Physiotherapy website design that explains what you treat, who pays and how to book
A physio website has more to explain than many clinic sites. Patients arrive with a sports injury, a surgery date, a workplace claim, a car accident or a pelvic health concern, and each wants a different first answer.
We design and write physiotherapy websites that answer those questions in plain language and end every page at the same place: a clear way to book. You keep ownership of the site and approve every page.
What we found on physio websites
In November 2026 we scanned 3,886 physiotherapy homepages. The gaps were practical, not artistic:
1. 33% had no online booking
A third of sites offered no way to book from the page.
2. 24% used a DIY website platform
Nearly a quarter were built on do-it-yourself platforms. That can work, and we fix sites on those platforms where they allow it.
3. 19% had booking software we could identify
Clinics using recognised software have a booking link to build on, if it is placed well.
4. 5% showed a new-patient offer
Only 5% showed any offer for new patients.
Read the full method in our physio and chiro website study.
How physio patients look for this
A website’s job begins before the visit. Physio patients land on it from a map result, a physician’s suggestion or a friend’s message, and then they scan. In our keyword research, people look for the clinic type first (“physiotherapy clinic”, “physio clinic near me”), then narrow by something practical such as direct billing or Saturday hours. Some search for a service area such as pelvic floor physical therapy.
On the site, the patient is quietly asking five things:
- Do you treat what I have?
- Will my insurance or claim cover it?
- Do I need a referral?
- What happens on the first visit?
- Can I book now?
A homepage that answers them in that order beats a beautiful one that does not.
A website organised around the questions physio patients ask
1. A page for each condition and population
Sports injuries, post-surgical rehab, vestibular and concussion care, pelvic health, workers’ compensation and auto-insurance injuries. We write only the pages that match what you offer, each with its own reasons to book.
2. A funding and coverage page
What you direct bill, what a patient pays at the visit, and how claims for workers’ compensation or auto insurance work. Written in your words, with the details you confirm.
3. A page for referring physicians
How to refer, what you treat, what information you need and when the referrer hears back. It is short and easy to forward.
4. Practitioner pages that earn trust
Each physio gets a page with their registered title written correctly, focus areas and a booking link for their diary, if your software allows it.
5. A first-visit page
Where to park, what to wear, how long it takes, what the assessment covers. This reduces nervous calls and no-shows.
6. Booking that follows the patient
The Book online button sits at the top of every page and at the bottom of every condition page. It opens the right visit type, not a generic calendar. Clinics on Jane or Cliniko: we can link your booking page. Using something else? Tell us.
The rules for physiotherapy marketing
Advertising rules for physiotherapists vary by province and state. We read your regulator’s guidance and flag anything risky. This is not legal advice.
1. Testimonials
The College of Physiotherapists of Ontario allows testimonials that are true, accurate and from real patients, not paid for or written by the clinic, and requires informed consent to use a patient’s name, photo or health information. Other regulators may be stricter (CPO advertising standard).
2. Offers and packages
Under the same standard, a discounted service must still include a comprehensive assessment. A package must say what it includes, that services can be bought individually and that unused services are refunded. If you advertise a new-patient offer, write it so that it could pass that test.
3. Superiority claims
The standard does not allow claims of superiority over another provider. “The best physio in town” in a page title is the typical example. Statements about your own practice are different.
4. Titles
The title on each practitioner page should be the one the person is entitled to use. Use the regulator’s register to check spelling and wording.
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.
Common problems on physio sites
1. Everything under “Services”
A single page lists twenty treatments. The patient with a concussion cannot tell whether you handle that.
2. Funding hidden or missing
Patients cannot tell whether you accept workers’ compensation, auto-insurance claims or extended health plans, so they call. Many do not.
3. No page for referrers
Physicians have to phone to ask how to send someone. Few will.
4. Stock photos that suggest a different clinic
Generic gym images and pictures of treatment rooms that are not yours. Patients notice when the treatment room looks different in person.
5. A booking link that lands on the wrong calendar
A new patient clicks Book and meets a page of follow-up slots, or a login screen.
6. A site that works on a desktop but not on a phone
Tap targets are small and the booking button sits below a long block of text. Patients booking late in the evening are on their phones.
A site that your front desk can stand behind
1. Audit and plan
We read your current site as a new patient would, then agree a plan with you in writing: which pages to keep, fix, write or drop, and what each costs at a fixed price.
2. Content first
Before any design, we write the condition pages, the funding page, the referrals page and the first-visit page. Your physios read them, because the person who treats pelvic health knows what the page should say.
3. Build or fix
We build or repair the site around that content. Mobile first, a booking button always in reach and no menu that hides what patients want.
4. Approval
Nothing goes live until you have read every page. Changes are normal and welcome.
5. Launch and check
Links, forms, booking buttons, titles and speed are tested on a phone, and your Google profile points to the right pages.
6. After launch
Monthly care is optional. If you take it, we keep pages current, add conditions as your clinic grows and report in plain language.
What the front desk notices
Fewer calls asking “do you take my plan?” and “do I need a referral?”, because the site now says so. We cannot promise a number, and we will not invent one.
Websites by physio clinic type
1. A new clinic
Start with the essentials: who you treat, how to pay, how to book and what the first visit involves.
2. A sports-focused clinic
Pages for runners, team athletes and post-injury return. We keep it honest about what you treat and how long recovery takes.
3. A clinic that takes many funded patients
The funding page and the referrals page carry much of the weight. They go in the main menu, not the footer.
4. A multi-location group
Each site gets its own page and details, never a copy with the town swapped.
Questions owners ask
Do you build the site or fix the one we have?
We start by looking at your current site and tell you what we would change.
Can you build a page for each condition?
Yes, for the conditions you treat and want more of. We will not write pages for services you do not offer.
Do we need a page for workers’ compensation and auto-insurance patients?
If you treat them, yes. These patients have specific questions about claims and paperwork, and a page that answers them can save phone time.
Can the site show Google reviews?
Often, depending on your regulator. We check the guidance first and tell you what we find. See showing Google reviews on your website.
Will you write about treatments we are not sure we should mention?
We write what you approve. We flag claims that could breach your regulator’s rules, such as cure language or guarantees.
Will our patient data pass through you?
No. We build pages and set up links. Your booking software holds patient records, and we never need access to them.
Who owns the site and domain?
You do. Your domain, hosting and accounts stay in your clinic’s name.
What does it cost?
A fixed price, quoted in writing before you sign. Monthly care is optional.