Half your visitors do not know what OT is
An occupational therapy practice has an explaining problem before it has a marketing problem. Families arrive uncertain whether you are the right profession, and professional referrers arrive wanting something completely different. Most sites serve neither.
Cause 1: the first screen describes the profession instead of the outcome
"Occupational therapy enables participation in meaningful activity" is accurate and tells a worried parent nothing.
The change: lead with outcomes in plain words — a child who can manage school handwriting, an adult who can get in and out of the bath safely, a worker back at a desk after injury — then a page per group you help. The reader should know within seconds whether you are for them.
Cause 2: family and professional enquiries arrive through the same form
A parent and a case manager want different information, different evidence and different next steps. One combined route means both get a generic reply.
The change: separate sections with separate forms — one for families, one for professional referrers — each asking for what that sender can actually supply.
Cause 3: reports and assessments are unpriced and unexplained
Schools, insurers and solicitors commission reports. It is high-value work and typically the least documented thing on an OT site.
The change: a page on assessments and reports — what each covers, turnaround, what it costs, and how to commission one. Referrers commission from whoever makes it straightforward.
Cause 4: home visits are booked by phone
The change: a home-visit page with the areas covered and a booking or request form. Much of OT happens where the person lives, and the site should reflect that rather than implying a clinic-only service.
Cause 5: booking is an enquiry with no availability
The change: live availability from Cliniko, Jane, Zanda, Power Diary or WriteUpp, with separate assessment and follow-up types and intake forms sent in advance.
Cause 6: registration is not stated
The change: registration number and professional body on every profile. For a referrer this is a prerequisite, not a nicety.
Fix them in this order
Rewrite the first screen in outcomes first — it decides whether anyone reads on. Split the two audiences second. The assessments and reports page third, because it is where the money is. Then home visits, booking and credentials.
Where this sits
Our occupational therapy websites ship with separate family and referrer routes and an assessments page, at a fixed price. The audit version is the OT website checklist. The wider clinic view is on the clinics page.