The most researched decision a patient will ever make
Fertility patients read everything, compare clinics for weeks, and check whether your numbers match the regulator's published data. A website that is vague, or that presents its results flatteringly, loses them — often to a clinic with worse outcomes and clearer pages.
Cause 1: the success rates are presented in your favour rather than the regulator's format
Patients will find the official figures. If yours look better than the published ones, they will work out why, and the trust does not come back.
The change: publish results exactly as your regulator requires — with denominators, age bands and national comparison where mandated. A clinic showing honest, contextualised numbers outperforms one showing a flattering headline, because this audience is unusually well informed.
Cause 2: nobody can find out what a cycle costs
The symptom: "prices on consultation", or a single headline figure that turns out to exclude medication, freezing and add-ons.
The change: cycle costs with inclusions itemised, the extras named, a medication estimate, and any finance arrangement — stated on the site. Patients are budgeting tens of thousands and they build a spreadsheet. Be the clinic whose numbers can go in it.
Cause 3: the booking flow feels like a hospital admissions form
The change: an initial consultation booking worded with care, a sensitive intake form, and a phone number beside it for patients who need a person. Some of your visitors have had a difficult year and will not start with a calendar widget.
Cause 4: treatments do not have their own pages
IVF, ICSI, IUI, egg freezing, donor treatment. Each is a separate decision, a separate price and a separate search.
The change: a page each, with inclusions, extras and what determines suitability.
Cause 5: the consultants are anonymous
The change: a profile per consultant with registration, training and areas of focus. In a decision this weighted, patients choose a clinician.
Cause 6: the licence and regulatory details are not displayed
The change: clinic licence and registration shown where your country requires. Patients check, and its absence reads as evasion.
Fix them in this order
Success rates in the regulator's format first — it is both a compliance matter and the thing this audience checks first. Costs second. The consultation booking and its tone third. Then treatment pages, profiles and licence details.
Where this sits
Our fertility clinic websites are built around regulator-format results and itemised costs. Fertility work is a custom build rather than a package. The audit version is the fertility clinic checklist. The wider clinic view is on the clinics page.