Which pages should a clinic website have, and what goes on each one?

Most "clinic website must-have pages" lists are written for US or UK practices. They push a testimonials page and an insurance-claims page that don't fit how Indian patients pay, or what NMC allows a doctor to publish. Here is what actually belongs on each page of an Indian clinic website, and why patients, Google and an AI answer each read it differently.

Which pages does a clinic website need?

Eight pages cover almost every Indian clinic: home, a doctor profile, services with fees, timings and location, patient FAQs, insurance and payment, a privacy notice, and contact. A single-doctor clinic can combine a few of these; a bigger one usually needs a separate profile for each doctor.

What should the homepage do in the first screen?

Answer three things before a patient scrolls: who you are, what you treat, and how to reach you right now. The clinic name and specialties near the top, the doctor's name below that, and a WhatsApp button and a call button both visible without scrolling on a phone. Save a large hero photo for lower down; it is the most common reason a clinic homepage loads slowly on a phone, and slow is exactly when a patient in discomfort gives up and calls someone else instead.

Below the fold, a homepage should point, not repeat: a short line into the doctor profile, a short line into services and fees, and the timings and address, once. Everything longer belongs on its own page.

What goes on a doctor profile page?

The two facts a patient looks for first: who is treating them, and are they really registered to do it. Put the doctor's full name, State Medical Council or NMC registration number, and only recognised qualifications, as a suffix, somewhere obvious, not three clicks in. Add the specialisation and the consultation timings at that location, since a doctor visiting more than one clinic often keeps different hours at each.

Our post on where a doctor's registration number needs to appear covers the legal side of this in more depth: what NMC actually requires, and how a patient can check the number against the National Medical Register.

What should the services page show, and do fees have to be exact?

List treatments the way a patient describes them, not the way a textbook does, then give each one a fee or an honest fee range. Reg. 3.7.1 of NMC's 2002 code already makes displaying a consultation fee a duty on the physician; a website that repeats it removes one more reason for a patient to call and ask, or for your front desk to repeat the same number all day.

A range is fine where the fee genuinely varies by case; it should still be a range real patients actually pay, not a low number chosen to look cheap. Our post on clinic fee display rules in India covers exactly when a range works and when it should read as one firm number.

What belongs on the timings and location page?

Weekly hours, including the day you're closed, a full address, and a map a patient can tap to open directions. Nothing unusual there. What's easy to miss is that this is also the page most likely to drift away from your Google Business Profile the moment your hours change and only one of the two gets updated.

A study of 230 local businesses across five categories found that 53% had at least one mismatched or missing detail between their Google Business Profile and their own website, hours being the single most common gap, according to DreamHost's analysis (opens in a new tab). Google's own guidelines for representing a business expect the two to agree, and so does a patient standing outside a locked clinic on the wrong day.

What should a patient FAQ page answer?

Real questions your front desk already answers on the phone: whether you take walk-ins or appointment only, what to bring on a first visit, how to cancel or reschedule, and how reports get shared. Write the direct answer first, in one or two sentences, then any detail after it. That same answer-first sentence is what a ChatGPT or Google AI Overview summary is likely to lift when someone asks the same question online, a pattern our guide to how AI tools decide what to say about a clinic covers in more depth.

Keep clinical questions off this page entirely. "Is this symptom serious?" or "which treatment is right for me?" belong with the doctor, not as a general answer sitting in public for anyone to apply to themselves.

What goes on an insurance and payment page?

Most Indian OPD clinics run on cash, UPI and card at the counter, so start there: state the payment modes you actually accept, plainly, on the fees or contact page if a separate page feels like too much. Insurance and TPA panels matter more once a clinic does procedures or works with a hospital; a US-style "insurance claims" page rarely fits a small outpatient clinic's own billing.

If your clinic is empanelled with any insurer or TPA for cashless treatment, name them, and say plainly what happens if a patient's insurer isn't on the list. A Lucknow hospital's own cashless page, for example, lists its insurance and TPA partners by name and tells a patient outright that they can still be treated and claim reimbursement afterwards if their insurer isn't among them, according to Charak Hospital's TPA page (opens in a new tab). That one sentence saves a confused phone call either way.

What must the privacy notice and contact page cover?

A clinic website that collects a name, phone number or health detail through a booking or contact form is processing personal data under the Digital Personal Data Protection Act, 2023, and the Act requires a notice before or alongside that request. Under section 5, it must say what is being collected, why, how a patient can exercise their rights, and how they can complain to the Data Protection Board, per the Act (opens in a new tab) and the Rules notified 13 November 2025 (opens in a new tab). A short paragraph linked from your booking form covers this; it does not need to be a long legal document. Not legal advice.

The contact page repeats the same phone number, WhatsApp link, address, map and hours as everywhere else you're listed, once more, in the one place a patient expects to find them without hunting. For a multi-branch clinic, give each branch its own block rather than one blended list.

How do I plan this content before I build the site?

You don't need to write all eight pages in one sitting, and most of the facts above sit with different people: the doctor knows the registration number and qualifications, the front desk knows the real fee exceptions, and someone else entirely may hold the Google Business Profile login. Use the sheet below to track what each page still needs and who has it.

• Before any page goes live, check the registration number and fees against your signboard, the WhatsApp and call buttons actually open on a phone, and the hours match your Google Business Profile exactly.
• Recheck the whole set whenever one fact changes, a fee, a timing, a doctor joining or leaving, since that is exactly when a website quietly drifts out of step with everywhere else you're listed.