Two things patients choose
A patient chooses a person and a place. On most clinic websites both are a paragraph on the About page. On the sites that book well, each practitioner and each location has its own page, built from a record with fields, linked from everywhere it is relevant, and ending in a Book button that pre-selects it. Here is the structure.
Practitioner records
Each practitioner is a content record, not a hand-built page:
| Field | Purpose | |---|---| | Name, title | As permitted by the regulator | | Discipline | Physiotherapist, Osteopath, Chiropractor, Massage Therapist, Podiatrist | | Registration number | With regulator name and register link | | Qualifications | Degree, institution, year; postgraduate | | Treats | Relationship to condition records | | Provides | Relationship to service records | | Locations | Which sites they work at, with days | | Good with | Patient-facing: runners, post-surgical, nervous patients, children | | Bio | 120 to 200 words | | Photo | From a consistent set | | Languages | Often decisive and often omitted | | Booking | The system's practitioner ID for the deep link |
The template renders the profile: photo, name, discipline, registration, a "works with" list generated from the condition and service relationships, the bio, locations and days, languages, and a Book-with button carrying the practitioner parameter. The team page lists everyone grouped by discipline.
Because conditions and services are relationships, the sciatica page can automatically list "treated by Sam and Jo" and Sam's profile can list every condition she treats, with no duplication and no drift.
Writing the bio
Ask the practitioner three questions on a call and transcribe: what do you mostly see, who do you enjoy working with, what do you want a nervous first-timer to know. Edit to 150 words in a consistent voice across the team. Reception adds the one line of "who to book Sam for" that patients actually need. Cut anything the regulator would read as a claim.
Location records
Each clinic site is a record:
| Field | Purpose | |---|---| | Name | "Northside Clinic" | | Address | Structured, for maps and schema | | Phone | If locations differ | | Hours | Per day | | Parking and transport | One paragraph | | Access | Step-free, lift, accessible toilet | | Practitioners | Relationship; who works here and when | | Services | Which are offered here | | Photos | Exterior, reception, treatment rooms | | Map | Embedded on interaction, not on load | | Booking | The system's location ID |
The location page renders: photos, address with a map link, hours, how to get there, who works here (with Book-with buttons pre-selecting practitioner and location), what is offered here, and a Book button pre-selecting the location. Each location page carries its own MedicalClinic or Physiotherapy structured data with address and hours, so it can appear in local search for its own suburb.
Why locations get pages
A clinic with sites in two suburbs is two local businesses to Google. A single Contact page listing both addresses ranks for neither suburb well. A page per location, with the suburb in the title and the content, the practitioners who work there, and its own structured data, ranks for "physio [suburb]". Each location's Google Business Profile links to its own page.
Single-site clinics do not need a location page separate from Contact; the Contact page is the location page.
Linking it together
- Condition pages list the practitioners who treat the condition, linking to profiles.
- Service pages list who provides the service, linking to profiles, and where, linking to locations.
- Profiles list conditions, services and locations.
- Location pages list practitioners and services.
- The home page shows the team and, for multi-site, the locations.
A patient can enter anywhere and reach the right person and place in two links, and every link ends in a Book button with the choice already made.
Maintenance
- A new practitioner: create the record, upload the photo, set relationships. Their profile, their entries on condition and service pages, and their location listing all appear. Twenty minutes.
- A leaver: unpublish the record. Everything referencing them disappears. Reassign any conditions they alone covered.
- Changed days or locations: edit the fields.
- Annual: registration numbers checked against the register; photos refreshed if the team has changed.
The practice manager owns this. No developer.
Photography
Consistent photos are what make the team page look like one clinic. A local photographer for a morning: every practitioner against the same wall in the same light, plus each treatment room and each reception. Real rooms in the location pages reassure more than any copy.
Structured data
Each practitioner as Person with jobTitle, worksFor, hasCredential; each location as a medical business type with address, geo, hours and employee links; the organisation as the parent. Generated from the fields, so it stays correct.
Where this sits
Practitioner and location records with relationships to conditions and services are the content model underneath every clinic website we build. It is what lets a twelve-practitioner, three-site clinic have sixty pages that are all correct, all bookable and all maintained by the practice manager.