What pages does a clinic website need? Besides your homepage, you need 8 pages a patient uses before they book: about, team, services, fees, new patients, FAQ, contact and online booking. On 6 October 2026 I checked 53 Australian clinic websites for each one. Only 2 had all 8. More of them had a blog (42) than a fees page (32). Only 20 had a page for new patients.
Planning new copy for your clinic website? Send me your site. On a free 30-minute call I will list the pages you have, the pages you are missing, and the lines the advertising rules would flag.
What pages does a clinic website need?
Most clinic websites do well on the pages about the clinic. They do less well on the pages that answer your patient's practical questions.
Here is how many of the 53 sites had each page.
The middle site had 6 of the 8 core pages. Only 2 sites had all 8. The pages most often missing were the ones a first-time patient needs most. Those are fees, new patient information and FAQ.
This gap matters to you because patients decide on these pages. They want to know what it costs, what happens at the first visit, and whether they need a referral. If your site does not say, they ring your front desk or book somewhere else.
Which pages do clinic websites skip most?
Fees, new patient pages and FAQs were the pages most often missing. The gaps change by clinic type, so find yours in the table.
| Clinic type | Sites | Fees page | New patient page | FAQ page |
|---|---|---|---|---|
| Dental | 11 | 8 | 8 | 2 |
| GP | 13 | 9 | 9 | 3 |
| Physio | 11 | 8 | 1 | 8 |
| Psychology | 9 | 4 | 0 | 6 |
| Cosmetic | 9 | 3 | 2 | 2 |
None of the 9 psychology sites had a new patient page. Only 4 had a fees page. Cosmetic clinics came next, with 3 of 9 showing fees. Dental and GP sites had the most of both.
Across all 53 sites, 16 had neither a fees page nor a new patient page. On those sites, a new patient has to call to find the cost or the first-visit steps. Many people will not bother to call.
Is your fees page or new patient page missing? Only 20 of 53 clinic sites had a page for new patients. Send me your site and we will go through your gaps on a free 30-minute call.
What goes on each page of a clinic website?
Each page does one job for your patient. Each page also has a rule to watch. That is because your whole website counts as a health ad under the national rules.
| Page | What the patient needs from it | The rule to watch |
|---|---|---|
| Homepage. | Who you treat, where you are and how to book, all on the first screen. | Do not promise a result. Section 133 says your ads must not raise false hopes about treatment. |
| About. | Who runs the clinic, how long it has been open and what it focuses on. | Make sure every fact can be checked. |
| Team. | Each practitioner's name, profession and the problems they see. | Titles must match registration. A protected title needs the matching registration. |
| Services. | What happens in the appointment, how long it takes and who it suits. | A list of conditions you treat can read as a claim you cannot back up. |
| Fees. | The fee, the rebate and the gap the patient pays. | Ahpra flags price information that is unclear, inexact or vague. |
| New patients. | What to bring, how long the first visit takes and whether you need a referral. | Low risk, because this is plain information. |
| FAQ. | Short answers to the questions your front desk hears every day. | Your answers count as advertising too, so the same rules apply. |
| Contact and booking. | Address, hours, phone and a booking link on every page. | Low risk. |
| Privacy policy. | How you handle patient information. | APP 1 asks for a clearly expressed and up-to-date policy. |
The homepage rule comes from section 133 of the National Law, the law behind health ads. The fees and services rules come from the advertising guidelines from Ahpra, the body that registers health practitioners. You probably already have the pages near the top of that table. The work is in the middle rows.
Why does the fees page matter more than the blog?
A blog brings people to your site. The fees page is where many of them decide whether to book.
In this sample, 42 of 53 sites had a blog or news section. Only 32 had any page about fees, rebates, health funds or payment. That was a generous test. An earlier count of clinic fees pages used a stricter one. It found 25 fees pages on 58 sites, and only 1 answered all 6 questions a new patient brings.
Ahpra's guidelines list advertising that "contains price information that is unclear, inexact or vague" as a possible breach. In plain words, your fees page has to be exact. State the fee, the rebate if there is one, and what your patient pays after it.
Be careful with the word free. Two dental sites in the sample had a page called new patient offer. The guidelines say that if the cost of a free offer is "recouped through a price rise elsewhere or through other sources such as Medicare, the offer is not actually free." So if you make the money back somewhere else, you cannot call it free.
Which clinic website pages carry the most compliance risk?
Your services, team and gallery pages carry the most risk. These are the pages where you describe results and people.
Services pages. Ahpra's guidelines name advertising that "makes unqualified claims about the effectiveness of treatment by listing health conditions that a treatment or service can 'assist with' or 'treat'". A services page is often exactly that kind of list. So write what the appointment involves. Keep your claims to what the evidence supports. When I ran the rules across 21 clinic pages, most flagged lines were superlatives, words like leading or most.
Team pages. The same guidelines flag advertising that suggests a practitioner "holds specialist registration, qualifications or an endorsement when they do not". For doctors, the title surgeon is now protected. The guidelines say: "The only medical practitioners who can call themselves 'surgeon' are those holding specialist registration in surgery, obstetrics and gynaecology, or ophthalmology." Check every title on your team page against the public register.
Before-and-after galleries. Of the 9 cosmetic sites, 5 had a before-and-after or results gallery. Ahpra says these images "have the potential to be misleading or deceptive". You lower that risk when the photos match in angle, lighting, posture and framing. You should also explain any editing. The full list is in before and after photos under AHPRA.
Reviews pages. In the sample, 2 physio sites had a page named reviews. If you have a page like that, read it carefully. Section 133(1)(c) bars advertising that uses "testimonials or purported testimonials about the service or business". That means patient stories about your clinic cannot appear in your ads. What you can publish instead covers the safe options.
Does a clinic website need a privacy policy?
Yes. The privacy policy is the one page in this list that privacy law asks for directly.
The OAIC is the privacy regulator. Its guide to APP 1 says an APP entity "must have a clearly expressed and up-to-date APP Privacy Policy about how it manages personal information." An APP entity is a business covered by the privacy rules. It must also take reasonable steps to make the policy available "free of charge and in an appropriate form (usually on its website)". The OAIC suggests you put a clear link on each page of your site.
I found a privacy policy on 38 of the 53 sites. On the other 15, I could not find one in the sitemap, in the homepage links or at the usual web addresses. Some may keep it somewhere I did not look. Even so, if your patients cannot find your policy, it is hard to call it available.
If your site collects names through a booking form or an enquiry form, your policy should explain what happens to that information.
How many pages does a clinic website copy job cover?
The 8 core pages and a privacy policy are only the start. You may also want one page for each main service. Some clinics add one for each location or practitioner too.
That is why clinic sites run larger than you might expect. When I counted the pages on 55 clinic sitemaps, the middle site had 92. Many of those were blog posts and service pages.
So a copy job starts with a page list. When I scope website copy for a clinic, I name every page first. That covers the core pages, each service page and any page that needs a compliance fix. Then you get a fixed quote within 48 hours. The healthcare copywriting brief lists what to send me so your first draft is right. If your About page is on the list, what patients read on an About page shows the 6 facts it should carry.
How did I measure this, and what can it not tell you?
Method. The sample is the same 59 Australian clinic sites I used in earlier posts. I found them through neutral searches such as physio Sydney or dentist Perth. On 6 October 2026 a script read each site's sitemap and every link on its homepage. It matched page types by web address and link text. I then checked every match by hand. I removed the wrong ones, such as a blog post with team in its address.
Of those, 6 sites showed almost nothing to a script, so I left them out of every count. That leaves 53 sites: 11 dental, 13 GP, 11 physio, 9 psychology and 9 cosmetic. I do not name any clinic here.
- Every count is a floor. I may have missed a page with an unusual name or address.
- A page existing does not mean the page works. I counted pages. I did not grade what they say.
- The sample is 5 clinic types in big cities. Regional and allied health sites may differ.
- Booking counts a link. A link to an online booking system counts as booking.
- This is not legal advice. It describes what the sites publish.
You can see a short version of this on the web story.
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