Treatment page architecture
The page type that carries most of a clinic's commercial search demand, taken apart section by section and rebuilt.
Modules in this part
The anatomy of a treatment page
The treatment page carries most of a clinic's commercial search demand. It has a correct shape, and the shape is not t...
28 minutes readingModule 11The opening 120 words
Six sentences at the top of a treatment page do more work than the two thousand below them. This module is about writi...
21 minutes readingModule 12Price, and what you may say about it
Most clinics either hide the price or publish a single figure they cannot honour. There is a third option, and it is t...
23 minutes readingModule 13Risks, suitability and aftercare
The sections clinics write last, and worst, are the ones that decide whether a patient trusts the page. This module tr...
25 minutes readingModule 14Structured data for treatment pages
Structured data is a description of what is already on the page, written so a machine can read it without guessing. Th...
24 minutes readingWhere to start in this part
Read Module 10, the anatomy of a treatment page first: it sets out the ten blocks and the order they belong in, and the four modules after it each take one block and go further. Then Module 11 for the opening, Module 12 for price, Module 13 for risks and aftercare, and Module 14 for the markup that describes the finished page.
The ten block page template and the JSON-LD templates are part of the template pack described on the workbook page. The workbook of exercises is free by email and the pack is a paid one-off upgrade offered in that first email.
The other parts
Foundations
What a clinic sells, who decides, how patients move from a symptom to a booking, and the rules that cons...
IIPositioning
Deciding what the clinic competes on, which treatments carry the weight, and what shape the site needs t...
IVContent that answers patients
Finding the questions patients actually ask, answering them in a form that can be read, quoted and trust...
VTechnical hygiene
Crawling, indexing, speed, URLs, internal structure and accessibility: the plumbing that decides whether...
VILocal presence and reputation
The profile, the location pages, the consistency of your details across the web, and the reviews you are...
VIIConversion and measurement
Turning attention into a consultation, and counting the small number of things that tell you whether any...
VIIIHandover
The module on knowing when the work has outgrown your own hours, and what a competent handover actually ...