Where to Start With a Clinic Site? Four Rungs, First 60 Days

Four Rungs

The ladder has four rungs and none is skipped: 🧗

Rung 1 — Put on paper who does what

The first job is internal: each practitioner’s title, training, approach, age groups and areas, session length and frequency, fee range, and whether they work online. No page can be written until this is settled — and once it is, both the site and the phone improve.

Rung 2 — Practitioner profile and district page

The second rung returns fastest and consists of two pages: a separate profile page for each practitioner, and a “district + psychologist” page. One fills the identity gap, the other opens the 168,000 local pool: the profile article.

Rung 3 — Three answer pages

The third rung meets the client’s real obstacles: “who should I see” (the 52,000 direction pool), “what happens in the first session” and “how privacy is protected”. These three are exactly what rivals leave unanswered.

Rung 4 — Booking door and measurement

On the fourth rung you build the door (low-threshold invitation, plural channels, privacy line) and start the three-line measurement: the booking article.

The First 60 Days

Two months is the right frame here, because there are three answer pages to write: 📅

Weeks 1-2 — Getting clear

Collect practitioner details, settle the fee and session structure, and prepare the seven-question answer frame with your team. This fortnight produces content raw material, not a site.

Weeks 3-4 — Profile and district page

Publish a separate profile page for each practitioner and the district page. The district page needs transport, opening hours, how booking works and what session frequency means in practice.

Weeks 5-8 — The answer line

Three pages in sequence: “who should I see”, “what happens in the first session”, “privacy”. Each carries a practitioner’s signature and headings written in the client’s own words. These four weeks are the highest-returning part of the whole line.

👉 After two months: visible locally, answering questions, with a working door.

Three Sequencing Mistakes

The lesson in reverse — the three most expensive mistakes here: ⚠️

Mistake 1 — Starting with design

The commonest: months go into design debate and content is left to the end. But what decides here is text and identity. A plain site that answers questions brings more clients than a beautiful, silent one: the function article.

Mistake 2 — Starting with a service list

The second mistake is in page choice: a page titled “individual therapy, couples therapy, family therapy” goes up and the job feels done. That list is the answer to no search — not district, not direction, not the first-session question.

Mistake 3 — Leaving the profile until last

The third is the most expensive here: profiles get postponed and end up as a single paragraph. Yet it’s the most-read page, and a weak profile wastes the effort spent on every other page.

And ownership

This line needs one responsible person with an hour a week in their calendar. The model that works: the practitioner supplies the knowledge, one person writes it up and runs the calendar. Even with outside help, a point of contact inside the clinic is essential — production without one stalls in the second month.

After the second month: rhythm

The first 60 days are setup; what follows needs order. The recipe is plain: one new answer page a month (the questions never run out — “my partner won’t come”, “is it for my child or for me”, “do I have to take medication”), a quarterly refresh of profiles and fees, fifteen minutes of report-card reading each month. A few hours in total, and the only thing that keeps the line alive. To inherit it built and district-locked: the parcel model.

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