A useful 90-day marketing plan for a health and beauty business should focus on the actual commercial journey: how people discover the brand, what makes them enquire or buy, and what brings them back.
Days 1–30: fix the foundation
- Choose the priority services, treatments or product categories.
- Define the primary conversion: purchase, booking, consultation or qualified enquiry.
- Audit tracking, mobile UX and key landing pages.
- Review trust signals, claims and customer proof.
- Map search intent to the correct commercial pages.
Days 31–60: build demand around priority offers
- Improve high-intent pages and internal links.
- Strengthen local SEO where customers visit a physical location.
- Launch tightly focused Google Ads or paid social tests.
- Create decision-stage content around suitability, process, pricing factors and comparisons.
- Set up appropriate email/SMS or CRM follow-up.
Use the health and beauty SEO checklist to structure the organic-search work.
Days 61–90: optimise for business outcomes
- Review revenue, bookings or qualified enquiries by channel.
- Compare acquisition cost against customer value.
- Improve weak landing pages and pause poor traffic sources.
- Expand winning campaigns only where capacity and economics support it.
- Build the next 90-day plan from actual performance data.
What to measure
For appointment-led businesses, track consultations, bookings, attendance and repeat bookings. For ecommerce, track new-customer revenue, contribution margin, repeat purchase and payback period. Do not judge success on traffic or engagement alone.
See the health and beauty lead-generation playbook for the channel framework.
