Articles
Research-backed writing for the person who owns the practice. What we measured across US clinic websites, what those findings mean, and what you can check on your own site. Not written for a marketing manager, and not for whoever built the site.
Where these stop
They stop at the diagnosis. You will finish an article knowing whether your practice has the problem it describes and how bad it looks — and you will not find instructions for repairing it, because repairing it is the work we are paid for. We would rather say that plainly than publish an article that pretends a website can be fixed by reading one.
Two other habits carry over from the rest of this site. Every figure quoted in an article is listed on our sources page with its sample and, where it is somebody else's research, a link to the original publication. And where a number came from the specimen we built, the article says so in the same breath, because a measurement of two pages we wrote ourselves is not a fact about the industry.
Start here
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Your patients now ask AI first — what that changes for a clinic
The behaviour that changed, counted by two published surveys, and the part of it that actually reaches your front desk.
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Ask an AI assistant about your practice — what the answer tells you
Six kinds of answer you might get back, and the symptom each one points at. Takes about ten minutes.
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Why the AI quotes your competitor, and not you
What it means when someone else's practice keeps turning up in the answer — and the several things it does not mean.
What machines actually receive
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Why a beautiful clinic website can be invisible to machines
Design quality and machine readability are separate properties of a page. The sites we opened that had been singled out as well made were not spared.
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The gap between what patients see and what machines receive
On the specimen we built both halves of, the difference between the two is a number. Here is that number and what it is a number of.
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What a machine can tell about your practice right now — a checklist
Twelve questions to put to your own website. Every one can be answered from a phone, and none of them needs a tool.
Decisions you are being asked to make
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What monthly content actually does — an honest take
What publishing every month is genuinely for, what it cannot do, and why nobody can tell you in advance what it will be worth.
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Redesign vs rebuild: what to check before you decide
The two are sold as the same decision and are not. Six questions that tell you which one you are actually being quoted for.
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Counting inquiries, not people — privacy-conscious clinic analytics
A clinic can know how many people got in touch without holding anything about who they were. What to ask whoever runs your site.
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How to evaluate an agency's SEO claims — questions to ask
Nine questions, the answer that should worry you in each case, and one worked example of a statistic our whole industry is quoting wrong.
Where these came from
We opened 182 US clinic websites and read what each one hands to a search engine before anything on the page runs. Most of what these articles describe is what kept coming back. The findings, the two groups the sites were drawn from and the limits of all of it are set out on the clinics page, and every count is defined on the sources page.
Where an article needed a before-and-after to point at, it points at a specimen: one clinic homepage we built twice, in a practice we invented, published with the difference between the two builds measured. No real practice's website appears in this section, or anywhere else on this site.