Established practice
Your website exists, but it is not converting visitors into patients
Most independent hospital websites are built for information, not enquiry. Clinical language, hidden pricing, and buried contact options mean digital traffic leaves without acting, repeatedly, every day.
- steps
- 8
- steps
- to start
- 2 to 4 weeks
- to start
The short answer
Most hospital websites describe services but do not help a patient decide or enquire. Start by measuring where enquiries come from, then rewrite your top ten procedure pages in plain language with price, wait time, consultants and a clear way to book. Make sure Google Business Profile, reviews and enquiry handling support the pages, because a fast reply converts more than a new website.
8 steps
Do it yourself: step by step
0 of 8 done
Set up enquiry tracking: form submissions and call clicks as events in Google Analytics 4, call tracking numbers by channel, and a "how did you hear about us" field at booking; record four weeks of enquiries by source
- Time
- 2 to 4 weeks
- Typical cost
- £0 to £100 a month for call tracking (Solvable estimate)
- Who does it
- Marketing lead or supplier
Done when: You can state weekly enquiries by channel
This problem is Solvable.
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Procedure page audit checklist
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Procedure page audit checklist
Page: [URL] Procedure: [name] Reviewed by: [name] Date: [date]
First screen on a mobile phone
- Procedure name in plain language, with the medical term in brackets
- One sentence on who it helps
- All-in self-pay price or "covered by most insurers" clearly shown
- Current wait time to first appointment
- Phone number tap-to-call and a book or enquire button
Content
- What the procedure is for and who it suits
- What happens before, on the day and after
- Recovery time and return to work or driving
- Named consultants with photo, specialty and link to profile
- What the price includes and excludes
- Insurers accepted and what insured patients need (GP referral, pre-authorisation)
- Patient reviews or ratings for this procedure or consultant
- Answers to the five questions callers ask most
Compliance and trust
- Claims checked against the CAP Code, no guaranteed outcomes
- Consultant has approved the clinical content
- CQC rating shown
- Date last reviewed
Tracking
- Form and call clicks tracked as events in Google Analytics 4
- Call tracking number in place
- Enquiries from this page counted in the monthly report
Enquiry handling test
- Submit a test enquiry: reply time [x] hours
- Call the number: answered in [x] rings
- Was the price quoted the same as the page?
Avoid these
Common mistakes
- Rebuilding the whole website before rewriting the pages that matter.
- Writing procedure pages in clinical language with no price, wait or booking route.
- Spending on paid search before tracking which enquiries turn into bookings.
- Leaving reviews unanswered, especially the critical ones.
- Letting web enquiries wait a day or more for a reply.
Free personal check
Done by Paul Robinson, not software
I'll search for your top procedures as a patient would and show you what they see
What I need from you
- Hospital name and town
- Website address
- Your three most important procedures
What you get
- Screenshots of what a patient sees on Google and your site
- 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
Self-pay admissions rose 7.7% in Q1 2026 to their highest level and made up 31% of private admissions
Self-pay patients research online before they enquire, so pages need to answer their questions
Raising conversion from 1% to 2% on 5,000 monthly procedure page visits adds about 50 enquiries a month (Solvable estimate: illustrative arithmetic, 5,000 x 1 percentage point = 50)
Conversion usually matters more than traffic
Solvable estimate
Paul Robinson
14 years in UK private healthcare
I solve this one for hospitals
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. Rewriting the ten pages that bring most revenue and speeding up enquiry handling tends to do more, sooner.
Should we show prices for insured procedures?
Show self-pay prices and make clear which insurers you accept. Insured patients mainly need to know you are recognised and how to start.
How fast should we reply to web enquiries?
Within one working hour if you can. Patients often contact several hospitals at once.
Who should write the pages?
Marketing or a supplier drafts them; the relevant consultant checks the clinical content.
Are there rules on healthcare advertising?
Yes. Since 2011 the CAP Code has covered marketing on an organisation's own website, and claims must be accurate and backed by evidence. Avoid promising outcomes.
Last reviewed:
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