How do I present the clinic's team on the website?

In a clinic, trust runs through people. The patient wants to know who will see them, with what training and with what way of working. A well-made team page answers that, helps people decide who to book with and takes the fear out of the first appointment.

What to show about each professional

• Name and role, written as the person uses them.
• Training, in plain language, and the area they work in.
• Professional body membership number, where applicable, if the clinic and the professional want to show it.
• The cases they usually see, so the patient can tell whether it is the right person.
• Languages they see patients in, if relevant.
• One sentence on their way of working, without exaggeration: "I like to explain each stage before starting".
• A photograph in good light, current and of the person themselves.

How to write the introductions

1. Short. Four to six lines. Whoever wants more can get in touch.
2. In plain language. If you mention technical training, explain what it means.
3. In the same structure for everyone, so the patient can compare easily.
4. In third person or first, but the same for everyone. Mixing is confusing.
5. Linked to the services each one provides, and to booking.

What to avoid

• Superlatives: "the best", "the most experienced", "a national reference". They are hard to prove and may go against the sector's rules.
• Promises of results. Every person is different.
• Long lists of qualifications nobody reads. Choose the ones that matter to the patient.
• Out-of-date information. A professional who has left and is still on the website causes confusion and sometimes more than that.
• Photographs without permission. Each person's image is personal data: ask for written permission and say how it can be withdrawn.

Reception is part of the team too

Many clinics only show who sees patients. But the patient's first contact is with whoever answers the phone or reception. A sentence and a photograph of that person, with their agreement, humanise the first impression and remove doubts about who will greet the patient at the door.

Keeping the page alive

Review the page whenever someone joins or leaves, and at least once a year. Agree with the clinic who is responsible for telling whoever manages the website. This article is not a substitute for the rules of the professional body or for legal advice. For photographs, read which photos a clinic can show, and for the rest of the information, what each service page should include and the frequently asked questions. On the services for clinics page we explain how we organise the website.

The team page, read aloud

Ask someone who has never been to the clinic to read the team page and answer: "if you had a problem like this, who would you book with and why?". If they cannot choose, useful information is missing (which cases each person sees). If they always choose the person with the friendliest photo, the photos are weighing more than the information. Adjust the introductions until the choice is made on what the person does, and not only on the image. Show the final version to the professionals before publishing, so each one can confirm that the text and photograph represent them. It is a courtesy that avoids corrections afterwards, and gives each person the feeling that the page is theirs too.

In short

• Show about each professional: name, role, training, areas of work, languages and a photograph.
• Short introductions, in the same structure, in plain language.
• Avoid superlatives, promises of results and out-of-date information.
• Each person's image is personal data: ask for permission and say how to withdraw it.

Quick questions

Should I show the professional body membership number?

It is a decision for the clinic and the professional. When shown, it builds trust. Check your professional body's rules on how to present it.

What if a professional does not want a photograph?

Respect that. You can present them with text only, or with a neutral illustration. Each person's image is only published with their permission.

How many professionals should I show?

All those who see patients. If the team is large, organise by area or service so the patient quickly reaches who interests them.