Clinic Website Checklist: What Patients and Google Expect

What a clinic website must have

Patients arrive at a clinic website with three questions: who will treat me, how much does it cost and how do I book. Google, in turn, judges medical sites more strictly than ordinary ones: the topic affects health, so expertise, accuracy and transparency matter.

The minimum set of pages:

• Doctors, with a separate page for each specialist;
• Services and prices, with a separate page per specialty;
• Licenses and documents;
• Reviews;
• Online booking;
• Contacts: branch addresses, opening hours, map, phone.

Doctor pages

These are among the most visited pages. Each doctor page should include:

• photo, full name, specialty and qualification level;
• education, years of practice, further training, real data only;
• which services they provide and at which branches;
• a schedule and a button to book this specific doctor;
• reviews about this doctor.

A doctor page is also a signal for search engines: it shows who stands behind the medical information on the site.

Services and prices

• A separate page for each specialty and key service, not one long table.
• Prices or price ranges with an explanation of what affects the final cost. Hidden prices are a common reason patients go to competitors.
• What the visit or procedure involves, preparation, contraindications, who performs it.
• Links to the doctors who provide the service.

Trust signals

Do not use fake reviews, "guaranteed cure" claims or unverified numbers. They undermine patient trust and may break rules on advertising medical services.

Online booking

• The booking button is visible on every page, especially on mobile.
• Patients choose service, doctor, branch and time, with real free slots from the clinic's medical information system.
• Minimal fields: name, phone, preferred time.
• Confirmation and a reminder by SMS or Telegram.
• Alternatives: a call, a messenger, a callback request.

If schedule integration is not ready yet, a request form with a fast callback is better than booking a slot that may already be taken.

Local SEO

Most patients search for a clinic nearby: "dentist Chilanzar", "ultrasound near me". What to do:

• Map listings (Google, Yandex, 2GIS) for every branch, with the same name, address and phone as on the website.
• A separate page per branch with address, map, hours and the doctors who work there.
• Schema.org markup: MedicalClinic or MedicalOrganization, Physician, address and opening hours.
• Review management on maps: ask patients to leave reviews and reply to them.
• Service pages for local searches, without copying one text and swapping the district name.

Medical content quality

• An author or medical reviewer is named and linked to their doctor page.
• Publication and update dates are shown.
• The information follows current clinical guidelines, without promises or scare tactics.
• A note that the article does not replace a doctor's consultation.
• No copied or mass-generated text that a specialist has not reviewed.

Speed and mobile

Most patients open the site on a phone. Check that:

• pages load quickly on mobile data: compressed images, few heavy scripts and widgets;
• the phone number is tappable and the booking button does not cover content;
• forms are easy to fill in with one hand;
• text is readable without zooming.

Common mistakes

• One shared list of doctors without individual pages.
• "Price on request" for every service.
• Stock photos instead of the real clinic.
• Different addresses and phone numbers on the site and on maps.
• A booking form with ten fields.