Website for a physiotherapist: complaints first, calendar straight away

Pain, a phone and three tabs

Someone with a sore back or an injured knee searches for a physiotherapist on their phone. They have three practices open and compare two things: how far is it, and when can I be seen?

Their worries are familiar. A long waiting time. Sessions that don't help. And the question of whether it's reimbursed, which hardly anyone knows the answer to. What they want: to be rid of the pain, fast.

Your patient's language

The biggest mistake on physio sites: the services are listed in jargon. "Manual therapy", "dry needling", "MTT". A patient doesn't search for treatments. They search for their complaint.

So put complaints at the centre, in the patient's words:

• Back pain and herniated disc
• Neck and shoulder complaints
• Knee injury or sports injury
• Tension headaches
• Rehabilitation after surgery

Per complaint you can then explain how you treat it. That way someone finds themselves, and Google links you to what people actually type in.

The first screen

At the top, say which complaints you treat, where you are and the button "Book an appointment". Do your patients not need a referral? Say so here. "No referral needed" removes a hurdle many people hesitate over.

Also state your waiting time. "Usually seen within three working days" is exactly what the comparer wants to know. A site without a waiting time leaves them guessing, and then they go to the practice that does say it.

What happens at the first appointment?

In a short section, explain what a first appointment looks like and how a course of treatment usually goes. How long the first consultation takes, that you assess first, and how many sessions people with that kind of complaint need on average, if you have an honest picture of that.

That answers the fear of "sessions that don't help". A patient who knows what to expect starts sooner.

Choosing a therapist

Patients choose a person. Put your team before your reviews, with real photos in your own practice. For each therapist, mention the specialism, their BIG registration and KNGF membership (the Dutch professional body for physiotherapists), linked to the registers.

Then your reviews, preferably about results and manner. "After four treatments I could run again, and she explained everything clearly." Show your ZorgkaartNederland or Klantenvertellen score, with the number of reviews. Use initials only and name no diagnosis.

Reimbursement in plain language

This is where your practice can make the difference, because almost nobody knows the answer. Explain per type of insurance what's covered:

• What basic health insurance does, and for which situations.
• What supplementary insurance does, and that it differs per policy.
• What a treatment costs if you pay for it yourself.

Put your rates in a clear table, as text. A patient who knows what they'll pay doesn't put off their appointment.

Booking online

Let patients book online, if your system allows it. Someone sitting on the sofa with back pain in the evening won't call anymore. Do keep your phone number visible, as a second route, and tappable on mobile. A hidden phone number is one of the reasons people drop out.

Never ask for medical details in a contact or registration form. They belong in the intake. Put a line about your professional confidentiality at every form.

Practical information

At the bottom: your address with a map, parking, opening hours, accessibility and your complaints procedure under the Wkkgz.

Better left out

• Services in jargon instead of complaints.
• No waiting time.
• A phone number people have to hunt for.
• Leaving reimbursement a mystery.