What should a fertility clinic website include to convert visitors?

The essentials

Doctors first

Couples choose a fertility specialist before they choose a clinic. Put doctor profiles near the top: photo, qualifications, years of experience, specialities and a short personal message. A short video introduction works even better.

Treatment pages in plain language

Create a page for each treatment — IVF, IUI, ICSI, egg freezing, fertility assessment. Explain who it suits, the steps, the timeline and what to expect emotionally as well as medically.

Cost transparency

You do not need to publish exact prices, but a cost guide with typical ranges and what is included removes a major reason people hesitate to enquire.

Make enquiring easy

• A clear “Book a consultation” button on every page, sticky on mobile.
• A short form: name, phone, preferred time. Ask sensitive details later, in person.
• A WhatsApp button for people who prefer to message.
• A note that enquiries are confidential.

Trust signals

1. Genuine patient reviews and Google rating, shown with consent.
2. Facility and lab photos.
3. Accreditations and registration details.
4. Counselling and emotional support services.

Technical basics

Most visitors arrive on phones, so pages must load in under three seconds and be easy to read one-handed. Add FAQ and medical organisation schema, track every form and WhatsApp click as a conversion, and keep all content accurate and PCPNDT-compliant.

Common mistakes to fix

The most frequent problems we see are stock photos instead of the real team, long forms that ask for medical history up front, no mobile booking button, and pages that list treatments without explaining them. Each one quietly lowers the number of couples who enquire.