Your website has visitors, it just isn't turning them into patients
Most clinic websites are built to describe services, not to prompt action. Without clear problem-led copy and a frictionless path to book, traffic leaves without enquiring, and that cost compounds every month.
- steps
- 7
- steps
- to start
- 2 to 4 hours
- to start
The short answer
Most clinic websites describe services but do not help a worried patient decide and act. Measure enquiries first, then put a clear next step, prices, waiting times and named clinicians on every service page, and make the site fast on a phone. These changes usually matter more than a redesign.
7 steps
Do it yourself: step by step
0 of 7 done
Set up conversion tracking in Google Analytics for form submissions, call clicks and online bookings. Without this you cannot tell what works.
- Time
- 2 to 4 hours
- Typical cost
- Free, or supplier time
- Who does it
- Practice manager or website supplier
Done when: You can see enquiries per month by page
This problem is Solvable.
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Service page checklist for clinic websites
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Service page checklist
Page: [URL] Service: [ ] Checked by: [ ] Date: [ ]
Above the fold on a phone
- Heading names the patient's problem, for example "Knee pain that is not getting better"
- One sentence on who the service is for
- Phone number with click-to-call
- One clear button: [Book an appointment / Make an enquiry]
The six answers every patient wants
- What problem this solves, in plain words
- Who it is suitable for, and who it is not
- What happens at the first appointment, step by step
- Who they will see: named clinician, photo, registration
- Self-pay price for the first appointment and common tests, and insurers accepted
- Current typical waiting time
Trust
- CQC rating widget visible
- Two or three recent reviews relevant to this service
- Clinician qualifications and professional registration
Making contact
- Form has no more than five fields
- Promised response time shown, for example "We reply within one working hour"
- Online booking link if available
- Thank-you page tracked as a conversion
Technical
- PageSpeed Insights mobile score checked and main issues listed
- Page title and meta description include the condition and town
- Links to related services and clinician profiles
Compliance
- Claims backed by evidence, no "best" or "leading"
- Prices complete and current
Actions: [ ] Owner: [ ] By: [date]
Avoid these
Common mistakes
- Redesigning the whole site before measuring which pages produce enquiries.
- Hiding prices and asking patients to call for a quote.
- Service pages written about the treatment, not the patient's problem.
- Contact forms with ten fields and no promised reply time.
- Never checking the site on a phone.
Free personal check
Done by Paul Robinson, not software
I'll use your website on a phone as a patient and show you why it isn't producing enquiries
What I need from you
- Clinic name and town
- Your website
- The service you most want enquiries for
What you get
- Screenshots of what a patient sees on a phone
- The three changes that matter most
- Which ones you can do yourself today
Within 2 working days
No sign-in, no sales call. I read every request myself and reply on WhatsApp.
Free tools
Check where you stand
Benchmarks
1 to 3 percent
Typical share of service-page visitors who enquire on a private clinic website, depending on service and traffic quality
Solvable estimate
Paul Robinson
14 years in UK private healthcare
I solve this one for clinic and hospital teams
Want a hand? I'll look at your situation and tell you the three things I'd tackle first.
A few quick questions, about two minutes. I read every one myself and usually reply the same day.
No sales call unless you ask for one. Just a straight answer from me.
I reply personally, usually the same day.
Questions
Frequently asked questions
Do we need a new website?
Usually not first. Measure, then improve the top service pages. Redesign only if the platform blocks basic changes.
Should we publish prices?
Yes for self-pay first appointments and common tests. It reduces time-wasting calls and helps patients decide.
How do we know how many enquiries the site produces?
Set up conversion tracking for forms, call clicks and bookings in Google Analytics, and ask every caller where they found you.
Is online booking worth it?
For simple appointment types, yes. For complex cases, a short enquiry form with a fast call back works better.
How fast should we reply to web enquiries?
Within an hour in working hours. Speed matters as much as the page itself.
Last reviewed:
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