Most people choose a GP the same way: they search nearby, check who has availability, look at the website and book. A good GP website makes each step easy.
The essentials
- Booking that works on a phone. One clear button, plus the phone number.
- Who is available and when. Opening hours, after-hours arrangements and which doctors are taking new patients.
- Clear billing information. Say who is bulk billed and who isn’t, and what private fees are.
- Doctor profiles. Photos, languages spoken, areas of interest and days worked.
- Location and access. Address, map, parking, public transport and wheelchair access.
Services worth their own page
Many GP clinics offer more than general consultations. Pages for the services you want more of help patients find you:
- Women’s and men’s health.
- Children’s health and immunisation.
- Skin checks.
- Chronic disease management and care plans.
- Mental health care plans.
- Travel health, if you offer it.
- Workplace and insurance medicals.
Information that reduces calls
- How to become a new patient.
- How repeat prescriptions, referrals and test results are handled.
- What to bring to a first appointment.
- What to do in an emergency, with 000 clearly shown.
Practical details for the website itself
- It should load quickly and work on a phone.
- Text should be readable and the site accessible to people with low vision.
- Hours and doctors should be kept up to date, since outdated details are one of the most common complaints.
Keep the wording compliant
GP clinic websites are advertising, so check:
- Billing wording is specific about who it applies to.
- Doctors are not described as specialists unless they hold specialist registration.
- Patient reviews with clinical detail are not republished.
- Claims about outcomes are measured and supported.
Questions we hear
- Should we show which doctors are taking new patients? Yes, if you can keep it current. Out-of-date information is worse than none.
- Can we list every service a doctor provides? List what is genuinely offered, and review it when doctors join or leave.
- Do we need a blog? Not at first. Strong service pages and an accurate Google profile matter more.
Common mistakes on GP websites
- Vague billing wording that doesn’t say who is bulk billed.
- A doctor list that is out of date.
- A booking button hidden in a menu.
- Forms that have to be downloaded and printed.
- Everything on a single page, so nobody can find women’s health, skin checks or care plans.
- Stock photos instead of the real clinic.
After-hours and emergencies
Make it obvious what patients should do when you are closed. Show your after-hours arrangements, point people to 000 in an emergency and consider mentioning the Healthdirect helpline on 1800 022 222 for health advice outside opening hours. Patients who can find this quickly are less likely to call in a panic or leave a bad review.
What to measure
- Bookings made online and by phone.
- New patient enquiries.
- Missed calls during opening hours.
- Direction requests and views of your Google profile.
- Visits to your new patients page.
More questions we hear
- Should the site list our fees? If you charge private fees, a clear and current fee guide prevents surprises at the front desk.
- What about phone or video consultations? If you offer them, say who they suit and how to book them.
- How often should we update the site? Check doctors, hours and billing every month, and review the whole site twice a year.
Our GP clinic marketing work starts with exactly these basics, and our website service can build or rebuild the site.