We are often asked to run ads for a practice whose website quietly loses most of the people who arrive. Fixing the site first is cheaper than buying more traffic to lose. This is the checklist we work through.

Findability and trust

• The phone number and a booking link are visible on every page, on mobile, without scrolling.
• The first screen says what you do, where, and for whom, in one sentence.
• Each service or condition has its own page with a clear headline and answer-first copy.
• Clinician pages include a photo, credentials, and a short human bio.
• Insurance and payment information is easy to find.
• Reviews or accreditation signals appear where a decision is made, not only on a testimonials page.

Technical foundations

• The site loads in under three seconds on a phone.
• Schema markup describes the organization, locations, and providers.
• Title tags and meta descriptions are written for people, one per page, no duplicates.
• Forms are HIPAA-aware: no protected health information collected without a compliant form and a business associate agreement in place.
• Accessibility basics are met: contrast, alt text, keyboard navigation.
• Analytics and call tracking are installed so you can see what actually produced an appointment.

Then, and only then, ads

Once the site converts, paid search and paid social become an amplifier rather than a leak. Altitude's paid media tier is built to plug into a site that has passed this list, and our web team fixes the list when it has not.

Want the checklist run on your site? The free 60-second audit covers the first half automatically, and we will tell you plainly what we found.