Whether you’re a solo provider or part of a multi-physician group, your website should reflect it—clearly and intentionally.

But too many medical sites copy generic templates without considering one crucial question: Does this site match how our practice is actually structured?

Private practices and group practices serve patients in similar ways—but the way they earn trust and present themselves online needs to be different.

Why It Matters

Patients don’t care about your org chart. They care about:

• Who will be treating them
• How personal or streamlined the experience will be
• Whether the practice feels established, human, and trustworthy

Your website’s structure, design, and messaging shape those assumptions long before anyone makes a call or books an appointment.

If You’re a Private Practice (Solo or Small Group)

Your edge: personal connection and continuity of care.

• A clear photo and warm, trust-building bio of the provider
• Language that emphasizes long-term relationships, listening, and individualized care
• A streamlined layout that doesn’t feel corporate or bloated
• Testimonials that focus on personal experiences and patient-provider rapport

Pro tip: Don’t try to look bigger than you are. That removes the very thing patients want most: a sense of connection.

If You’re a Group Practice or Multi-Location Provider

Your edge: depth of services, team-based care, and convenience.

• Clear structure for each location or provider group
• Filterable or well-organized provider bios
• Service pages that clarify what’s available and where
• Brand voice that feels professional but still patient-first
• Trust signals like affiliations, accreditations, or partnerships

Pro tip: Avoid overwhelming the homepage. Guide patients by use-case: “I need to schedule,” “I want to meet the team,” “I’m comparing options.”

Where Most Practices Go Wrong

Private practices often copy hospital sites or try to sound “official,” which makes them feel cold and generic.

Group practices often get too complicated—too many bios, services, or locations crammed into an outdated layout.

Both can lose trust if the design doesn’t align with what the patient expects from that type of practice.

How to Know if Your Positioning Is Off

• Patients constantly ask, “Is this a solo doctor or a group?”
• Your About page talks more about “we” than “who”
• Your bios, services, or navigation feel confusing or incomplete
• Your design feels like a template that could belong to anyone

If any of those sound familiar, it’s time to rethink your positioning.

Bottom Line

Your website isn’t just a brochure—it’s your brand in action. And that brand should reflect whether you’re a one-doctor powerhouse or a multi-provider network.

Let’s position your site to match your growth goals. Talk to us today.