Websites for doctors.
A medical website is judged on how fast it answers four things: who you are, what you treat, where you are, and how someone books.
Patients rarely start on the homepage. They arrive from a search, often straight onto an internal page, and judge quickly whether to call or go back to the results. At that moment the structure of the site counts for more than the picture on the homepage.
How patients search for you
Two different searches, which should land on two different pages.
- Searching by specialty or location
- "dermatologist Thessaloniki", "paediatrician near me", or your name after a recommendation. The patient already knows what they need and wants a person, an address and opening hours. Here the profile, the location and how quickly the phone number appears are what matter.
- Searching by condition or treatment
- "acne treatment", "what is an arthroscopy", "how long is the recovery". This patient is not looking for you, they are looking for an answer. The route to your practice runs through a page devoted to that exact subject, written in the words they actually use.
In both cases the entry point is often an internal page rather than the homepage. That means every page has to stand on its own: who the doctor is, where the practice is, how to book, without sending the patient back to the homepage to find out.
Structure changes with the specialty
The same skeleton does not work for a GP and a plastic surgeon.
The specialty decides what patients look for, how much they read before choosing, and how much weight falls on content rather than location. Four representative cases:
General practice, internal medicine, cardiology
The decision is mostly practical: specialty, area, hours, appointment. A few pages, a clear profile and one-tap access to the phone cover almost the whole path. The weight falls on local search, not on content.
Surgical specialties
Patients read a great deal before they call: what the procedure is, how it is done, how long recovery takes, what can go wrong. Here a page per procedure is not a luxury. It is the route the patient arrives by.
Dermatology, aesthetic medicine, dentistry
High competition on treatment searches and a clear intent to compare. This needs a page per treatment, an honest description of what a session actually involves, and care about what may be advertised at all: those limits are set by the medical association, and the structure is built around them.
Mental health
Tone carries as much as information. Someone wants to understand how you work before booking a first session, and often prefers a discreet form to a phone call. Less terminology, more clarity about the process.
The doctor profile
Trust is built on things a stranger can check, not on adjectives.
The profile is one of the first pages someone who does not know you will open, no matter where they entered. It does not need writing about care and dedication; it needs specifics.
One sentence about where you trained and what you actually do day to day says more than a paragraph about a "personalised approach". Avoid promises of outcomes and comparisons with other doctors: beyond being unconvincing, advertising rules for medical professionals are strict, and their limits are set by your association, not by us.
A recent, plain photograph taken at the practice does more work than it looks: it is among the first things someone checks before picking up the phone.
What belongs in the profile
- Specialty and medical association registration number
- Studies, fellowships, subspecialties
- Hospitals and clinics you work with
- Scientific societies and publications
- Languages you can see patients in
- How long you have practised, and what you focus on now
Services, conditions and treatments
When a treatment earns its own page, and when it is just one more page.
A "Services" page with fifteen items in a list rarely surfaces for a specific treatment search. Someone looking for "recovery after arthroscopy" wants a page about that, not a line in a directory.
Name the pages the way patients say them and put the medical term inside the text. Plenty of people do not type "rhinoplasty", they type "nose job". Both need to exist, in the right place. That is a question of structure and how the site is built, not decoration.
Each of those pages needs its own route to contact and links to the related ones, because it is often the first, and sometimes the only, page a visitor sees.
When a page is worth it
When the treatment has searches of its own, questions of its own and enough substance to stand up: what it is, who it is for, how it is done, what follows. If you can only write three lines, it is not a page: it is a section.
When an article is worth it
When you are answering the questions you hear in the room every day and they do not fit on the treatment page. A few signed pieces with real content work; a blog updated twice a year rarely pays off.
Local search
Much of your local visibility is decided off the website, on your Google profile.
Your Google profile often shows up before the website does. It has to agree with the site exactly: same name, same address, same phone, same hours. Mismatches between the two are among the most common and most fixable problems.
On the site itself, the address should be text and not only a map image, the hours should be readable without opening a file, and the area should be named where it makes sense: the title, the profile, the practice page. Not in every paragraph.
Two locations need two pages, with their own details and hours. One page carrying two addresses struggles to target either area cleanly.
Structured data for a physician and a practice helps Google read specialty, address and hours correctly. It guarantees no position; it keeps what is already there from being misread. More on how we handle SEO.
Phone, directions, appointment
What a patient does from a phone: calls, finds the address, books.
For practices, phone traffic is usually higher than desktop, and your own analytics will show it. In practice that means the number has to dial with one tap, the address has to open in a map with one tap, and booking has to be one step away from any page.
For appointments there are three realistic options, and the right one depends on how your front desk works today: a simple request form that lands in an inbox, a connection to an online booking system with a real calendar, or just a visible phone number when everything goes through reception.
In every case, a website form is not a secure channel for medical data. Ask for a name, a phone number and a preferred time, not symptoms, history or test results. The rest belongs on the phone or in the room.
Frequently asked questions
The questions doctors ask us before a project starts.
A first conversation
Tell us the specialty, the area and what exists today. We will tell you what you actually need and what you do not.