What a physiotherapy clinic’s website needs
A clinic’s website has one job above the others: turn someone looking for treatment into a booked appointment. This is what I would put on one, drawn from the Recover & Rebuild Physiotherapy site I built in Littleborough.
Updated
Let people book without phoning
If the clinic already takes bookings through an online system, the site’s job is to send people there from every page. On the Recover & Rebuild site that is a “Book here” button in the header that goes straight to the clinic’s Zanda Health client portal, so nobody has to find a phone number or wait for a call back to get an appointment.
Publish your prices
Put prices on a page of their own. A visitor who can see what an appointment costs does not have to ask, and one who has to ask may go to a clinic that tells them. Recover & Rebuild’s prices have their own page.
Say what you treat, in the words patients use
Set out each service, and separately the conditions you treat, so someone searching for help with a sports injury or rehab after an operation finds those words on the page. The Recover & Rebuild site sets out its four services, MSK physiotherapy, sports injury rehab, reformer rehab and gym-based rehab, alongside the conditions the clinic treats.
Show your reviews, and ask for more
If the clinic has a Google rating, show it on the home page and point patients to where they can leave a review. The Recover & Rebuild home page does both.
Make your hours and location readable by machines
Opening hours and location belong in the page’s structured data as well as in its text, so search engines can show them without guessing. The Recover & Rebuild site states both that way.
Answer the common questions once
A page of FAQs answers in writing what would otherwise be asked by phone. Recover & Rebuild’s seven pages are home, about, services, conditions, pricing, FAQs and contact.
Where to start
If the site does only one thing well, make it booking. A visitor who has decided to book should be able to do it from whichever page they are on, without hunting for a link or a number. Prices, services and reviews help someone decide; the booking button is what turns that decision into an appointment.