People rarely search for a physiotherapist in the abstract. They search for the thing that hurts, or for a clinic their GP or surgeon has mentioned. A good physio website meets both groups.
Pages that match how people search
- Condition and injury pages. Back pain, neck pain, knee injuries, sports injuries, post-surgery rehab, pelvic health, balance and falls, and whatever else you treat.
- Service pages. Assessments, rehabilitation programs, group classes and telehealth if you offer it.
- Practitioner pages. Who they are, what they focus on and who they see.
What each condition page should cover
- Common symptoms, in plain language.
- What a physiotherapist can do, and what a first appointment involves.
- When to see a GP or seek urgent care instead.
- How to book.
Avoid promising fast relief, a cure or guaranteed results. Measured, accurate wording is both safer and more credible.
Funding information
Patients often decide on cost and claimability. Explain clearly:
- Private health fund rebates, and that they depend on each person’s cover.
- Workers compensation, DVA and NDIS options if you work with them.
- Whether a GP referral is needed, and for which schemes.
- Fees and payment methods.
Referrer information
GPs, surgeons and coaches send many patients. A short page for referrers should explain the conditions you see, how to refer, how quickly patients are seen and how you report back.
Booking and contact
A visible booking button, a tappable phone number and a clear message for people who want to ask a question first. Show opening hours and note early and late appointments.
Clinic details people look for
- Location, parking and accessibility.
- Facilities, such as a gym or hydrotherapy pool.
- Group classes and timetables.
Keep the wording compliant
- Don’t use testimonials or republish reviews that describe recovery.
- Describe offers like free assessments with clear terms.
- Titles such as sports physiotherapist need care unless there is a recognised specialist title behind them.
- Avoid before-and-after claims about pain or function.
Questions we hear
- Do we need a page for every body part? For the conditions you want more patients for, yes. Others can be grouped.
- Should we publish exercise videos? Short, general videos can help, as long as they are clear that exercises are not a substitute for assessment.
- How do we reach sporting clubs? A dedicated page and direct outreach work better than waiting for them to find you.
Common mistakes on physio websites
- One services page that lists everything and ranks for nothing.
- No information about funding, so patients can’t tell whether they can claim.
- Promises like fixing your back pain, which are inaccurate and can breach the advertising rules.
- No pathway for GPs, so referrals rely on phone calls.
- Class timetables and practitioner details that are out of date.
- Stock photos of athletes instead of the real clinic and team.
Photos that work
Real photos of your rooms, gym and practitioners help people picture their first visit. Get consent from anyone who appears, avoid showing patients and steer clear of images that imply a particular outcome.
What to measure
- Enquiries by condition page, so you know which pages earn their place.
- Calls compared with online bookings.
- Referral form submissions from GPs and surgeons.
- How long new patients wait for a first appointment.
- No-shows and late cancellations.
A quick audit
Open your website on a phone and try to find a condition page, the funding information, how to book and how a GP can refer. If any of them takes more than a minute, that is the first thing to fix.
See our physiotherapy clinic marketing page, or ask about our website service.