Website Content Guide¶

Overview¶

Your website content must educate visitors about DPC, build trust in you as a physician, and motivate them to take the next step. This guide provides specific content recommendations for each page of your practice website, with examples you can adapt.

For technical website setup, see Practice Website Essentials.

Prerequisites¶

• Completed Building Your Brand (at least the foundation)
• Defined pricing structure
• Understanding of your target patients

Starting Lean: Website Progression¶

Do You Even Need a Website Yet?¶

0-10 patients: A website is helpful but not essential. You can start with: - Google Business Profile (free, helps local search) - A simple one-page site or landing page - Even just a phone number and email if patients come through referrals

What matters more early on: Your ability to explain DPC in conversation and your network of referrals.

Website by Stage¶

Single Landing Page (Minimum Viable Website)¶

If you're just starting, one page with these sections works:

1. Headline + brief intro
2. What is DPC (2-3 sentences)
3. What's included (bullet list)
4. Pricing (simple table)
5. About you (photo + brief bio)
6. How to join / contact

Time to create: 2-4 hours Cost: Free (Carrd.co) to $12-$20/month (Squarespace/Wix)

Homepage Content¶

Purpose¶

Capture attention, communicate value proposition, direct visitors to learn more or take action.

Structure¶

1. Hero Section (Above the Fold)

What visitors see first, without scrolling.

Elements: - Headline (your value proposition) - Subheadline (brief elaboration) - Call-to-action button - Professional photo (you or welcoming office image)

Example Headlines: - "Primary Care the Way It Should Be" - "Your Doctor. Your Time. Your Health." - "Unlimited Access to a Physician Who Knows You" - "Medicine Without the Hassle" - "Finally, Healthcare That Works for You"

Example Subheadlines: - "Membership-based primary care with same-day appointments, longer visits, and direct access to Dr. [Name]." - "For one monthly fee, get comprehensive primary care without insurance hassles, long waits, or surprise bills."

CTA Examples: - "Learn How It Works" - "See Our Pricing" - "Schedule a Meet & Greet" - "Join the Practice"

2. Problem/Solution Section

Acknowledge the frustration, introduce your solution.

Example:

Healthcare shouldn't be this hard.

You wait weeks for an appointment. You spend more time in the waiting room than with your doctor. You leave confused about what you owe. You can't reach your physician when you have questions.

There's a better way.

At [Practice Name], we've eliminated the barriers between you and your doctor. No insurance billing. No rushed visits. No surprise bills. Just exceptional primary care through a simple monthly membership.

3. Key Benefits Section

3-4 key benefits with brief explanations.

Example Format:

Same-Day Appointments When you're sick, you'll be seen today—not next month.

Time With Your Doctor 30-60 minute visits mean we actually address your concerns.

Direct Communication Call, text, or message me directly. No phone trees or callbacks in 48 hours.

Transparent Pricing One monthly fee. No copays, no deductibles, no surprise bills.

4. How It Works Section

Simple explanation of the DPC model.

Example:

How Direct Primary Care Works

Direct Primary Care is a membership-based model where you pay a monthly fee directly to your physician—like a gym membership or Netflix subscription.

Your membership includes unlimited office visits, same-day sick appointments, annual physicals, direct physician access, and more. Because we don't bill insurance, we can focus entirely on your care.

[Learn More About DPC →]

5. About/Introduction Section

Brief introduction to you with photo.

Example:

Meet Dr. [Name]

[Photo]

I started [Practice Name] because I was tired of a healthcare system that didn't let me take care of my patients. In traditional practice, I saw 25+ patients a day in 10-minute appointments. Now, I care for a small panel of patients and have the time to do it right.

[Read My Full Story →]

6. Testimonials Section (Once You Have Them)

Patient quotes with first name and last initial.

Example:

"For the first time in my adult life, I actually have a doctor who knows me. I can text Dr. [Name] when I have a question and get an answer the same day. This is what healthcare should be." — Sarah M.

7. Call-to-Action Section

Clear next step at page bottom.

Example:

Ready to experience healthcare differently?

Schedule a free meet-and-greet to learn if [Practice Name] is right for you.

[Schedule Now] [See Pricing]

About Page Content¶

Purpose¶

Build trust and personal connection with potential patients.

Structure¶

1. Your Story

Why you became a doctor, why you chose DPC.

Example:

I became a physician because I wanted to help people—to know my patients, understand their lives, and guide them through health challenges big and small.

But traditional medicine made that nearly impossible. I was expected to see 25-30 patients a day, spending 8-10 minutes with each. I spent more time on paperwork and insurance requirements than with patients. I burned out.

Direct Primary Care gave me my calling back. Now I care for [X] families, and I have the time to actually know them. I remember their kids' names, their health goals, their concerns. This is why I became a doctor.

2. Credentials and Training

Professional background (but not cold or list-like).

Example:

Education & Training

I completed my medical degree at [University] and my residency in Family Medicine at [Program]. I'm board-certified in Family Medicine and have been practicing for [X] years.

Before opening [Practice Name], I worked at [Previous Practice/Hospital], where I [relevant experience]. That experience taught me [lesson that relates to DPC].

3. Personal Touch

Appropriate personal details that help patients connect.

Example:

Outside the office, I [hobbies, family, community involvement]. I've lived in [City/Area] for [X] years and [connection to community].

4. Practice Philosophy

What patients can expect from you.

Example:

My Approach to Care

I believe healthcare should be: - Accessible — You should be able to reach your doctor when you need to - Thorough — Visits should be long enough to actually address your concerns - Personal — Your doctor should know you as a person, not just a chart - Honest — You deserve straight answers and transparent pricing

This philosophy drives everything about how I practice.

What Is DPC Page¶

Purpose¶

Educate visitors who don't know what Direct Primary Care is.

Content Sections¶

1. Simple Definition

What is Direct Primary Care?

Direct Primary Care (DPC) is a membership-based healthcare model where patients pay their physician directly through an affordable monthly fee, rather than through insurance.

Think of it like a gym membership or Netflix subscription—one monthly fee gives you access to comprehensive primary care services.

2. How It Differs from Traditional Care

3. What DPC Is NOT

Important: DPC is not health insurance.

Your membership covers primary care services only. It does not cover: - Hospital stays or emergency room visits - Specialist appointments - Surgery or procedures outside our office - Prescription medications (though we help you find affordable options)

We strongly recommend all members maintain health insurance or a healthcare sharing plan for these services. DPC + catastrophic coverage is often an excellent combination.

4. How It Differs from Concierge Medicine

DPC vs. Concierge Medicine

You may have heard of concierge medicine—it's similar but different. Concierge practices typically charge $2,000-$10,000+ per year AND still bill your insurance for services. DPC is more affordable ($600-$1,800/year for most practices) and doesn't involve insurance billing at all.

DPC was designed to be accessible to more than just the wealthy.

5. Benefits Summary

Bullet list of key benefits tailored to your practice.

Services Page¶

Purpose¶

Detail what's included (and not included) in membership.

Structure¶

1. Included Services

What Your Membership Includes

Office Visits - Unlimited office visits during regular hours - Same-day or next-day appointments when needed - 30-60 minute visits (as long as we need) - Annual comprehensive wellness exam

Access & Communication - Direct phone/text communication with Dr. [Name] - Secure messaging through patient portal - Telehealth/video visits - After-hours access for urgent concerns

Clinical Services - Chronic disease management - Preventive care and screenings - Basic in-office procedures - EKG - [Other services you provide]

Care Coordination - Referral coordination with specialists - Medical records management - Prior authorization assistance (when needed for outside services) - Prescription management

2. Additional Cost Services

Services at Additional Cost

Some services require supplies or outside processing and are available at wholesale cost (typically 50-90% less than retail):

• Laboratory tests (see sample pricing)
• Vaccines (cost of vaccine only; administration included)
• Procedures requiring supplies (joint injections, skin procedures, etc.)
• Dispensed medications (when available)

Sample Lab Pricing Table:

3. Not Included

What Your Membership Does Not Cover

• Emergency room visits
• Hospital admissions
• Specialist consultations
• Surgery and surgical procedures
• Advanced imaging (MRI, CT scan)
• Prescription medications (we help find affordable options)

These services should be covered through your health insurance or healthcare sharing plan.

Pricing Page¶

Purpose¶

Transparent pricing (a key DPC advantage—don't hide it).

Content¶

1. Pricing Table

Membership Pricing

Membership	Monthly
Child (0-17)	$50
Adult (18-64)	$89
Senior (65+)	$109
Family Maximum	$250

Annual payment: 10% discount

One-time enrollment fee: $50 per person (waived for annual prepayment)

2. What's Included Summary

Brief bullet recap of included services.

3. Value Context

Putting It in Perspective

Your monthly membership costs less than: - A single urgent care visit - Most monthly gym memberships - One dinner out for a family of four

And it includes unlimited access to your personal physician.

4. Insurance Guidance

Do I Still Need Insurance?

Yes, we recommend maintaining health insurance or a catastrophic plan for hospital care, emergencies, and specialists. Many of our members pair DPC with a high-deductible health plan (HDHP), often saving money overall while getting much better primary care.

Contact Page¶

Purpose¶

Make it easy to reach you and find you.

Content¶

• Physical address with embedded map
• Phone number (clickable for mobile)
• Email address (clickable)
• Office hours
• Contact form for inquiries
• Directions and parking notes

FAQ Page¶

Purpose¶

Address common questions and objections.

Sample FAQs¶

Q: Is this health insurance? A: No. Direct Primary Care is not health insurance. Your membership covers primary care services at our practice. We recommend maintaining insurance for hospital care, emergencies, and specialists.

Q: What if I already have insurance? A: You can absolutely use DPC alongside your insurance. Many members find this combination ideal—DPC for day-to-day primary care and insurance for major medical needs. You may be able to choose a lower-premium, higher-deductible insurance plan.

Q: What if I need a specialist? A: We coordinate all referrals to specialists. Dr. [Name] will recommend trusted specialists and communicate with them about your care. You would use your insurance for specialist visits.

Q: Can I use my HSA/FSA? A: Yes! DPC memberships are generally HSA/FSA eligible expenses.

Q: What if I have an emergency? A: For true emergencies (chest pain, difficulty breathing, severe injuries), call 911 or go to the nearest ER. For urgent but not emergency issues, contact us first—we can often help you avoid the ER.

Q: How do I schedule appointments? A: [Describe your process—call, text, online scheduling, patient portal, etc.]

Q: Can you prescribe medications? A: Yes, Dr. [Name] is a fully licensed physician who prescribes medications, orders labs and imaging, and provides comprehensive primary care.

Writing Tips¶

Voice and Tone¶

• Write like you're talking to a patient
• Avoid medical jargon
• Use "you" and "your" (patient-centered)
• Be warm but professional
• Be confident about your value

Formatting for Web¶

• Short paragraphs (2-3 sentences)
• Use headings and subheadings
• Bullet points for lists
• Bold key phrases
• White space is good

Common Mistakes¶

• Hiding pricing (defeats DPC transparency advantage)
• Too much text (visitors skim)
• Jargon and medical terms
• No clear call-to-action
• Talking about yourself instead of patient benefits

Checklist: Website Content¶

Essential Pages¶

• Homepage with clear value proposition
• About page with your story
• What is DPC explanation
• Services included/not included
• Pricing (transparent)
• Contact with location and hours
• FAQ (top 8-10 questions)

Content Quality¶

• Clear, jargon-free language
• Patient-focused (benefits, not features)
• Consistent tone throughout
• Clear calls-to-action on each page
• Mobile-friendly formatting

Legal¶

• Privacy policy
• Clear "not insurance" disclaimers
• Accurate, current information

Resources¶

• Practice Website Essentials - Technical setup
• Building Your Brand - Voice and messaging
• Explaining DPC to Patients - Core messaging

Next Steps¶

After creating your content: - Practice Website Essentials - Build the site - Launch Marketing Plan - Drive traffic