People rarely search for "osteopath" in the abstract. They search for their problem: a stiff back, a sore neck, a knee that has not been right since a run. Your website needs to meet them there, explain what happens next and make booking easy, all while keeping within the advertising rules for health claims. Here are eight things patients look for, and how to get each one right.
What patients look for on an osteopath's website
1. Proof you are a registered osteopath
It is an offence under section 32 of the Osteopaths Act 1993 to describe yourself as an osteopath unless you are registered, and the General Osteopathic Council regulates the profession (GOV.UK regulated professions). Say you are registered, add your registration number and link to the GOsC register so patients can check.
2. A page for the problem they have
Write a short page for each problem you see most. The ASA lists the conditions osteopaths can refer to, including back pain (not from injury or accident), mechanical neck pain, cervicogenic headache, sciatica, minor sports injuries, and joint pain including hip and knee osteoarthritis as a supplement to core treatment (ASA advice on osteopathy). Stay within that list and you can write pages that rank without risking a complaint.
3. Careful wording for babies, children and pregnancy
Osteopaths may say they treat these groups, but the ASA says claims about conditions specific to them, such as colic or morning sickness, are unlikely to be acceptable without robust evidence, and it has upheld complaints against osteopath websites listing infant symptoms (ASA). Describe your approach and the appointment, not a list of baby conditions.
4. What happens at the first appointment
Explain it step by step: questions about your history, an examination, a talk about what you found, then treatment if it is suitable. Say how long it takes, what to wear and whether they can bring someone. This answers the worry that stops people booking.
5. Prices, up front
Show the price for the first appointment and for follow-ups, and how long each lasts. If you see patients in two clinics with different prices, say so on each location page.
6. Opening times that suit working people
Many patients can only come before work, after work or at weekends. If you offer early, late or Saturday appointments, put that near the top of the page, not only in the footer.
7. A page for each town you work in
If you work in more than one place, give each location its own page with the address, parking, access and a map. These pages help you appear when people search for an osteopath in a nearby town.
8. Booking that works on a phone
One clear "Book an appointment" button, visible on every page, that opens a booking page where patients can see real times. Keep the phone number tappable for people who would rather call.
See these ideas working
Our osteopathy demo shows a "where does it hurt" guide, booking at two clinics, a page for each town and reviews pulled in automatically. Open the osteopathy demo.
Where to start this week
- Add your GOsC registration and a link to the register.
- Check your condition pages against the ASA list.
- Write a short "Your first appointment" section.
- Put your prices and opening times near the top of the homepage.
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