Established practice
NHS decision-makers are landing on your website and leaving without a word
Trust CIOs and ICB commissioners need specific clinical evidence, procurement language, and relevant calls to action, not a contact form built for patients. Most healthtech sites quietly lose the conversations that become contracts.
- steps
- 6
- steps
- to start
- Half a day
- to start
The short answer
Healthcare buyers visit your website to check whether you are safe to talk to. Give them a page for their role, proof from a provider like theirs, a downloadable assurance pack and a low-commitment next step such as a 20-minute call or a value estimate. A generic contact form on its own rarely works.
6 steps
Do it yourself: step by step
0 of 6 done
Look at the last 90 days in your analytics: entry pages, time on key pages, exits and form completions. Identify visits from NHS and private provider domains if your tools allow.
- Time
- Half a day
- Typical cost
- Free
- Who does it
- Marketing
Done when: You know the top five pages and where people leave.
This problem is Solvable.
Copy this checklist
Healthtech website conversion checklist
Free to copy, adapt and use. No sign-up.
Website conversion checklist for [Company name]
Home page
- Headline names the buyer and the problem, for example "[Result] for [private hospitals / consultant practices / diagnostic providers]"
- One quantified result from a named or described customer
- Logos used with written permission
- Clear links to role pages
- Book a 20-minute call button visible without scrolling
Role pages (one each)
- Clinical lead: outcomes, safety, workflow fit
- Hospital director or operations: capacity, revenue, patient experience
- IT: integrations, hosting, uptime, support
- IG: data flows, processor or controller role, DPIA support
- Finance or procurement: pricing approach, contract terms, route to buy
Trust and assurance page
- DTAC status: [completed date / in progress]
- DSPT status: [standard met / approaching standards] for [year]
- Cyber Essentials or Cyber Essentials Plus certificate date
- ICO registration number: [ ]
- Clinical safety: DCB0129 approach, clinical safety officer named
- Hosting supplier and region: [UK region]
- MHRA registration and class if a medical device
- Downloadable assurance pack
Next steps
- Downloadable guide or checklist for the buyer's own use
- Value estimate or calculator
- Direct calendar booking for a 20-minute call
- Form asks for no more than name, organisation, role, email
Follow-up
- Every enquiry assigned to a named person
- Reply within one working day with something useful
- Source and page tracked in the CRM
Avoid these
Common mistakes
- A home page written for investors or patients rather than buyers.
- Hiding assurance information behind a sales call, which IT and IG buyers will not book.
- A long contact form with no alternative.
- Replying to enquiries with an automated sales sequence instead of a person.
- Using customer logos without permission.
Free personal check
Done by Paul Robinson, not software
I'll go through your website as an NHS buyer would and show you why they leave without talking to you
What I need from you
- Your website address
- The roles you most want to hear from
- Monthly enquiries from the site, roughly
What you get
- Screenshots of where a buyer gets stuck
- What your trust and assurance page needs
- The three changes that matter most
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
Adding direct calendar booking and role pages typically lifts enquiry rates on B2B healthtech sites, but expect modest absolute numbers given small buyer populations
Judgement based on small target markets; measure your own baseline
Solvable estimate
Paul Robinson
14 years in UK private healthcare
I solve this one for healthcare companies
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
Should we publish our prices?
Publish a pricing approach or starting price if you can. Private providers in particular appreciate it, and it filters out poor-fit enquiries.
Do we need separate NHS and private sector pages?
Yes if you sell to both, because the language, buyers and proof differ.
What should the assurance pack contain?
Certificates and statuses, DPIA template, data flow diagram, clinical safety summary, hosting and support details, and standard contract terms.
How many form fields is right?
Four or fewer for a call request. Ask the rest on the call.
How do we know which organisations visit?
Some analytics and reverse-IP tools identify organisations; check they are used lawfully and disclosed in your privacy notice.
Last reviewed:
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