A great website shouldn’t just look great, it should perform well, too. Whether you’re a clinic or a individual practitioner, your website is a useful tool to present your business to clients and patients alike – a single, easy-to-access place with all the information they’ll need to make that key decision to book your treatments or buy your products. At Cosmetic Digital, we’re experts at crafting websites that look great and perform well. One thing our clients often ask us is what pages and content to include on their website in order to get those conversions. As a leading digital marketing agency, we’re happy to share our knowledge and expertise on this subject.First, it’s helpful to identify who your patient is. A potential patient who’s new to your business and has found your site has a very different mission to a returning visitor who knows a bit more about you, and might have visited your clinic or practice in person. In fact, over 60% of visitors to your site are organic.Next, it helps to consider why someone might visit your website in the first place. A first-time visitor might want to learn more about you and your business, such as where you’re based and what treatments you offer. A returning visitor might be looking at treatments and price lists for the future, or looking through your FAQs to find out more about something specific. An existing patient could be looking to leave you a review, while a new one might want to get a feel for your patient feedback to see if you’d make a good choice for their treatment.

With all this in mind, we’ve identified some of those key pages – which we like to call ‘hero pages’ – your patients navigate to most of all.


This page says more about you and your business than any other. As such, it should be richly populated with personal content. It’s a chance to show off your clinic, give an insight into the expertise of you and your team, and engage with your patients through social content. It’s also the perfect place to show a bit more of your personality in your team bios. Imagery is absolutely key here, as after your homepage, it’s the best place to make that all-important first impression.


Don’t go the expense of making a fantastic, engaging website and miss off those essential contact details. We’ve found that location is absolutely key to new clients, as many want something local and convenient to them. It’s also crucial to include a landline number alongside your mobile, as this generates an impression of an established business.


We often come across clients who are reluctant to include reviews on their site, thinking that if they have negative feedback, it can put patients off. In reality, new patients will often browse through testimonials before making the choice to choose you – it’s the power of the crowd. We’ve found that 73% of new clients look for reviews when visiting a website.


Giving an overview of your treatments is one thing, but what about some of those more difficult aspects, such as downtime or side-effects? A dedicated FAQs section is the perfect place for these. Of course, many of our clients choose to have selected FAQs integrated into their treatment pages to give a bit more detail about what’s on offer. It’s also important to ‘think like a patient’ when considering FAQ content and to work out what they’re likely to ask about – pain, pricing, duration of results are all good starting points.


It might seem like an obvious page to include, but it’s one that’s easily forgotten about when it comes to planning your site content. Price is one of the first things patients want to know about when it comes to researching potential treatments, and having clear pricing can help cement your position as a professional, trustworthy business.

Aside from hero pages, there are lots more tricks you can try to exceed your patients’ expectations:

Include before & after shots

Clients new and old will use these as evidence that you can deliver on your treatments, and they’re a chance to show off your technique and expertise. They can also help make your site feel that bit more personal – real people, real treatments, real results.

Include a variety of content

Including a mix of both content type (blogs, press, patient stories) and format (video, social, images) helps engage your visitors and show there’s more to your business than a price list. In addition, Google loves content-rich sites – so this could help improve your search rankings, too.

Embrace the technical

From having an adaptive, optimised site that can be used on any device, to one that’s super-fast and easy to navigate, these finer details can actually boost your visitors’ perceptions. In addition, making your site as secure as possible – especially if it incorporates booking or payment functionality – is absolutely essential.

Be Google savvy

Google is the most widely used search engine in the world. How you rank in search listings affects who and how many visitors click on your site, gives you greater visibility and can help you position yourself as a leading clinic or practitioner. As well as searches, it’s also important to build a profile for your business on Google, from Google reviews to creating a business listing.

Of course, there are lots of other things you can try to appeal to your patients’ expectations – and which pages to include on your site, key strategies and content to include, and technical detail and insights are something we collaborate on with our clients, ensuring your site is tailored to your business.

If you’d like to find out more about our web design and development or any of our other digital marketing services, get in touch with our friendly team today.