By Factory Team — May 29, 2026 — 7 minute read —
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Before you spend money on a new website, answer these 12 questions. They'll tell you exactly what's broken.
Most clinic owners ask: "How much does a website cost?" The better question is: "Is my current website working — and if not, why?" Before you build, rebuild, or hire anyone, you should know the answer to both. This audit will tell you: 1. Whether your website is working (or not), 2. What's specifically broken, 3. What actually needs to change.
Question 1: How many patient inquiries did your website generate last month? How to find out: Check your email/contact form submissions, WhatsApp messages from website, call tracking number. What this number should be: At minimum, 5-10% of your monthly patient volume should come from your website. If you see 80 patients/month, your website should generate 4-8 inquiries. If you don't know: This is your first problem.
Question 2: When someone finds your clinic on Google, what do they see? Search "[Your Name] clinic [Your City]" on Google and "[Your Specialty] near me". Look at your Google Business Profile. What you want to see: Your clinic appears in the first 3 results, Your Google Business Profile is complete with photos, hours, reviews, Your website loads in under 4 seconds on mobile. What most clinic owners see: No Google Business Profile, Outdated or wrong information, No website at all connected to their listing.
Question 3: What does your Google Analytics say? Go to analytics.google.com. If you don't have an account set up, that's your answer — you have no visibility. What you want to know: How many people visit your website per month? Where do they come from? What pages do they visit? How many contact/form submissions do you get? What most clinic owners see: 0-50 visits/month, mostly direct.
Question 4: Can patients book online? At minimum: A contact form that captures name, phone, and reason for visit. Better: WhatsApp integration or online booking calendar. Best: Integration with your appointment system. Every patient who has to call is a patient who might not book.
Question 5: Does your website load in under 4 seconds on mobile? Test it: Open your website on your phone (not on WiFi — use mobile data). Or use PageSpeed Insights. What you want: Load time under 3 seconds, PageSpeed score above 80 on mobile. What most clinic websites score: 40-60 on mobile. 5-8 second load times. And 53% of mobile users leave at 3 seconds.
Question 6: Is your phone number clickable on mobile? Open your website on your phone. Is your phone number a button that opens the dialer when tapped? If patients have to copy-paste or manually dial your number, you're losing the ones who are ready to call right now.
Question 7: Does every page have a clear "next step"? For each page (Home, Services, About, Contact), ask: "If a patient just read this page, what should they do next?" What you want: Every page ends with a clear CTA (book, call, WhatsApp). No pages end in dead ends.
Question 8: Do you have testimonials on your service pages? At least 2-3 testimonials per major service. Each testimonial should include: What problem they had, What treatment they received, What the outcome was, Their first name and city. Patients trust other patients. Generic "Great doctor!" testimonials move nobody. Specific stories do.
Question 9: Do you own your website? Do you have access to the account where your domain is registered? Do you have access to your website hosting? If your current developer disappeared tomorrow, could you make changes to your site? What you want: Full ownership. If you don't own your website, you're dependent on whoever built it.
Give yourself 1 point for each "yes" or clear answer: 1. Website generates 5-10% of patient inquiries (/1), 2. Shows up correctly on Google (/1), 3. Have Google Analytics set up (/1), 4. Patients can book online (/1), 5. Loads in under 4 seconds on mobile (/1), 6. Phone number is clickable on mobile (/1), 7. Every page has a clear CTA (/1), 8. Testimonials on service pages (/1), 9. Website looks different from competitors (/1), 10. Google Business Profile optimized (/1), 11. Blog with patient-targeted content (/1), 12. You own your website (/1). Total: /12
What Your Score Means: 0-3/12: Your website is not working. You're likely paying Practo fees for patients your website should be generating. Priority: Get an audit of what's broken. 4-7/12: Your website exists but isn't generating patients. You're missing foundational elements. Priority: Fix the gaps before investing in more traffic. 8-10/12: Your website is functional. The issue is likely content depth, SEO visibility, or conversion optimization. 11-12/12: Your website is working. If you're not generating enough patients, the issue is likely traffic volume, not website quality.