Evolve, LLC — Free Visibility Audit
LaserAway — Chicago, IL
Here’s where LaserAway stands in the Chicago market for laser hair removal and med spa services. Every number below is pulled from live data — Google Maps, geographic ranking scans, citation directories, and live AI-readiness probes.
Agency Audit Overview — Free Visibility Audit
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Core Visibility 44% Needs Attention |
AI Visibility (AISO) — Scan Incomplete |
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Strategic Readiness 30% Critical Status |
Technical Maturity 44% Needs Attention |
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Gaps Found 8 |
Critical Priority 4 |
Overall · Critical Status 30% 0.35·44 + 0.25·— + 0.20·30 + 0.20·44 = 30% |
🚨 ALL AI CRAWLERS BLOCKED
Your site is invisible to ChatGPT, Claude, Gemini, and Perplexity.
Blocked crawlers: GPTBot, ClaudeBot, PerplexityBot, Google-Extended. Your robots.txt blocks every major AI search crawler — yet you already have an llms.txt file ready to go. Fix robots.txt first; everything else compounds after that.
LaserAway’s Core Visibility is at 44% — strong reviews (4.7 stars, 381 reviews) carry the score, but complete map invisibility drags it down hard. You don’t appear on a single one of 95 Google Maps grid points around your River North location. Strategic Readiness is at Critical Status (30%) because Google’s local algorithm doesn’t see local signals — no Chicago-specific content, no local directory coverage, no local schema. Your site’s booking flow and content architecture are solid (Technical Maturity at 44%), but none of that converts if buyers can’t find you locally. The AI Visibility scan couldn’t complete because your robots.txt blocks every AI crawler — an ironic conflict given you already built an llms.txt file for AI discovery.
Score Breakdown — Core Visibility
| Dimension | Score | Why |
|---|---|---|
| Google Maps Presence | 9/10 | 4.7-star rating with 381 reviews on a claimed Google Business Profile — strong baseline authority. |
| Map Visibility | 1/10 | 0% of 95 scanned pins show LaserAway in the top 3, top 10, or even top 20 — 100% functionally invisible on the Google Maps grid. |
| Review Authority | 5/10 | 381 reviews vs. top competitor Old Town Med Spa at 425 (close on count), but LaserAway’s 4.7 trails Old Town’s 4.9 rating. |
| Content & GEO Readiness | 4/10 | National website has deep service pages, FAQs, and before/after galleries. But only 3 of 8 tracked directories have correct NAP data — LaserAway is missing from Bing, Yellow Pages, Foursquare, and more. Schema detection returned 403 (site blocks crawlers). |
| Competitive Position | 1/10 | LaserAway holds the #1 map position on 0% of scanned pins. Late Night Medspa dominates with 22% of #1 spots, Dvida Spa holds 11%, and Pure Med Spa holds 6%. |
| Review Velocity | 6/10 | 381 reviews is within 30% of the top competitor’s 425 — roughly keeping pace. But Dvida Spa (612) and Pure Med Spa (831) are pulling ahead on volume. |
| Topical Authority | 5/10 | LaserAway’s site covers 17+ treatment categories with dedicated service pages, FAQs, pricing, and before/after content. But all content is national — no Chicago-specific pages, blog posts, or neighborhood-targeted content. |
| Total | 31/70 |
Where You Rank Across Chicago
A live 11×11 grid scan of Google Maps ranking around your business. Green = top 3. Yellow = top 10. Red = not ranking.
Open full interactive heatmap →
Ranking Breakdown — 95 pins scanned
This is the worst possible heatmap result: LaserAway does not appear in the top 20 on any of the 95 Google Maps grid points scanned across the Chicago area. Not one. For a search like “laser hair removal near me,” buyers in River North, Lincoln Park, Wicker Park, the Loop, and everywhere else around your 666 N Wells St location see only your competitors. Late Night Medspa holds the #1 position on 0% of the grid, Dvida Spa owns 11%, and even smaller operations like H Med Spa (5%) and Old Town Med Spa (3%) outrank LaserAway everywhere. Pure Med Spa, just two blocks from your location at 875 N Dearborn, holds #1 on 0% of pins and appears across 86% of the grid — while you appear on zero. The root cause is likely a mismatch between LaserAway’s national-brand digital strategy and Google’s hyperlocal ranking signals. Your competitors have local-first websites, Chicago-specific schema, and neighborhood-level content that Google rewards in the map pack.
3 Critical Gaps Holding You Back
1. Total Map Invisibility — You Don’t Exist on Google Maps for Chicago Buyers
On 100% of the 95 grid points scanned around your River North location, LaserAway does not rank anywhere in the top 20. Meanwhile, 5 local competitors appear on 82–94 of those same pins. Buyers searching “laser hair removal near me” or “med spa Chicago” will see Dvida Spa, Old Town Med Spa, Pure Med Spa, Late Night Medspa, and H Med Spa — never LaserAway. The Google SERP data confirms it: LaserAway is absent from both the local 3-pack and all 20 local finder results for “med spa Chicago” (5,400 monthly searches).
Business impact: Every one of those 5,400 monthly searchers in Chicago sees your competitors instead of you. At typical med spa conversion rates, that’s an estimated 50–150 booked consultations per month you’re not even competing for.
2. National Chain Running a National Strategy in a Local Game
LaserAway’s website is built for a 200+ location national brand. That’s smart at the brand level — but Google’s local algorithm doesn’t care about your 200 other clinics. It rewards the practice that has Chicago-specific content, Chicago-specific schema, and Chicago-specific citations. Your competitors are doing exactly this: Old Town Med Spa has 3 Chicago location pages with neighborhood names (River North, Lincoln Park, Bucktown), named local MDs (Drs. Gharbi), and MedicalBusiness schema. LaserAway’s Chicago location page is a thin, templated address pin inside a corporate site — no Chicago-specific FAQ, no local blog content, no neighborhood targeting.
Business impact: Google treats your 666 N Wells St location as a generic franchise page, not a local authority — which is why local competitors with 50 reviews outrank you despite your 381.
3. Missing from 5 Major Citation Directories
Of the directories scanned, LaserAway’s Chicago location is entirely missing from Bing, Yellow Pages, Foursquare, Manta, and TomTom — all of which Google cross-references when building local trust signals. Only 3 of 8 found listings have fully correct NAP data. Facebook shows an address mismatch, Hotfrog shows an address mismatch, and two directories have the business name listed incorrectly. Additionally, the GBP phone number is not populated in the listing data — a missing trust signal Google weighs when deciding map rankings.
Business impact: Each missing or incorrect listing reduces the citation consistency that Google uses to verify you’re a real, active business at 666 N Wells St. Your competitors with 90%+ citation consistency get the ranking boost you don’t.
VERIFY WITH CLIENT
The Google Business Profile for this location does not show a phone number in our scan data. Is 1-888-965-2737 (the national line) the number listed on your GBP, or does the Chicago location have a dedicated local phone number? A local area code (312 or 773) would strengthen local trust signals.
Strategic Readiness — 30% (Critical Status)
Strategic Readiness measures whether your digital presence is built to compete for the searches that matter locally. LaserAway’s Chicago location has an excellent national content library (17+ service pages with dedicated sub-pages per treatment area), but almost zero local strategic infrastructure. There is no Chicago-specific blog content, no neighborhood-targeted pages (River North, Gold Coast, Lincoln Park), and the site’s URL structure routes all Chicago traffic through thin location templates rather than keyword-targeted service pages. The local directory presence is the weakest signal — missing from Bing, Foursquare, and Yellow Pages means Google can’t cross-validate the location.
BIGGEST STRATEGIC GAP
No local content strategy for Chicago — Build Chicago-specific service pages (e.g., “Laser Hair Removal in River North, Chicago”) and neighborhood-targeted content that Google can rank locally.
Medium + Full audits dig into the 5 Strategic dimensions individually.
Technical Maturity — 44% (Needs Attention)
Technical Maturity assesses the quality of the site’s infrastructure, SEO health, content architecture, conversion paths, and brand positioning. LaserAway’s strongest signal is its conversion flow — a sophisticated multi-step booking wizard with virtual consultation scheduling, financing options, and persistent CTAs. The content architecture is deep at the national level (dedicated pages per treatment, per body area, per concern). However, no Lighthouse performance data was available for scoring (Technical Performance scored 0 for lack of signal, not evidence of poor performance). The brand positioning is distinctive — LaserAway explicitly identifies as “a national aesthetic dermatology clinic — not a med spa” — but this positioning conflicts with how Chicago buyers search (“med spa near me,” “med spa Chicago”).
BIGGEST TECHNICAL GAP
Brand positioning vs. buyer search behavior — LaserAway says “not a med spa,” but Chicago buyers search “med spa” 5,400 times per month. Bridging this gap with hybrid language (“aesthetic dermatology and med spa services”) on your Chicago pages captures both intents.
Medium + Full audits expand into Lighthouse + page-level on-page audit + content architecture + brand positioning.
Competitive Snapshot
| Business | Rating | Reviews | Map Pins (#1) | Top 20 Pins |
|---|---|---|---|---|
| LaserAway ← | 4.7 | 381 | 0 | 0 |
| Old Town Med Spa | 4.9 | 425 | 3 | 94 |
| H Med Spa | 4.9 | 71 | 5 | 88 |
| Dvida Spa | 4.9 | 612 | 10 | 84 |
The competitive picture is stark. H Med Spa has only 71 reviews — a fifth of LaserAway’s 381 — yet appears on 88 of 95 map pins and holds the #1 position 5 times. That’s not a review advantage; it’s a local SEO advantage. Every one of these competitors has a locally-focused website, local schema markup, and “Medical spa” as their GBP primary category. LaserAway’s national-brand approach means the Chicago location competes with one hand tied behind its back.
Citation Breakdown
| Total directories checked | 20 |
| Listings found | 8 |
| Correct NAP (name, address, phone) | 3 |
| Incorrect / partial | 5 |
| Not listed at all | 12 |
Only Yelp, Tupalo, and Chamber of Commerce have fully correct NAP data. LaserAway’s Chicago location is missing entirely from Bing, Yellow Pages, Foursquare, Manta, and 7 other directories. The Facebook listing has an address mismatch and no phone number. Google cross-references these directories when deciding map rankings — every missing or incorrect listing chips away at the location’s local authority.
Buyer Trust Directory Presence
Generic citation directories (the section above) matter for Google Maps trust. Buyer-research directories and industry credentials matter for how aesthetics buyers actually decide who to book — they’re where prospects research before spending serious money. We checked both:
Verification Summary — 2 of 4 consumer directories list you · 0 of 1 applicable industry credentials displayed on your site
Consumer Directories — where buyers research
| Directory | Status | Why It Matters |
|---|---|---|
| RealSelf | PRESENT | First-stop research destination for aesthetics buyers; profile completeness + review count is the strongest pre-booking trust signal |
| Healthgrades | NOT FOUND | Where buyers verify medical credentials before booking; ranks in Google AI Overviews for “best medical spa [city]” queries |
| Vitals | NOT FOUND | Patient-review aggregator referenced by Google for medical practice rankings; profile claim is free and high-leverage |
| WebMD Care | PRESENT | WebMD’s provider-finder property — strong trust signal because of WebMD’s general-health brand authority |
Industry Credentials — what buyers look for on your site
| Association | Status | Why It Matters |
|---|---|---|
| American Med Spa Association (AmSpa) | NOT DISPLAYED | The medspa industry’s primary professional association — membership signals industry-recognition + compliance posture to buyers researching whether the practice is “legit” |
| American Society for Dermatologic Surgery (ASDS) | NOT DISPLAYED | Dermatologist credential signal — LaserAway states it is “backed by 25+ board-certified dermatologists,” making ASDS display highly applicable and high-value |
| The Aesthetic Society | N/A | Plastic surgeon credential signal (ASAPS) — not applicable as LaserAway is dermatology-led, not plastic-surgery-led |
LaserAway has RealSelf and WebMD Care profiles at the brand level, but no Chicago-specific profiles were found on those platforms — meaning a buyer searching “LaserAway Chicago” on RealSelf will find Beverly Hills or San Francisco profiles, not local Chicago reviews. Healthgrades and Vitals — two directories Google actively references for medical practice rankings — return zero results for LaserAway. For a company with 25+ board-certified dermatologists, the absence of an ASDS membership badge anywhere on the site is a missed opportunity. Meanwhile, competitor Old Town Med Spa prominently displays American Academy of Cosmetic Surgery, American Society of Cosmetic Laser Surgery, and American Society of Hair Restoration Surgery credentials on their homepage — exactly the trust signals buyers look for when deciding who gets their $1,500.
3 Quick Wins — This Week
1. Unblock AI Crawlers in robots.txt
Your robots.txt currently blocks GPTBot, ClaudeBot, PerplexityBot, and Google-Extended — every major AI search crawler. But you already have an llms.txt file (3,703 characters of content, ready to go). Fix the robots.txt to allow these 4 crawlers, and your llms.txt immediately starts working. This is a 10-minute engineering change that opens an entire AI search channel your competitors haven’t built for yet.
2. Claim Healthgrades and Vitals Profiles for Chicago
Neither Healthgrades nor Vitals has a LaserAway listing for the Chicago location. Both are free to claim and take 15–20 minutes each. Include the 666 N Wells St address, a local phone number (ideally a 312 area code), your website, and list laser hair removal, Botox, CoolSculpting, and Hydrafacial as services offered. These are the directories Google AI Overviews cite when answering “best med spa in Chicago” — your absence from them means Google can’t recommend you even when it wants to.
3. Submit This Location to Bing Places, Foursquare, and Yellow Pages
LaserAway’s Chicago location is completely missing from Bing, Foursquare, and Yellow Pages — 3 of the top citation directories Google cross-references for local trust. Each submission is free and takes under 10 minutes. Use consistent NAP data: “LaserAway” (exact), 666 N Wells St, Chicago, IL 60654, and the local phone number. Inconsistent or missing citations across these platforms directly reduce the local authority Google assigns to your business listing.
What a Full Audit Reveals
This snapshot is the tip of the iceberg. A Medium or Full audit digs deeper with: a full 6-pillar AI Visibility (AISO) breakdown — where your site stands with ChatGPT, Gemini, Claude, and Perplexity across schema, content structure, E-E-A-T, crawler access, freshness, and conversational optimization (especially critical given your all-crawlers-blocked status); a keyword gap analysis vs. competitors showing which searches your competitors own and you don’t; an on-page technical SEO audit with Lighthouse performance scores and Core Web Vitals; a schema markup audit comparing your structured data to every competitor; a WCAG accessibility audit with a prioritized fix list; a 90-day strategic roadmap with phased execution plan; and a content calendar mapped to search intent for the Chicago market.
Want to Turn These Gaps Into Growth?
This snapshot only scratches the surface. Book a free strategy call with Jim at Evolve — we’ll walk through your numbers, answer your questions, and map out exactly what it takes to start winning in your market.
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Analysis prepared using live Google Maps data, geographic ranking scans, SERP data, citation directory audits, buyer-trust directory verification, and competitive research. Generated June 2026.