Part I5 modules

Foundations

What a clinic sells, who decides, how patients move from a symptom to a booking, and the rules that constrain every word you publish.

Modules in this part

Before you write a word of a website, you have to be able to say plainly what a patient is buying. Almost nobody can, ...

A booking is rarely one person's decision. Understanding who else is in the room, and what each of them is looking for...

The journey from a symptom to a booked consultation has a shape. Knowing the shape tells you which pages you are missi...

You do not need to know how a search engine is built. You do need to know the five gates a page passes through, becaus...

Every sentence you publish sits under advertising law, professional regulation and, for some treatments, medicines law...

Deciding what the clinic competes on, which treatments carry the weight, and what shape the site needs t...

The page type that carries most of a clinic's commercial search demand, taken apart section by section a...

Finding the questions patients actually ask, answering them in a form that can be read, quoted and trust...

Crawling, indexing, speed, URLs, internal structure and accessibility: the plumbing that decides whether...

The profile, the location pages, the consistency of your details across the web, and the reviews you are...

Turning attention into a consultation, and counting the small number of things that tell you whether any...

The module on knowing when the work has outgrown your own hours, and what a competent handover actually ...