Most people looking for a practice have just moved, changed insurance or been sent by another doctor. Established patients come back for refills, forms and the portal. A smaller number are sick today and want to know whether to come in or go somewhere else. They are on a phone, and the questions are practical, in this order.
Do you take my insurance? The first thing a patient checks. The plans accepted, listed by name with the date the list was checked, and a line to call the office to confirm coverage. If the practice would rather not publish the list, the page says to call with the plan name; it never says "we take all insurance".
Are you taking new patients, and how soon can I be seen? The new-patient path goes near the top: how to book, what to bring, what the first visit looks like. If the practice has an online scheduler or portal, the site links to it from every page; if not, the phone number does the job.
Who will I see? A page for each provider with a photo and the facts the practice supplies: the credential next to every name (MD, DO, NP, PA), where they trained, what they see patients for, and board certification only with the board named. Patients choose a person, and they want to know whether that person is a physician.
Where are you, and when are you open? Hours, address, parking and directions on every page, because that is what a patient on a phone is checking on the way in.
After that they look for what the practice treats and what a visit costs without insurance. A site that answers those questions in the first minute gets the call; one that opens with a stock photo of a stethoscope does not.
