Part IV5 modules

Content that answers patients

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

Modules in this part

The best source of search demand for a clinic is sitting in your own appointment book and your own inbox. This module ...

An answer page has a shape before it has a subject. Learn the shape once and every question on your list becomes strai...

Comparison pages are the most useful pages you can write and the easiest to get wrong. The difference is whether they ...

Before and after images are the most persuasive material a clinic has and the most frequently criticised. The differen...

Machines quote passages that stand on their own. So do humans in a hurry. Writing for one turns out to be writing for ...

What a clinic sells, who decides, how patients move from a symptom to a booking, and the rules that cons...

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...

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 ...