What should a practice photograph say in text?
Choose image descriptions according to the job each photograph does, rather than describing every visible object.
Read the guide ↗The journal.
Places to understand. Questions worth asking. Useful ideas for independent practitioners and practice managers.
10 guides
Rewrite the first-visit page in plain language
Use the visitor’s questions as the page structure, then make links and instructions specific.
Read the guide ↗Practitioner biographies with checkable credentials
A useful biography helps a visitor understand someone’s role without turning professional information into an unqualified promise.
Read the guide ↗The handoff from a practice website to Cliniko
Make the journey into an external booking system feel clear, with matching names, appointment information and expectations.
Read the guide ↗Before adding testimonials to a practice website
For regulated health services, a familiar marketing pattern can create an advertising problem.
Read the guide ↗A booking form people can actually follow
Visible labels, helpful errors and a clear final step make a form easier to use and easier to test.
Read the guide ↗Your enquiry form does not need a patient history
Separate administrative questions from clinical intake, and make the route for sensitive information clear.
Read the guide ↗Make enquiry expectations clear before someone writes
A short set of communication decisions can make a contact page much easier to use.
Read the guide ↗What a first-time visitor needs from a practice website
A communication audit focused on understanding, arrival and booking—without making treatment claims.
Read the guide ↗Photograph a practice without losing its sense of welcome
Plan images around the visitor’s journey and protect the privacy of everyone who uses the space.
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