The pages every clinic website needs

A clinic website has one job: to help a person who needs care decide to book. It does not need to be large, clever or full of features. It needs a small number of pages that answer the questions a new patient asks, in a clear order, in language they understand, on a phone as well as a computer.

This guide lists the pages that every clinic website needs, what each should contain and what to leave out. If your site is missing some of these, you have found your next improvements.

How patients use a clinic website

A new patient usually arrives with a specific need and a few questions in mind.

• Do you treat what I have?
• Who would I see?
• What happens at a first visit?
• What does it cost, and do you take my insurance?
• Where are you, and when are you open?
• How do I book?

Every page on the site should help answer one or more of these, and every page should make the next step obvious. A visitor who has to hunt for the answer usually leaves.

Page one: the home page

The home page is the front door. Many visitors will see only this page, so it must do the essential work.

What it should contain:

• A clear sentence at the top: what you do, for whom, and where.
• A visible way to book, and a phone number that can be tapped.
• A short list of your main services, each linking to its own page.
• A few words about what makes the clinic different, if it is true.
• Real photos of the clinic and the team.
• Your address and opening hours.
• A few genuine reviews, where your professional rules allow.

What to leave out: long welcome messages, stock photos, sliding banners and walls of text.

Page two: a page for each main service

This is the most valuable kind of page on a clinic site. A patient who searches for a specific treatment should arrive on a page about it. See how to write a clinic service page for a full structure.

What each should contain:

• What the service is, in plain language.
• Who it helps and which problems it addresses.
• What happens at a first visit.
• Who provides it.
• What it costs, or how pricing works.
• Common questions with direct answers.
• A clear booking button.

What to leave out: one page for all services, or pages that repeat each other with only a word changed.

Page three: about the clinic and the team

Patients want to know who they will see. People choose people.

What it should contain:

• A short account of the clinic and what it stands for.
• A photo and a short introduction for each practitioner, with qualifications and registration where relevant.
• Anything that shows experience or special interest.
• A friendly, human tone.

What to leave out: long histories, self-praise and unverifiable claims.

Page four: contact and location

Make this page impossible to miss.

What it should contain:

• Address, with a map and a link to directions.
• Phone number, tappable on a phone.
• Opening hours, including evenings and weekends.
• How to get there: parking, public transport and accessibility.
• A simple way to send a message, if you offer it, with a clear promise about reply time.

If you have more than one location, give each its own page with its own details.

Page five: booking

If you offer online booking, give it a clear, simple page or link. If you take bookings by phone only, say so plainly and show when the phone is answered.

What it should contain:

• The main way to book, prominently.
• Other ways to book, as alternatives.
• What to expect after booking: a confirmation and a reminder.
• What to bring to a first visit.

What to leave out: forms with many fields, and requests for private health information in an open form.

Page six: fees, insurance and policies

Uncertainty about cost makes people hesitate. You do not need to list every fee, but patients should not have to guess.

What it should contain:

• What a first visit costs, or how pricing works.
• Which insurers you work with, and whether you bill them directly.
• Your cancellation and late policy, in a friendly tone.
• Any information on referrals, if relevant.

Page seven: common questions

A short page of the questions patients actually ask, with direct answers, helps patients and reduces calls.

What it should contain:

• Ten to fifteen real questions, collected from your front desk and your reviews.
• Short answers that begin with the answer itself.
• Links to the relevant service or booking pages.

Page eight: privacy and legal

Every clinic needs a clear privacy statement that explains what information you collect, how you use it and how patients can ask about it. Link it from the footer of every page. Check what your profession and province require.

Optional pages

Depending on your clinic, a few more pages may help.

• New patients: a page that explains what to expect and what to bring.
• Conditions and treatments: short, accurate explanations of the problems you help with. Keep them clear, and avoid anything that sounds like individual medical advice.
• Blog or news: only if you can keep it up and it offers something useful.
• Careers: if you are hiring.
• Resources: exercises, patient guides or links to trusted information, if they are accurate and kept current.

The small things that matter on every page

• A clear, tappable phone number and booking button.
• Your name, address and phone number in the same form as on your Google listing.
• A readable layout on a phone, with text large enough to read.
• Fast loading. Compress images, and avoid heavy features.
• Descriptive headings that name the service and the area.
• Short descriptions of images for people who use screen readers.
• A link back to the booking page or the phone number at the end of each page.

See fast, mobile-friendly clinic websites for a checklist.

How many pages is enough?

A small clinic with two or three services might do well with five to ten pages. A larger clinic may have more service pages. The rule is that every page should have a clear purpose and answer a real question. Thin or repeated pages do not help patients and do not help search.

Keeping the site accurate

A website that is out of date does harm. Once a quarter, check:

• Hours, address and phone numbers.
• Staff names and photos.
• Services and prices.
• Links and booking tools.
• The match with your Google listing.

Put a reminder in the calendar and give one person the job.

Questions clinics ask

Do we need a blog? Not to get bookings. Clear service pages and correct information come first. A blog can help later if you have something useful to say and the time to keep it up.

Should we show prices? Showing what a first visit costs, or explaining how pricing works, reduces hesitation. You do not have to publish every fee.

How do we handle several locations? Give each one its own page and its own listing, with its own details.

What if we cannot afford a new website? You can improve an existing one by fixing the basics: clear service pages, correct details and a working booking path. A redesign is rarely the first step.

Do we need a patient portal on the site? Only if you already use one. Keep sensitive information behind secure systems, not in open forms.

A worked example of a small clinic site

The details are invented to show how few pages can be enough.

A two-practitioner massage therapy clinic builds a site with eight pages: the home page, three service pages (relaxation massage, sports massage and pregnancy massage), a page about the two therapists, a contact and booking page, a fees and insurance page and a privacy page.

The home page opens with a single line that says what the clinic offers and where it is, a booking button and a phone number. Each service page follows the same order: what it is, who it is for, what a first visit is like, who provides it, what it costs and a booking button. The fees page explains what each visit costs and how the clinic bills insurers. The contact page has a map, parking information and hours.

There is no blog, no complicated menu and no pop-ups. A patient can learn what they need and book in under two minutes on a phone. For this clinic, eight good pages do more than forty thin ones would.

Pages to avoid or combine

Some pages add little and confuse visitors.

• A page for every tiny variation of a service, with nearly identical text.
• A page that says only "coming soon".
• An old news page with years-old items at the top.
• A long history page that nobody reads.
• A page of dozens of links to other sites.
• Several pages that all answer the same question.

If a page does not help a patient decide or book, combine it with another or remove it.

Planning your pages in order

If you are building or rebuilding a site, work in a sensible order.

1. Contact and booking, so patients can always reach you.
2. Home page, with the essentials.
3. Your two or three most important service pages.
4. Team page.
5. Fees and insurance.
6. Questions page.
7. Privacy page.
8. Other services and extras, as time allows.

Launching with a few strong pages is better than waiting for a complete site.

Writing for different readers

Your pages are read by different people with different needs.

• A patient in pain, who wants quick, reassuring answers and a fast way to book.
• A worried parent, who wants to know you are good with children.
• An older patient, who values large text, a clear phone number and a simple process.
• A referrer, who wants to know what you treat and how to refer.
• A person with a disability, who needs accessible pages and clear access information.

Keep each in mind as you write, and test the pages with real people from those groups when you can.

How Clinx can help

Deciding which pages to improve first is easier when you can see what patients want and what the clinics around you offer. Clinx finds those clinics and reads their public websites and reviews. It shows services found on your competitors' websites that are not on yours, and what patients praise and complain about in your area. On the Growth plan and above it also checks your website and local search presence and lists what to fix, ranked by importance.

Findings are backed by patients' own words, and each month Clinx shows what has changed since last time. You build and edit the pages, and Clinx helps you decide where to start. You can start with Clinx or look at the plans.