SERVERKODE / CONTENT AND VISITOR EXPERIENCE
What does a clinic website need?
Visitors need to understand what the clinic offers, who provides the service and how to contact the team. The design should make these answers easy to find, especially on a phone.
The key point
Organise the website around visitor questions and a clear contact journey. Make the distinction between an appointment request and a confirmed appointment explicit.
Give each service a clear explanation.
Group services under names that visitors understand. For each page, prepare a summary, the relevant person or team and a next step for contacting the clinic. The clinic should explain specialist terms in everyday language.
Treatment descriptions should be written or approved by the responsible clinic staff. Large photographs and a long list of services do not replace an explanation. Where several languages are used, also decide who will review the translations.
Introduce the team and the practical details.
Team profiles should use names, roles, photographs and qualifications that the clinic has verified and approved for publication. Keep the content current when the team or the available services change.
The address, opening hours, phone number and appointment enquiry route should be easy to find. Add useful information for a first visit only when the clinic has confirmed it. Avoid placing these details solely inside an image.
Define what the appointment contact actually does.
A button that opens the phone or an external platform is not the same as an integrated booking system. An enquiry form should explain that the team still needs to confirm the appointment time. The success message should describe the next step without promising a booking that has not been made.
For an initial enquiry, request only what the team needs to respond. If the project involves health information or connections to clinic systems, assess that handling separately before implementation. An ordinary contact form should not automatically become a channel for medical records.
Check mobile and keyboard use.
Readable text, clear contrast, identifiable buttons and labelled fields make the interface easier to use. Check keyboard navigation and visible focus as well. W3C covers these considerations in its guidance on accessible design.
Test the journey from a service page to contact on a small screen: opening the menu, changing languages, making a call and submitting a form. Include missing fields and a failed submission in the review, with messages the visitor can understand.
Further reading: W3C: Designing for Web Accessibility.
What the clinic should prepare
- A service list and copy approved by the responsible staff.
- Team profiles and photographs cleared for publication.
- The address, opening hours and active contact channels.
- Questions the team commonly receives before a first visit.
- Who receives appointment requests and how they are confirmed.
- Who updates the content and checks the language versions.
From our projects
How PDA Clinic is organised
The PDA Clinic project brings together dental and aesthetic services, specialist profiles, patient questions and appointment links. It provides a concrete example of content organisation; the appointment links are not described as an integrated booking system.
Explore the project