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Physiotherapy · landing pages

The first question is not whether you are good. It is whether you take their claim.

A physio landing page competes with three others open in adjacent tabs. The one that books the patient is usually the one that answered the funding question without making them phone to find out.

The order of questions

Answer the money question above the fold.

Patients searching for a physio are rarely comparing clinical philosophies. They are working out whether they can afford you this week, whether you take their claim, and how soon they can be seen. A page that leads with a mission statement and buries the funding information in a footer is asking them to phone a competitor instead.

Put the payment pathways you accept where they can be seen without scrolling. WorkCover, TAC, DVA, NDIS, chronic condition plans, HICAPS on the spot for extras. It is not elegant, but it is the information the patient came for.

The compliance line

What you may and may not say on the page.

Physiotherapy is a regulated health service, so section 133 of the National Law governs your advertising. This rules out the proof block that most landing page templates are built around.

Banned: outcome testimonials
Any patient statement about clinical aspects of care. Pain disappeared after one session, best physio I have seen, fixed my back. These are prohibited in your own advertising. Penalty figures quoted around the industry conflict, so check the National Law as in force in your state rather than an agency blog.
Allowed: non clinical comment
Parking was easy, reception were helpful, booking took two minutes, the clinic is clean. This is explicitly permitted and it is sitting unused on almost every physio site in the country.
Allowed: your own verifiable facts
Years in practice, practitioner qualifications, languages spoken, equipment, appointment availability, which funds you can claim through. Substantiate anything you assert.
Careful: offers and inducements
Gifts, discounts and inducements must state their terms and conditions. A $49 initial assessment banner with no terms attached is a compliance problem, not just a marketing one.
Careful: Google reviews
You are not responsible for what patients write on Google, and you do not have to remove clinical reviews from a platform you do not control. You must not lift them into your ads, your sitelinks or your landing page. The moment you republish it, it is your advertising.
Page structure

The order we build a physio page in.

  1. 01

    The injury or funding in the headline

    Match the search. A page reached from a WorkCover search should say WorkCover in the first line, not physiotherapy services in your suburb.

  2. 02

    Funding and gap, immediately

    Which claims you accept and what the patient pays. For DVA patients the answer is nothing, since no gap fee may be charged, and saying so plainly converts.

  3. 03

    Next available appointment

    A real availability signal beats an adjective. If you can show this week, show it.

  4. 04

    Non clinical proof

    The permitted kind. Practitioner credentials, the clinic itself, how booking works, what the first visit involves.

  5. 05

    One booking action, repeated

    Call or book, the same choice at the top, the middle and the end. Not a form asking for injury history before the clinic has earned it.

The WorkCover detail worth putting on the page
In Victoria a worker can self present to a physiotherapist with no GP referral, which is the single most useful thing you can tell a WorkCover searcher. Two things to state alongside it: an Allied Health Recovery Management Plan must be submitted within the first five consultations, and gap fees are permitted but must be disclosed beforehand. Clinics that explain this convert better than clinics that make the worker ring to find out whether they are allowed to come in.
Straight answers

Questions clinic owners actually ask

Can I put patient reviews on my physio landing page?
Not ones that discuss clinical care or outcomes. Section 133 of the National Law prohibits testimonials about clinical aspects of a regulated health service in your advertising, and your landing page is advertising. You can publish non clinical comment, such as how easy the clinic was to find, how helpful reception were, or how quickly they were seen. You are not obliged to remove clinical reviews from Google, but you must not republish them yourself.
Should the landing page have a form or a phone number?
Both, with the phone number dominant for compensable and funded enquiries and the booking button dominant for private ones. WorkCover, DVA and NDIS patients usually have an eligibility question that a booking widget cannot answer, so they want a person. Private patients often just want a time slot. If you only offer a form, you lose the first group; if you only offer a phone number, you lose the after hours bookings from the second.
How many landing pages does a physio clinic need?
One per funding pathway you are actively bidding on, plus one per high volume injury if the search volume justifies it. That is usually three to five, not thirty. Building a page per suburb without genuinely different content on each is the doorway page pattern Google's spam policies name explicitly, and it is a much bigger risk than having fewer pages.
Can I advertise a discounted initial assessment?
Yes, but the terms and conditions have to be stated. AHPRA's advertising guidelines prohibit offering gifts, discounts or other inducements without also stating their terms. A price banner with no conditions attached is the version that gets clinics into trouble. Include what is included, who is eligible and when it expires.
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