1.3 Building an Effective Online Presence

Your online presence sets the tone for patient trust

In today’s digital world, patients often encounter your private practice online before anywhere else. A clear, professional, and easy-to-navigate online profile builds trust from the start and makes it easier for patients to choose and engage with your services.

7 ways to build a stronger digital presence

1. Create a website that works for you

Your website should act as the digital front door to your practice. A clean, informative, and fast-loading site helps patients feel confident in your services and makes it easier for them to take action.

☐ Optimise for mobile and fast load times
☐ Clearly display procedures, clinic locations, and contact details
☐ Include strong calls to action like “Book Now” or “Request a Consultation”

2. Make booking simple and seamless

If your booking process is confusing or unavailable online, patients may drop off. A smooth, intuitive experience boosts conversion and encourages engagement.

☐ Embed a booking tool on every page
☐ Include an enquiry form for questions
☐ Keep availability up to date

Did you know? Medbelle’s PatientConnect can integrate with your site and show real-time availability for hospital systems like Nuffield Health and Circle Health Group.
Learn more

3. Improve your local search visibility

Most patients search for specialists near them. Optimising your local SEO ensures your name appears in those critical local searches.

☐ Keep your Google Business Profile accurate and up to date
☐ Use location-based keywords like “orthopaedic surgeon in Bristol”
☐ Build backlinks from trusted sources like hospital directories or relevant healthcare sites

Backlinks are links from other websites to yours, acting as "votes of confidence" that signal your content's credibility to search engines. Links from trusted sites, like hospital directories, improve your site's visibility and search rankings.

4. Strengthen your presence on trusted platforms

Third-party platforms help boost your credibility and improve search visibility. These profiles often rank highly in search results.

Where to list and optimise:

☐ Google Business Profile – for visibility on maps and local results
☐ Doctify / Top Doctors – popular review sites for private healthcare
☐ PHIN – provides data transparency for informed patients
☐ PMI directories – Bupa, AXA, etc. help GPs and insured patients find you

5. Use reviews to build trust

Patient testimonials can be one of the most influential aspects of your online presence. They provide reassurance and help potential patients feel more confident.

☐ Ask for reviews after appointments or procedures
☐ Prioritise platforms with reviews like Google, Doctify, and Top Doctors
☐ Feature testimonials on your website (always ask for with permission)
☐ Respond professionally to all feedback

6. Create content that engages and educates

Educational content builds your authority and improves search rankings. It also supports patient decision-making by addressing common concerns.

Content ideas:

• Blog posts or videos answering FAQs (e.g. “When is a hip replacement needed?”)
• Patient success stories
• Simple procedure explainers or infographics

7. Track what’s working, and what’s not

Monitoring your performance helps you understand what’s effective and where to improve.

Key metrics to review regularly:

☐ Website traffic and top-performing pages
☐ Booking and enquiry rates
☐ Source of traffic (e.g. Google, directories, referrals)
☐ Local SEO rankings for key terms

Learn more about tracking metrics here.

Improving your online presence is an ongoing process but it doesn’t have to be overwhelming

Your website and digital profiles are more than marketing, they’re essential for connecting with the patients who need you. With strong content, clear booking pathways and the right support, your online presence can become a key driver of practice growth.