It usually happens near the end of the fit-out. The money has gone on the room, the chairs, the signage and the machines. The website is the last thing on the list and there is almost nothing left for it, so it gets done cheaply and quickly, and everybody is relieved to have it finished.
Four or five months later the diary is quiet and nobody can work out why.
What you actually bought
You bought a brochure. Somewhere with your logo, some photographs, a list of treatments and a contact form.
It looks fine. That is the problem, because looking fine is the only part of the job it does.
A website that brings you patients is a different object. It has a real page for every treatment you offer, written properly, because that is what somebody is actually searching for. It has the structure underneath that tells Google what you are and where you are. We submit it, watch it and fix it, rather than launch it and forget it.
None of that is visible to you. All of it is visible to the thing deciding whether to show you to somebody two streets away.
What we do
We rebuild it.
- A page for every treatment, written for the person searching for that treatment rather than for the list on your homepage.
- The structure underneath. Local business markup, so a search engine knows you are a clinic in a place with opening hours and a phone number, rather than guessing.
- Search Console set up and watched, so when something breaks we find out. Most clinics have never had this switched on. It is free, and nobody ever did it for them.
- New pages going up every week, because a site that stops growing stops being crawled properly, and because the questions your patients ask are the pages you should have.
- It connects to everything in stage one, so an enquiry from the website is caught by the same system that catches the phone.
Built so machines can read it
This is the part that has changed, and it has changed fast.
Increasingly your patient gets her answer before she reaches anybody's website. She asks a question, a summary answers it at the top of the page, and she acts on that without clicking through to anyone at all. Google is rolling out assistants on its paid tiers that go further again.
You cannot opt out of that, and you cannot advertise your way around it. What you can do is be one of the clinics those answers get built from.
The sites being quoted are not the prettiest ones. They are the ones a machine can actually
read: content served properly rather than assembled in the browser, structured data that
says what everything is, an llms.txt, and plain answers to the questions people
genuinely ask.
We call that agent-ready, and it is the reason the rebuild is not cosmetic.
It works with your Google profile rather than instead of it. The profile is what gets found. The website is what answers the question. We run both.
Who is doing this
I built websites for twenty-five years and I ran the search side of a nine-clinic group myself, with a team under me executing it, through every Google update in that period.
That matters here more than anywhere else on this site, because this is the part where I ask you to hand over the thing your business runs on. I have done exactly this for nine clinics and I have lived with the consequences of getting it wrong for all nine of them.
Where the site lives, said plainly
We host it and we look after it. That is how we can build it without charging you for the build up front, because the cost is carried across the term rather than landing on you in month one.
Your domain is yours and always has been. The site itself transfers to you at the end of the term. If you leave before then, we point your domain back at your old site and you carry on as you were.
I would rather you read that here than find it in a contract later.
What this does not do
It is not a rebrand. If what you want is a nicer looking website, there are people who will do that for less than we will, and you should use them.
It does not work in a month. A rebuild takes weeks to build and months to be believed by a search engine. If you need money in the diary this week, that is stage one, not this.
It does not stand on its own. A site bringing in enquiries that nobody follows up is the same site you have now, with better photographs.
Who this is not for
- Anybody who has not fixed the front desk yet. More visitors into a system that drops them is the most expensive thing you can buy.
- Anybody who wants to keep hosting it themselves. We do not build sites we cannot maintain, because when it breaks it is our name on it.
- Anybody who wants it finished and never touched again. It is a member of staff. Staff need managing.
Before you talk to anyone, check what you have
Run your own site through the free check on this site. It takes a minute, it costs nothing, and it will tell you what a search engine currently sees.
If it comes back fine, you have saved yourself a conversation.