Your homepage has a few seconds to answer one question for a new visitor: “Is this the right place for me?”
Here’s what to put on it, in what order, what to cut, and how to test it yourself on your phone.
The first screen
Before anyone scrolls, they should see four things:
- A headline about the patient’s problem or goal, not just your clinic name. “Get back to moving without pain” beats “Welcome to ABC Physiotherapy”.
- Where you are: your city or neighbourhood.
- A clear booking button.
- One real photo of your clinic or team.
The order that works
What you treat
Your main treatments in plain words, each linking to its own page.
Why patients trust you
Recent reviews, practitioner photos and credentials, years in the community.
What to expect
First visit, coverage and direct billing, cancellation policy. This lowers anxiety.
Where and when
Address, parking, transit, hours and a map.
Book again
Repeat the booking button near the bottom, so nobody has to scroll back up.
What to cut
- Image sliders. Most visitors never see past the first slide.
- Stock photos of models. Patients want to see your real clinic.
- Clinical jargon in headlines.
- Long welcome messages before any useful information.
- Pop-ups that cover the booking button on phones.
Write like your patients talk
Patients don’t search for “musculoskeletal assessment”. They search for “why does my shoulder hurt when I lift my arm”. Use their words in your headlines and treatment names, and save the clinical terms for the detail on each treatment page.
Ask your front desk for the five questions they hear most on the phone. Answer each of them on your homepage or link to the page that does.
Test it on your phone
- Can you tell what the clinic treats within five seconds?
- Can you find the booking button without scrolling?
- Does the page load quickly on mobile data?
- Can you call with one tap?
Your homepage should feel like a warm welcome.