Guide 9 of 11 · 9 min read

Clinic website builder: dental, physio and small medical clinic sites

By the ContentMetric team · Checked on 17 October 2026

A patient choosing a dentist, a physio or a family clinic wants calm, clear answers: where are you, are you open, what do you treat, who will I see, and how do I book. This guide is for small clinics. It shows the pages to build, what goes on each, the prompts to type, and how to set up your Google listing. Near the end we compare us with Wix and Squarespace, and we say where they are stronger.

One thing first. Health is a regulated area. Rules about what you may say, show and promise in advertising, and about how you handle patient information, are different in every country and often for every profession. Nothing here is legal or medical advice. Before you publish, read the rules from your own regulator or professional body, and ask them if you are unsure.

The six pages a small clinic needs

1. Home

In the first screen: the clinic name, what kind of clinic it is and where ("Family dental clinic in [area]"), opening hours, phone and an Appointments button. Add one real photo of the reception or the building, so people know they are in the right place. Add a line on whether you accept new patients, and any insurance or payment schemes you take.

2. Services

List what you offer, one short section each, in plain words. Say what the service is and who it is for. Stay factual. Describe what you do, not what it will achieve. Avoid promises about results, cures or guarantees, and avoid before and after claims unless your rules clearly allow them. If you list prices, make them accurate and say what they include.

3. Our team

A photo, a name, a title, and your registration or licence details if your country requires or expects them to be shown. Add a line on languages spoken. Only state qualifications and registrations that are true and can be checked.

4. Appointments

Say how to book: phone, form, or a link to your booking system. If you use a form, ask for the minimum: name, phone, preferred day and a short reason such as "check-up". Do not ask people to type symptoms or medical history into a website form. Tell them what to do in an emergency, for example call your local emergency number, and say your cancellation rule.

5. Patient information

What to bring to a first visit, how to get forms, fees and payment methods, how to reach you after hours, and how you handle complaints. Add your privacy notice. Keep it simple and have it checked against your local rules.

6. Contact

Address, map, phone, email, hours including public holidays, parking and step-free access. Keep these exactly the same as on your Google listing.

Build it with Claude on ContentMetric

You can type these into the AI assistant inside the ContentMetric editor, or into Claude if you have connected Claude to your site (that needs the Pro plan). Changes land in your draft, and nothing is public until you press Publish. For a clinic, always read every sentence before you publish. Tell the assistant to use only the facts you give it. Replace the details in square brackets with your own.

First build:

Services page:

Appointments page:

Team page:

Local search:

Later edits are one line each: "Change Saturday hours to 9am to 1pm", "Add Dr [name] to the team", "Update the closed days for the public holiday". If you are new to AI editing, read whether it is safe to let AI edit your website.

Health advertising rules: check your own country

A few general points, none of them legal advice:

• Rules vary by place and by profession. A regulator or professional body for dentists, doctors or physios in your country will usually publish guidance on advertising. Find it and follow it.
• Google has its own rules for ads. Its Healthcare and medicines policy says ads and destinations are expected to follow appropriate laws and industry standards, that some healthcare content cannot be advertised at all, and that you are expected to know the law of any location your ads target. If you plan to run Google Ads, read it first.
• Keep claims modest and true. Describe services. Do not promise results. Be careful with testimonials, before and after photos, and any comparison with other clinics, because many places restrict them.
• Treat patient information with care. Do not collect medical details through a plain web form, and tell patients not to send them. Our help pages do not describe any healthcare privacy certification for ContentMetric, so do not assume one.

How appointment requests work on ContentMetric, honestly

On the Free plan you can add a plain contact form. It sends each message to the address you choose and keeps it in a table in your site. That is enough for an enquiry form.

On Pro and above, the Forms & Bookings app is included. It has an Appointment request template, weekly hours with a set number of places per slot, a Bookings inbox where you confirm or cancel each request, and a confirmation email to the patient if the form asks for their email. You can mark some questions private so they are hidden in the inbox, but the alert email to you lists every typed answer, so keep the form short.

Our help pages do not describe separate calendars for each practitioner, patient records, reminders by text, or a healthcare privacy agreement. If you need those, use a booking or practice-management tool built for clinics and link to it from your site.

Google Business Profile tips for clinics

Most patients will meet you on the map first. More in how to get your business on Google.

• Verify the profile and keep it complete. Google says verified businesses with complete and accurate information are more likely to show up in local results.
• Set exact hours. Include special hours for public holidays.
• List services where it is offered. Businesses in some categories can list services with a description and price. Keep the wording factual and the same as your website.
• Add links. You can add a booking link, and Google mentions links for a list of services such as telemedicine or virtual visits. Point the booking link at your Appointments page.
• Use real photos. The building, reception and waiting area. Avoid showing patients without clear permission.
• Reply to reviews with care. Never confirm that someone is a patient or discuss their treatment in a public reply. Keep replies general and polite, and follow your professional rules.

ContentMetric, Wix and Squarespace for clinics

Our view: if you need a diary with several practitioners, reminders and a signed privacy agreement for patient data, Squarespace Scheduling and Wix list much more than we do, and a practice-management system built for clinics will list more again. Choose ContentMetric if you want a clear, calm information site that you describe in words and edit by asking, with a simple appointment request form and, on Pro, a specialist who designs and keeps it up to date. See the Wix alternative page and our AI website builder comparison.

A simple first week

• Day 1: write your services, hours, team details and fees in plain words. Read your regulator's advertising guidance. Build the first draft.
• Day 2: check every sentence for claims you cannot prove. Test the appointment form from your phone.
• Day 3: publish, then update your Google profile so the details match word for word.
• Day 4 onward: ask patients for honest reviews if your rules allow it, and reply in general terms.

Other trades have their own guides: tutors, salons and fitness.

Common questions