Private healthcare · Websites
Websites for private healthcare
Patients want three answers. Who'll treat them, what it'll cost and how to book. Arête designs and builds clinic websites that answer all three well enough for a careful reader to decide without phoning first.
From £1,800 per project
The situation
Why your customers are searching.
Private patients come back to a clinic website more than once before they book, reading reviews and comparing two or three nearby options along the way. What decides it? Practitioner profiles, treatment explanations and prices. On many clinic sites, those are the thinnest pages. And the rules on health claims and medicines advertising apply to your website as much as to your ads.
What sends them looking
- An NHS waiting time longer than they're prepared to wait.
- A GP or consultant referral, or an insurer authorising treatment, that sends them looking for a recognised clinic.
- A sports injury, bad back or recurring pain that hasn't settled on its own.
- A milestone birthday, a wedding or a change in confidence that starts the research into aesthetic treatment.
- A house move, and the need for a private GP or physio near home or work.
The problem
What costs private healthcare work.
Where the work slips away
- Explaining a treatment well enough to reassure, without drifting into outcome claims the ASA would treat as unsubstantiated.
- Promoting aesthetic services when the injectable itself is a prescription-only medicine you can't promote to the public.
- Putting each practitioner's registration and experience where patients look for it. The footer doesn't count.
- Handling self-pay, insured and referred patients separately, because each arrives with different questions and a different route to booking.
- Keeping every clinic location accurate on your website and on Google, each with its own practitioners, hours and services.
What makes customers hesitate
- What the treatment will cost in total, beyond the first appointment.
- Is this practitioner properly qualified and registered for the treatment?
- Whether their insurer covers it, and whether they need a GP referral first.
- What happens if the treatment doesn't help, or something goes wrong afterwards.
How it helps
What a better website changes.
- Every treatment or condition gets its own page: the assessment, what treatment involves, recovery and the realistic alternatives. No promised outcomes.
- Practitioner profiles put registration, qualifications and special interests in one place, so patients can check who they'll see before they book.
- Booking fits the way your clinic runs: live online booking, a consultation request, or a callback for complex cases.
- Run several sites? Each location gets its own page with its practitioners, hours, parking and directions.
What you get
Treatment pages with realistic journeys
Pages that walk a patient through consultation, treatment, aftercare and the likely number of sessions, written to avoid unsupported efficacy claims.
Practitioner profiles with registration details
GMC, HCPC, NMC or other registration, qualifications and areas of practice, linked from every treatment page the practitioner covers.
Regulatory information where patients see it
Your CQC registration and rating where applicable, complaints information and plain terms for consultations and cancellations.
Self-pay and insured patient routes
Prices for self-pay patients, and for insured patients a section listing the insurers that recognise you and any referral requirements.
Bookings traced to each clinic
Your booking system built in, or structured enquiry forms, with every booking traced to its clinic, treatment page and traffic source.
Aesthetics pages that promote the consultation
For clinics offering injectables, pages framed around the prescriber consultation, so prescription-only medicines are never promoted to the public.
Measurement
The enquiries that count, tracked properly.
What counts as an enquiry
- A first consultation or assessment booked online, logged against the clinic and practitioner.
- A call from your website or an ad that lasts long enough to be a proper enquiry.
- An enquiry form that sends self-pay, insured and referred patients straight to the right person.
- A callback request for a higher-value treatment, where the patient wants to talk before booking.
What gets tracked
- Bookings and enquiry forms from each treatment page.
- Click-to-call and booking widget starts on mobile, by clinic location.
- Which practitioner profiles and price pages people read before they book.
- Where people drop out of the booking flow, so the snag can be fixed.
Worth knowing
What customers check, and the rules to follow.
What customers look for before they call
- Practitioner profiles with registration details (GMC, HCPC, NMC or similar) and relevant experience.
- Your CQC registration and current rating, where the service is registered and has been rated.
- Prices or price ranges, including exactly what the first consultation covers.
- Authentic patient reviews on Google and independent review platforms.
- Plain-English explanations of what a treatment involves, how long recovery takes and the realistic alternatives.
Rules worth knowing
- In England, if your service is registered with the CQC and has been rated, the rating must be displayed on your website as well as at the premises.
- The CAP Code expects health and efficacy claims to be backed by evidence, and prescription-only medicines, including botulinum toxin, cannot be advertised to the public.
- Google Ads and Meta both restrict healthcare advertising, including prescription medicine terms, audiences based on health conditions and ads that imply knowledge of a person's health.
- Ads for cosmetic interventions must not be directed at under-18s, so Arête sets audiences and placements to match.
Straight answer
Is it right for you?
Yes, if patients choose you on trust and credentials, and you're comfortable with honest, evidence-led copy. It sells the clinic, never the outcome.
Made for
- Independent clinics whose current site undersells their practitioners' credentials or leaves pricing vague.
- Multi-disciplinary or multi-site practices that need one tidy structure for many treatments and locations.
- Aesthetics and physiotherapy clinics about to launch paid campaigns, who need landing pages worth the click.
Not for
- Practitioners who work entirely through a hospital group's or platform's booking pages, where a separate site adds little.
- Clinics that want pages making outcome claims or naming prescription-only medicines in promotional copy.
- Practices that need a patient portal or clinical records system, which should come from a specialist healthcare software provider.
Starting price
From £1,800
per project, fixed scope
What moves the price
- Number of pages and page templates
- How much copywriting and photography support is needed
- A content management system or blog
- Booking systems, integrations or multilingual structure
- Custom animation and interaction
Questions
Websites for private healthcare: your questions answered
Can a clinic website connect to existing booking software?
Most clinic booking and practice management systems offer an embeddable widget or booking link, and Arête builds around whichever one you already use. No online booking? A structured consultation request form can capture the treatment, preferred location and whether the patient is self-pay or insured. Either way, you shouldn't have to change clinical systems just for a website.
Should a private clinic publish its prices?
Patients increasingly expect at least a starting price or range. A stated consultation fee removes one of the main reasons people leave without booking. Where the cost depends on assessment, the page can explain what affects it and what the first appointment includes. It's your call, but hide every price and expect more phone calls asking the same question.
How are patient photographs handled on a clinic website?
Carefully. Any results image must be genuine, used with the patient's consent and not edited in ways that exaggerate the outcome. For many treatments, the more persuasive images are of the clinic, the practitioners and the consultation room, because they show patients who they'll meet. Arête flags images likely to cause regulatory problems before they go live.
Start a conversation
Tell Arête about the business and what currently feels missing.
You will receive a direct reply with the most sensible next step, even if that means recommending that nothing needs changing yet.
A direct reply
A personal reply, usually within one working day. No sales script, no chasing.
A short conversation
A look at the business, your current website and what a good result would look like for you.
A clear recommendation
The leanest sensible next step, with fixed scope and a fixed price. Sometimes that's nothing yet, and you'll be told so.
Prefer email? Write to info@aretemarketing.co.uk.