In today’s digital-first world, your website is your clinic’s front door. And patients are walking in with high expectations! A huge 77% of patients use online searches before booking a healthcare appointment, which means your online presence plays a crucial role in attracting and converting new patients.
However, despite the frequency of visits to healthcare websites, many still fail to meet patient expectations. If your site isn’t clear, helpful, and user-friendly, patients might click away before they call or book.
Here’s what patients actually want to see on healthcare websites (but too often don’t).
For personalised advice, contact our team at practiceedge today.
1. Clear, detailed information about services
Patients want to know exactly what you offer and whether you can help them.
The problem: Vague or generic service lists, like ‘physiotherapy’ or ‘podiatry’, without specifics.
What to include instead:
- Break down your services into specific treatments (such as ‘postnatal physio’, ‘sports injury rehab’, and ‘cognitive behavioural therapy’).
- Explain how each service works and what to expect at an appointment.
- Include FAQs to address concerns before they arise.
2. Practitioner profiles that build trust
Patients are more likely to book if they feel a personal connection to the person behind the name.
Did you know that 75% of users judge a business’s credibility based on its website design? Profiles that feel real and not generic go a long way in establishing trust.
The problem: Practitioner names and titles appear without photos or a personal touch.
What to include instead:
- A friendly photo and short profile for each staff member, including reception and admin staff as well as practitioners.
- Any other relevant information, like qualifications, special interests, and languages spoken.
- A brief insight into each practitioner’s approach to care.
3. Easy online booking and clear contact information
When patients are ready to take action, the process needs to be seamless.
The problem: Clunky booking systems, broken links, or hidden phone numbers.
What to include instead:
- A visible, user-friendly online booking button.
- Accurate phone number, email, and clickable address linked to Google Maps.
- Options like a live chat or a responsive enquiry form.
4. Transparent pricing information
Patients want to understand the financial aspects of their care before they commit. 60% of patients say that transparent pricing is a key factor in choosing a provider.
The problem: No mentions of fee structure or rebates.
What to include instead:
- A pricing page listing standard fees and any bulk billing or concession options.
- Information on Medicare, NDIS, private health rebates, or other third-party rebates.
- What’s included in each appointment (such as time allocation, follow-ups, and so on).
5. Helpful, relevant blog content
Patients value healthcare providers who help them feel informed, not overwhelmed.
The problem: Blogs that are outdated, too technical, or clearly written for SEO bots, not real people.
What to include instead:
- Articles that answer common questions (such as ‘how do I know if I need physio for my shoulder?’).
- Treatment guides, recovery tips, and preventative care insights.
- Content that reflects your tone of care and clinic values.
6. Mobile-friendly, accessible design
Your website needs to work well on every screen. Many users won’t return to a site they struggled with on mobile, and some of them will go straight to a competitor.
The problem: Websites that are slow, hard to read, or difficult to navigate on mobile devices.
What to include instead:
- Clean layouts, responsive design, and readable fonts.
- Clear navigation with logical page structure and CTAs.
- Good colour contrast and alt text for accessibility.
7. Updated clinic information and notices
An active, organised website reflects an active, organised practice.
The problem: Old staff members are still listed, outdated opening hours are provided, or there is no mention of holiday closures.
What to include instead:
- Regularly updated news or blog section.
- Notices about temporary closures, new services, and new practitioners.
- Links to your social media to show the practice in action.
8. A friendly, reassuring tone
Healthcare is personal. Your website should make people feel safe, welcome, and supported.
The problem: Overly clinical language, stiff stock imagery, or impersonal messaging.
What to include instead:
- Warm, conversational copy that reflects your team’s approach.
- Real photos of your staff and clinic environment.
- A values statement or welcome message from the clinic director.
Make your website work for your patients
At the heart of every healthcare website is one question: ‘What do our patients need to feel informed, confident, and cared for before they’ve even walked through the door?’
If your website isn’t answering that question clearly, helpfully, and with empathy, it might be time for a refresh. A patient-centred website isn’t just a marketing tool; it’s part of your practice’s care experience. Get in touch with our practiceedge team if this is something you need help with.
