What should a clinic homepage include?
A new patient wants to know three things quickly: what you treat, where you are and how to book. Put a clear headline, a Book online button, your phone number, address and hours, proof that you are real and trustworthy, and a path to the service they need on the first screen or two.
The first screen
Before anyone scrolls, they should see:
- A plain headline. “Physiotherapy in Vaughan” beats a slogan.
- A Book online button that goes straight to your booking page.
- A tap-to-call phone number for people who prefer to talk.
- Your location in words, not only a map.
- A real photo of the clinic or team, not a stock image.
On a phone this has to fit without pinching or zooming. In our November 2026 scan of 4,348 physio and chiro homepages, 33% of physio and 26% of chiro homepages had no online booking we could find. See the study.
What should follow
- Services in plain words. Short links to the pages for the problems you treat. See condition pages.
- Who you are. Your practitioners with photos, a line on their focus and their registration where appropriate.
- Proof. Real reviews from your Google profile, shown with the star rating. In the same scan, 66% of physio and 70% of chiro homepages showed no review feed or star rating.
- What to expect at a first visit. How long it takes, what to wear, and what the process is.
- Payment and insurance. Whether you offer direct billing, which providers you work with and what patients pay. See direct billing on your website.
- Practical details. Hours, parking, accessibility of the building and public transport.
- A way to ask a question. A short form or an email address, with no health details requested.
An offer, if you have one
Some clinics add a clear first-visit offer. In the scan, only 5% of physio and 13% of chiro homepages had any new-patient offer. It is optional, and it shouldn’t break your regulator’s advertising rules. Check those first, since they vary by province and state.
What to leave off
- Long clinic history before the Book button.
- Auto-playing video or sliders that slow the page.
- Jargon and claims that sound like guarantees.
- Pop-ups that cover the page on a phone.
- Patient photos or stories without written consent and a check of your regulator’s rules.
Not sure where your clinic stands? We’ll look at it the way a new patient does and send a short written report. No pitch.
Behind the scenes
The page should load quickly, work on a phone and be usable with a keyboard and screen reader. See site speed and accessibility basics. Each page needs a clear title and description that match the content, and your name, address and phone number should match your Google profile exactly.
Questions owners ask
Should the homepage list every service?
No. Show the main ones with links, and let each service page carry the detail.
Do I need a blog?
Not on the homepage. Useful pages for conditions matter more than frequent posts.
Where should the booking button go?
At the top and again lower on the page, so it is never far from where the visitor stops reading.