New patients book you online. We keep that path open.
Penguina looks after websites for acupuncturists, physios, chiropractors, podiatrists, massage therapists and other practitioners. We test your booking path regularly, show you who got in touch, and reply to reviews with the care your profession needs. You stay with your patients. We watch the website.
Repeat visits, booked online, often by one person.
Many practitioners work alone, or as a small team sharing one front desk. Patients come back for a course of treatment, then return for years and send their family. That makes one new patient worth far more than one appointment.
Most of them start online: a search at night, your reviews, your website on a phone, then your booking software. If one step quietly breaks, they don't ring to tell you. They book the next clinic.
- A whole course of treatment starts with one booking
- Patients book when you're closed, or with a patient
- You treat all day, so nobody tests the website
Stride Podiatry Clinic, Wimbledon
From a confusing website to one clear way to book.
- One "Book Appointment" path to Cliniko, from every page
- Phone and email where patients look, on every phone
- Faster pages, broken links fixed, forms tested
A clear way to book, call or email. Read the case study
In one sentence: practitioner websites rarely break loudly; they lose new patients at small, quiet points between "I need a physio" and a confirmed booking, and nobody notices because the practitioner is busy treating.
Where do practitioner websites usually lose new patients?
These are the leaks we find most often on clinic websites. Each one is small, and each one is invisible from your side of the desk.
- New patients face a menu they don't understand. "Book" lands on every appointment type at once. A first-timer doesn't know which to pick, so they close the page.
- The booking page breaks on phones. Booking tools often sit in a small window on your site. After an update, that window can go blank on iPhones while it still works on your desktop.
- Your phone number isn't tappable. A number written as plain text can't be tapped to call. And when you're mid-treatment, the call goes nowhere.
- Enquiries go to an inbox nobody reads. The contact form still sends to a past receptionist's address, or lands in spam. The patient waits a week, then books elsewhere.
- Google says something different from your website. Saturday hours, a new practitioner, the booking link itself: if Google is out of date, patients turn up to a closed door or book the wrong thing.
- Reviews go unanswered, or answered the wrong way. Silence looks careless, and a reply that confirms someone is a patient can break privacy rules.
Speed matters too: Google counts a main page element that takes over 2.5 seconds to appear as a poor experience (Google web.dev).
Protect, Capture and Compound, set up for a clinic.
The same three pillars every client gets, tuned for patients.
| Pillar | What we do | What it means in a practice |
|---|---|---|
| Protect | Regular tests of your forms and the full booking path, on a phone and a desktop | A broken "Book" button is caught early, not months later |
| Protect | Clinic-safe forms | No ad trackers on forms or booking pages |
| Capture | Your enquiries by name, and anyone still waiting | First names only in your note, never a condition or treatment |
| Capture | Google profile watch and listings care | Right hours, practitioners and booking link on Google, Apple and Bing |
| Capture | Review replies drafted promptly, approved by you | Warm, general replies that don't confirm someone is a patient |
| Compound | Review requests, new pages and a monthly AI answer check | Only where your rules allow, with claims you can back up |
Monday, 8:00
Hi Megan, a steady week. 9 online bookings and 2 enquiries.
- Online all week, booking path tested on iPhone and desktop
- Contact form test arrived in 5 seconds
- Needs you: the card on your domain account expires in April
- 4 of the 9 bookings were new patients
- Still waiting: Priya (asked about Saturdays), Tom (home visits)
- Most asked: "Do you see children?" We drafted an answer for you to approve
- 2 new Google reviews, both replied, no treatment details
- ChatGPT now shows your Saturday hours correctly
Patient first names only, never conditions.
Two minutes to read. Nothing a patient would mind.
Every Monday: whether the website and booking path were safe, who got in touch, who is still waiting, what patients asked most, and three things we'll do next. Once a month, one page with the trend.
- First names only, and never a condition or treatment
- No jargon, no tools named, no revenue guesses
See the weekly note and monthly page
Names and numbers changed for illustration.
Solo? Start with Keep. A busy clinic? Grow.
Solo practitioners have the tightest budget, so Keep is the way in. Once there's a front desk or a second practitioner, Grow makes most sense, because reviews and Google listings start to decide who gets the new patient.
Keep
$100 / month
For the solo practitioner. Your booking path safe and tested.
- Booking path and forms tested regularly
- Your enquiries, by first name
- Backups, updates, domain in your name
Grow Recommended
$250 / month
For clinics with 2 or more practitioners, or a front desk.
- Everything in Keep
- Review replies that protect privacy
- Google hours, services and booking link kept right
- Fixes where new patients give up
Full Care
$500 / month
For multi-practitioner clinics that want steady growth.
- Everything in Grow
- Review requests where your rules allow
- New pages for what patients ask most
Patients ring while you're treating? Missed-call text-back and appointment reminders are add-ons for any plan. Price on request, quoted after your first fix.
What we know about your practice.
Booking tools, leaks and a weekly note for each practice.
Acupuncture clinics
Courses of treatment start with one confident first booking.
Massage therapists
Regulars rebook online, often late in the evening.
Physiotherapy clinics
Several practitioners, one front desk, many appointment types.
Chiropractors
Careful claims, careful reviews, and new patients who compare.
We also look after:
What should practitioners know about privacy and advertising rules online?
In health, a friendly review reply or a happy patient's quote can get you into trouble. We don't give legal advice, but we build these rules into how we work.
Never confirm someone is a patient
In 2023 a US psychiatric practice agreed to pay $30,000 after its replies to negative Google reviews disclosed patients' information (HHS settlement, reported by Nixon Peabody, 2023). Our replies never mention a visit, a condition or a treatment.
Testimonials have their own rules
- Australia. If you're registered with Ahpra (physio, chiro, osteo, podiatry, Chinese medicine including acupuncture, and more), you can't use testimonials about clinical aspects of your care in your advertising. Comments about customer service are fine, and you needn't remove reviews on sites you don't control (Ahpra testimonial tool).
- Canada. Each provincial college sets its own rules. Some, like Ontario's occupational therapy college, say advertising must not point to or ask for reviews (COTO).
- United Kingdom. Treatment claims on your own website need evidence. The ASA has published guidance on which conditions chiropractors can and can't claim to treat (ASA, 2018).
No rewards for reviews or referrals
Since 21 October 2024, the US Federal Trade Commission's rule bans buying reviews and offering incentives that depend on a positive review (FTC rule, summarised by Goodwin, 2024). For healthcare clients, review requests follow your profession's rules: no rewards, and every patient gets the same message.
Keep trackers away from patients
Ad tracking tools can pass on more than you'd expect. A 2024 US court ruling narrowed government guidance for public pages, but it still applies to logged-in pages and to booking forms where someone types a reason for their visit (McDermott Will & Emery, 2024). Our default is simple: no ad trackers on forms or booking pages.
Booking tools and review sites
Common booking tools include Jane, Cliniko, Halaxy, Nookal, SimplePractice and Practice Better. We work with whichever you use. Google matters everywhere; Healthgrades and Yelp also matter in the US, RateMDs in Canada and Doctify in the UK.
Questions from practitioners.
Something else? Ask in the chat, email hello@penguina.website or WhatsApp us.
Do you need access to my patient records?
No. We look after your website, domain, forms and Google profile, never clinical notes. To test booking, we follow a new patient's path and stop before confirming, or use a test appointment type you set up.
Do you work with Jane, Cliniko or my booking system?
Yes, and we never replace it. We make sure your website sends people to the right place in it, and that it works on phones.
Will you reply to reviews in my name?
On Grow and Full Care, yes, and promptly. We draft replies in your voice and you approve them. Replies stay general: they thank people and invite them to get in touch, without confirming anyone is a patient.
Can you ask my patients for reviews?
On Full Care, where your profession's rules allow it, patients get the same simple request, with no reward and no filtering of unhappy patients. Where your college or regulator restricts asking, we switch requests off and focus on replies and listings instead.
Are you HIPAA compliant?
We don't make that claim, and be wary of anyone who sells it as a badge. We keep patient details out of your notes and ad trackers off your forms. For your own obligations, ask your compliance adviser.
I just bought a clinic. Where do I start?
Find out who owns the domain, hosting and Google profile, as they're often still in the seller's name.
Something wrong with your website right now?
Not sure where to start? Send us your website.
We look at it the way a customer would, find up to 3 real problems, and fix one of them free. No call needed.