Most new patients find a physio or chiro the same way: they're in pain, they search on their phone, and they book with the first clinic that makes it easy. Your website needs to get them booked quickly, answer the questions that hold them back, and do it all within the advertising rules for registered health practitioners.
- Put online booking front and centre. Many patients book after hours, when they can't call.
- Introduce each practitioner with a photo, their qualifications and what they treat.
- Show fees, rebates and health fund information clearly, so cost isn't a reason to hesitate.
- Follow AHPRA's advertising rules: no testimonials, no guarantees and no misleading claims.
Home page: get people booked
Someone with a sore back at 9pm doesn't want to read about your philosophy. They want to know three things: can you help, when can they see someone, and how do they book. Above the fold, show:
- What you treat and where: "Physiotherapy for back, neck and sports injuries in Mawson Lakes."
- A "Book online" button in the header and again in the first section.
- Opening hours, especially early, late and Saturday appointments.
- Practical details: parking, and whether you claim health fund rebates on the spot.
Online booking that works on a phone
Online booking is the single biggest improvement most clinics can make. Practice management systems like Cliniko include it, and patients can choose a practitioner, appointment type and time without ringing reception.
Embed the booking page on your website rather than sending people to a separate site, label new and returning appointment types clearly, and make sure it works well on a phone. Our guide to online booking systems for small businesses compares the main options.
Practitioner profiles
Patients choose a person as much as a clinic. Give each practitioner a short profile:
- A friendly, professional photo
- Their profession and qualifications
- Areas of interest, like sports injuries, headaches or pregnancy-related pain
- Days they work, and a "Book with" button that opens their calendar
Be careful with titles. Only practitioners recognised by the Board as specialists can call themselves specialists, so describe interests and experience rather than using restricted titles.
Conditions and treatment pages
People search for their problem, not your profession: "physio for sciatica", "chiro for neck pain", "tennis elbow treatment near me". A short page for each common condition helps them find you and explains what to expect: the first appointment, how treatment usually works and when to seek urgent care instead.
Keep the language factual. Explain what you assess and how you treat it, without promising results.
Fees, rebates and the first visit
Uncertainty about cost stops people booking. Make it easy to find:
- Initial and standard consultation fees
- Whether you offer on-the-spot health fund claiming
- Whether you see patients under Medicare chronic condition referrals, NDIS or workers compensation, if you do
- How long the first appointment takes and what to bring or wear
- Your cancellation policy
Stay within the advertising rules
Physiotherapists and chiropractors are registered health practitioners, so your website counts as advertising under the National Law. AHPRA's guidelines apply, and they are stricter than the rules for most businesses:
Don't use testimonials about clinical care, including copied-in reviews. Don't guarantee outcomes or create unreasonable expectations. Don't use misleading before-and-after claims or restricted titles. Check AHPRA's advertising guidelines and your Board's guidance before you publish.
This is the biggest difference from a tradie website, where reviews are often the most persuasive thing on the page. For clinics, you build trust instead with clear practitioner profiles, qualifications, plain-English explanations and easy booking.
Clinic website checklist
- Clear headline: what you treat and where
- "Book online" in the header and first section
- Opening hours, parking and accessibility
- Online booking that works on a phone
- A profile for each practitioner
- Pages for common conditions and treatments
- Fees, rebates and first-visit information
- No testimonials, guarantees or restricted titles
- Fast, secure website with a privacy policy for patient enquiries
A clinic website that fills your appointment book
We build clinic websites with online booking, practitioner profiles and clear fee information, written to stay within the advertising rules.
Frequently asked questions
Registered health practitioners can't use testimonials about clinical care in their advertising, and that includes reviews copied onto your website. Check AHPRA's advertising guidelines for the details.
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Rhys builds and looks after every Reactive Web website himself, from Redwood Park in Adelaide, for local service businesses that want more calls, bookings and enquiries.
