“Our website is just one page. It has our name, our phone number and a photo. Isn’t that enough?”
It’s better than nothing. But think about what a patient wants to know before they contact you: What services do you offer? Who are the doctors? How much does it cost? Do you take my HMO? Where exactly are you? When are you open? What should I bring? A single page can’t answer all that, and it gives Google and AI tools very little to work with.
On the other hand, some clinic websites have dozens of pages full of mission statements and news nobody reads. Patients get lost.
The right structure sits in between. Here are the nine pages that matter most, and what each should include.
The short answer
- Every clinic website needs: a clear homepage, a services overview, individual service pages, a doctors/team page, prices, location and directions, insurance/HMO information, FAQs and a contact/booking page.
- Each page should answer specific patient questions and offer a clear next step.
- Add a blog and condition guides once the core pages are solid.
1. Homepage
Your homepage has one job: tell visitors within seconds what you do, who you serve, where you are and how to contact you.
- A clear headline: “Family clinic in Surulere: consultations, antenatal care, children’s health and lab tests.”
- Prominent call and WhatsApp buttons.
- Your main services, each linking to its own page.
- Opening hours and location summary.
- Trust signals: real photos, doctor highlights, reviews, years in practice.
2. Services overview
A page listing all your services in plain language, grouped logically (for example: General care, Women’s health, Children’s health, Diagnostics). Each item should have a one-line description and a link to its own page.
3. Individual service pages
These are the most important pages for patients and for search. Each main service deserves its own page covering:
- What it is, in plain language.
- Who it’s for, and signs you might need it.
- What happens during the visit or procedure.
- How to prepare.
- How long it takes and recovery, if relevant.
- Cost or cost range, and what’s included.
- Who provides it.
- FAQs.
- How to book.
Service pages help you rank for searches like “antenatal care in Surulere” and give AI tools clear information to quote. Our post on AI search explains why.
Every important question a patient asks should have a page on your website that answers it.
4. Doctors and team
Patients want to know who will treat them. Include:
- A photo of each clinician.
- Full name, role and specialty.
- Qualifications and training.
- Years of experience and areas of interest.
- Languages spoken.
- Clinic days, if relevant.
Keep this page current. Nothing undermines trust faster than a doctor listed who left a year ago.
5. Prices or fees
A clear page with prices or ranges for common services, what’s included and payment options. Date it and review it regularly. Our post on price transparency explains how to do this well.
6. Location and directions
- Full address.
- Embedded Google Map.
- Landmark directions from major routes.
- Parking information.
- Photos of the building and entrance.
- Public transport tips, if relevant.
- Separate sections or pages for each branch.
7. Insurance and HMOs
List the HMOs you accept, explain how insurance works at your clinic (authorisation, what to bring, what may not be covered) and who to contact with questions. This saves your front desk dozens of calls a week.
8. FAQs
Collect the questions your front desk hears most and answer them clearly: opening hours, emergencies, walk-ins vs appointments, payment, results, parking, children, what to bring. FAQs help patients, reduce calls and can be marked up with structured data to help search engines.
9. Contact and booking
- Phone and WhatsApp (tap-to-call and tap-to-chat on mobile).
- A short booking or enquiry form that goes to a responsible person.
- Opening hours.
- Emergency instructions.
- What happens after someone submits the form.
What else should you consider?
About page
Your story, mission, values, registration and accreditation. Useful for trust, especially for larger patient decisions.
Blog or health guides
Once your core pages are solid, articles answering patient questions build long-term visibility. See does your clinic need a blog?
Privacy policy
Required if you collect any personal data through your website, and important under the Nigeria Data Protection Act.
Patient resources
Preparation guides, aftercare instructions and forms patients can read before their visit.
How does this apply to different health businesses?
- Hospitals: add department pages, a “which department do I need?” guide, emergency information, visiting hours and inpatient information.
- Dental clinics: separate pages for check-ups, cleaning, fillings, extractions, orthodontics, whitening and children’s dentistry, plus content addressing dental anxiety.
- Diagnostic centres: a test directory with prices, preparation and turnaround times, plus a results page explaining how results are delivered.
- Fertility clinics: treatment pathway pages, honest success factor information, costs and counselling support, with extra care around privacy.
- Aesthetic clinics: procedure pages covering suitability, risks and recovery, practitioner qualifications and safety standards.
- Physiotherapy clinics: condition pages, what a treatment plan looks like and home exercise resources.
A real-world example
A family clinic in Port Harcourt had a one-page website that generated very few enquiries. They rebuilt it with the nine core pages, writing each service page around questions from their front desk. Within months, the antenatal care page and the price list became the most visited pages, and the receptionist reported fewer repeat questions on WhatsApp because patients were arriving better informed.
Common mistakes to avoid
- One long page trying to cover everything.
- Service pages with a single sentence each.
- Outdated team pages.
- No prices, no HMO information and no directions.
- Contact forms that go to an unmonitored inbox.
- Burying the phone and WhatsApp numbers.
Quick checklist
- Homepage says what, who, where and how to contact in seconds.
- Every main service has its own detailed page.
- Team page is current, with photos and qualifications.
- Prices or ranges published and dated.
- Location page with map, landmarks and parking.
- HMO list and insurance process explained.
- FAQs from real front-desk questions.
- Contact page with tested forms and clear next steps.
What should you do this week?
- Compare your website to the nine pages above and note what’s missing.
- Ask your front desk for the ten questions they answer most.
- Start with your most important service and write a full page for it.
- Update your team page and contact details.
Our web design team builds clinic websites around exactly this structure, tailored to your services and patients. For multi-department hospitals, see how we help private and specialist hospitals guide patients to the right place.
A closer look: what makes a service page convert
Of all nine pages, individual service pages do the most work. Here’s what separates a service page that brings bookings from one that doesn’t. Imagine two versions of an antenatal care page.
Version A: a single paragraph: “We offer comprehensive antenatal care with experienced obstetricians in a serene environment. Call us to book.” There’s no information about what’s included, cost, schedule or who provides care. An expectant mother comparing three clinics learns almost nothing.
Version B: a headline, “Antenatal Care in Surulere: Packages, Prices and What to Expect”, followed by a short answer: “Our antenatal package covers your check-ups from registration to delivery, routine tests and scans, and access to our midwives on WhatsApp.” Then clear sections: who it’s for; what’s included at each stage; the schedule of visits; your obstetricians and midwives with photos; package prices and payment options; HMO coverage; what to bring to your first visit; FAQs; and a prominent “Register on WhatsApp” button.
Version B answers the questions an expectant mother is asking, builds trust with real people and makes the next step easy. It also gives Google and AI tools rich, specific information to match searches like “antenatal package price Surulere”.
When you build or update service pages, use Version B as your template. Start with your most important services, the ones that bring the most patients or that you most want to grow, and work outward from there. Even three excellent service pages can make a measurable difference to enquiries.
Frequently asked questions
What pages should a clinic website have?
At minimum: homepage, services overview, individual service pages, doctors/team, prices, location and directions, insurance/HMO information, FAQs and contact/booking, plus a privacy policy.
Does each service need its own page?
Yes, for your main services. Individual pages answer patients’ specific questions and help you appear in searches for each service.
Should a clinic website list doctors?
Yes. Patients want to know who will treat them. Include photos, qualifications and specialties, and keep the page up to date.
Is a one-page website enough for a clinic?
It’s a start, but it usually can’t answer patients’ key questions or give search engines enough information. Most clinics benefit from separate pages for key services and information.
Do clinic websites need a privacy policy?
If you collect personal information through forms, bookings or analytics, you need a clear privacy notice in line with Nigeria’s data protection rules.
Should we add a blog?
Once your core pages are complete and accurate, a blog answering patient questions can bring valuable search traffic and build trust over time.
Sources and further reading
- Google: Creating helpful content
- Google: FAQ structured data
- Nigeria Data Protection Commission
- Nielsen Norman Group: How people scan web content
Share this with whoever is planning your clinic website. Get these nine pages right and everything else gets easier.
Tagon Digital
Publisher · Tagon Notes
Tagon Digital brings together website design, content strategy and digital marketing to help businesses improve online visibility and customer journeys.
