Most clinic copy problems come from borrowing the language of beauty marketing. These swaps keep pages persuasive and within the rules.
Words to avoid
- Best, No. 1, leading, top: superlatives are not allowed in clinic advertising
- Guaranteed, permanent, painless: promised outcomes
- Miracle, revolutionary, breakthrough: exaggerated claims
- Limited time, today only: urgency
Better alternatives
- “Singapore's best pico laser” → “Pico laser performed by our doctor”
- “Painless treatment” → “Most patients describe a mild snapping sensation”
- “Permanent results” → “Results vary; your doctor will discuss what to expect”
- “Book now, offer ends Sunday” → “Book a consultation to discuss suitability”
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We build clinic websites that follow every point in this guide. Book a free 30-minute consult or see our packages.
What builds trust
Specific facts (session length, downtime, number of sessions), clear risks, doctor credentials and plain language. Write for a patient reading on a phone in a lunch break.
Readability
Short sentences, everyday words and one idea per paragraph. Explain medical terms the first time you use them.
See the full rules in our MOH guide.