1300Cypher
aestheticandskininstitute.com · live
Aesthetic and Skin Institute logo
The Brief

The state of play when they walked in.

Aesthetic and Skin Institute runs a Melbourne clinic and a training academy. The clinic covers anti-wrinkle, dermal fillers, skin needling and laser. The academy trains practitioners, nurses and dermal clinicians, with Dr Ben Chan teaching on the floor.

Online, the picture was different. Fewer than 200 keywords ranked anywhere, and the web presence was split across three sites that competed with each other for the same searches.

The brief: merge everything onto one site and get the treatment pages ranking where patients look.

We knew we were good. The problem was that Google didn't.

Dr Ben Chan
Director, Aesthetic and Skin Institute
Baseline
Ranked keywords at engagement start<200 Fewer than 200 keywords ranked at all when they walked in.
Ranked keywords · April 2026378 Growing, but the money keywords still sat outside the top ten.
Monthly organic sessions · April 20262,977 Heavily branded, thin on treatment-intent queries.
Monthly conversions · April 2026864 Form submissions plus guide downloads.
The consolidation

Three domains. One source of truth.

The institute's digital operation ran on three separate domains at once. The main site on one, the learning platform on another, and course purchases on a third. On top of that, a half-launched /v2 rebuild competed with the main site's own URLs.

01 The CMS The main .com site. The institute's public face: treatments, content, bookings, the brand.
02 The LMS The learning platform on its own domain, holding years of student records, course progress and enrolment history.
03 The checkout A third domain sold the courses: WooCommerce cart, sign-up hub, order history.
→ 1 Merged into .com LMS, checkout, sign-up hub and every content page now live on the one domain, one stack, with the data that took years to build still intact.
The integration

What the merge actually took.

These were not three brochure sites. Each domain ran its own database, its own front end and its own live integrations, with years of student and order history that had to survive the move.

01
Databases Years of student records, enrolments and order history migrated onto the one stack with their history intact.
Years of data · kept
02
Front ends Three front ends rebuilt as one. The LMS and the course checkout now live inside the .com site instead of on their own domains.
3 → 1
03
Live integrations WooCommerce checkout, the course sign-up hub and the LMS wiring reconnected on the new stack without breaking a live enrolment.
All · preserved
04
SEO & redirects Thousands of URLs 301-mapped page by page across the old domains and the /v2 tree, with internal linking rebuilt on the merged site. Rankings carried through, and the redirects still hold today.
1000s of 301s
The website

Browse the site, live.

The merged site, captured live from aestheticandskininstitute.com.

https://aestheticandskininstitute.com
Live
Scroll to browse the live site
The Outcome

What actually changed.

Verified against the report sources. Numbers big, context in sentences.

Best month on record 1511 Conversions up 75% month on month. 1,499 form submits, 12 downloads. The clinic's best digital month on record, and June was on pace to match it in 23 days.
Keywords in top three 239 Nearly half of all ranked keywords sit in positions 1 to 3. Of 497 ranked keywords, 239 sit in positions 1 to 3 on Google. Total ranked keywords grew 32% in the same quarter.
Quarter conversions 3590 One quarter, verified end to end. 864 + 1,511 + 1,215 across the reporting quarter, verified against GA4, Search Console and Google Ads native reporting.
The compounding effect April +6.3%. May steady. June +16.3%. Growth got faster as the quarter went on. Three sites merged into one without losing rankings, and each month of the quarter built on the one before it.
SEO & GEO

497 keywords ranked. 239 in the top three.

Treatment-intent pages, suburb-level landing pages, schema for every procedure, and content written for how patients actually ask. Ranked keywords grew 32% in a single quarter.

497
Ranked keywords, 378 → 497 in one quarter.
239
Keywords in positions 1 to 3, nearly half of all ranked.
+23%
Organic sessions in one quarter, 2,977 → 3,680.
Monthly organic sessions
Apr '26 May '26 Jun '26
Keyword distribution
Segment Apr ’26 Jun ’26 Change
Total ranked keywords 378 497 ▲ 32%
Keywords in top 3 n/a 239 ▲
anti-wrinkle injections melbourne 14 2 ▲ 12
dermal fillers melbourne 19 3 ▲ 16
skin needling near me 23 4 ▲ 19
laser skin treatment melbourne 31 6 ▲ 25
The move that mattered

Treatment pages rebuilt around patient questions, not clinic menus. Every procedure page got schema and an FAQ block, with copy phrased the way patients put the question. That phrasing is also what AI answer engines quote.

The Content

Content work, in one grid.

Training photography and course creative, all from the institute's own shoots and campaigns.

Injectables training
Cohort teaching
Facial mapping
Filler practical
Supervised practice
Course creative

We don't just deploy AI, run ads, or optimise for results.

Because in a world of fleeting trends and market noise, the only real strategy is to build something unmistakable.

This project was led by Neeraj, along with the CrowdCypher team.

01
Darshan HiraniTech wiz with 12+ years of complex system implementation and integrations.
Complex Systems CrowdCypher
02
NeerajBusiness consultant with a knack for turning constraints into high-impact springboards.
Strategy · Orchestrator CrowdCypher
03
Lincoln SmithPoint of difference that Crowd Cypher has and others don't... LINCOLN!
Performance CrowdCypher
04
AnLeads where the world stops making sense to the rest of us.
AI & Robotics CrowdCypher
05
Grace KieuThe one to Koo-Koo before the clock, running the groundwork and managing details.
Client Success unmarket
06
Pearl WeeA formidable mum who can make a dollar-store look bougie.
Creative & Design prace.media
07
Gia DimitropoulosTurning the abstract into functional game-changing implementations.
UX UI unmarket
08
CarolineEnsuring success isn't just limited to clients, it has an impact on us too.
Growth prace.media
CrowdCypher · unmarket · prace.media
Ready when you are

No pitch. No decks.
Proof.

Two-week brief. Ninety days to a working system. A team you can call by name.

Book a talk See every report

Built by the pod at CrowdCypher · unmarket · prace.media

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