Every healthcare website needs an insurance and billing page. But let’s be honest—most of them read like they were copy-pasted from an old PDF. Dense paragraphs. Confusing jargon. Walls of text that assume patients know how deductibles, EOBs, and in-network coverage work.

The result? Patients bounce. Or worse—they book appointments, misunderstand coverage, get hit with surprise bills, and then leave a scathing review that starts with: “They said they accepted my insurance, but…”

You don’t need to overhaul your entire patient intake process to fix this. But you do need to rethink how you communicate billing and insurance on your website. Here’s how to do it in a way that’s clear, reassuring, and action-oriented.

1. Write Like a Human, Not a Claims Processor

Start by ditching the legalese. Patients don’t need to know your payer codes or CPT ranges. They need to know whether you take their insurance, what to expect in terms of costs, and who to call if they’re confused.

Instead of this:

“We accept most major insurance carriers, including but not limited to Anthem, UnitedHealthcare, Cigna, Aetna, and Humana. Patients are responsible for all applicable copays, coinsurance, deductibles, and non-covered services.”

Try this:

“We accept most major insurance plans—including Anthem, UnitedHealthcare, Cigna, Aetna, and Humana. If you’re not sure what your plan covers, give us a call—we’ll help you sort it out.”

Same info. One of them sounds like you care.

2. Separate “Insurance We Accept” from “Billing Policies”

Most billing pages try to do too much at once. They combine insurance networks, self-pay options, financial policies, legal disclaimers, and payment instructions all in one giant block.

Break it up into three pages or sections:

• Accepted Insurance Plans: Focus on reassurance, FAQs, and direct language like “Yes, we’re in-network with…”
• Billing & Payment Info: Outline when bills are sent, how to pay, late fee policies, and options for financial assistance.
• Cost Estimates & Self-Pay: Offer ballpark pricing for common services or explain how patients can request an estimate.

If you’re offering online payments, keep the link front and center. Make it easy. Practices that have successfully simplified their healthcare websites often see lower no-show rates and fewer billing complaints.

3. Make the Actual Info Skimmable

Even if your writing is clear, patients will still skim. Help them find what they’re looking for by formatting for readability:

• Use bullet points instead of paragraphs wherever possible.
• Add subheadings that answer actual questions (e.g. “Do you accept Medicare?” or “How do I get a cost estimate?”)
• Highlight deadlines, payment methods, and what happens if a bill is overdue.

Most patients aren’t trying to avoid paying. They’re trying to avoid being surprised. Transparency and tone go further than legal warnings.

4. Add a Searchable List of Insurance Plans (Or a PDF They’ll Actually Read)

If you’re in-network with dozens of plans, don’t bury them in a paragraph. Use a searchable or filterable table. Better yet, link to the insurance companies’ plan finder tools and give instructions like:

“To check if we’re in your plan’s network, search for ‘[Your Practice Name]’ on [Insurer]’s website, or give our front desk a call at (555) 555-5555.”

If you must use a downloadable list or PDF, name it clearly: “2025 In-Network Insurance Plans – [Your Practice]” is much better than “Accepted Carriers.pdf.”

5. Use Patient-Focused Visuals and Language

Consider adding an infographic, step-by-step diagram, or icon-based layout to explain:

• What happens before and after a visit
• How insurance is verified
• When patients can expect a bill

Even something as simple as a visual timeline or a “Before You Visit” checklist can cut down on calls and confusion. Some practices even add a short 60-second video with voiceover—just a friendly, “Here’s how billing works at our clinic.”

This kind of content also supports a broader shift toward greater transparency and engagement with patients.

6. Link to a Real Person for Help

Instead of telling people to “Contact the billing department,” give them a name or a simple contact method:

“Still have questions? Call Jessica in our billing office at (555) 123-4567 or email billing@yourclinic.com.”

Patients are more likely to follow through when they feel like they’re talking to a human, not a system.

7. Show a Few Sample Costs (Without Overcommitting)

You don’t need to publish a full rate sheet. But giving patients a ballpark helps build trust. Example:

“Here’s what some of our common services cost (before insurance):
• New patient visit: $180
• Basic labs: $45–$100
• Sports physical: $65
These are estimates only—your cost may vary based on your insurance coverage.”

Patients crave clarity, not perfection. You’re not locking yourself into these prices—you’re reducing the fear of the unknown.

8. Don’t Hide the Billing Page

So many practices make their billing or insurance info hard to find. Burying it under 3+ layers of menus doesn’t reduce questions—it increases distrust.

Place a clear link in the main navigation or footer labeled “Insurance & Billing,” not just “Patient Resources.” If you want people to find it, name it what they’re searching for.

9. Test It With Real People

You’re not the best judge of whether your billing page works. Your staff isn’t either. The best test is real feedback from patients—or even your own family members.

Give someone unfamiliar with your practice 60 seconds to find out:

• Do you take their insurance?
• What happens if they miss a payment?
• How to contact billing support?

If they can’t answer those questions quickly, you’ve still got work to do. A clear billing page can reduce the emotional burden for both patients and staff—and prevent unnecessary complaints or lost revenue.

Call to Action: Rethink Your Insurance Page Today

Your website isn’t just a brochure. It’s your front desk. And when patients are anxious about money—or about being deceived—they don’t need disclaimers. They need plain, honest information.

If your billing and insurance pages haven’t been touched in years, now’s the time. Clear content earns trust. And trust is what brings patients back.