Keeping your website content concise helps you engage your patients, convey your clinic’s services, and improve SEO performance. Let’s walk through how much content works best on different pages.
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Before you start
Ensure you have admin access to edit page content across your site. You may also want to use a website word counter to help check your content length as you write.
Home Page
Your home page should be brief and welcoming. To keep things to the point, you'll want your home page to be around 150–300 words, typically spread across 2–4 short paragraphs.
This is the first page most patients will see, and its purpose is to quickly communicate who you are as a clinic, what services you offer, and what action you want them to take next.
We recommend writing a warm and direct message that explains your clinic’s mission, followed by a clear call to action like a Book Now button. Keep your text scannable and avoid large blocks of text.
About Page
Your about page is where you share your clinic’s story. A good length is 300–500 words, typically in 3–5 short paragraphs.
You might include a bit about why you started the clinic, your values, or what sets your team apart. Think of this page as your chance to build trust and show a bit of personality.
Your about page is where you share your clinic’s story. A good length is 300–500 words, typically in 3–5 short paragraphs.
You might include a bit about why you started the clinic, your values, or what sets your team apart. Think of this page as your chance to build trust and show a bit of personality.
Service Pages
Each service page should have 300–700 words, ideally broken into 3–5 paragraphs.
These pages are where you go into detail about what you offer at your clinic.
Keeping your tone informative and approachable, describe what the service is, how it helps a patient, who it's for, and what to expect during a visit. You can also include pricing if that’s something you want patients to see up front.
Each service page should have 300–700 words, ideally broken into 3–5 paragraphs.
These pages are where you go into detail about what you offer at your clinic.
Keeping your tone informative and approachable, describe what the service is, how it helps a patient, who it's for, and what to expect during a visit. You can also include pricing if that’s something you want patients to see up front.
Blog Posts
Blogs are a great place to go deeper on topics, aiming for 500–1,000 words per post.
Use headings, short paragraphs, and bullet points to make your content easy to scan. The goal is to educate, inspire, or answer common patient questions in an approachable way.
Blogs are a great place to go deeper on topics, aiming for 500–1,000 words per post.
Use headings, short paragraphs, and bullet points to make your content easy to scan. The goal is to educate, inspire, or answer common patient questions in an approachable way.
Contact Page
Your contact page should be short and actionable, with 100–200 words often being enough.
Clearly display your clinic’s contact information and make sure your contact form is easy to find. Include a call to action like Get in Touch or Book an Appointment at the top of your contact form to guide patients through their next steps.
You may also want to add a sentence or two about how long it usually takes your team to respond, or what patients should expect after reaching out.
Your contact page should be short and actionable, with 100–200 words often being enough.
Clearly display your clinic’s contact information and make sure your contact form is easy to find. Include a call to action like Get in Touch or Book an Appointment at the top of your contact form to guide patients through their next steps.
You may also want to add a sentence or two about how long it usually takes your team to respond, or what patients should expect after reaching out.
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Note
These are guidelines, not rigid rules. Adapt based on your clinic's unique needs and your audience. When in doubt, prefer clarity and conciseness over length.
Next steps
You've now learned ideal word counts and content structures for core pages. To build on these best practices, check out: