Begin with decisions, not the organisation chart
Visitors may start with a symptom, service, clinician, location, referral requirement, insurance question or need for an urgent appointment. The architecture should provide more than one understandable route without creating duplicate pages.
Service pages need practical specificity
Explain who the service is for, what it includes, who provides it, where it is available, what preparation or referral may be required, and how to take the next appropriate step. Avoid promising an outcome the page cannot support.
Clinician pages should be relevant, not decorative
Qualifications matter when they connect to the service and patient decision. Areas of practice, experience, languages, locations, availability and review ownership are more useful than a long undifferentiated biography.
The enquiry route is part of the experience
Calls, online booking and forms should set a clear expectation. Ask only for necessary information, avoid collecting sensitive details through unreviewed tools and make alternative access routes visible.
Practical takeaways
- Design around patient and referrer decisions.
- Keep service, clinician and location information connected.
- Review privacy, accessibility and enquiry handling before launch.