Why each treatment needs its own page
Patients search for what is bothering them or what they have been told they need: "private knee MRI", "mole check", "sports massage for runners". A single services page listing everything you offer cannot answer any of those searches well. A page per treatment can, because it has room to explain the treatment properly and a title that matches the search.
Separate pages also help your own team. Reception can send a patient a link to the exact page that explains preparation for a scan, rather than a general page and a paragraph of instructions by email.
What goes on a treatment page
The order matters as much as the content. We follow the order in which patients tend to ask questions:
- A short answer at the top. One or two sentences on what the treatment is and who it is for.
- Who it may suit, and when to see someone else. Including the situations where a patient should contact their GP, NHS 111 or emergency services instead. Section 12 of the CAP Code says marketers must not discourage essential treatment for conditions that need medical supervision[1], and saying plainly when a service is not the right route is part of meeting that.
- What happens, step by step. Before, during and after, in plain words.
- Who carries it out. With links to the relevant clinician profiles.
- Fees. What the price includes, what it does not, and whether follow-up appointments cost extra.
- Risks and recovery. Written with your clinicians and kept factual.
- Questions patients ask. Short answers to the questions reception hears most.
- How to book. A clear button to the appointment request form or your booking platform.
How we check the claims
Every treatment page goes through a claims check before your clinicians review it. We look for three kinds of problem.
Claims that need evidence
Rule 12.1 says objective claims "must be backed by evidence, if relevant consisting of trials conducted on people"[1]. Phrases such as "clinically proven", "permanent results" or "pain-free" are objective claims. If your clinic holds the evidence, the claim can stay with care. If not, we rewrite it into something accurate, such as describing what the treatment involves rather than promising what it will achieve.
Treatments that cannot be advertised
Prescription-only medicines, and prescription-only medical treatments, may not be advertised to the public under rule 12.12[1]. The MHRA's guidance for businesses says the same: you cannot advertise prescription-only medicines to the general public[2]. For clinics that offer anti-wrinkle injections or weight management medicines, we structure pages around a consultation instead. The guide on prescription-only medicines and aesthetic clinic websites explains the approach in detail.
Images and testimonials
Before and after photos must be genuine and representative. The ASA expects you to be able to prove that each photo is genuine and unretouched, as our reviews and testimonials guide explains[3]. Testimonials need documentary evidence that they are genuine under rule 3.47[4]. If you do not hold that evidence, the images or quotes stay off the page.
Writing for patients, checked by clinicians
We write each page from a short questionnaire and a call with the clinician who leads the service. The draft is written for patients, not peers: medical terms are explained the first time they appear, sentences are short, and the page answers the question a patient would actually ask. The clinician then checks it for accuracy. Nothing goes live without that sign-off.
We keep a record of every source and every clinical check, so that when a page is updated later, your team can see what was confirmed, by whom and when.
Pages for conditions as well as treatments
Some patients search for a condition rather than a treatment. A condition page explains the condition briefly, links to reputable public information for the medical detail, and then sets out what your clinic offers for it. It does not try to replace NHS information or diagnose. Condition pages are useful for specialist clinics, such as dermatology or musculoskeletal practices, where patients often know their symptoms but not the name of the treatment.
Adding pages to an existing site
You do not need a new website to get better treatment pages. We can write and build them inside most existing platforms, including WordPress, Squarespace and Wix, provided we have editor access. If your platform limits layout, we work within it rather than recommending a rebuild you do not need.
Keeping treatment pages current
A treatment page is accurate on the day it is checked. Fees change, clinicians join and leave, and guidance is updated. Each page we build carries a review date in the content management system, and the handover includes a simple schedule: check fees and clinicians whenever they change, and re-read every treatment page against the advertising rules at least once a year.
Questions clinics ask
How many treatment pages should a clinic have?
One for each treatment, test or condition a patient might search for on its own. A small clinic might need eight to twelve. A specialist group might need fifty or more. We work this out from your service list during planning.
Can we include prices on treatment pages?
Yes, and patients look for them. The page should say what the price covers and what costs extra. The exception is prescription-only medicines, whose prices should not be advertised; the guidance on that is in our aesthetic clinic guide.
What if a clinician disagrees with a rewrite?
The clinician has the final say on clinical accuracy. Where the disagreement is about an advertising rule rather than the medicine, we point to the rule or guidance concerned so the clinic can decide with the full picture.
Sources
Checked on 29 October 2026.
- Committee of Advertising Practice: The CAP Code: Section 12, Medicines, medical devices, health-related products and beauty products (regulator)
- Medicines and Healthcare products Regulatory Agency: Advertise your medicines, last updated 11 April 2025 (government)
- ASA and CAP AdviceOnline: Before and after photos, 5 June 2025 (regulator)
- Committee of Advertising Practice: The CAP Code (UK Code of Non-broadcast Advertising and Direct and Promotional Marketing) (regulator)
