A patient types laser facial near me, how much. Two laser and skin chains want that booking: Sev Skin, with 77 studios, and Skin Laundry, with 48 US locations.
We read every location page of both brands the way most AI crawlers do: the raw page, before JavaScript runs. One hands a machine the address, the hours and the prices. The other hands it an empty shopping bag.
Five questions: Sev Skin answers five, Skin Laundry none
We scored the page a patient actually lands on, read before JavaScript runs.
Sev Skin sevskin.com
5/5
- ✓Where is it?
- ✓Is it open now?
- ✓What does it cost?
- ✓How do I call them?
- ✓Can a machine read it as a business?
Skin Laundry skinlaundry.com
0/5
- ✕Where is it?
- ✕Is it open now?
- ✕What does it cost?
- ✕How do I call them?
- ✕Can a machine read it as a business?
Method: every location page of both brands, fetched in Chrome on November 12, 2026 and scored on the raw page each server sends. We also tried LaserAway, Milan Laser and Ideal Image: LaserAway showed our browser a bot check, Milan’s site returned “Site not found”, and Ideal Image’s domain now loads an unrelated website after its headquarters closed in June.
Sev Skin hands a machine the address, the hours and the prices
Every studio page carries a business listing written for machines, and the prices sit in plain sentences a crawler can quote.
Sev Skin Bellevue, WA · page data
"@type": "HealthAndBeautyBusiness",
"streetAddress": "10445 NE Fourth Street", "postalCode": "98004",
"geo": { "latitude": "47.613643", "longitude": "-122.200818" },
"telephone": "(425) 400-8860", "openingHours": [ … ]And in the words on the same page
“Laser hair removal from $44 per session or from $25 per month with
membership. Laser facials from $120…”
Then Sev Skin wrote a guide for AI. 17 of its links lead nowhere.
Sev Skin has an llms.txt, a plain-text summary written for AI engines, with 177 prices in it. It lists 76 studios. But the site has since renamed some studio pages, and the guide was never updated.
Two smaller gaps: 41 of 77 studio pages share the same generic store photo as their preview image, and any two studio pages share about 84% of their wording.
In a browser, Skin Laundry’s pages are full and clear
Once JavaScript runs, each location page shows the address, phone, opening hours and treatment prices. Every page has its own title and description, and nothing blocks crawlers. Google renders JavaScript, so Google can likely see it.
Skin Laundry Ardmore, PA · after JavaScript runs
115 Coulter Ave, Suite 700, Ardmore, PA 19003
Phone, opening hours and treatment prices on the page
Title: “Skin Laundry Ardmore | Laser Facials & Resurfacing”
Before JavaScript, every Skin Laundry page says the same 123 characters
On all 48 location pages, the raw text is the site’s empty shopping cart. The address sits inside a block of script. Most AI crawlers, including OpenAI’s and Anthropic’s, don’t run JavaScript, so this is all they get.
Skin Laundry Ardmore · the readable text a crawler receives, in full
Your Shopping Bag · Your shopping bag is empty · Subtotal $0 ·
Shipping, taxes, and discounts will be calculated at checkout. · CheckoutThe map for crawlers is missing too. /sitemap.xml returns a web page marked “noindex”, not a sitemap. robots.txt points to a staging site. And the finder page links to 0 locations before JavaScript.
The scorecard: eight checks to one, and neither passes the last two
Ten checks, the same method, both brands.
| Check | Sev Skin | Skin Laundry |
|---|---|---|
| Address and phone in readable textOn the raw page, before JavaScript | ✓ | ✕ |
| Opening hours in readable textNot only after the page loads | ✓ | ✕ |
| Prices a crawler can quotePlain sentences with dollar amounts | ✓ | ✕ |
| Business listing with map pin and hoursSchema data a machine reads | ✓ | ✕ |
| Link previews on location pagesThe og: tags behind a shared link | ✓ | ✕ |
| A working XML sitemapSo crawlers can find every location | ✓ | ✕ |
| Finder links every location in plain HTMLNo JavaScript needed to reach them | ✓ | ✕ |
| Every location page is liveWe requested all 125 of them | ✓ | ✓ |
| An AI guide whose links all workAn llms.txt with no broken links | ✕ | ✕ |
| A real photo for each locationNot one generic store image | ✕ | ✕ |
Why this matters to a clinic
Skin Laundry’s pages look great in a browser, and Sev Skin’s look similar. The difference is invisible until you read the raw page, and that raw page is what most AI assistants use when a patient asks them where to book.
Sev Skin’s fix is an afternoon: update one text file and swap 41 photos. Skin Laundry’s fix is a rendering change for its web team. For a single clinic, checking takes ten minutes.
- We read your site the way an AI crawler does. Your pages, compared with the clinics near you.
- You get the gaps in plain sentences. One list you can hand to whoever runs your website.
- It takes a day. No commitment, no cost.
Sources: AI crawler behaviour from Vercel, “The rise of the AI crawler” (December 2024). Ideal Image closure: Simplicity Laser (June 2026).
Download the slides (PDF, 251 KB)
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