Your website is three years old and invisible to Google.

What an H1 tag is

Every web page has invisible labels that tell search engines how the page is organised. The most important is the H1 — the headline. It is the one line that says "this page is about this." A page should have exactly one, the same way a newspaper article has one headline and then sub-headings underneath.

Your homepage has four, and two of them are the same word. So the page tells Google it is about "Lumina", then about "Services", then about "Contact Us", then about "Lumina" again. None of those say medical spa in Midtown Manhattan — which is the thing you actually want to be found for.

Imagine a book with four different titles printed on the cover, and none of them mentions the subject. A librarian would not know which shelf to put it on. That is Google's exact problem here.

What a meta tag is

When your practice appears in Google results, the patient sees a small advertisement: a blue clickable headline and two lines of description underneath. You write both of those. They are called the title tag and the meta description, and they never appear on your website itself — they only appear in Google.

Google gives you roughly 60 characters for the headline and 155 for the description. Yours use 27 and 42. You are paying for a full-page advertisement and printing two words in the middle of it.

Worse, the words you did use are wasted. Your title is "Lumina Aesthetic & Wellness" — your own name, which only people who already know you would search. It does not contain "medical spa", "New York", "Midtown", "facial" or "laser". Those are the words patients type.

What the number means

Google scores every page from 0 to 100 for speed on a normal phone on a normal connection. Above 90 is good. Below 50 is officially "poor". Lumina scores 40.

The cause is straightforward: the homepage is 3.71 MB, roughly four times what a well-built page should weigh, almost all of it uncompressed imagery loaded before anything appears on screen. On hotel Wi-Fi or a subway connection, the visitor stares at a white screen.

Aesthetic patients browse on their phone, usually in the evening, usually from Instagram. Google's own research puts the bounce rate at roughly 32% higher when load time goes from one second to three, and 90% higher by five seconds. Those people do not tell you they left.

What a visitor currently sees

A very large "LUMINA" wordmark, two photographs, a collapsed list of four treatment names, a contact block, and a coloured review box near the bottom. There are no treatment images, no prices visible without clicking, and not a single product — despite the shop holding 41 of them.

Meanwhile "Bookings", "Cart" and "Login" sit in the header as equals, so the one action worth the most to the practice — booking a treatment — competes for attention with signing in. And when a patient does click Bookings or Gift Cards, they are handed to an outside system that looks nothing like Lumina, which is exactly the moment nervous first-time patients abandon.