Look at the sites your competitors have, what do they do well, what doesn’t work.
Look overseas at the sites of similar clinics, what do they do that would also work in the UK?
I just had a look at caci.co.nz – they start with a picture of a woman which is presumably an “after” shot, then promotions, and their blog posts.
Depending on your budget and skills getting the photos might be tricky, writing the blog posts might be onerous.
Only you know your strengths and weaknesses and that’s what the business plan is about. No point promoting fillers if what you’re best at is reconstruction.