The verdict in three sentences
An aesthetic clinic in Harley Street, Marylebone, Chelsea or Mayfair that approaches agencies without a requirements checklist receives quotes from £8,000 to over £35,000 that do not describe the same project. The document must settle the sector's specific issues up front: advertising rules enforced by the ASA, health data in forms, and booking, deposits and clinic software priced line by line. Written that way, it lets you compare a London agency fairly with Kolonell's fixed grid of £2,300, £3,900 or £6,900.
Which sections should the checklist cover?
Use the table below as a template. The last column avoids the most common trap: a treatment page going live without anyone qualified having approved it.
| Section | What to write | Example for a Marylebone clinic | Who signs off |
|---|---|---|---|
| Goals and audiences | Consultation requests, private clients and international visitors | 3 journeys: explore a treatment, meet the practitioner, request a consultation | Clinic director |
| Pages and templates | Exact list and number of templates | 18 treatment pages, 4 practitioner profiles, prices, FAQ, contact | Clinic director |
| Content and compliance | Who writes, who reviews each treatment page | Copy by the provider, review by the responsible doctor | Responsible doctor |
| Languages | Main language and options | English; Arabic or Russian as a priced option | Clinic director |
| Integrations | One line per tool | Booking, deposits, photo upload, clinic software, CRM | Practice manager |
| Accessibility | Measurable target | WCAG 2.2 AA, checked at acceptance | Provider |
| Data and forms | Allowed fields, consents | No medical history in free text, PECR-compliant cookies | Data lead |
| Domain, hosting, SEO | Ownership and migration | Domain in the clinic's name, 90-URL inventory, 301 map | Clinic director |
Which sector rules must be written down?
Put them in the checklist so they become acceptance criteria rather than end-of-project debates.
- Botulinum toxin is a prescription-only medicine: the CAP Code, enforced by the ASA, prohibits advertising it to the public. Pages talk about consultations and practitioners, not products or brand names.
- No promise of results, no superlatives; before/after photos and testimonials only where the rules allow and with written consent.
- CQC registration covers certain regulated activities: mention it only if it applies to your clinic.
- A licensing scheme for non-surgical cosmetic procedures is planned in England: plan pages that are easy to update.
- Forms compliant with UK GDPR and the Data Protection Act 2018, overseen by the ICO; cookies and marketing emails compliant with PECR; accessibility in the spirit of the Equality Act 2010.
This is not legal advice: have these points checked by your compliance adviser.
How does a precise brief change London quotes?
A 2026 ballpark based on typical quotes and public rate pages of London agencies.
| Topic | Vague wording | Precise wording | Effect on quotes |
|---|---|---|---|
| Volume | 'About 20 pages' | 18 treatment pages, 4 templates | Range of £8,000 to £35,000 narrowed to £10,000 to £16,000 |
| Booking | 'Online booking' | Integrate the existing software, line on quote | No £6,000 module built by mistake |
| Deposits | Not mentioned | Separate line, amount and refund rules defined | Cost visible before signing |
| Consultation photos | 'Photo upload' | Separate line, storage and access defined | Health data risk addressed |
| Languages | 'Multilingual' | English, Arabic as an option | Option priced at £1,500 to £5,000 |
| Acceptance | Not planned | 10 criteria including medical review | Clear project sign-off |
How do you score three quotes without bias?
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Each quote gets a score from 1 to 5 per criterion, multiplied by the weight divided by 5.
| Criterion | Weight | Agency A | Agency B | Agency C |
|---|---|---|---|---|
| Handling of ASA and CAP rules | 30 | 3 (18) | 5 (30) | 4 (24) |
| Data and forms | 20 | 4 (16) | 3 (12) | 5 (20) |
| Integrations priced line by line | 15 | 2 (6) | 4 (12) | 3 (9) |
| Price transparency | 15 | 4 (12) | 2 (6) | 3 (9) |
| SEO migration | 10 | 3 (6) | 4 (8) | 5 (10) |
| Ownership and support | 10 | 5 (10) | 3 (6) | 4 (8) |
| Total out of 100 | 100 | 68 | 74 | 80 |
To place Kolonell in this grid: Starter at £2,300 covers the core pages, Growth at £3,900 the treatment catalogue, blog and analytics, and Premium at £6,900 is the multilingual tier, languages set in the quote, with advanced SEO. All three include a project manager reachable in London hours, native English or French copywriting, delivery in 3 to 4 weeks and 3 months of support. Booking, deposits, photo upload, CRM and clinic software remain lines on quote. Details are on the international offer page.
Mini case study
Illustrative example. Sophie, director of Calder Row Aesthetics, a fictional Marylebone clinic with 3 practitioners, receives a local quote of £22,000 for 18 pages in English and Arabic. She compares it with Kolonell Premium at £6,900, adding two third-party costs: an independent Arabic reviewer at £900 and a local photographer at £1,200. Total: £9,000, a £13,000 gap with the local quote. Integrating her booking software stays on quote in both cases, which keeps the comparison fair.
FAQ
Can we name injectable product brands on the site? Not for prescription-only medicines: advertising them to the public is prohibited. The 18 treatment pages should describe the consultation and the practitioner's role.
Can the contact form ask for medical history? Keep it to 5 or 6 fields: name, contact details, treatment of interest, preferred time and consent. Medical history is collected at consultation, in the clinic's secure system.
How long does the checklist take to write? Allow half a day to a full day, plus 2 to 3 hours of review by the responsible doctor. That is little compared with quote gaps of more than £20,000.
Is online booking included in Kolonell's tiers? No, booking, deposits and photo upload are always separate lines on quote. The site can link to your existing tool at first.
What is the timeline once content is approved? Allow 3 to 4 weeks with Kolonell, against 8 to 14 weeks at many local agencies.
Let's scope your project. Send us your checklist and we will price it line by line, from £2,300 to £6,900 depending on the tier, delivered in 3 to 4 weeks. See the international offer or request a free quote: detailed reply within 48 hours.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
