Multi-site Clinic Websites With One Library and Many Locations

The problem with copying pages for each site

When a group adds a new location, the quickest fix is often to copy the existing treatment pages and change the town name. It creates a site full of near-identical pages that compete with each other in search, and it multiplies the work every time a fee or a description changes.

Google's spam policies define doorway abuse as sites or pages "created to rank for specific, similar search queries" that lead users to intermediate pages that are less useful than the final destination. One of the listed examples is "Having multiple domain names or pages targeted at specific regions or cities that funnel users to one page"^[1]. A group site built from copied pages risks looking exactly like that.

How we structure a group site

We separate what is the same across the group from what is different at each site.

Shared across the group

• One page per treatment, describing what it is, what happens and the risks, written once and kept up to date in one place.
• Group policies: privacy, cookies, complaints and accessibility.
• The group's story and values.

Specific to each location

• A location page with the address, map, parking, public transport, step-free access and opening hours.
• The clinicians who work at that site, linked to their profiles.
• The treatments available at that site, since not every location offers everything.
• Fees, where they differ by location.
• The site's own regulator details and rating.

Each treatment page then shows where that treatment is available, with links to the relevant locations. A patient who arrives on a treatment page can find their nearest site in one step, and a patient who arrives on a location page can see everything that site offers.

CQC ratings for each location

CQC ratings are given to locations and to the services provided, so a group may have different ratings at different sites. Regulation 20A requires every website maintained by or on behalf of a provider to show the CQC website address, a link to the most recent assessment and the most recent rating, labelled so it is clear which activities or premises the rating covers^[2]. CQC's guidance asks for the rating to be shown on websites where the service is described, within 21 calendar days of CQC publishing it^[3].

On a group site, that means each location page carries its own rating and report link, and the group pages make clear which rating applies where. We set up the location pages so your team can update a rating within that 21-day window without needing a developer. The guide on displaying CQC ratings online covers the detail. Locations in Wales or Scotland are registered with Healthcare Inspectorate Wales or Healthcare Improvement Scotland instead, and their pages show those details.

Editing rights for each site

A group website is easier to keep accurate when more than one person at head office can update it. We set up roles so that each site manager can edit their own location page, team list and opening hours, while treatment content and policies stay with the group team. Changes can be reviewed before publishing if your group wants that control.

Requests routed to the right site

Appointment requests should land with the team that will deal with them. Our request forms ask which location the patient prefers and route the message to that site's inbox. If your group uses one central booking team, everything goes there instead, with the location clearly marked.

Local search for each location

Each location should have its own Google Business Profile that points to its own location page, with the same name, address and phone number as the page shows. Google's guidelines say a business that rents a mailing address but does not operate from it is not eligible for a profile^[4], so every listed location needs to be a real, staffed site. We check that the website and the profiles agree before launch.

Adding a new location later

When the group opens a new site, the work is a new location page and updated availability on the treatment pages, not a new copy of the website. We document the steps in the handover guide so your team can add a location without starting a new project.

One voice across every site

Patients who visit more than one location, or move between them, should feel they are dealing with the same organisation. That means the same tone of voice, the same way of describing treatments, the same layout for every location page and the same approach to fees. We write a short style sheet for the group, covering terms, capitalisation, how fees are shown and how clinicians are introduced, so that site managers editing their own pages keep to it.