Websites for medical clinics

Medical website design that books patients — and shows what your regulator asks for.

A medical clinic website has two jobs. It has to turn a search into a booked appointment, a walk-in or a call. And it has to show what the rules expect: the notices US patients are owed, your CQC rating in England, registration numbers for each clinician, honest fees, clear “not for emergencies” guidance, and advertising that stays inside your regulator’s rules on testimonials and prescription medicines. We design for both, for family practices, private GPs, urgent care, dermatology, physiotherapy and aesthetics clinics in the US, UK, Canada and Australia. Built in 7 days, guaranteed, and hosted on our own fast servers.

What every clinic site gets

Booking pathBook, walk in or call, in the first screen
Rules built inNotices, ratings, registration numbers
Private by designNo ad pixels on booking pages
Emergency lineWhen to call 911, 999, 111 or 000

7-day guaranteeLive in 7 days or your money back

The short answer

What makes a good medical website?

A good medical website gives each patient a clear next step within a minute. New patients see what you treat, whether you take their insurance or what it costs, who they will see and how to book. Existing patients find the portal, repeat prescriptions and results without hunting. Everyone sees who you are: real clinicians with their qualifications and registration, your regulator, your complaints route, and what to do if it is an emergency.

The design galleries, template lists and agency pages that rank for this search talk about mobile layouts, booking widgets and “HIPAA-compliant forms”. None of the top pages we read mention tracking pixels on booking pages, the US non-discrimination and good faith estimate notices, CQC rating display, registration numbers or the ban on naming prescription medicines in adverts. Those are what a regulator or a complaint will look at first, so we build them in from the start.

What patients look for

What do patients check before they book a clinic?

Most new patients arrive with a few urgent questions: can you see me soon, what will it cost, and can I trust you. A clinic site that answers them quickly gets the booking; one that hides them behind a contact form loses it to the next result.

Can I be seen soon?Real availability, walk-in hours or a “save your spot” button, and whether you are accepting new patients.

What will it cost?Insurance or plans accepted, self-pay and uninsured fees, membership prices and what is included.

Who will treat me?Real clinician photos, qualifications and registration details that a patient can check with the regulator.

Is this right for me?Plain-language condition and service pages, reviewed by your clinicians, with what happens next.

Is it an emergency?A clear line on when to call 911, 999, 111, 811 or 000 instead of booking, on every page.

Is my data safe?Short forms, a readable privacy notice and no advertising trackers watching the booking pages.

What we found

What did we find when we reviewed 259 clinic websites?

In October 2026 our engineers reviewed the home pages of 259 independent clinics: 66 in the US, 64 in the UK (54 private clinics plus 10 NHS GP practices for comparison), 66 in Canada and 63 in Australia. They covered family practice and private GPs, urgent care, dermatology, physiotherapy, aesthetics and travel clinics. These are the gaps that came up most. We read home pages and their source code, and many clinics keep notices on other pages, so treat the numbers as a guide, not an audit.

Country	What we saw	What we build in
US	Only 13 of 66 home pages linked a non-discrimination notice, and only 3 linked a good faith estimate notice, even though self-pay physio and med spa sites need it most. 14 loaded the Meta advertising pixel. Only 7 gave any “call 911” guidance (one we could not confirm), and none showed an NPI number.	Non-discrimination and language-help links in every footer, a good faith estimate notice beside self-pay prices, no ad pixels on booking or portal pages, and a 911 line on every page.
UK	Only 1 of 54 private clinics carried the CQC rating widget code; most showed a CQC logo or “CQC registered” with no rating link. Only 6 showed any GMC, HCPC or NMC numbers, only 3 said they are not an emergency service, and about half had no complaints route on the home page. 5 home pages named Botox or other anti-wrinkle prescription medicines.	The rating widget or your HIS, HIW or RQIA details, registration numbers on every clinician card, a complaints page, “not for emergencies: 999 or NHS 111” wording, and treatments described by concern, not by medicine name.
UK: NHS GPs	4 of the 10 NHS practices showed the CQC widget, and the Welsh and Scottish practices were the most likely to give clear 111 and 999 guidance. Several used translation and read-aloud tools.	The same habits for private clinics: rating shown, emergency routes clear and an accessible, translatable site.
Canada	Only 1 of 66 sites showed a college mark, and none showed a CPSO, CPSBC or CMQ registration. 58 of 66 gave no 911 or 811 guidance, and only about 7 showed any price for uninsured services. Several physician sites used testimonials or “best” and “first” claims that their college restricts.	A “verify on the college register” link for each physician, an uninsured-fee table, 911 and 811 or Info-Santé lines, no testimonials on physician sites, and full French versions in Quebec.
Australia	Only 1 of 63 sites listed AHPRA registration numbers across its practitioner profiles, and only 4 gave clear 000 guidance. At least 18 showed testimonials or review widgets on their own pages, and several named prescription medicine brands.	AHPRA numbers on every practitioner card, a calm 000 line, review widgets left off, treatments described by concern rather than by medicine name, and your billing policy in plain words.
All four	“#1” and “world leaders” claims with no source, H1s spent on staff news or outage notices, pop-ups covering the hero, and three former clinic domains in the US now showing spam or casino pages after they lapsed.	Claims you can evidence, a headline that says what you treat and where, and a domain and renewal check in every care plan.

Source: our own review of clinic home pages, 20 October 2026. No clinic is named here. The rules below come from the regulators’ own pages.

The rules

What do the rules say a medical website must show or avoid?

Health advertising rules apply to your website as much as to a leaflet or an ad. The rules below come from each regulator’s published rules and guidance; we build them into the design so you are not fixing them after a complaint. Where the current position is unsettled, we say “check with your regulator”. This is a summary to help you brief us, not legal advice. Your regulator’s own rules are always the final word.

Where	What the rules say	What we build in
US: HIPAA and tracking	HHS’s guidance on online tracking technologies warns that pixels and tags on booking pages, patient portals and logged-in areas can send protected health information to vendors such as ad platforms. A 2024 court ruling narrowed the part about ordinary public pages, so check with your regulator or adviser on the current position; booking flows and portals are still the risky part.	No marketing pixels on booking, forms, portal or condition pages, analytics set up without personal details, and booking handled by a system that will sign a business associate agreement.
US: Section 1557	Under Section 1557 of the Affordable Care Act, covered providers must not discriminate, and HHS’s 2024 rule asks for a notice of nondiscrimination and a notice of free language help, including on the website. Parts of that rule are being challenged in court, so check with your regulator on what applies to you now.	A non-discrimination page and language-assistance taglines linked from every footer, ready to update when the rule settles.
US: No Surprises Act	Uninsured and self-pay patients have the right to a good faith estimate of expected charges when they book at least three business days ahead or ask for one, and can dispute a bill $400 or more above it. CMS’s provider pages explain the notice you must make available, including on your website.	A good faith estimate notice next to self-pay and cash prices, and an estimate request that does not ask for more health detail than needed.
US: accessibility and claims	The DOJ’s web accessibility rule sets WCAG 2.1 AA for state and local government services, including public hospital clinics. Private clinics have no fixed technical standard under the ADA, but web accessibility claims are common. The FTC’s Endorsement Guides mean testimonials cannot make claims you could not make yourself, and health claims need evidence. State medical boards add their own advertising rules.	WCAG 2.1 AA from day one, an accessibility statement, and copy checked for claims you can back up.
UK: CQC and regulators	Under Regulation 20A, a provider with a CQC rating must show its latest rating and a link to the report on its website. CQC’s display guidance says how; the widget is the easiest route. Unrated providers are exempt. Scotland (Healthcare Improvement Scotland), Wales (HIW) and Northern Ireland (RQIA) have their own regulators, so check with your regulator on what to display.	The CQC widget in the header or footer of every page, or the right regulator details for your nation, and a rating that updates itself.
UK: medicines and aesthetics	The CAP Code and the Human Medicines Regulations ban advertising prescription-only medicines to the public. The ASA’s guidance on botulinum toxin says not to name Botox or similar medicines on home pages, in logos, in testimonials or in ads, and to promote the consultation instead. The GMC’s Good medical practice expects information about your services to be honest and checkable.	Aesthetics menus built around concerns and consultations, no medicine names in headings, logos or offers, and clinician cards with GMC, HCPC or NMC numbers.
Canada	The CPSO’s advertising policy in Ontario bans testimonials and superlative or comparative claims. The CPSBC standard in British Columbia bans superiority claims and asks that services not covered by MSP are clearly identified. The CPSA standard in Alberta bans testimonials and endorsements. In Quebec, the CMQ sets its own rules and the Charter of the French Language expects a full French site. Other professions and provinces differ, so check with your college.	No testimonials or “best” claims on physician sites, uninsured fees shown clearly, a register link for each physician, and full French versions in Quebec.
Australia	AHPRA’s advertising guidelines ban testimonials about clinical aspects of care and restrict “specialist” to specialist-registered practitioners. Its guidelines for non-surgical cosmetic procedures go further for higher-risk procedures: no testimonials, strict rules for before-and-after images, and no images of under-18s. The Therapeutic Goods Act and TGA rules restrict advertising prescription-only medicines to the public. Check with AHPRA and the TGA for the current wording.	No clinical testimonials or review widgets on the site by default, cosmetic pages without medicine names, and before-and-after pages that follow the image rules.

Sources checked October 2026. Some regulator sites block automated checks, so we re-check every rule by hand before each launch.

Patient data

How should a medical website handle booking forms and tracking?

Collect only what you need to book, and keep advertising tools away from it. A booking form that asks for symptoms, medications or insurance details is collecting health information. In the US that can be protected health information under HIPAA; in the UK it is special-category data under UK GDPR; in Canada and Australia, health information gets extra protection under privacy law. The form and the system it sends to should be built for that.

Tracking is the part most clinic sites get wrong. 14 of the 66 US clinic home pages we reviewed loaded the Meta pixel, and on many sites the same tags run on every page, including condition pages, booking and the portal link. HHS’s guidance on tracking singles out exactly those pages. Our rule is simple: no marketing pixels on booking, forms, portal or condition pages, analytics configured without personal details, and the booking itself handled by your practice system or a booking tool that will sign the right agreement.

Emergencies

Should a clinic website say when to call 911, 999 or 111?

Yes, on every page, in one plain line. People land on clinic websites when they feel unwell, and a booking form is the wrong place for chest pain or a child who cannot breathe. Yet only 7 of 66 US home pages, 3 of 54 UK private clinics, 8 of 66 Canadian clinics and 4 of 63 Australian clinics we reviewed said anything about emergencies. Many US urgent care sites compared ER prices without ever saying when to go to the ER.

We add a short, calm line in the header or footer and on booking pages, using the right numbers for your country: 911 in the US and Canada, 811 or Info-Santé for health advice in Canadian provinces that offer it, 999 or NHS 111 in the UK, and 000 in Australia. Your clinicians decide the wording; we make sure it is visible, readable on a phone and never hidden behind a menu. It is guidance for patients, not medical advice, and it points them to the services that can help.

Reviews and testimonials

Can a clinic website show reviews, testimonials and before-and-after photos?

It depends on where you practise, and most of the top-ranking design guides get this wrong by telling every clinic to add testimonials. In the US and UK, genuine reviews shown fairly are normal, and the FTC and ASA expect them to be real and representative. In Ontario and Alberta, the CPSO and CPSA ban testimonials on physician advertising. In Australia, AHPRA bans testimonials about clinical care, and its cosmetic guidelines ban them altogether for higher-risk cosmetic procedures. A “5-star reviews” slider copied from a US template can put a Canadian or Australian clinic in breach on day one.

Before-and-after photos have their own rules: genuine, consented, unedited and taken in matching conditions, with a note on what was done. We build each site to its country’s rules: review widgets on or off, galleries with the right captions, and consent records kept with your clinic, not on the website. For dental practices the rules differ again; see dental website design.

Aesthetics

How should an aesthetics or skin clinic website talk about Botox and fillers?

By concern and consultation, not by medicine name. Botulinum toxin is a prescription-only medicine, and in the UK the ASA says it must not be named on home pages, in logos, in testimonials or in ads. Australia has a similar ban on advertising prescription-only medicines to the public. Even so, 5 of the UK clinic home pages we reviewed named Botox or anti-wrinkle injections in their headlines and menus.

So we build aesthetics menus around what patients want help with, such as lines, volume, skin tone or sweating, each leading to a consultation with a named, registered prescriber. Prices are shown for the consultation and for treatments where your rules allow it. No time-limited deals on procedures, nothing aimed at under-18s, and no claims that results are guaranteed or risk-free. Licensing rules for cosmetic procedures are changing in parts of the UK, so check with your regulator before launch.

Pages

Which pages does a medical clinic website need?

Every site is planned around the patients and services you want more of: new registrations, urgent care visits, specialist clinics, physio, memberships or aesthetics. A typical clinic site is built from these page types.

Page	What it does
Home	What you treat and where, how to book or walk in, insurance or fees and the emergency line, in the first screen
New patients	Accepting new patients or not, what to bring, forms, insurance, registration or rostering steps, parking and access
Services and conditions	One plain-language page per service or condition, reviewed by a named clinician
Clinicians	Photo, qualifications, registration number and regulator, languages and special interests
Fees and insurance	Insurance or plans accepted, self-pay and uninsured fees, memberships, and the good faith estimate notice in the US
Locations and hours	One page per site with hours, walk-in times, transport and accessibility details
Patient portal and help	Links to the portal, repeat prescriptions, results and records requests, without trackers
Policies	Privacy notice, complaints procedure, non-discrimination and language help, accessibility statement and regulator details

Accessibility

Does a medical website need to be accessible?

Yes. Patients with low vision, limited mobility, hearing loss or a cognitive disability rely on sites that work with screen readers, keyboard navigation and large text, and many of them need healthcare more than most. In the US, HHS’s Section 504 rule sets WCAG 2.1 AA for providers that receive federal financial assistance, which can include clinics that accept Medicaid, and public hospital clinics fall under the DOJ’s web rule. In Ontario, the AODA sets WCAG 2.0 AA for organisations with 50 or more employees. Whether a specific law applies to your clinic is a question for your adviser, but building it in from the start costs far less than fixing it after a complaint.

Every clinic site we build is designed to WCAG 2.1 AA: readable contrast, real headings, labelled forms, keyboard-friendly booking, captions on video and an accessibility statement. Where your patients need it, we add translated pages, a Welsh-language version in Wales or a full French site in Quebec.

How it works

How does a clinic website go from brief to live in 7 days?

01BriefServices, clinicians, fees, booking system and regulator.

02DesignYour own concept, not a medical template.

03BuildBooking, service pages, rules built in.

04LaunchLive on your domain, guaranteed.

After launch

Who keeps the site up to date once it is live?

We do. Your site runs on servers we manage ourselves, and a monthly care plan covers updates, backups and the changes a clinic makes all year: a new clinician, a new service, a fee change, a new CQC rating, holiday hours or a rule change. When a clinician joins, their profile and registration details go up the same week.

LiteSpeed web servers built for speed
Each site isolated in its own container
Malware scanning and a web firewall
Off-site backups
Free Cloudflare on our account

Care plan basics

UpdatesApplied and checked
BackupsAutomatic, off-site
Team changesNew clinicians added
MonitoringUptime and security

Our work

Our medical clinic website concepts.

Ideas for family practices, private GPs, urgent care, dermatology, physio and aesthetics clinics, each built from our review of 259 clinic websites in the US, UK, Canada and Australia. Click any concept to try it.

CONCEPTBrightwater Urgent CareCome when it's quiet · United StatesA live wait board and a busy-times chart: drag through the day, see the predicted wait and hold a slot in a quiet hour. A red strip says when to call 911 instead.Open the live demo →

Larchmont Direct Primary Care concept website

CONCEPTLarchmont Direct Primary CareYour doctor, by name · United StatesA letter from the doctor, then "build your year": drag visits onto twelve months and an honest ledger compares the membership with paying per visit.Open the live demo →

CONCEPTHartwell Private GPToday's times · United KingdomA live rail of today's appointments; tap a time and the GP's card flips to show their GMC number, languages and fee.Open the live demo →

View all 6 concepts →

Concepts are design demos we built to show what's possible — not client websites. Every client site is designed from scratch for that business.

FAQ

Questions we get asked

How much does a medical website cost?

It depends on the number of services, clinicians and locations, and on features such as online booking, a portal link, memberships or a second language. We give you a fixed quote after a short call, and the launch date is guaranteed.

Can patients book online?

Yes. We connect your existing practice or booking system where it offers online booking, or set up a short request form that sends only what you need to confirm an appointment. We keep advertising trackers off the booking pages either way.

Do we need a non-discrimination notice or good faith estimate on our US site?

Many US clinics do. The good faith estimate notice matters most if you see self-pay or uninsured patients, and the Section 1557 notices apply to providers covered by that law. Parts of the 1557 rule are in court, so we build both in and you confirm the current position with your regulator or adviser.

How do we show our CQC rating on the website?

The simplest way is CQC’s own widget, which updates itself when your rating changes. We place it where patients will see it on every page. If you are in Scotland, Wales or Northern Ireland, we show your regulator’s details instead.

Can we show Google reviews on the site?

In the US and UK, yes, as long as they are genuine and shown fairly. Physician colleges in Ontario and Alberta ban testimonials, and in Australia testimonials about clinical care are banned in advertising, so there we leave review widgets off and point patients to your Google profile instead.

Do you write the service and condition pages?

We draft them in plain language from your input, and a clinician at your clinic reviews them before they go live. Health content should always be checked by the people who provide the care, and we never write medical advice for patients.

Do you build dental practice websites too?

Yes. Dental practices have their own rules, so they have their own page: see dental website design.

Can you improve our current site instead of starting again?

Yes. We can redesign it while keeping the search rankings it has earned. See website redesign.

Something else on your mind? Ask us directly →

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