The aesthetic clinic website checklist: 30 things to get right

Most clinic websites fail in the same places: one page that lists every treatment, a doctor bio buried three clicks deep, a booking button that doesn't work on phones, and copy borrowed from salon marketing that breaks MOH advertising rules. This checklist is the one we use before any clinic site goes live.

Structure and pages

1. One page per treatment. Pico laser, HIFU, skin boosters, fillers and thread lifts each get their own URL. Patients search for treatments by name, and Google ranks pages, not websites.
2. One page per concern. “Acne scars”, “pigmentation” and “sagging skin” pages that explain options and link to the relevant treatments.
3. A doctor page for every doctor. Full name, qualifications, registration, training, special interests and a calm, professional photo.
4. A clinic page. MOH licence details, address, unit number, MRT directions, parking and opening hours.
5. A consultation page. What happens at the first visit, how long it takes, what it costs if you charge a consultation fee, and what to bring.
6. An FAQ page. Answer the questions your front desk hears every day. Each answer is a chance to rank and to be quoted by AI search tools.
7. Clear navigation. No more than seven top-level menu items, with treatments grouped by face, skin, body and hair.

What every treatment page needs

8. What the treatment is, in plain English, in the first two sentences.
9. Who it may suit, written as considerations rather than promises.
10. Session length, number of sessions and downtime. These are the facts patients look for first.
11. Risks and side effects. Required for honesty and expected under MOH guidance. It also builds trust.
12. Aftercare. What to avoid and when to call the clinic.
13. Who performs it. Link to the doctor's page.
14. One clear call to action: “Book a consultation to discuss suitability.”

MOH compliance

15. No before-and-after photos anywhere on the site, including the blog and image galleries.
16. No testimonials, star widgets or review screenshots.
17. No superlatives: “best”, “No. 1”, “leading”, “top”.
18. No promised results or timelines.
19. No prescription drug brand names or promotional prices for prescription-only medicines.
20. Medical director sign-off on every page, with a record kept. See our MOH advertising guide for the detail.

Booking and conversion

21. A booking button on every page, reachable with one thumb on a phone.
22. WhatsApp as well as a form. Many Singapore patients prefer to message first.
23. Online booking connected to your clinic system, such as Plato, so slots are real.
24. Short forms. Name, contact and treatment of interest is enough to start.
25. A PDPA consent line and a privacy policy page linked from every form.

Search and speed

26. Unique page titles and descriptions that include the treatment and “Singapore”.
27. Schema markup for your clinic (MedicalClinic), doctors (Physician) and FAQs.
28. A Google Business Profile with the same name, address and phone number as the website.
29. Fast on mobile. Compress images, avoid heavy sliders and test on a mid-range Android phone over 4G.
30. English and Chinese pages if your patients research in Chinese, written natively and linked with hreflang tags.

If your current site misses more than five of these, it is worth a rebuild rather than a patch. See how we build clinic websites or ask for a free review.