As a 20+ year RN 👩‍⚕️ and licensed cosmetologist ✨, I’ve seen these website copy mistakes from both sides – as a healthcare professional AND as someone who understands the aesthetics industry. If you’re a medical spa owner watching potential patients visit your website only to book appointments with your competitors, this could be the […]

From the desk of Dr. XYZPioneer in Advanced Age-Reversal Technology (A sample of my work) Dear Friend, What if I told you there’s a medical technology so advanced, it can literally turn back your biological clock by 20+ years? A breakthrough so powerful that women in their 50s are being mistaken for their own daughters… […]

The medical aesthetics marketing truth that’s costing practices massive patient revenue I need to tell you something that might make you uncomfortable. Last week, I sat across from Dr. Lee, a talented injector with a beautiful practice in the suburbs. Her website? Absolutely stunning. Professional photography, sleek design, all the right aesthetic touches. She’d invested […]

You’ve probably seen the before and after photos flooding your social media feed. A woman walks into a clinic looking tired and walks out an hour later looking like she turned back time by five years. No surgery. No general anesthesia. No weeks of recovery. It sounds too good to be true, doesn’t it? The […]

Last updated: July 20, 2025| Medical Spa Marketing, Aesthetic Practice Copywriting, HIPAA Compliance Last week, I watched a practice owner’s face crumble as she told me about losing her biggest anti-wrinkle injection client to the med spa down the street. “They didn’t even offer better results,” she said, voice shaking. “Their marketing just… spoke to […]

🤔 What if I told you there’s a piece of technology that could transform your medical aesthetics practice overnight? And what if I told you… your patients are already carrying it in their purse? Last week, I watched a med spa owner’s jaw drop when she saw her monthly revenue reports. 47% increase. In just […]

View a sample of my copywriting work posted on my LinkedIn profile below: Your current marketing isn’t converting because generic copywriters are writing about treatments they’ve never understood for clients they can’t relate to. Here’s the brutal truth: Most copywriters in the aesthetics space are guessing. They’re using templates, copying competitors, and hoping something sticks. […]

Picture this… You’re scrolling through Instagram at 11 PM (don’t judge – we’ve all been there), and you see yet another before-and-after anti-wrinkle injections post from a local med spa. The caption reads: “Transform your look with our advanced cosmetic injection treatments! Book now for premium aesthetic enhancement!” You cringe. I cringe. Your potential patients? […]

Proven Templates & Checklists to Boost Your Practice While Staying FDA-Compliant As a registered nurse with 20+ years of clinical experience, I know exactly what medical spa owners need to market their services effectively while staying on the right side of FDA regulations. These are the same compliance strategies and content frameworks I use with […]

Updated December 29, 2025 Clear, FDA-Compliant Content That Fills Your Appointment Calendar By Evelyn Durnell, RN | Medical Aesthetics Copywriter Your med spa website gets plenty of traffic. But are those visitors booking consultations? If clients can’t tell you apart from the three other practices they’re comparing, your copy is the problem—not your expertise. As […]