A UK salon or beauty clinic website needs a clear price list, online booking with the deposit and cancellation terms shown before payment, and a gallery of real results that clients can generally expect. If you offer Botox or other prescription-only treatments, the website cannot advertise them to the public: CAP Code rule 12.12 bans it, and the ASA applies that to price lists, logos and hover text too. Clinics may promote a consultation instead. Get those rules right and the site can sell everything else freely.
Why salons and clinics need more care than most websites
A café can post any photo of a flat white. A beauty business sells a result: smoother skin, fuller brows, a fresh colour. That makes its website an advert in the eyes of the Advertising Standards Authority, which covers marketing on a business’s own website and social media, not only paid ads. Claims about results, edited photos and treatments that involve medicines are exactly where complaints land.
The good news is that the rules are short and practical. A site that follows them looks more trustworthy anyway, because clients have learned to distrust filtered photos and miracle claims.
What can a beauty website show for each type of treatment?
| Treatment type | Price list online | Before-and-after photos | What to watch |
|---|---|---|---|
| Hair, nails, lashes, brows, waxing, massage | Yes, in full | Yes, if real and unfiltered | Show the full price, including VAT if you charge it |
| Facials, peels, microneedling, laser hair removal | Yes | Yes, if the “after” is typical | No claims of permanent or guaranteed results you cannot prove |
| Dermal fillers (not prescription-only) | Yes | With great care | Realistic results, no pressure tactics; check insurance and training statements |
| Botox and other prescription-only medicines | No | No | Promote “a consultation for lines and wrinkles” instead, off the home page |
Can I advertise Botox on my clinic website?
No. The ASA’s guidance is direct: neither Botox nor treatments using it can be advertised to the general public. That comes from CAP Code rule 12.12 and the Human Medicines Regulations 2012, and the MHRA has joined the ASA in enforcement notices about it. The ban covers more than the word “Botox”. The ASA lists logos, testimonials, links, hover text, small print and price lists, and says renaming the product, for example calling it “anti-wrinkle injections”, does not get round it.
What a clinic can do, according to the ASA’s dos and don’ts, is promote a consultation. Wording such as “a consultation for the treatment of lines and wrinkles” is acceptable, provided the page makes clear that several options will be discussed and that nothing will be prescribed if the client is not suitable. Any factual information about a prescription-only treatment should be limited, balanced, consistent with the patient information leaflet, and not on the home page where casual visitors find it.
In practice that changes the site structure. Instead of a “Botox £200” line in the treatment menu, the clinic has a “Skin consultations” page that describes the consultation, who carries it out, their professional registration, the consultation fee, and how to book it. Treatment prices are given in the consultation, not online. Many clinic sites still get this wrong; the ASA has issued an enforcement notice on it, and following the rule properly is one way a careful clinic stands apart.
What are the rules on before-and-after photos?
The ASA treats before-and-after images as objective claims, so the “after” must be realistic. Its guidance on production techniques says any after image should be representative of what consumers can generally obtain. That rules out picking your single best result ever and presenting it as typical.
- 1Same lighting, angle, background and distance in both photos. Changing these can make an unchanged face look transformed.
- 2No filters that change skin, tone or features relevant to the treatment. The ASA ruled in 2021 that tanning filters on social posts exaggerated product results, and said naming the filter did not fix it.
- 3Light retouching unrelated to the result, such as removing a stray hair from the background, is generally acceptable. Retouching the area treated is not.
- 4A small-print disclaimer does not rescue a misleading image. The ASA says an ad that is misleading stays misleading whatever the qualifier.
- 5Get written consent from every client pictured, and say how the photos will be used and for how long.
- 6For prescription-only treatments, no before-and-after images at all, because they promote the treatment.
A simple test: if a new client booked the same treatment, would most of them leave looking like your after photo? If you would hesitate to promise that face to face, do not show it as the norm online.
💡 Promote the consultation, not the medicine. Show results clients can usually expect, unfiltered. Those two rules cover most of the advertising risk on a beauty website.
How should a salon price list look online?
People compare salons on price before anything else, and a missing price list sends them to the salon that has one. Lay it out the way people search: by treatment group (cuts and colour, brows and lashes, nails, facials, body), with a price and a duration for each. Duration matters as much as price for someone fitting an appointment into a lunch break.
- 1Show the full price a client will pay, including VAT if you are registered. A price that grows at the till is the fastest route to a bad review.
- 2Use “from” prices only where the final price truly depends on hair length or a consultation, and say what moves it up.
- 3Put patch-test requirements next to the treatments that need them, such as tints and lash lifts, so clients plan for the extra visit.
- 4Keep it as text, not a photo of your printed menu. Text loads faster, is readable by search engines and AI assistants, and can be updated in minutes.
- 5Date-stamp changes in your head: a website showing last year’s prices creates arguments at the desk.
Do I need online booking, and what about deposits?
For most salons, yes. Clients book late in the evening when you are closed, and a booking link captures those appointments. You have two options: link to the booking system you already use from every page, or add booking to the website itself. Either way, the rules around deposits and cancellations must be visible before the client pays, not buried in a policy they find afterwards.
Say how much the deposit is, whether it comes off the final bill, how much notice is needed to cancel or move an appointment, and what happens to the deposit if they do not show. Keep it reasonable and plain. The booking form collects personal details, sometimes including skin conditions or allergies, so the privacy page needs to explain what is kept, why and for how long. Collect health details only where you need them for safety, and only in the booking system, not by open email.
What about the new licensing rules for aesthetics in England?
The Health and Care Act 2022 gave the government power to create a licensing scheme for non-surgical cosmetic procedures in England, and the government has confirmed it intends to legislate, with proposals covering training, insurance and premises standards. As of mid-2026, legal commentary reports that the scheme is not yet in force. Scotland is taking its own legislative route.
For your website, the sensible step now is to state what is already true: who performs each treatment, their qualifications and professional registration where they have one, and that you hold insurance. If and when licensing arrives, a licence number becomes one more item for the about page. Check GOV.UK for the current position before you describe any licence.
Worked example: a Manchester salon with a nurse-led aesthetics room
Picture a salon in south Manchester with three stylists, a lash and brow technician and a registered nurse who runs skin treatments two days a week. This is an illustrative page plan, not a client. Here is how the rules shape it:
- 1Home: the salon, the booking button, opening hours, a short gallery of hair and brow work, and reviews. No mention of prescription-only treatments.
- 2Hair: full price list with durations, colour patch-test note, stylist profiles.
- 3Brows, lashes and nails: price list, before-and-after photos of real clients taken in the same chair and light, with consent on file.
- 4Facials and skin: peels and microneedling with prices, honest descriptions of how many sessions results usually need.
- 5Skin consultations: who the nurse is and their professional registration, what happens in the consultation, the consultation fee, and that options will be discussed and no treatment is given if unsuitable. No product names, no treatment prices.
- 6Free extras: Contact with a map and parking notes, FAQ covering deposits and patch tests, and Privacy explaining what booking details are kept.
That is five main pages plus the three free ones, which fits the Adyft Sites Starter plan at £999 plus £49 a month. Adding online booking built into the site is a £299 add-on plus £19 a month. A salon wanting a separate page per treatment for search purposes usually fits Growth at £1,999 plus £99 a month.
Should I build my salon website myself?
A DIY website builder will give you a nice-looking salon page in a weekend, and if you love design that is a fair choice. The risk is not the look. It is writing a treatment menu that does not accidentally advertise a prescription-only medicine, choosing gallery photos that pass the ASA test, and keeping prices current every time you change them.
With Adyft Sites you answer questions on WhatsApp and send photos; we write every page with these advertising rules in mind, add booking links or the booking add-on, set the site up to be found on Google, host and secure it, and update prices or photos when you message us. The claims on the site are still yours, so check anything borderline with CAP Copy Advice or your adviser. The domain is in your name and you get a monthly visitor report. You can preview a beauty clinic design first. If you are opening a multi-site clinic group that needs patient records and practitioner rotas inside the website, that is a bigger custom project and you should speak to us or an agency about a tailored build.
Questions salon and clinic owners ask about their website
Can I list Botox prices on my website?
No. The ASA says Botox and other prescription-only medicines cannot be advertised to the public, and that includes price lists, logos, testimonials and hover text. You can promote a consultation for lines and wrinkles and give prices during that consultation.
Is “anti-wrinkle injections” allowed instead of Botox?
No. The ASA says changing the name or calling it anti-wrinkle injections does not get round the ban, because the ad still promotes a prescription-only treatment. Describe the consultation instead, and make clear that several options will be discussed.
Can I use before-and-after photos on my salon website?
Yes, for treatments that can be advertised, as long as the after image is representative of what clients can generally achieve, both photos are taken in the same conditions, and no filter or retouching changes the treated area. Get written consent from every client shown.
Do the advertising rules apply to my own website?
Yes. The ASA’s remit covers marketing claims on a business’s own website and social media, not only paid adverts. Treatment descriptions, gallery images and price lists on your site are all covered.
Where can I check if my wording is acceptable?
CAP Copy Advice, run alongside the ASA, gives free guidance on specific ads and wording. The ASA’s AdviceOnline pages on botulinum toxin, prescription-only medicines and cosmetics production techniques cover the common cases.
How much does a salon website cost in the UK?
Published UK price guides (2026) put a five-page site at £1,500 to £3,000 from a freelancer, often without copywriting. Adyft Sites Starter is £999 plus £49 a month with every page written, and booking can be added for £299 plus £19 a month.
Sources: ASA, a fine line: the dos and don’ts of advertising Botox — https://www.asa.org.uk/news/a-fine-line-the-dos-and-don-ts-of-advertising-botox.html · ASA/CAP Ad Alert, Botox and other POMs (Nov 2025) — https://www.asa.org.uk/static/a0641e59-d264-49ec-9116452e9397b11c/Ad-alert-Botox-and-other-POMs-11-25.pdf · ASA and MHRA enforcement notice on botulinum toxin — https://www.asa.org.uk/static/a8fa05da-b3ee-4528-82095e7bba2a3e5c/Enforcement-Notice-Advertising-Botox-and-other-botulinum-toxin-injecti.pdf · ASA, cosmetics: the use of production techniques — https://asa.org.uk/advice-online/cosmetics-the-use-of-production-techniques.html · ASA, social media beauty filters — https://www.asa.org.uk/news/the-mis-use-of-social-media-beauty-filters-when-advertising-cosmetic-products.html · Mishcon de Reya, non-surgical aesthetic treatments regulation — https://www.mishcon.com/news/non-surgical-aesthetic-treatments-do-they-need-better-regulation · Clyde & Co, non-surgical cosmetic procedures (2026) — https://www.clydeco.com/en/insights/2026/05/non-surgical-cosmetic-procedures
A salon website written with the rules in mind
Send your price list and photos on WhatsApp. We write every page and set up booking. Starter is £999 plus £49 a month, live in under 7 days.