Making the most ethical injector in South Wales the most visible one

Jo Ferriday Aesthetics is a nurse-led clinic in Barry, South Wales. Level 7 qualified. BAMAN Regional Lead. A practitioner who’d rather turn a client away than overdo a face.

Jo built her reputation on restraint. In an industry where the loudest accounts are the ones promising the biggest changes, she’s the injector telling people they don’t need as much as they think. Clients trust her because she says no. It’s the best thing about the clinic, and the hardest thing to turn into content.

On the surface, nothing about Jo looked like it needed help being trusted.

But restraint doesn’t photograph. The accounts winning on Instagram were the ones showing dramatic transformations, and Jo was never going to do that. Her feed was honest, careful and quiet, and in a feed full of pouts and plumping, quiet gets scrolled past. The website wasn’t carrying the weight either. It didn’t look like the clinic felt, and it wasn’t built to turn a visitor into a booking.

Her ethics were her edge. Online, they were invisible.

Meanwhile the clinic was growing its offer: new injectables, new product lines, a facial that needed explaining properly. Every one of them deserved an audience that didn’t exist yet. And the clinic’s most powerful marketing asset, a nurse with strong opinions about her own industry, had never said them out loud on camera.

To grow, Jo didn’t need to be louder. She needed the people who’d value her approach to be able to find it.

We built the website first, then gave Jo a reason to send people to it.

The insight was simple: Jo’s opinions are the content.

Most aesthetics accounts sell outcomes. Jo sells judgement. The line that defines the clinic, “I’d rather lose the booking than ruin the face”, is exactly the kind of thing a nervous first-time client is desperate to hear and almost never does. The ethics weren’t a limitation on the content. They were the hook. Every strong opinion about overfilling, about trends, about what she won’t do, is a reason for the right client to choose her over everyone else.

“Jo was worried that being honest about what she won’t do would put people off. It’s the opposite. The people she wants as clients are the ones who are scared of looking overdone. When she says it out loud, they feel like they’ve finally found their person.”Finn Hyett, founder of Proteus Digital

“In aesthetics, trust is the whole sale. Jo had more of it than anyone. We just needed to put it on camera.”

The second insight was about language. A clinic built on ethics can’t make claims it can’t stand behind, so the content had to be as careful as the practitioner. No permanence promises on pigmentation. No treatments framed as a series you’re locked into. The right product names, every time. Content that sounded like Jo, because anything else would have undermined the one thing that made her different.

The third was about how people actually find a clinic. They search. So the content plan was fed by real keyword research every month: the questions people in South Wales were typing about skin, fillers and facials, answered by the person they should be asking.

Making Jo’s approach the thing people remembered, with a seamless path to book.

Our strategy was to make Jo’s approach the thing people remembered, and make sure there was somewhere to book when they did.

A full website rebuild ensured that visitors coming from social landed on a clean, warm site built around immediate booking. Within a month, it was capturing over five thousand clicks from social media channels.

Over time, the content shifted towards personality-led skits alongside educational topics as the audience bonded with Jo directly. Targeted Meta ads and regional billboard placements at Glastonbarry amplified the organic pull.

“Jo’s whole thing is that she’ll tell you the truth even if it costs her the booking. So the content had to be built the same way. Careful with the claims, honest about the industry, and led by her opinions rather than before-and-afters. It turns out that’s exactly what her clients were looking for and couldn’t find anywhere else.”Finn Hyett, founder of Proteus Digital