Clunky Websites Lose Patients: 5 Keys Features Your Clinic’ Website Needs Now (That Patients Actually love)
Nobody wants to be seen by a doctor that they do not trust. And the first way that patients can build trust with a doctor is by looking them up Google and looking at their clinic website. Here patients can see if the doctor is…
- Easy to access,
- An expert at what they need,
- Located close by,
- Reviewed positively by others, and
- Has a website that works on mobile
our website is a 24/7 patient acquisition engine. But if it’s missing these five features, you’re silently turning visitors away.
1. Online Scheduling: The #1 Patient Expectation
60% of patients prefer, booking appointments online. Yes, some patients are ok playing phone tag with administrative staff, but today, the expectations have shifted. Patients want a way to simple online booking system.
Anyone who has used online booking can tell you that they are, in most cases, easy to use, faster than calling, and provide a clear list of dates where your doctor is available. In short, easy!
Summary
The Problem: Phone tag wastes staff time and frustrates patients.
The Fix:
- 67% of patients prefer online booking—and 40% book after hours when your office is closed (Source).
- Example: A dermatology clinic reduced no-shows by 22% by integrating Zocdoc with their site.
UX Tip:
- Show real-time availability (no “call to check”).
- Pre-fill known patient details from EHRs.
2. Service Pages That Answer “What’s procedures to you provide?”
If a patient clicks on your “services” page and sees nothing but a bulleted list. The services page has failed to answer any of the patient’s questions…
What does the procedure involve? 🤷♀️
How long does recovery take? 🤷♂️
Do they take my insurance? 🤷
Wait, do they even specialize in what I need? 🤔
Suddenly, that anxious patient is now also confused and frustrated. And click – they’re gone.
There are 2 reasons to have dedicated Service Pages. The first is to help your patients decide if you are a good fit for them. The second is for search engine optimization → getting found on Google.
Services pages provide clarity
Forget the bulleted list graveyard. A killer service page needs meat on its bones! That means:
- Crystal Clear Explanations: Describe the condition, the procedure, the treatment – in plain English, not confusing medical jargon!
- What to Expect: Walk them through the process. Prep instructions (“Yes, you NEED to fast prior to the exam.”), appointment duration, what happens during, recovery timelines, etc.
- Answering the FAQs: Tackle those common questions head-on: Costs (or insurance guidance), alternatives, potential risks (transparency builds trust!), and benefits.
- Visual Aids: Relevant images, diagrams, maybe even short videos can make make patients feel less intimidated by certain procedures.
- Insurance Info: Be upfront! List accepted providers or link to your insurance page. Filter options are even better.
- A Clear Call-to-Action: Make it easy to take the next step, whether it’s booking online (see point #1!), calling this specific department, or downloading a patient guide. You want to make it easy for patients to set up an appointment with you for the procedure they’re looking up.
Service pages provide instruction
Services pages are your chance to help the patient prepare for their appointment. Should they fast before coming? Do they need to prepare in any particular way? These are all things that you can cover in the services page.
Services pages help you get found on Google (SEO)
When you create these detailed pages about “minimally invasive knee surgery recovery time” or “what to expect during pediatric allergy testing,” Google takes notice. It sees experience, expertise, authority, and trustworthiness (E-E-A-T) – the holy grail of SEO.
Google wants to rank pages that demonstrate deep understanding of asubject matter. Your detailed service page tells Google, “Yeah, we’re the pros for this specific thing in this area.”
If you are deeply familiar with this subject, then Google will be more likely to rank (recommend) you to potential patients searching for that kind of information. Better rankings, more qualified traffic and patients who arrive informed and confident.
Summary:
The Problem: Surface level service pages that do not provide the answers patients are looking for.
The Fix:
- Dedicated pages per service (e.g., “Diabetic Foot Care → What to Expect + Insurance Coverage”).
- Include:
- Prep instructions (e.g., “Fast 6 hours before bloodwork”).
- Insurance filters (e.g., “We accept Blue Cross Blue Shield”).
3. Location Pages That Boost Local SEO
Similar to service pages, location pages let people know where you are located and the places that you service. No, these do not need to be as detailed as the services pages, but they do need to signal that you are located in an area and service patients in the surrounding cities, towns, counties, etc.
For example, you have a website page that shows you operate out of Astoria in New York City. This works as a sign to patients and Google that this website is relevant to people searching in that neighborhood.
Should I create location pages using my town, city, or neighborhood?
If you live in a big city, then the competition to rank high on search results for that city will be higher. However if you are in a small town with few alternatives to what you do, then there will be less competition.
For example, the number of dentists in Reno, Nevada vs New York City.
clinics or hospitals located in large cities should focus on creating location pages for their neighborhoods, whereas clinics in small towns can create pages for their town. If you are in a more rural part of the country, then you try creating service pages for your region or county - which ever people typically search for more.
Summary:
The Problem: Google ranks clinics with location-specific content higher.
The Fix:
- Unique pages per office (e.g., “Cardiology Associates | Downtown Chicago”).
- Embed:
- Google Maps with parking/transit tips.
- ADA accessibility details (e.g., ramp locations).
Stat: Practices with optimized location pages see 3x more organic traffic (Moz).
4. Patient Reviews: Your Digital Word-of-Mouth
Reviews are the life-blood of any business.
84% of patients trust reviews of medical professionals and clinics as much as a reference from a friend or family member. This is why you should always try to gather and curate reviews from your patients. Find the patients who are your biggest fans and ask them for a heart-felt review on Google Maps.
You can make this easy for them by having a card with a QR code available for them to scan in your office. If you feel that a new customer had a very positive experience, let them know that you have a QR code, ask for them to scan it, and request a review.
Coach your patients on how to give a good review
Let your patients know the kind of reviews you want. For example, tell them that they should write at least 2 sentences. Whatever they write should say what they thought of the clinic, the information they were provided, and anything else about how they felt after finishing treatment. Remember that people make decisions often based on emotion, so appealing to that side is very helpful.
Summary
The Problem: 84% of patients trust reviews as much as personal referrals (Source).
The Fix:
- Showcase Google reviews (embed star ratings via Google’s API).
- Respond professionally to negative feedback (e.g., “We apologize for your wait—let’s make it right”).
5. Mobile-Optimized Telehealth (No Apps Required)
Mobile has become the primary way that people browse the internet and therefore, find their medical providers. If your clinic or hospital website is not mobile friendly, then you can expect to lose visitors.
On top of the need for a mobile friendly experience is the growing preference for telehealth. 74% of Millennials prefer telehealth, but not all clinics provide this option. This is not to say that the only option should be telehealth, but that a growing number of patients will begin to expet this from their healthcare providers.
Why offer Telehealth on your Website?
You should offer telehealth on your website because telehealth allows you to:
- Reach a Wider Audience: Offer convenient virtual consultations to patients in rural areas or those with mobility limitations.
- Improve Patient Satisfaction: Provide a hassle-free way for patients to receive care from the comfort of their own homes.
- Reduce No-Shows: Virtual appointments are easier to attend, leading to fewer missed appointments.
- Increase Revenue: Expand your service offerings and attract new patients who prefer telehealth.
How to add Telehealth to my clinic
For a more in depth look into integrating telehealth into your clinic website, check out our post on the topic: [LINK]
Here are a few ways to integrate telehealth into your clinic regardless of the technical level of your team or the size of your clinic:
- On the lowest tech end, you can pay for a premium Zoom subscription, that takes care of BAA (Business Associate Contracts) and allows you to stay HIPAA compliant.
- The next tier would be to use a all-in-one software like Doxy.me. This, and other software like it, allow you to integrate telemedicine to your website with minimal set up or technical knowledge.
- The last and highest tier is to develop your own solution. This is the most complicated solution that required a large amount of developer support and will require you to have a team for continued maintenance. This is not recommended for the vast majority of service providers, but some larger organizations may have need for a more custom solution.
Summary:
The Problem: 74% of Millennials prefer telehealth—but most clinic sites make it clunky (Source).
The Fix:
- One-click visits (e.g., embedded Doxy.me links).
- Browser-based (no app downloads).
The Diagnosis: Does Your Website Have These Gaps?
Most medical sites miss at least 3/5 of these features. Let’s take count:
- Are patients able to schedule online?
- do you have a page on your website for each major service you provide?
- Do you have a location page for the area(s) you work in?
- Are you actively collecting and curating patient reviews?
- Does your website enable telemedicine?
Ready to build a website foundation that truly supports patient acquisition, trust, and modern features like telehealth?
Schedule a free website strategy consultation to discuss the best path forward for your clinic.
