We review clinic websites every week. The same handful of problems come up again and again, and almost all of them are cheap to fix. Here’s the list we work through, grouped by what each fix does for you.
Speed and mobile
1. It loads fast on a phone
Test your homepage with Google’s free PageSpeed Insights tool on a mobile setting. Heavy images and slow hosting are the usual culprits. Every second you cut keeps more visitors on the page.
2. It’s designed for thumbs
Buttons big enough to tap, text readable without zooming, and no menus that only work with a mouse. Check it on your own phone, one-handed.
3. The booking button is always in reach
A sticky “Book now” or “Call” button that follows the visitor down the page on mobile. Nobody should have to scroll back up to act.
Booking
4. One clear next step on every page
Decide what you want a visitor to do (book, call or enquire) and make that the obvious action everywhere. Three competing buttons get fewer clicks than one clear one.
5. Online booking, or a form that takes under a minute
Name, phone, email, what they need. Every extra field costs you enquiries. Ask the rest on the phone.
6. Click-to-call phone numbers
On mobile, your number should dial with one tap. Put it in the header, not just the footer.
7. Instant alerts to your team
Every form submission should reach a real person immediately, by text or app alert, not sit in an inbox nobody checks until Monday. Read our speed to lead guide for why this matters so much.
Trust
8. Real photos of your clinic and team
Patients want to see who they’ll meet and where they’re going. Real photos beat stock images every time, even if they’re taken on a phone.
9. Reviews where people can see them
Show your Google rating and a few recent reviews near the booking buttons, not buried on a separate page.
10. Patient stories on video
Short videos of real patients, with their written consent, answer the question every new patient has: “Will this work for someone like me?” See our UGC guide.
11. Provider bios with credentials
A face, a name, qualifications and a sentence about why they do this work.
Treatment pages
12. A dedicated page for each service
One page per treatment: what it is, who it’s for, what to expect, what it costs or how to find out, and a booking button. This is where your ads and Google searches should land.
13. Answers to the awkward questions
Does it hurt? How long does it take? Is it covered by insurance? A short FAQ on each treatment page saves your front desk time and calms nervous patients.
14. Plain English
Write for patients, not peers. If a sentence needs a medical degree to understand, rewrite it.
Local search
15. Your name, address and phone match everywhere
The same details on your website, Google Business Profile and directories. Mismatches confuse Google and patients alike.
16. Location pages if you have more than one clinic
Each location gets its own page with its address, hours, map, team and directions.
Tracking
17. You can see which pages and ads create bookings
Analytics, conversion tracking on forms and calls, and your ad platforms connected. Without it, you’re guessing where your money works.
Score yourself
Give yourself a point for each item you can honestly tick. Fifteen or more and your site is pulling its weight. Under ten and it’s almost certainly costing you patients, and the fixes are usually quicker than a full rebuild.
Want a second opinion? Book a call and we’ll run this checklist on your site with you.