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Podiatry · landing pages

Half your podiatry traffic is read by somebody other than the patient.

Mobile podiatry is searched by adult children. NDIS podiatry is searched by plan managers and support coordinators. Aged care foot care is searched by families. Writing those pages to the patient is the most common reason they fail.

Who is on the page

Write to the reader, not the foot.

A podiatry landing page has an unusually high chance of being read by somebody who is not the patient. Someone looking for a mobile podiatrist for an elderly parent is solving a logistics problem and a guilt problem at the same time. A plan manager checking whether you take NDIS participants is doing administrative triage across a list of providers. Neither of them has a sore foot.

Pages written in the second person to a patient, describing how their pain will be relieved, read straight past both of those people. The page has to answer the question the reader actually arrived with, which is usually about access, funding or eligibility rather than about clinical technique.

The five questions

What a podiatry page has to resolve before anyone books.

Do you take my funding
DVA card, NDIS, chronic condition referral, health fund. This is the first question for a majority of podiatry traffic and it is usually buried in a fees page three clicks away. It belongs above the fold.
What will it actually cost me
Not the schedule fee, the gap. Publish it. Clinics that publish a real number outperform clinics that invite you to call and find out, and a vague price is a section 133 problem as well as a conversion problem.
How soon can I be seen
For ingrown toenails and acute pain this is the only question that matters. Same day availability, stated plainly, converts better than any amount of clinical credentialing.
Do you come to me
For the aged care and mobile cohort this decides everything. DVA pays a higher item for a home visit than for a consultation in rooms, so this is worth being explicit about.
Will I be sold orthotics
A real and widespread suspicion, given the device is where the margin is. Naming it directly, with a price range and an honest statement of when a device is and is not indicated, disarms it better than avoiding the subject.
The difference in practice

The same clinic, two pages.

The page most clinics run

  • One page for all podiatry traffic, whatever the patient searched.
  • Opens with the practitioner's qualifications and years of experience.
  • Funding buried in a separate fees page, if it is anywhere.
  • Contact form with no indication of when anyone will reply.
  • Stock photography of a foot being held.

The page that converts

  • A page per funding pathway, matched to the campaign that sent the click.
  • Opens with the question the searcher typed, answered in the first line.
  • Card and fund acceptance stated above the fold, with the gap in dollars.
  • Next available appointment shown, and a phone number for the urgent cohort.
  • Photographs of the actual rooms, the actual entrance and the actual parking.
Before and after images are allowed, with conditions
Podiatry has some of the most persuasive before and after imagery in healthcare, particularly for nail surgery and wound healing. Ahpra permits it, but the images must be as similar as possible in content, camera angle, background, framing and exposure, with consistent posture, clothing and lighting, and the referenced treatment must be the only visible change. Any alteration has to be explained. Most clinic galleries fail on lighting alone.
Straight answers

Questions clinic owners actually ask

Should a podiatry clinic publish its prices?
Yes, and the gap rather than the schedule fee. The reader wants to know what leaves their account. Australian clinics that publish initial consultation fees, typically between $70 and $130, and a real orthotics range consistently convert better than those inviting a phone call to find out. There is a compliance dimension too: Ahpra's guidelines treat price information that is unclear, inexact or vague as a potential breach, as well as stating an instalment amount without the total cost.
How many landing pages does a podiatry clinic need?
One per funding pathway you are actively advertising to, which in practice is usually three to five. A DVA page, an urgent or same day page, a symptom led page for heel pain, and where relevant an NDIS page and a mobile or home visit page. Sending all of that traffic to one general podiatry page is the single most common reason a technically sound podiatry account underperforms, because each of those readers arrived with a completely different question.
What should an NDIS podiatry landing page say?
It should answer the plan manager's questions before the participant's, because the plan manager is frequently the one reading. State whether you are a registered provider and whether you accept self managed and plan managed participants, describe your invoicing process, name your service agreement approach, and give a direct contact for coordinators rather than a general enquiry form. Clinical reassurance matters, but it is the second thing on the page, not the first.
Do photographs of the clinic actually matter for podiatry?
More than in most verticals, because a large share of podiatry patients have limited mobility or are being brought by somebody else. Photographs of the entrance, the step or ramp situation, the parking and the treatment room answer a genuine practical question that stock imagery cannot. For the aged care and mobile cohort in particular, showing the vehicle and the equipment you bring to a home visit is more persuasive than anything written about clinical technique.
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