Nine kinds, not nine pages
A clinic website needs nine kinds of page. Several are templates repeated for each condition, service, practitioner or location, so the site may have thirty or sixty pages, all generated from records. Here is each kind, what it must contain, and how to stage the build.
1. Home
Above the fold on a phone: who you are, where, and a Book button. Then the conditions you most want patients for (linking to their pages), the services (linking), the team (faces, linking to profiles), why patients choose you (three specifics), reviews or, where restricted, registrations and memberships, locations and hours, and a second Book button. One real photo, sized and prioritised. No slider.
2. Conditions (one page each)
The search engine of the site. A page per condition in the patient's words: what it is, how you assess and treat it, who here treats it with Book-with buttons, what to expect, price, red flags, FAQs, Book. Fifteen to twenty-five, from a template on structured records.
3. Services (one page each)
Physiotherapy, osteopathy, chiropractic, sports massage, acupuncture, Pilates, shockwave, podiatry, hydrotherapy, classes. Each: what it is, who it suits, what a session involves, duration, price, who provides it, where, Book pre-selecting the service. A short "how is this different from X" line where patients confuse disciplines.
4. Team (with a profile per practitioner)
The team page lists everyone grouped by discipline with photo, name, role and one line. Each practitioner profile: photo, discipline, registration number with regulator link, qualifications, what they treat and who they are good with (from relationships), bio, locations and days, languages, Book-with button. Support staff with simple entries.
5. Your first visit
What happens at an initial assessment, how long, what to wear and bring, whether a referral is needed, insurance and rebates, the price, parking, and a Book button pre-selecting the new-patient assessment. The page that removes the anxiety that stops first bookings, and the answer to most of reception's questions.
6. Fees
A table from the price fields: initial assessments per discipline, follow-ups, each service, classes and packages, concession rates, insurance and rebate information, cancellation policy summary, effective date. In the main menu. No PDF.
7. Locations (one page each, for multi-site clinics)
Photos, address with map link, hours, parking and transport, access, who works here and when with Book-with buttons, services offered here, Book pre-selecting the location, and structured data for this site. For a single-site clinic, this is the Contact page.
8. Contact
Tappable phone with hours, email, address and map, opening hours, access information, a minimal enquiry form (name, contact, message, optional preferred practitioner) delivering to a monitored inbox, a callback form for the phone peak, and a Book button. Structured data for the clinic.
9. Patient information
Privacy notice, cancellation and missed appointment policy, payment terms, complaints procedure, accessibility statement, insurance and referral information in detail, and any regulator-required notices. Plain pages linked from the footer, not PDFs.
Optional
- Classes and timetable, for clinics running Pilates or rehab groups, integrated with the booking system's class schedule.
- Blog or advice, if a practitioner will write: patient questions answered at length feed the condition pages and rank.
- Careers, when hiring.
- Referrers, for clinics taking GP or specialist referrals.
Leave off
Separate pages for mission, values, philosophy and technology. A news section that stopped in 2023. Testimonials pages in countries that prohibit them. Anything as a PDF.
Building in stages
Stage 1, launch: Home, Contact, Your first visit, Fees, Team with brief profiles, the top four services, the top eight conditions. Complete and bookable.
Stage 2, first quarter: remaining conditions and services, full practitioner profiles, location pages, patient information.
Stage 3, ongoing: classes, blog, referrers, as the clinic wants.
Booking, speed, tracking and structured data are in from stage 1. They are not content; they are the site working.
The structure underneath
Conditions, services, practitioners, locations and prices as records with relationships, rendered by templates. The sciatica page lists the practitioners who treat it because the relationship says so; Sam's profile lists sciatica for the same reason; the fees page is always right because prices live in one place. Adding the twentieth condition or the fifth practitioner is filling in fields, not building a page.
Where this sits
These nine kinds are the page list for every clinic website we build, at a fixed price that includes the content model, the booking integration and the speed and tracking work. Clinics arrive expecting to need a large site and leave with a structured one where every page is doing a job.