Insurance and referral rules unstated
Whether you are in network, whether a referral is needed in their state, and what a visit costs without insurance. It is the first question and it is almost never on the site.
Websites for physical therapy practices
Insurance, visits,and whether it will hurt.
Custom websites for physical therapy practices, built for somebody who has been referred, or has decided to stop putting up with it.
Hale & Roth is a KustomSite design concept for the boutique law firm category. It is not a client project and the business is fictional.
The moment they land
Either a doctor has referred them and they are choosing where to go, or they have had the shoulder for eight months and finally had enough. Both want the same three answers: do you take my insurance, how many visits is this going to be, and is it going to hurt. Most practice sites answer none of them.
What costs you jobs
4 things a template gets wrong here.
No indication of a course length
People need to know whether this is three visits or thirty before they start, because it decides whether they can afford it and whether it fits around work.
Conditions described in clinical language
Patients search for "shoulder pain when lifting", not for an impingement diagnosis. Pages written in the patient’s own words meet the search and the worry together.
Nothing about what a session is like
Hands-on treatment, exercise, dry needling, what to wear, whether it hurts. Anxiety about the session itself is a real reason people delay starting.
What gets built instead
Mechanics, not features.
Insurance and self-pay, both stated
Networks listed, referral rules for your state explained, and a self-pay rate published. It is the highest-value information on the site.
Typical course length per condition
A realistic range of visits and over what period, with what changes it. It converts the person doing the arithmetic.
A page per complaint, in patient language
Written around how it actually feels and when it happens, with what treatment usually involves.
What the first session involves
How long, what happens, what to wear, and an honest answer about discomfort. Removing that unknown is what gets somebody to book.
Fair questions
The reasons not to.
“Most of our patients are referred”
Referred patients still choose between the three clinics on the list, and they choose on insurance, distance and what the site tells them about the first visit.
“We cannot promise outcomes”
Nothing here depends on promising one. Insurance, typical course length, what a session involves and clear condition pages are all factual, and they are what the decision turns on.
Asked often
Before you ask.
What is the most important thing to put on the site?
The insurance networks you are in, the referral rules that apply where you practise, and a self-pay rate. It is the first question every patient has and it is missing from most practice websites.
Can we say how many visits something usually takes?
A realistic range with what changes it, yes. Patients are working out whether they can afford the course and fit it around work, and a range helps them far more than it exposes you.
Should condition pages use clinical names?
Use the patient’s words in the heading and the clinical term alongside it. People search for how it feels and where it hurts, not for a diagnosis they have not been given yet.
Start it.
4 parts, and the trade is already answered when you arrive from here. Nothing is charged and nothing starts until you say so.
Build a brief for physical therapy practice