👨‍⚕️Doctors - Is Your Healthcare Clinic Website Doing Enough?

➡️ Here are 5 Ways to Improve Your Online Presence

If you're a GP or run a healthcare clinic, you already know how important trust is. But these days, that trust often starts before someone walks through your door — it starts online.

And let’s be honest: most medical websites? They’re pretty dry. Outdated layouts, walls of text, confusing pages... and certainly don’t work to inspire confidence by a potential new patient.

At Burne & Royce, we help doctors and healthcare professionals turn their websites into tools that not only inform — but also attract new clients and convert.

If you're looking to improve your digital presence, the healthcare experts at Burne & Royce have put together 5 most common things that are often overlooked on a healthcare website or via your surgery’s online presence. And rectifying these, can make a real difference.

Speak to Patients Like People – Not Like Medical Practitioners

Too many healthcare websites are written in clinical language that feels cold. Yes, accuracy matters, but your patients aren’t other doctors — they’re everyday people and are often anxious or overwhelmed.

Instead of this:

"We provide a full range of diagnostic and preventative health services tailored to adult populations."

Try something like:

"Whether you need a check-up, blood test or just some reassurance — we’re here to help."

Keep the tone warm, clear, and human. You’re not just providing information — you’re building a connection.

Highlight Lesser-Known Services

Most patients assume GPs just handle the basics. But if you offer things like:

• Private health checks

• Women’s health clinics

• Travel vaccinations

• Mental health support

• Menopause consultations

• Minor surgery or joint injections

…make sure those services are front and centre.

A lot of private clinics bury these offerings in small text on a sub-page. You could be missing out on bookings simply because patients didn’t know you offered what they were looking for.

Make Availability and Access Really Clear

One of the biggest frustrations patients have, is not knowing:

• How soon they can be seen

• What’s private vs NHS

• What the process is for booking

  
  

Your healthcare practice can fix that by adding:

• A clear appointments page outlining private/NHS availability

• FAQs explaining costs, referrals, and what to expect

• An embedded online triage or enquiry form for private appointments

  
  

Patients appreciate transparency. It builds trust before they’ve even picked up the phone.

Think Beyond the Website

What people find about you is just as important as what they see on your website.

Here’s how to improve your digital reputation:

• Ask happy patients to leave a Google review after their appointment

• Claim and update your Google Business Profile

• Share short, friendly updates on social media (such as flu jab reminders, travel clinic updates, team news)

  
  

A simple presence on Google and social platforms makes your clinic feel more active and approachable. This, in turn, makes people more likely to choose you.

Track What’s Working

You’d be surprised how many practices have no idea how their website is performing. How many visitors do you get? What pages are they visiting? Where are they dropping off?

With tools like Google Analytics you can track what patients actually do on your site — and then improve based on data, not guesses.

For example:

• If 80% of people visit your “Private GP Appointments” page but don’t click “Book,” your call-to-action may not be working

• If most traffic is from mobile but your booking system works poorly on phones, that’s costing you appointments AND clients

  
  

Burne & Royce help clinics monitor and improve their digital performance over time - not just launch and leave.

Burne & Royce – The Healthcare Digital Marketing Experts

Your website doesn't need to be flashy. But it does need to be functional, trustworthy, and patient-focused. Most importantly, it should reflect how you care for people - clearly, calmly, and with compassion.

If your current site isn’t doing that - we can help.

At Burne & Royce, we work with doctors, clinics, and healthcare professionals across the UK to build better websites, boost visibility, and bring in more patients.

We partnered with Free Contraception Online to deliver a fully redesigned website that reflects their mission and enhances user engagement from the first click. See the results here. 

Ready to take your practice online in a smarter way?

Let’s talk. No pressure, no jargon — just solid advice and strategies that work. Digital, but different.

Book a free consultation or get in touch today.