10 common digital mistakes private surgeons make (and how to avoid them)

"If you build it, they will come."
That might work for baseball movies. But in private healthcare? Not so much.

Today, your website is often a patient’s first impression. Your digital presence either builds confidence—or quietly sends people to your competitor.

So, here’s a brutal truth:
Most private surgeons are losing money online, and they don’t even know it.

Let’s change that.

Here are 10 of the most common mistakes we see private clinics and consultants make online, and how to fix them with clarity, confidence, and a dash of common sense.

1. Treating your website like a digital brochure

Too many surgeon websites are little more than a list of qualifications and clinic locations. Patients aren’t looking for a CV—they want reassurance.

❌ The mistake:

Static websites with no clear direction or human connection.

✅ The fix:

Build a homepage that answers three key questions in 5 seconds:

• What do you treat?
• Who is this for?
• What should I do next?

Clear messaging. One CTA. Big results.

2. Ignoring mobile optimisation

Around 70% of healthcare searches in the UK happen on mobile. If your site doesn’t work well on phones, you’re turning away self-pay patients without knowing it.

❌ The mistake:

Buttons too small. Pages take forever to load. Text looks like it’s made for ants.

✅ The fix:

Run your site through Google’s Mobile-Friendly Test.
Fix page speed, layout, and ensure your call-to-action buttons are tap-friendly.

3. No clear calls to action (CTAs)

Imagine a new patient arrives at your site. They like what they see—but there’s no obvious next step.

No form. No number. No booking button.

❌ The mistake:

Hoping people will figure it out on their own.

✅ The fix:

Use 1-2 consistent CTAs sitewide:

• “Book a Consultation”
• “Speak to My PA”
• “Send an Enquiry”

Pro tip: Place a CTA above the fold and after each section.

4. Not tracking anything

What gets measured gets improved.

If you’re not tracking how many visitors your website gets, where they came from, or what pages they visited… you’re flying blind.

❌ The mistake:

Guessing instead of measuring.

✅ The fix:

Use free tools like Plausible or Google Analytics.
Track:

• Traffic sources
• Conversion rates
• Top-performing blog posts

You can’t improve what you can’t see.

5. Over reliance on referrals

Referrals are fantastic—but they’re not scalable. One retiring GP or physio can cut your pipeline in half.

❌ The mistake:

Waiting for patients to find you instead of being proactive.

✅ The fix:

Build a “digital referral engine”:

• Search engine optimised blogs
• Helpful videos
• Downloadable patient guides

This way, people discover you 24/7.

6. No search engine strategy

Search engine optimisation isn’t just for startups and agencies.
It’s how patients find your specific service when they need it most.

❌ The mistake:

Having a website that can’t be found on Google.

✅ The fix:

Start with keywords like:

• “ACL reconstruction private UK”
• “hip replacement London self-pay”
• “best private orthopaedic surgeon [location]”

Then write blog content that answers patient questions like:

• “What’s recovery like after shoulder surgery?”
• “Is private knee surgery worth it?”

Consistency > complexity.

7. Not using video to build trust

Would you book a personal trainer without hearing them speak?
Or hire a lawyer without seeing how they explain things?

Patients want the same reassurance from their surgeon.

❌ The mistake:

Only using stock photos and long paragraphs.

✅ The fix:

Film a simple 60-second “Meet Your Consultant” video.
Use your phone. Talk like you would in clinic.
Add it to your homepage or “About” page.

Bonus: Videos increase time on site, which helps with SEO too.

8. Using generic stock photos

We get it—stock images are convenient. But they’re also cold, impersonal, and often painfully American-looking.

❌ The mistake:

Using cliché images of smiling patients or anonymous surgeons.

✅ The fix:

Use real photos of:

• You (ideally smiling and looking approachable)
• Your clinic or consultation space
• Equipment (to show professionalism and transparency)

Human faces drive clicks and build trust.

9. Not showcasing testimonials and social proof

Even in healthcare, people follow people. If someone sees that others have had a good experience with you, they’re far more likely to book.

❌ The mistake:

Hiding testimonials deep in a hard-to-find subpage.

✅ The fix:

Put short, real quotes on your homepage, service pages, and contact page.
Add names or anonymised initials if needed.
Better yet? Use video testimonials.

10. Waiting too long to improve your digital setup

Every month you delay fixing your online presence is a month of missed opportunities—and patients who went elsewhere.

❌ The mistake:

Putting it off until “next quarter” or “when things quieten down”.

✅ The fix:

Start small:

• Fix one CTA
• Add one blog post
• Film one video

Or let someone handle it for you (like us).

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💡 Bonus section: Frequently asked questions

Why do private surgeons need search engine optimisation?
Because your patients are searching for help online. Showing up on page 1 of Google means you’re building trust before they’ve even made a call.

How often should I update my website?
Ideally, every 12–18 months to stay modern, responsive, and relevant. But small changes (like new testimonials or blogs) can and should be made monthly.

What’s the fastest way to improve my website today?
Add a clear CTA, compress images to speed up loading, and embed a short video introducing yourself.

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🔚 Final thoughts: Your digital presence = patient confidence

Patients are comparing you to other options—whether they say it or not.
Your digital presence either confirms their trust, or casts doubt.

These 10 mistakes are easy to fix once you know what to look for.
And if you’re feeling overwhelmed, that’s where Alchemy comes in.

We build websites, write blogs, film content, and handle SEO—so you can focus on what you do best.

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📥 Want to find out how your site stacks up?

✅ Download our free Digital Checklist for Private Surgeons
🕵️ Spot 5 problems in under 3 minutes
🎯 Get clear next steps to improve enquiries

Get the guide here - Guide