Date:
Sep 8, 2026
Author:
Pavel Danyi
001
Originality
Patients rarely visit a clinic website to admire it. They arrive with one practical question: are you open, can you see me, what will it cost. If the answer is not visible within a few seconds, they call someone else or give up.
That is why the best clinic websites feel almost boring. Opening hours, a booking button and a clear notice about holidays sit at the top of the page. Everything else, from team profiles to philosophy, comes after.
002
Clarity
Medical language is precise, but it is not always clear. Words like "triage" or "referral pathway" make sense to staff and confuse patients. Rewriting key pages in plain language is the cheapest improvement most clinics can make.
We test copy by asking people outside healthcare to find three things on a page. If they hesitate, the words need work. Short sentences, common words and one idea per paragraph go a long way.
003
Reliability
Nothing damages trust faster than outdated information. A holiday notice from last Christmas or a doctor who left two years ago tells patients the website is not looked after, and neither might they be.
Choose a platform that lets reception staff update notices themselves in a minute or two. When updates are easy, they actually happen.
004
Accessibility
Patients include older people, people with low vision and people using screen readers. Good contrast, large tap targets and proper headings are not extras. They are the difference between a patient booking online and phoning an already busy reception.
Designing to WCAG 2.2 AA from the start costs little. Retrofitting it later costs much more.
