What should a private practice website include?

What should a private consultant website include?

If you are setting up a private practice, one of the first things you will probably think about is your website.

For many patients, your website is the first proper impression they will have of you. They may have been referred by a GP, found you through Google, seen your name on a hospital profile, or been given your details by a friend. Either way, they are likely to look you up before making an enquiry.

A good private consultant website does not need to be complicated. It just needs to be clear, professional and easy for patients to understand.

Here are the key things I would recommend including.

1. A clear explanation of who you are

Patients need to know who they are contacting. Your website should clearly explain your name, job title, specialty, qualifications and where you practise (i8nclude all locations here).

Try not to make this too formal or full of medical language. Patients want to know that you are experienced, credible and approachable.

2. What you treat or specialise in

This is one of the most important parts of your website.

Patients often search based on their symptoms, condition or treatment. Your website should clearly explain the areas you help with, such as specific conditions, investigations, procedures or treatments.

For example, instead of only saying “Consultant Urologist”, it is helpful to include the actual problems patients may be searching for, such as prostate problems, bladder symptoms, kidney stones or urinary issues.

3. Services, treatments or appointment types

Your website should make it easy for patients to understand what they can book with you for.

This could include:

• Initial consultations

• Follow-up appointments

• Diagnostic tests

• Procedures

• Second opinions

• Remote consultations

• Self-pay appointments

• Insured appointments

You do not need to explain every clinical detail, but patients should be able to understand what is available and what the next step looks like.

4. Where you see patients

Make sure your clinic locations are easy to find. Include the hospital, clinic or consulting rooms where you practise, along with the town or area.

This helps patients understand whether you are local to them, and it can also help with Google searches such as “private consultant in Cheltenham” or “private gynaecologist in London”.

5. How patients can book or enquire

This sounds obvious, but it is often where websites fall down.

Patients should not have to search around to work out how to contact you. Your website should include a clear enquiry form, email address and telephone number, along with a simple explanation of what happens next.

For example:

Complete the enquiry form and I will come back to you with the next steps.

Or:

To book an appointment, please contact the clinic directly using the details below.

The easier you make this, the more likely patients are to take action.

6. Information for insured and self-pay patients

Many private patients are unsure how private healthcare works. Your website should make it clear whether you see insured patients, self-pay patients, or both.

If you work with insurers, you can list the main providers you are recognised by. If patients can self-fund, explain that clearly too.

You do not need to include every price on the website unless you want to, but you should make the process feel straightforward and transparent.

7. Helpful patient information

Good patient information can make your website much more useful.

This could include simple pages or FAQs about common conditions, what to expect at an appointment, how to prepare, what to bring, and what happens after the consultation.

This helps patients feel more confident, but it also supports your visibility online because people often search for answers before they are ready to book.

8. A strong, professional biography

Your biography should do more than list your CV.

It should explain your experience, your specialist interests, your approach to patient care and what matters to you as a clinician. Patients are looking for expertise, but they are also looking for reassurance.

A good biography should help them think:

This person understands my problem and I would feel comfortable seeing them.

9. Trust signals

Your website should include information that builds confidence. This might include:

• Your GMC number

• Hospital affiliations

• Professional memberships

• Academic or teaching roles

• Research interests

• Awards or publications, where relevant

• Links to verified consultant profiles

If you use testimonials or reviews, make sure they are used appropriately and in line with healthcare advertising and regulatory guidance.

10. Clear, simple website structure

A private consultant website does not need endless pages. In most cases, I would start with:

• Home

• About

• Conditions treated

• Treatments or services

• Fees or patient information

• Clinic locations

• FAQs

• Contact

The most important thing is that the website is easy to navigate. Patients should be able to quickly understand who you are, what you do, where you work and how to contact you.

Your private practice website is not just an online brochure. It is part of the patient journey.

It helps patients find you, understand your services, trust your experience and take the next step towards booking an appointment.

Before you go to a web designer, it is worth getting clear on the content first. Think about what your patients are searching for, what they need to know, and what would make it easier for them to contact you.

A good website should look professional, but it should also work hard for your practice.

Need help planning your private consultant website?

I help consultants and private healthcare providers create clear, professional and patient-focused websites that support their practice, improve enquiries and reflect the quality of care they provide.