Insights by topic

Websites

Your website is the room every ad sends people into, and most clinic websites lose patients the ads already paid for. These articles cover what a clinic website has to do before you spend a dollar on traffic, and how to tell if yours is the bottleneck.

Websites

9 min read

What a clinic website should cost, and what it should earn

Ask five builders to quote a clinic website and the numbers land anywhere from $500 to $30,000. The bands are real, and so are the traps at both ends. Here is what each band actually buys, what decides whether a site earns its cost, and the ownership terms to demand at any price.

Pete Flynn · 1 July 2026

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SEO

8 min read

How Gemini, ChatGPT and Claude decide which clinic to recommend

Some of your future patients will ask an AI which clinic to see before they ever open Google. The catch is that different assistants read completely different places, and most of what gets said about ranking in them is wrong. Here is what actually holds up.

Pete Flynn · 28 June 2026

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SEO

7 min read

There are two types of SEO. AI just made one of them matter more.

There is a popular line going around that AI hurts technical SEO and rewards good content. The instinct is right and the labels are wrong. Here is the honest version of which SEO matters more now, for a clinic that just wants to be found.

Pete Flynn · 27 June 2026

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Websites

11 min read

Why I send clinic ad clicks to a hidden landing page, not your homepage

Two clinics pay the same for the same click. One sends it to a homepage built for everyone and loses most of them. The other sends it to a page that matches the search and keeps far more. Here is the destination decision I make for every clinic I run.

Pete Flynn · 17 June 2026

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Websites

7 min read

Why your clinic website isn't turning visitors into bookings

Most clinics with a conversion problem don't have a traffic problem. They have a booking page problem. People land, can't find an obvious way to book, hit friction, and leave without a word. Here's where the leak is, and how to plug it.

Pete Flynn · 1 June 2026

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Websites

6 min read

The 9pm test: would your website book the patient searching at midnight?

Most of your new patients first find you late at night, worried, on a phone, after reception has gone home. I call it the 9pm test. If your homepage can't win that person in four taps, it doesn't matter how lovely it looks on a desktop at 10am.

Pete Flynn · 31 May 2026

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Websites

7 min read

How fast does your clinic website need to be?

Most clinic websites I open are slow, and the owner has no idea. The number isn't a vanity score. A slow site loses bookings before the patient ever reads a word, and Google quietly drops you down the page for it. Here's what good looks like, what slow costs, and how to check yours.

Pete Flynn · 30 May 2026

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Agency relationships

7 min read

Who should actually build and own your clinic website

Plenty of clinic owners think they own their website. Then they try to leave their agency and find out they own a login and nothing else. Here's how ownership actually works, and the questions to ask before anyone builds you a thing.

Pete Flynn · 28 May 2026

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Google Ads

5 min read

Your Google Ads will only be as good as the website behind them

You can run a technically perfect Google Ads campaign and still lose most of the traffic the moment it hits your website. The ads are not the variable. The website is. Five things to check and fix before you spend a dollar on paid search.

Pete Flynn · 5 May 2026

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Lead Generation

7 min read

Your Google Business Profile is probably your most underrated marketing asset

On mobile, the Google map pack appears before paid ads, before organic results, and before everything else. Most clinic owners are spending hundreds a month on Google Ads and ignoring the free channel that sits above them. Here's what an optimised Google Business Profile looks like.

Pete Flynn · 30 April 2026

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Google Ads

7 min read

Paid marketing is a microphone: what it can't fix

If you turn paid ads on top of a confusing website, a vague offer, slow follow up, or broken conversion tracking, you don't get growth. You get expensive failure. Here are the four foundations to fix first, and the maths on what weak foundations cost you each month.

Pete Flynn · 26 April 2026

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