Physio clinic website: the pages that matter

Someone looking for a physio is usually sore, a little worried and short on time. They search on a phone, open two or three clinic websites and book with the one that answers their questions first: do you treat this, who will I see, where are you, when can I come in and what will it cost. A physio clinic website does not need many pages, but each one has a clear job.

This guide goes through the pages that matter, what goes on each, and the advertising rules that apply to health services in Australia. For how we build sites for allied health, see our page on websites for physios and clinics.

The pages at a glance

A small clinic can fit all of this on one long page with clear headings. A clinic with several practitioners or locations usually needs separate pages, which we compare in landing page or multi-page website.

Home: what you treat and how to book

The first screen should say what kind of clinic you are, where you are and how to book. "Physiotherapy in Marrickville, sports injuries, back and neck pain, pelvic health" tells a visitor more than a slogan. Under it, one Book button that goes straight to the booking page of the system you already use, and a phone number that dials when tapped.

Keep one main button: booking first, phone as the back-up.

Conditions and services: one clear entry per area

People search for their problem, not for your clinic name. A list of the areas you work in, written as real text, helps them recognise themselves and helps search engines understand what the page is about:

• Group by what patients say. "Back and neck pain", "Sports injuries", "Before and after surgery", "Headaches and jaw pain", "Pelvic health".
• Say what you do for each, in plain words: assessment, hands-on treatment, exercise programs, education.
• Give your main areas their own page if you have several practitioners who focus on them. Someone searching for pelvic health physio should land on the page about pelvic health.

Be careful with wording. Ahpra's summary of the advertising requirements says that if advertising lists health conditions and claims to treat or help them, it should make clear how the treatment helps each condition and that the claim is supported by acceptable evidence. Describe the service, not a promised outcome.

Practitioners: who they will see

Patients want to know who is treating them. A short profile for each person works well:

• Name, photo and profession, written the way they are registered.
• The areas they focus on and any further training, stated factually.

Two rules from Ahpra's guidance matter here. "Physiotherapist" is a protected title, so only registered practitioners may use it. And Ahpra warns that words like "specialises in" or "specialist" can suggest a type of specialist registration, so practitioners without it should be wary of them. "Focuses on" or "has a special interest in" is the safer phrasing. Patients can check any practitioner on the public register of practitioners that Ahpra keeps.

Your first visit: the page that removes doubt

This is the page most clinic websites forget, and it is the one that answers the questions reception hears every day:

• How long the first appointment takes and what happens in it.
• What to wear and what to bring, such as scans, reports or a referral.
• Whether a referral is needed, and what to bring if the visit is part of a GP plan, a workers compensation claim or a motor accident claim, if you see those patients.
• How to cancel or move an appointment, and your cancellation policy.
• Access information: stairs, lifts, a ramp, accessible parking.

Written once, this page saves your team repeat phone calls and helps a nervous first-time patient book.

Fees and health funds

The money question stops many people from booking. Put your fees on the site as text: initial consultation, standard follow-up, longer sessions, any classes. Then say how claiming works, for example whether patients can claim from their private health fund on the spot. Ahpra's requirements also cover pricing in advertising, so keep prices clear and complete, including any conditions that apply.

Location and contact

Give the full address exactly as on your Google Business Profile, a map link that opens directions on a phone, parking and transport notes, and opening hours for each day that match Google. If you have more than one location, give each its own page. Keeping the name, address and phone identical everywhere matters more than it looks. We explain why in name, address, phone: why consistency matters for local search.

What to leave off: testimonials and results

Health advertising in Australia has rules that most other small businesses do not face. Ahpra's page on testimonials says the National Law does not allow testimonials to advertise a regulated health service. It defines a testimonial as a recommendation or positive statement about the clinical aspects of a service, such as the symptom, the diagnosis or treatment, or the outcome. Comments about customer service or communication style that do not mention clinical aspects are not treated as testimonials.

In practice, on a clinic website that usually means:

• No patient success stories or quotes about recovery.
• No embedded review widgets that pull in comments about treatment results.
• No before and after claims you cannot back with acceptable evidence.
• No "best physio in Sydney" style comparisons without evidence.

Ahpra also notes that a clinic's own social media page counts as advertising, while patients remain free to post reviews on independent sites. If you want to ask for reviews, read our guide on asking for Google reviews together with Ahpra's guidance. This is general information, not legal advice: check the current Ahpra guidelines and consult your adviser or professional body before publishing.

Forms and patient information

A contact form on a clinic site can end up collecting health information, even if you only asked for a name and a message. The OAIC says the Privacy Act covers organisations that provide a health service and hold health information, even small businesses. Keep forms short, ask only for what you need to book or call back, explain how you use the information in a privacy policy, and do not invite people to describe their symptoms in detail through a website form. Your booking system's own intake forms are usually the better place for clinical details.

What it costs

A single-practitioner clinic can start with a one-page site that covers everything above. A clinic with a team, several service areas or more than one location usually needs a multi-page site. These are Realtiq's published prices, in Australian dollars:

The domain, hosting and booking links are set up in your name. If you are still deciding what to include, what pages does a small business website need is a useful companion read.

Common questions

Does a physio clinic need a website if it has a booking system page?

The booking page handles appointments well, but it rarely explains what you treat, who the practitioners are or what a first visit involves. A website answers those questions and links to the booking system for the booking itself.

Can I show Google reviews on my clinic website?

Be careful. Under Ahpra's guidance, reviews that mention clinical aspects such as symptoms, treatment or outcomes count as testimonials and cannot be used in advertising. Comments only about customer service are not testimonials. Check the current guidance and ask your adviser before adding any reviews.

Do I need a separate page for each condition?

Not always. A single page with clear headings works for a small clinic. Separate pages help when you have practitioners who focus on specific areas and you want people searching for that area to land on the right page.

Can practitioners say they specialise in something?

Ahpra warns that "specialises in" and similar words can suggest specialist registration. Practitioners without it should be wary of them and describe their focus areas instead.