplasty question, a filler question, and a body contouring question arrive in the same inbox looking identical, so every first call starts from nothing.
The price question, met with silence. Cost is the first thing most people want to know and the last thing a practice site will discuss. When the form has no place to ask it and the reply ignores it, they keep looking until somebody talks about ranges and financing.
Calls that ring out during operating hours. The surgeon is in the OR and the coordinator is in a consult, which is how a surgical practice runs. The caller leaves no voicemail, and that afternoon never appears in any report.
No way to text. Plenty of people will text a question about a body procedure who would never say the same words out loud to whoever answers the phone.
Social inquiries living in a separate world. Questions arriving through a social profile get answered by whoever runs the account and never join the same list as the website's forms. Social media is a real inquiry channel here, not just an audience channel.
Getting found is a different job, covered under SEO for cosmetic surgeons and, for the map pack, local SEO. This page is about what happens once that traffic arrives. The free website report card gives a rough read on the site side.
What we build and manage
The capture layer is a set of small, specific pieces. Each one quietly costs a practice consultations when it is missing.
Intake that matches the procedure. A surgical request can ask which procedure, roughly when they hope to schedule, and how they prefer to be contacted. A non-surgical request mostly needs availability. The answers arrive attached to the inquiry, so the first call starts somewhere.
A way to reach you on every page. Tap to call, text, and a request form on each procedure page, not only the homepage.
Call handling set up deliberately. Tracking numbers by source, a ring order that matches who is free, defined behavior after hours and during procedure blocks, and a text back when a call rings out, so a missed call becomes a conversation.
Routing and ownership. Every inquiry gets one name attached and a rule for what happens if that person has not touched it within a set number of hours. Most leads that die were nobody's job.
Follow-up built for a slow decision. A short sequence for inquiries that go quiet, and a separate, slower one for people who said not this year. That is the practical use of email marketing here.
One first-party dashboard. Calls, forms, texts, and chats, each tagged to the source that produced it, in a view you open on your own site. We run first-party lead dashboards on more than 20 of the sites we manage.
Something for the visitor who will not fill in a form. A recovery downtime planner or a flow that sorts surgical from non-surgical is a reason to start a conversation, and those are custom tools. A scripted chat does the same without turning a chatbot loose on medical questions: for a Marco Island boat-tour company we built one answering guest questions across roughly 500 pages using owner-approved answers only.
What a page says and where the ask sits runs alongside this under analytics and CRO. The service in general is on the lead generation hub.
How this plays out in an aesthetic practice
Two things make capture different here: the decision is slow and private, and the same front door serves two very different kinds of patient.
Slow and private changes what a first reply is for. Someone is reading at eleven at night, often without telling anybody, and what they are checking is whether a real person is on the other end. A same-day answer that reads like a person beats a polished sequence that arrives Thursday.
The two funnels need opposite handling. Non-surgical work is quick, repeats, and lives in text messages. Surgical work is a long consideration with a coordinator, a scheduled call, and often a deposit. Run both through one form and one follow-up rhythm and the fast inquiries set the pace, while the ones worth a coordinator's afternoon wait in the same queue.
The calendar decides what the follow-up list is for. Interest tends to build ahead of summer, and again toward year end when recovery time hides inside holidays people already take off. The person who asked in March is worth a note in August, and it should read like a reminder, not a promotion.
Reviews sit in the same chain. People read them before they call and again before they book, so a request belongs at the end of a visit as a routine step rather than a campaign, which is what reputation management covers. We do not write testimonials or describe a result. And the number on your Google Business Profile deserves the same tracking and answering as the one on the site.
What we will not put on a consultation form
A marketing form is a convenient place to collect information and a poor place to hold it. For a practice, that distinction outranks the convenience, so we work to a short list of defaults.
No photos. This is the most common request we turn down. A photo of a body area attached to a name, an email address, and a named procedure is not marketing data. If your practice reviews photos before a consultation, that goes through the channel it already uses for patient information.
No medical history, medication lists, dates of birth, or insurance and ID numbers. The form exists to scope the inquiry and start a conversation. Anything clinical waits for the channel built to hold it.
Notifications stay thin. What lands on a lock screen at the front desk should be enough to act on and not much more.
Third-party tracking gets a hard look. A pixel on a page named after a procedure, firing when a form is submitted, is sending more than page views. Our default is first-party measurement, and anything past that is your decision with your counsel.
Call recording is your call. Consent law varies by state, and this is not a decision to make on your behalf.
The lead history is yours. It lives on your own site and it exports. It is your practice's record before it is anybody's marketing report.
All of this is built with HIPAA in mind, and none of it is a certification or legal advice. Your counsel and your policies govern what your practice can do. A marketing site should not become a new place where patient information lives.
What makes Kelly WM different
The common offer in aesthetics is a leads subscription: somebody else's landing page, somebody else's phone number, inquiries forwarded by email, and no promise the same inquiry did not also go to the practice across town. The part that decides whether it worked is the part you do not own.
The capture layer is part of the site. Forms, tracking, routing, and the dashboard are built into a custom-coded site rather than stacked on top as plugins, which is why the numbers reconcile at month end. How we build covers the approach.
The lead record is first party. It sits on your own domain, it exports, and it does not disappear behind a vendor login if we stop working together.
You talk to the person doing the work. Kelly Webmasters and Marketers is one operator in Orlando, FL, working with local service businesses nationwide since 2008. Call or text (407) 694-2055 and you reach the person who built the form.
The tools are written here, not resold. Dashboards, chat, and intake flows get shaped around how your practice books. The free ones are at kellywm.com/tools.
Nothing is held hostage. Month to month, no long-term contract, and the site, the content, the accounts, and the lead history stay with the practice.
Every source feeds the same system: organic search, the map pack, Google Ads, a mention inside an AI answer, a social profile, and the patient somebody referred, all in one view instead of five. How the pieces fit for this field is on the cosmetic surgery marketing page.
How this starts
Four steps, in this order.
1. A free consult, and a test of what happens today. We submit your own consultation request and call your own number, then tell you how long the reply took, what it said, and what your team knew before picking up. It usually finds the first thing to fix. Start with a free mockup, or call (407) 694-2055.
2. Measurement before changes. Calls, forms, texts, and chats get tagged to their source first, so there is a baseline. Change the site before the tracking works and every later result is a story instead of a number.
3. Build the capture layer. Intake by procedure type, contact paths on every page, call handling, routing rules, follow-up sequences, and any tool or chat the site needs. If the site itself is the obstacle, that is a rebuild, covered under websites for cosmetic surgeons.
4. Read it monthly and fix the weakest step. We look at the inquiries that went nowhere, find the step that lost them, and change that one thing. The report is plain: what came in, from where, how fast it was answered, and what changed.
There is no single price, because lead generation is assembled from parts and no practice needs all of them at once. Every figure below is already published on this site.
The dashboard and the capture work. Where we build and manage the site, this comes with the work rather than as a separate subscription, because we cannot tune what we cannot measure.
The site itself, if it needs rebuilding: a custom-coded build runs $3,500 to $12,000 or more, one time, depending on how many procedures and providers it carries. See how much a website costs and how long a build takes.
Ongoing search work, if you want the traffic side handled too: $1,500 to $3,500 a month for most practices, and $3,500 to $7,500 a month in competitive metros or for multi-location groups. See how much SEO costs and how long SEO takes.
Custom tools. A calculator starts at $600. Most workhorse tools, the intake flows and planners, run $1,500 to $4,000. Online ordering or a small store starts at $3,500. Tool Care, watching and updating a tool after launch, is $75 a month per tool and optional.
Google Ads, if paid traffic is part of the mix. Management is commonly billed as a flat monthly fee or a percentage of ad spend. We quote a flat fee after a free consult, and your ad budget goes straight to Google.
Everything ongoing is month to month, with no long-term contract, and the practice owns the site, the content, the accounts, and the lead history. For a rough range before you talk to anybody, the free what should you pay tool gives you one.
Common questions
How is this different from SEO or Google Ads for our practice?
Those bring people to the site. This decides what happens once they arrive. Search work and paid search each have their own page, and either one can feed this system. Lead generation here is the intake, the phone paths, the routing, the follow-up, and the dashboard showing which source produced a consultation request.
Will you build a form that accepts patient photos or medical history?
No. A photo of a body area attached to a name and a named procedure does not belong in a marketing form, and neither does medical history, medication, or insurance information. The form scopes the inquiry and starts a conversation. Photo review before a consultation goes through the channel your practice already uses for patient information.
Can you guarantee a certain number of consultations?
No, and be careful with anyone who does. How many people book depends on your market, your pricing, your reputation, and how fast the practice answers, none of which a vendor controls. What we do is concrete: tag every call, form, and text to its source, show how long each one waited, and fix the step losing people.
Most of our patients come from referrals and social. Does this still apply?
More than you would expect. A referred patient still reads the site late at night before calling, and often wants to ask something without a phone call at all. Social inquiries arrive on a different schedule and rarely join the website's list at all. One question asking how they heard about you puts both next to search in the same view.
What happens to someone who asks in March and is not ready until the fall?
In most practices, nothing, which is why they book somewhere else. Those inquiries go on a separate, slower track, so they hear from the practice ahead of the season they were waiting for rather than every week. Tone matters as much as timing: a note that reads like a reminder gets replies, and a promotional blast gets unsubscribes.
Do we need a new website first?
Not always. If the current site loads reasonably fast and has a real page for each procedure, the capture work can be fitted onto it and measurement can start right away. If every procedure funnels through one buried contact form, a rebuild is usually the cheaper path. We would rather talk you out of one than sell one you did not need.
See what actually happens to your next consultation request
Book a free consult and we will submit your own form, call your own number, and tell you plainly what happened next. Call or text (407) 694-2055, or email [email protected].
Tell us a little about the business and we will come back with an honest read: what we would fix first, what it costs, and whether you need us at all. Prefer to see work before you talk numbers? Get a free homepage mockup, built for your business, yours to keep either way.
Got it, thanks!
Brandon reads every one of these himself. You will hear back shortly with an honest read on what we would do first, what it costs, and whether it is worth it for you.
