A clinic website has one job: help the right patient decide, quickly, that this is the place for them and that they know what to do next. Most problems we see come from missing basics, not from missing features. Use this as a checklist.
The first screen
A new visitor should learn four things without scrolling: what kind of practice this is, where it is, whether you are accepting new patients, and how to book or get in touch. Put a phone number and a clear button above everything else.
Essential pages
- Home. Who you are, what you treat, where you are, how to book.
- Services. One page per major service, written in plain language. Avoid a single page listing everything.
- Practitioners. A short profile for each clinician: credentials, registration body, areas of focus, languages spoken, and a photo.
- New patients. What to expect, what to bring, how long a first visit takes, and fees or billing.
- Contact and location. Address, map, parking and transit, hours, phone and an email or form.
- Privacy policy. Required in practice if you collect any information through the site.
Details patients look for
- Whether you offer direct billing and which insurers you work with
- Accessibility of the building and parking
- Languages spoken by staff
- Cancellation policy and appointment reminders
- What to do in an emergency or after hours
Practical features
- Mobile first. Most patients will visit from a phone, often while they are unwell or stressed.
- Tap-to-call. The phone number should be a link on mobile.
- Fast loading. Compress photos and avoid heavy sliders.
- Simple forms. Ask for name, contact details and a preferred time. Never ask for symptoms or health details (see our guide on website privacy).
- Accessible design. Good contrast, readable text size and full keyboard use (see accessibility).
What to leave out
Stock photos of models in white coats, vague claims such as "best in the city," and long paragraphs about your philosophy of care. Patients trust real photos of your clinic and team, and specific, checkable facts.
Before you launch
Test every link and form on a phone, confirm hours and addresses against your Google Business Profile, read every page aloud once, and ask someone outside your practice to try to book an appointment without help.
