A practice website does not play the same role as a business profile. The profile answers practical questions. The website comes in afterwards, when someone is hesitating, and its job is to reassure.
The short answer: four or five pages are enough. What you do, how a first consultation goes, practical information, booking, and the mandatory legal notices. The rest is optional.
What you do, in words people understand
This is the most read page, and the one most often written in professional jargon. A patient does not always know the difference between two approaches, or what falls within your practice.
Saying it simply avoids misdirected appointments and disappointment. The same goes for what you do not do: stating it is a service, and it avoids a pointless consultation for both sides.
How a first consultation goes
This is the page missing almost everywhere, and it is the one that reassures the most. How long it lasts, what is going to happen, what to bring, how to pay.
Someone who hesitates to book, especially for the first time, is often held back by the unknown more than by the issue itself. Describing how things unfold removes that obstacle better than a long introduction.
Practical information, accurate
Opening hours, address, floor, parking, accessibility. These details do not reassure, but when they are missing, people leave.
A single source, kept up to date, is better than three places you have to remember to keep in sync. And exceptional closures are declared in that same place.
Booking, visible
A button at the top of the page, not just in a menu. It is what turns a visit into an appointment, and it is the only function of the website that produces a measurable result.
A website that brings these elements together is quick to build and easy to maintain. That is the purpose of website creation for practitioners, designed to be updated without any technical help.
Fees, when possible
Displaying them avoids calls and misunderstandings. What depends on the situation does not need a figure: you can say the amount will be announced beforehand, which is already useful information.
Complete silence on this point produces the most frequent question on the phone, and part of the hesitation.
What to avoid
Opening with a long introduction. It will be read by those who are still hesitating, after everything else.
Creating a blog you will not keep up. Content frozen for two years gives an impression of neglect.
Leaving outdated information. Outdated opening hours online will be held against you at the front desk by someone who read them the day before.
What it changes, in practice
Fewer calls about practical questions, fewer misdirected appointments, and first consultations booked by patients who knew what to expect.
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Frequently asked questions
How many pages do you need?
Four or five are enough: what you do, how it works, practical information, booking, and the mandatory legal notices. A bigger website is not read more closely, it simply takes longer to keep up to date.
Should you display your fees?
Displaying them avoids calls and misunderstandings at the front desk. What depends on the situation does not need to be priced in advance; you can say so, and explain how the amount will be announced.
Do you need a blog?
Only if you plan to keep it going. Three articles from two years ago do worse than no articles at all: they give the impression of a practice that has stopped looking after it.