Most clinic websites I review have the same quiet problem. The home page is fine, but the pages that actually bring in patients, the service pages, were written years ago and nobody has checked them against today’s advertising rules. With the NMC’s advertising guidelines now in the news, it is a good time to do that review calmly rather than in a hurry.
Why service pages are the risk
A service page is where a clinic describes what it does: a root canal, an IVF cycle, a hysterectomy, a knee replacement. It is also where claims creep in. “Best results in the city”, “painless treatment”, “100% success”, a gallery of smiling patients. Each of these can be a problem under NMC rules, ASCI guidance or the Drugs and Magic Remedies Act, depending on the wording and the context.
A page structure that works
A compliant service page does not have to be dull. A structure I like is: what the condition or procedure is, who might consider it, what a consultation involves, what the process looks like in general terms, questions patients often ask, and how to book. That is helpful to a patient and it keeps the page factual.
Write it in the voice of a doctor explaining something to a worried person across a desk. Short sentences, plain words, and no promises. Where a number would help, such as typical visit length, use one that is true for your clinic and that you can document.
The claims to take out
Go through each service page with a highlighter and mark anything in these groups:
- Superlatives and rankings: best, top, leading, number one, most trusted.
- Guarantees and certainty: guaranteed, 100% safe, permanent cure, no side effects.
- Outcome claims: success rates or recovery times that you cannot show evidence for.
- Patient material: testimonials, reviews quoted on the page, before-and-after photos.
- Inducements: discounts, free offers or packages presented as a reason to choose you.
If a sentence falls in one of these groups, either remove it or replace it with a plain description of what you actually offer.
The things to add
Add the doctor’s name, qualifications and registration number where appropriate, the clinic’s address, hours and phone number, and the date the page was last reviewed. A short note that the content is for general information and is not a substitute for a consultation is also sensible. If the page has a booking or enquiry form, add a line on how the data will be used and a link to your privacy policy, because health-related details are sensitive.
Images and AI-generated content
Use real photographs of your premises and equipment where you can, and avoid patient images. If you use AI tools to draft or illustrate a page, have a doctor read it for accuracy, and check the latest guidance on disclosing AI-generated promotional content before publishing.
Keep SEO in view
None of this stops a page from ranking. Search engines respond well to clear headings, original explanations, local details and fast pages. A factual page also tends to earn more trust from the people who read it. For the wider picture of how a hospital or multi-doctor practice can organise its online presence, see our guide to hospital marketing in India.
A review rhythm that is easy to keep
Pick the five pages that bring in the most enquiries and review them first. Put the review date in your calendar, and repeat it every quarter or whenever a regulator updates its guidance. Keep a simple log of what you changed and why. If a state medical council ever asks, a dated record of a careful review is a useful thing to have.
If you would like a second pair of eyes on your service pages, you can book a Discovery Session or call 8100550550.
This article is general information and is not legal advice. Check current NMC, ASCI and applicable law before publishing.
