Quick answer
A clinic or healthcare practice website needs pages that answer patients’ questions before they book: treatments and conditions, practitioners with their professional registrations, fees, how to book, location and access, your regulator rating where you have one, and clear policies covering privacy, complaints and cancellations. Trust decides most bookings, so every page should build it.
People choosing a physiotherapist, dentist, private GP, podiatrist or aesthetics clinic are not browsing. They have a problem, often a painful or worrying one, and they want to know three things quickly: can you help, who will I see, and can I trust you. A clinic website that answers those clearly wins the booking. One that hides fees, names no practitioners and buries the booking button sends people back to the search results. Use this checklist to make sure nothing is missing.
The checklist
| Page | Must include | Done |
|---|---|---|
| Homepage | What you treat, where, how to book, a trust signal | ☐ |
| Treatments or services | One page per main treatment or condition | ☐ |
| Practitioners | Names, photographs, qualifications, registration numbers | ☐ |
| Fees | Consultation and treatment prices, what is included | ☐ |
| Booking | Online booking or a clear way to arrange an appointment | ☐ |
| New patients | What to expect, what to bring, how long it takes | ☐ |
| Location and access | Address, map, parking, step-free access, transport | ☐ |
| Ratings and reviews | Regulator rating where required, genuine reviews | ☐ |
| Policies | Privacy, cookies, complaints, cancellations, accessibility | ☐ |
| Contact | Phone, email, hours, what to do in an emergency | ☐ |
Treatment and condition pages
Give each main treatment its own page rather than a single long list. A page for “sports massage” or “plantar fasciitis” can answer the specific questions patients have, and it gives search engines a clear page to show for that search. On each page:
- ☐ What the treatment is, in plain English
- ☐ Who it is for, and who it is not for
- ☐ What happens at the appointment and how long it takes
- ☐ How many sessions people typically need, honestly stated
- ☐ The price, or a link to the fees page
- ☐ A clear booking button
Our guide to planning website content helps you work out which treatments deserve their own page.
Practitioners and registrations
Patients want to know who they will see. A practitioners page with real photographs, qualifications, special interests and professional registration numbers does more for trust than any slogan. Link registration numbers to the regulator’s public register where one exists, so patients can check them. Update the page when staff change; an out-of-date team page undermines the rest of the site.
Ratings, reviews and the rules
If your practice is registered with the Care Quality Commission in England and has been rated, the CQC requires you to display your rating on your website, if you have one, as well as at your premises. Other parts of the UK have their own regulators.
Healthcare advertising has strict rules. Claims about what a treatment achieves need evidence, testimonials must not imply guaranteed results, and some treatments, including prescription-only medicines, cannot be promoted to the public. The ASA’s non-broadcast advertising code covers your website as well as your adverts.
Booking and new patients
- ☐ A booking button visible on every page, especially on phones
- ☐ Online booking through a secure system, or a phone number that is answered
- ☐ What happens after booking: confirmation, forms, reminders
- ☐ Cancellation policy, stated before payment
- ☐ A short “your first visit” section to reduce nerves
If you are choosing a booking system, our guide to booking system costs compares the options.
Policies and patient data
Health information is special category data under UK data protection law. Keep website forms to what you need to arrange an appointment; do not ask for detailed medical history through an ordinary contact form. Use a secure booking or patient system for clinical information. The ICO’s guidance on special category data explains the extra conditions. Your privacy notice should say plainly what you collect, why, how long you keep it and who sees it.
- ☐ Privacy notice and cookie policy
- ☐ Complaints procedure
- ☐ Cancellation and missed-appointment policy
- ☐ Accessibility information for the building and the website
Accessibility
Patients include people with visual impairments, limited mobility and long-term conditions. A clinic website should be easy to read and navigate: good contrast, readable text sizes, clear headings and buttons that work with a keyboard. Our guide to website accessibility covers the essentials. And state physical access clearly: steps, lifts, parking and accessible toilets.
A worked example
A two-room physiotherapy clinic had a homepage, an “our services” page listing twelve treatments in one paragraph and a contact form. Patients regularly phoned to ask the price and whether the clinic had parking. The rebuilt site added a page for each of the five treatments that brought most bookings, a fees page, a practitioners page with registration numbers, a “your first appointment” page, and a location page with parking and step-free access details. The booking button sat in the header on every page. Phone calls asking basic questions fell, and the calls that did come were from patients ready to book.
Common gaps
- ☐ No prices anywhere, so patients phone or leave
- ☐ A team page with first names only and no qualifications
- ☐ Booking buried on the contact page
- ☐ Out-of-date opening hours over bank holidays
Getting it built
Our custom WordPress website is £499 one-off for up to eight pages, hand-coded, mobile-first, with the SEO foundation and contact forms connected to your inbox. Bigger sites and features such as member areas are quoted in writing before any work starts. If local search matters, our Google Business Profile set-up and optimisation is £199. All prices are on our pricing page.
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Frequently asked questions
Does a clinic have to show its CQC rating on its website? +
Providers registered with the Care Quality Commission in England that have been rated must display their latest rating on their website, where they have one, as well as at their premises. The rating should be clearly visible and kept up to date. Check the CQC's guidance for exactly how and where it must appear.
Should a private clinic publish its prices? +
Yes, in most cases. Patients compare clinics on price, and a clear fees page reduces enquiries from people who would not book anyway. Show consultation and treatment fees, what is included, and any extras such as follow-ups or reports. If prices vary, give typical ranges and explain what affects them.
Can I put patient testimonials on a clinic website? +
You can use genuine testimonials with the patient's permission, but healthcare advertising rules are strict. Testimonials must not suggest a treatment is guaranteed to work or make claims you cannot support with evidence, and some treatments cannot be advertised to the public at all. Keep them about the experience, and check the ASA's guidance.
How should a clinic website handle patient data? +
Health information is special category data under UK data protection law, so it needs extra care. Keep forms to what you need to arrange an appointment, avoid asking for detailed medical history in an ordinary contact form, use secure booking systems, and explain clearly in your privacy notice how data is used and stored.
