Oliver Hicks runs an osteopathy and sports injury clinic in Bromley. He ranks number one for “osteopath Bromley”. He ranks number one for “back pain clinic” and “sports massage” too, and he sits in the top three for 15 different search terms.
The single biggest reason is not a clever trick. He has a page for every one of them.
Most clinic websites do the opposite. They cram everything onto one services page, a paragraph on osteopathy, a paragraph on sports massage, a paragraph on acupuncture, and wonder why they rank for none of it. Google cannot tell what a page is about when it is about everything.
This article covers the seven page types we build for every clinic client, in the order we build them. Work through it yourself, or use it to brief whoever builds your site.
One page, one keyword: why your keyword list is really a page list
Back in Part 2 you built a keyword list. If you haven’t done that yet, do it first, because everything below depends on it.
Here’s the bit people miss. That list isn’t a list of phrases to sprinkle into your copy. It’s a list of pages you need to build.
One page, one keyword. That’s the rule, and it’s not a soft guideline you can bend when you’re busy.
A single services page with a paragraph on everything ranks for nothing, because Google cannot work out what the page is about. Clinics that rank for 30 terms have 30 pages, not one very good one.
This changes how you plan a site. You stop thinking “what should go on my services page” and start thinking “what is the list of pages I need, and what is the one job each one does.”
Page 1: The home page (billboard and signpost)
Your home page has one SEO job: rank for your primary keyword plus your main location. Say it plainly in the H1, above the fold.
For a fictional clinic in Hertford, that H1 looks like this:
Osteopath in Hertford
Not “Welcome to our clinic.” Not “Your health, our priority.” Google and your visitor both need to know what you do and where you do it within about two seconds, and a slogan doesn’t tell them either.
Everything else on the home page does the human job, not the SEO job. Who you are, what you treat, why people trust you, and an obvious way to book.
Think of it as a billboard and a signpost, not a brochure. It gets someone’s attention, tells them they’re in the right place, and points them to the page that actually answers their question. Detail belongs on the pages further down this list.
Page 2: A page for every clinician (and why EEAT matters more in healthcare)
Give every clinician their own page, and give your practice an about page too.
Google leans hard on EEAT (experience, expertise, authority, trust) for healthcare content. That’s not a quirk. Bad medical advice can hurt people, so Google is fussier about who it trusts to give it.
Each clinician page needs a photo, their qualifications, their registration number, their specialisms, and how many years they’ve been practising. Skip any of these and the page does half its job.
These pages earn their keep twice over. They rank when someone searches your clinician’s name directly, and they are the trust signal both Google and AI engines look for when deciding whether to recommend you.
They also do something no algorithm measures. A nervous patient, deciding whether to book, often reads the clinician page last. Give them a reason to feel confident before they close the tab.
Page 3: A page per clinic, if you have more than one
If you run more than one site, each one needs its own page, not a shared “our locations” page with an address for each.
Cover the services available at that clinic, the people who work there, parking, and accessibility. Someone choosing between your Bromley site and your Orpington site wants to know this before they book.
It also solves a ranking problem. Each clinic can rank for its own local searches, rather than all your locations competing for space on one page.
Page 4: A page per service
Osteopathy gets its own page. Sports massage gets its own page. Acupuncture gets its own page. Each one gets its own keyword, its own title tag, and its own H1, the way we covered in Part 5.
This is the direct application of the one page, one keyword rule. If you offer six services, you need six pages, not six paragraphs on one page.
Each service page should also link to the clinicians who provide that service, which we’ll come back to later. That link is part of what makes the page work, not an afterthought.
Page 5: A page per condition (and what belongs on it now that AI answers the basics)
This is the page type most clinics miss entirely, and it’s often the most valuable one.
Patients search their problem, not the name of your service. Someone in pain searches “sciatica” or “lower back pain” or “shoulder pain that won’t go away,” not “osteopathy.” Someone with a broken tooth searches “chipped tooth,” not “composite bonding.”
Here’s what’s changed. Don’t spend 800 words explaining what sciatica is. AI answers that in two seconds flat, and a patient who wanted a definition never needed to reach your site at all.
Spend the page instead on what only you can answer. A short outline for a sciatica page looks something like this: a couple of sentences confirming what it is, then straight into what treatment looks like at your clinic, how many sessions patients typically need, what it costs, which clinician they’d see, and how to book.
That’s where the purchase intent lives, and it’s far less competitive than the headline service terms everyone else is fighting over.
Page 6: Location pages, only if they can earn their place
Build a page for every town you draw patients from. Just don’t copy one page and swap the town name.
Google calls that a doorway page. At best it’s useless. At worst it’s a penalty, and lifting a penalty takes far longer than building the page properly.
A location page has to earn its existence. Which clinician sees patients from that town, how they get to you, where they park, patient stories from that area, local clubs or employers you work with.
If you cannot write three specific paragraphs about the town, don’t build the page.
Page 7: The blog, and the deciding questions nobody in your town is answering
Top-of-funnel content, “what is sciatica,” “what is Invisalign,” is now worth almost nothing. AI answers it directly and the patient never reaches your site.
The middle of the funnel is a different story. The comparison questions, the deciding questions, are thin almost everywhere, even among clinics that blog regularly.
Think “why see a podiatrist when I can buy insoles,” “is this private GP suitable for a young teen,” “why this physio for my back pain rather than the one down the road,” or “is professional whitening worth it compared to the chemist kit.”
Answer these honestly, including when the honest answer is “you might not need us.” That honesty is uncomfortable to write, but it is exactly what gets you quoted by AI engines, because they’re looking for the source that isn’t just selling.
Then link the whole lot together
None of this works as loose pages floating on your site. It works as a linked structure, and linking it properly is a ten-minute job once the pages exist.
Your condition page links to the relevant service page. Your service page links to the clinicians who provide it. Every blog post links back to the condition page it relates to. And every single page has an obvious route to booking.
This is how Google discovers your pages and works out which ones matter. It’s also how a reader who lands on your blog at midnight ends up on your booking form instead of leaving.
How long this takes and what to expect
Mapping your page list takes about an hour once you have the keyword list from Part 2 in front of you.
A typical clinic needs somewhere between 15 and 40 pages, depending on how many services and conditions you cover. Writing them is weeks of steady work, not a weekend project.
Once the pages are live and indexed, rankings move over the following weeks. We won’t give a specific number, because it depends on your competition and how established your domain already is.
This structure is also the foundation for the next module in this course, generative engine optimisation, getting ChatGPT, Claude and Gemini to recommend your clinic. None of that works without the page structure underneath it.
Your checklist
- Pull up your Part 2 keyword list and treat every keyword as a page, not a phrase
- Write your home page H1 as “[Service] in [Location],” nothing softer
- Build an about page and a page for every clinician, with photo, qualifications, registration number and specialisms
- If you have more than one site, build a full page per clinic
- Build one page per service, each with its own keyword, title tag and H1
- Build one page per condition, short on explanation and long on what treatment looks like at your clinic
- Only build a location page if you can write three specific paragraphs about that town
- Draft blog posts that answer comparison and deciding questions, honestly, including “you might not need us”
- Link condition pages to service pages, service pages to clinicians, and blog posts back to their condition page
- Check every page has an obvious route to booking
Do it yourself or get it done?
You can map and write every page on this list yourself. Watch the Part 7 video, follow this structure, and there’s nothing here beyond a clinic owner’s reach.
The honest reason clinics hand this over is volume. Dozens of pages, each needing its own keyword, title tag, H1 and copy, and keeping a consistent standard across all of them while you’re also running a clinic.
Watch Part 7 here: https://youtu.be/0Kjskzdpfgk
Or book a free marketing review and we’ll map the page list with you: https://broxbourne.marketing/book-a-call/
Frequently asked questions
Do I really need a separate page for every condition I treat?
Yes, if you want to rank for it. Patients search their symptom, not your service name, and a page buried in a paragraph on your services page won’t compete with a dedicated page built around that exact search. Start with your highest-volume conditions from Part 2 and expand from there.
Are location pages still safe to build?
Yes, but only if each one earns its place. A page with real detail, which clinician sees patients from that town, parking, local patient stories, is fine. A copied template with the town name swapped is a doorway page, and Google treats those as useless at best and penalised at worst.
Should I delete my old “what is” blog posts?
Not necessarily. They’re no longer worth much for new traffic since AI answers those questions directly, but they may still hold some rankings and links. Leave them up, stop investing new time in that format, and put your effort into comparison and deciding content instead.
How long should a condition page be?
Long enough to cover what only you can answer, and no longer. A couple of sentences on the condition itself, then straight into treatment at your clinic, sessions, cost, who they’d see and how to book. Padding it out with generic explanation just buries the useful part.
