Pages a physiotherapist's website should have

Your website is the first place a lot of people will look at your practice. It doesn't need to be big. It needs the right pages, each doing one job, written in plain English by someone who actually knows what happens in your treatment room.

Here's the list. Eleven pages, in a sensible order, with what each one is for and what to leave off it. You won't build them all this week. That's fine. The order near the end tells you where to start.

Purpose: To tell a stranger in about ten seconds who you are, where you are and what you do, then point them to the next step.

Say what the practice is, in one plain line. "Private physiotherapy in [your town]" is enough. Add a sentence on who you usually see, based on who actually walks through your door: office workers with sore backs, runners with knee pain, people recovering from surgery. Only list what you genuinely treat.

Put your address, phone number and a booking button where people can see them without scrolling. Link to your treatment pages, your team page and your first-visit page. Keep a short paragraph about how a session works, so a nervous first-timer knows what they're signing up for.

If you're a limited company, show your registered company name, registered number, registered office address and where you're registered. GOV.UK sets that requirement. The footer is a normal place for it.

One photo of your real clinic beats a stock image of a smiling model. Use your own.

Avoid vague slogans like "Moving you forward", any promise of results, and a wall of text about your philosophy. Avoid cramming every service onto this page. It's a front door, not a filing cabinet. And avoid a slider of rotating banners nobody has time to read.

Purpose: To let someone check that you deal with what's bothering them, and to explain what the treatment involves.

Give each treatment its own page. One for sports injuries, one for back and neck pain, whatever you really offer. If you don't offer it, don't list it.

On each page, describe what happens. Who might come in for this, what you'll ask them and examine, what the session might include (hands-on work, exercises, advice), how long it takes, and what they might be asked to do at home. Write it the way you'd explain it to a new patient sitting across from you.

Describe the session, not the result. Don't promise cures, outcomes or recovery times. Before you publish any claim about what treatment can do, check the Advertising Standards Authority's current guidance on health claims. Rules in this area are specific, and they change.

Each page needs to say something different. If you copy the same text and swap one word, you've built pages that look near-identical, and Google's spam policies treat many near-duplicate pages made mainly to manipulate rankings as spam. A page on shoulder pain and a page on knee pain should read differently because the sessions are different.

Avoid listing treatments you don't truly offer. Avoid before-and-after claims, "guaranteed" anything, and jargon the patient has to look up. And avoid one giant page with every service crammed on it.

Purpose: To put a face and a name to the person who'll be treating someone, so the first appointment feels less like walking into the unknown.

Introduce each practitioner. Name, a recent photo, what they focus on, and a few honest lines on their background. Keep it human. Where they trained, what they enjoy treating, how they work with patients.

Ask each person before you publish anything about them. Their name, photo and details go up only with their agreement. If someone leaves, take their profile down promptly.

Qualifications and registration need care. "Physiotherapist" and "physical therapist" are protected titles. To use them, a person must be registered with the Health and Care Professions Council (HCPC). So state each practitioner's HCPC registration accurately, and link to the HCPC Register at hcpc-uk.org so anyone can check it for themselves. List only qualifications the person actually holds. If you're unsure of the exact wording of a qualification, ask them and copy it correctly.

Avoid inflated titles, vague "years of experience" claims you can't back up, and any credential that isn't real or isn't current. Avoid posting anyone's details without their say-so. And avoid a team page of generic stock photos. If the team is just you, say so. A single-practitioner page is perfectly good.

Purpose: To take the worry out of a first appointment by describing, step by step, what will happen.

This page does quiet, useful work. Answer all of it.

Walk through the visit in order. Arriving and checking in. The conversation about their history and what's brought them in. The physical assessment. Explaining what you've found. The treatment, if you start that day. What happens at the end, including any exercises or advice they leave with, and whether you'll suggest a follow-up.

Be practical. What to wear so you can examine the area. What to bring: referral letters, scan results, a list of medication. How long the first appointment lasts. Whether they can bring someone with them. Whether you'll need to ask for consent before any hands-on work (you should explain that you will).

Be straight about the fact that you'll assess first and plan after. Don't promise what the plan will be before you've met them.

Avoid sounding like a legal notice. Avoid promising a fix in one session, or implying that a first visit will definitely end in treatment. And avoid skipping the awkward bits, like undressing to a comfortable level for an examination. Say it plainly and kindly. People are more at ease when nothing is a surprise.

Purpose: To tell people what an appointment is likely to cost and how they pay, so cost isn't a mystery they have to phone up to solve.

Publish prices only if you'll keep them current. A wrong price on your site is worse than none. If you change your fees, change the page that day, not next quarter.

If you have a clear fee for an initial assessment and another for follow-ups, list them. If your pricing depends on appointment length or treatment type, explain how it works instead of leaving people guessing. Something like: here's how we charge, and here's what a typical first appointment includes.

Say how people pay: card, bank transfer, whichever you take. If you work with insurers, say which ones and what a patient has to do (whether they claim themselves or you bill directly). Say what happens if someone needs to cancel, and how much notice you need. Put the cancellation terms somewhere obvious, not buried.

If you're not sure whether prices belong on your site, think about the phone calls you get. If half of them start with "how much is it?", the page will save you time.

Avoid "from £X" prices that bear no resemblance to what people actually pay. Avoid hidden extras discovered at the till. And avoid leaving an old price list up because nobody got round to it. If you can't keep it current, leave prices off and explain how people can find out.

Purpose: To make it easy for a ready patient to take the next step without ringing around or hunting for an email address.

This is where interest turns into an appointment, so make it simple. Decide how you want people to reach you: an online booking system, an enquiry form, a phone number, or a mix. Offer whichever ones you can actually answer.

Keep a form short. Name, contact details, a line on what's brought them to you, and a preferred time are plenty. Every extra box makes someone less likely to finish. Don't ask for detailed medical history on an open web form; save that for the appointment.

Say what happens next. "We'll reply within one working day" is only worth writing if you will. Tell people if you'll call, email or text, and roughly when.

Test it on your phone. Plenty of people will book from the sofa. If the button is tiny or the form won't submit, you'll never know how many gave up.

Avoid asking for sensitive health detail in a form with no explanation of how you'll look after it. Avoid a booking page that only works on a desktop. And avoid promising a reply time you can't meet. A button that goes nowhere is the fastest way to lose someone who'd already decided to come.

Purpose: To answer the things people actually ask, before they have to ask.

Start with what your patients really say. Think about the questions you get at reception, on the phone and at the end of a first session. Do I need a GP referral? Can I claim on my insurance? How many sessions will I need? Is it painful? Can I park nearby? Write those down as you hear them. They're the best material you'll ever get, and no marketing course can supply it.

Write each answer the way you'd say it out loud. Short, direct, honest. If the true answer is "it depends", say what it depends on. That's more useful than a vague reassurance. Where a question touches on outcomes or recovery, describe what you'd assess and discuss rather than promising a result, and remember the advice on health claims above.

Keep the page tidy. Group questions under a few plain headings: before you come, at your appointment, money and insurance, after your visit. Add to it when a new question keeps cropping up. Remove answers that are out of date.

Avoid inventing questions nobody asks just to fill space. Avoid answers that sound like a leaflet. And avoid copying FAQs from another practice, whose rules, prices and policies won't match yours. If an answer isn't true of your practice, it's worse than no answer.

Purpose: To get someone physically through your door, on time, without stress.

This is the most practical page on the site, and one of the most visited by people on their way to an appointment. Put your full address, a map, your opening hours and a phone number in one place.

Then add what a stranger needs. Where to park, and whether it's free or paid. The nearest bus stop or station, and a rough walk from each. Whether the building has steps, a lift or a ramp. Where the entrance is, especially if it's round the back or on an upper floor. Whether the treatment rooms are on the ground floor. Whether there are accessible toilets. If you're not sure of a detail, go and check it yourself.

Describe how to find you in words as well as on a map. "We're the blue door next to the pharmacy" helps a lot more than coordinates. Add a photo of the entrance if you can.

Keep hours accurate, including bank holidays and any seasonal changes. If you close for a week, say so before it happens.

Avoid stating that you're fully accessible if you haven't checked. Be specific about what's there and what isn't, so people can decide for themselves. Avoid out-of-date hours. And avoid an address with no directions, as if everyone already knows the area.

Purpose: To show what real patients have said about their experience with you.

Only use real reviews, from real people, in their own words. Don't write your own. Don't ask a friend to write one. Don't edit a review so it says something the person didn't. If you quote a patient, you need their agreement, and you should be careful about identifying anyone who's been treated for a health condition.

Pull reviews from where they were genuinely left, and say where. You might link to your Google Business Profile reviews or quote a few with permission. If you reply to reviews, reply to all of them, the awkward ones too, politely and without arguing. Never reveal anything about someone's treatment in a public reply.

Don't treat the page as a trophy cabinet. A handful of honest, specific comments is better than a long list of one-word praise.

Don't make claims on the strength of reviews that you couldn't make otherwise. If a patient says they were "cured", you can't repeat that as your own promise. The advice on health claims applies to reviews you choose to publish, so check the Advertising Standards Authority's current guidance on health claims before you put them up.

Avoid fake or paid-for reviews, cherry-picking only the glowing ones if you're presenting an overall picture, and publishing anything that gives away a patient's private details. If you've nothing yet, leave the page for later. An empty reviews section does you no favours.

Purpose: To tell the story of the practice and give people every way to reach you.

The about section is where you explain why the practice exists and how you like to work. Keep it short and real. Who started it, when, what you care about in how patients are treated. Skip the corporate voice. Write it as if you were explaining it to a new patient over a cup of tea.

The contact section needs to be complete and consistent. Phone number, email, address, and any social links you actually use. If you're a limited company, make sure the registered company details sit somewhere clear. If you're registered with a professional body, you can say so, but only where it's true and current.

Be careful about regulated details. If a rule matters and you're not sure what it says, check with your local council or the relevant regulator rather than guessing. It's a short email and it saves you a headache.

Make it easy to reach you. A visible phone number and a working email address. Add a contact form that sends to a real inbox someone checks. Say when you're likely to respond.

Avoid a vague mission statement that could belong to any business. Avoid listing contact methods you don't monitor. And avoid putting a different phone number or address here than elsewhere. Inconsistent details confuse people, so keep everything matching across the site and your profile.

Purpose: To make sure that when someone searches for physiotherapy near them, your practice shows up with correct, useful information.

This isn't a page on your website, but it's close enough to count. It's the free listing that appears with your address, hours, phone number and reviews when people look you up.

Use the real-world business name that's on your shopfront, website and stationery. Don't add extra words to the name to try to stand out. "Smith Physiotherapy" is the name; "Smith Physiotherapy Best Back Pain Treatment Town" is not, and it goes against Google's guidelines.

You can't pay for a better local ranking, whatever anyone selling you a service might say. What you can do is fill the profile in properly: correct address, phone number, website link, categories, a few real photos of the clinic, and a short description of what you do.

Keep opening hours up to date, including holiday hours. Nothing irritates a patient more than turning up to a closed door because the listing was wrong. Check it every few months, and every time anything changes. Reply to reviews as you would on your own site.

Make sure the details match your website exactly: name, address, phone number. Matching details are simply less confusing for everyone.

Avoid stuffing keywords into the business name, claiming a location you don't operate from, and leaving the profile untouched for a year. Avoid made-up reviews, too. They're a quick way to lose trust in you altogether.

You don't need all eleven on day one. If you're starting from nothing, build these, in this order:

1. Home page: who you are, where you are, and a clear way to book.
2. Booking or enquiry page: make the next step easy before anything else.
3. Services and treatments: start with your most common treatment, one page each after that.
4. Opening hours, address, parking, accessibility and how to find us: get people to your door.
5. Google Business Profile: claim it, fill it in and keep it current.

Then work through the rest: first visit, team, prices, FAQs, reviews, about. Add one at a time. A small site that's accurate and up to date will do more for you than a large one that's half-finished.

A quick word on numbers, because you'll hear plenty. UK monthly search estimates from DataForSEO (18 October 2026) put "physiotherapist marketing" at around 110 and "seo for physiotherapists" at around 20. Those are national estimates, not per town, and they're only estimates. They say nothing about how many patients your pages will bring in, and nobody can promise you that.

If you'd like to know where your site stands, Seracu offers a free snapshot. It shows which topics your site lacks compared with competitors. That's all it does, and it's free to ask for.