A patient is booked for a treatment next week. They want to know what will happen, how long it takes, whether it hurts, how to prepare and how much it costs. They look at the practice's website and find a single paragraph of clinical language. So they call reception, and so do dozens of other patients each week with the same questions.
Treatment information pages are often written for clinicians, not patients. A few changes make them far more useful, and reduce the load on reception.
The checklist
1. Plain language. Write for someone with no medical background. Explain terms when you use them.
2. What happens, step by step. From arrival to leaving, in simple stages.
3. Who it is for. In general terms, without suggesting it is right for any individual.
4. How long it takes. The appointment and any recovery time.
5. How to prepare. What to bring, what to wear, anything to avoid beforehand, if generally applicable.
6. Typical costs. Or a clear statement of how costs are worked out. Fee questions are covered in fees and insurance questions patients ask first.
7. What happens afterwards. Follow-up appointments and when patients might hear from the practice.
8. When to talk to a clinician. A clear statement that the page is general information and that patients should discuss their own situation with the clinical team.
9. Common questions. The questions patients actually ask, answered briefly. The free FAQ generator can help draft these from your existing pages.
Using patient questions to improve pages
The questions patients ask reception are a guide to what each page is missing. Retailers use the same method to improve product pages, as described in the product page questions that mean you are missing content, and it applies well to healthcare. Turning questions into pages is covered more broadly in turning unanswered questions into website pages.
Answering from treatment pages
SpideyChat for healthcare practices can answer general questions about treatments from your published pages at any hour, such as how long an appointment takes or how to prepare. It never gives personal clinical advice and directs patients to the clinical team for individual questions. Setup is in the installation guide and training guide.
New patients read these first
New patients often read treatment pages before registering, to understand what the practice offers. Clear pages help them decide, alongside registration information covered in new patient registration questions answered without a call.
Structure that helps skim readers
Many patients skim. Use short paragraphs, clear headings for each stage and a brief summary at the top covering the three things most patients want to know: how long it takes, how to prepare and what it costs. Patients who find those answers quickly are far less likely to call.
Anxious patients
Some treatment pages are read by nervous patients. A calm, factual tone helps. Explaining what they will feel, how long each part takes and that they can ask questions at any point reassures them more than clinical detail. Avoid language that sounds alarming or overly technical.
Accessibility of the page
Make sure treatment pages work for everyone: readable text sizes, good contrast, and alternative text for any diagrams. Patients with visual impairments or reading difficulties should be able to use the same information.
Reviewing pages regularly
Treatments, prices and processes change. Review each page every six months, and whenever patients start asking a question the page does not answer.