Part II4 modules

Positioning

Deciding what the clinic competes on, which treatments carry the weight, and what shape the site needs to be before a single page is written.

Modules in this part

A proposition is not a slogan. It is a sentence that another clinic could not truthfully put on its own website, and m...

You cannot build a good page for everything you offer. Choosing badly wastes a year, so this module gives you a rule f...

You need to understand the clinics around you. You must not write about them. This module is about how to do the first...

A list of good pages is not a site. This module turns the list into a structure that a patient can navigate and a sear...

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

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 ...