July 15, 2025
You're not selling surgery, you're selling certaintyPrivate medicine is weird. Most patients don’t know what’s wrong, they just want to feel heard.
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You’ve invested in a clean, professional site. It loads. It looks fine. But your diary isn’t any fuller.
Spoiler: design alone doesn’t generate enquiries.
It’s what the site says, how it behaves, and what’s missing that makes all the difference.
This post breaks down the biggest conversion killers on UK-based surgeon websites and what you can fix yourself and what you might need help with.
Your patients aren’t comparing you to other surgeons.
They’re comparing your site to… Airbnb. Shopify. Netflix. Websites that work.
When someone’s anxious about their knee, hernia, or rotator cuff, they don’t just want pretty. They want answers, clarity, and confidence.
If your website doesn’t feel fast, helpful, and trustworthy — they’ll click the next name in Google.
Here’s where most surgeon sites fall short:
What’s going wrong:
Patients click the link, wait a few seconds… then bounce. Especially on mobile.
Why it matters:
Every second of delay = less trust. Less trust = fewer enquiries.
Google also penalises slow sites - so you’ll rank lower and convert worse.
Fix it:
What’s going wrong:
Your homepage looks sleek but doesn’t tell people what to do next.
Why it matters:
If your site doesn’t say “Book a consultation” clearly and repeatedly, patients will get distracted — or assume you’re not taking bookings.
Fix it:
What’s going wrong:
Over 70% of your visitors are on their phones — and your site wasn’t designed for it.
Why it matters:
If they can’t tap the menu or read your text clearly, they won’t stick around.
Fix it:
What’s going wrong:
You mention experience, but don’t show results. No reviews. No patient quotes. No stories.
Why it matters:
Patients want to hear from people like them. They need reassurance.
A star rating or quote from “John, 54” carries more weight than 200 words of marketing speak.
Fix it:
What’s going wrong:
Your site is static. There’s no welcome, no walkthrough, no face to the name.
Why it matters:
Private patients are often nervous. A short, calm, confident video builds trust quickly.
It also keeps people on your site longer - which helps your SEO.
Fix it:
What’s going wrong:
Too many dropdowns. Vague labels like “Solutions.” Or too much buried in menus.
Why it matters:
Patients are trying to figure out three things:
If the site structure gets in the way, they’ll leave.
Fix it:
A good website is like a smart assistant:
It reassures patients. It answers questions. And most importantly - it helps them take the next step confidently.
If you’re serious about growing your private practice, it’s not enough to look professional.
You need to convert.
July 15, 2025
You're not selling surgery, you're selling certaintyPrivate medicine is weird. Most patients don’t know what’s wrong, they just want to feel heard.
July 14, 2025
Your home page is your waiting room - what does it say?Discover how your homepage builds (or breaks) trust for private patients. Learn the 7 key elements every surgeon website needs to attract and convert.
July 14, 2025
10 common digital mistakes private surgeons make (and how to avoid them)Avoid the most common digital mistakes private surgeons make with their websites and marketing. Learn how to improve patient trust and grow self-pay enquiries.
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