The GP website: Why it’s the new waiting room

The NHS is in the middle of its biggest transformation in decades. The long-term plan makes it clear: the future of healthcare is digital-first, community-based, and prevention-focused. For GPs, both NHS and Private, this means your website is no longer just a place to find phone numbers and opening times, it’s rapidly becoming the new waiting room.

As patients grow accustomed to online consultations, digital triage, and 24/7 access to health information, your website is now your practice’s most important point of contact. It shapes first impressions, manages patient flow, and plays a critical role in reputation management. From a PR perspective, it’s one of the most powerful tools available to build trust, strengthen relationships with your community, and demonstrate that you are future-ready.

But too many GP practices still treat their website as an afterthought. Outdated design, poor search optimisation, and irregular content mean patients turn elsewhere for answers, often to “Dr Google”, instead of their trusted GP. That comes with reputational risks and missed opportunities.

So, how can GPs ensure their website works as the new waiting room? And why is it so important from a communications and PR perspective?

Section 1: The problem - outdated websites in a digital-first NHS

Patients no longer sit in a waiting room flicking through leaflets. They search online. If they can’t find your practice, or if your website is clunky, confusing, or out-of-date, they’ll assume the same about your care.

Key challenges include:

• Visibility: Many GP websites are not SEO optimised, meaning they don’t appear in Google searches when patients look for local services.

• Accessibility: Poor design or outdated technology can make sites hard to navigate, especially for older or less digitally confident patients.

• Trust: An unprofessional website undermines confidence and reputation, no matter how good the clinical care is.

• Engagement: Without fresh content - blogs, updates, advice - patients disengage and may seek guidance from less reliable sources.

From a PR point of view, this is a reputational blind spot. Your website should act as a living, breathing reflection of your values and professionalism. Instead, too many look static, neglected, or generic.

Section 2: The solution—SEO and patient-centred design

For your website to become your digital waiting room, it must be discoverable, accessible, and trusted.

1. SEO optimisation

   Search engine optimisation (SEO) is no longer a “nice-to-have.” If your practice doesn’t rank when people search “GP near me” or “private GP consultation [town],” you’re losing patients. A strong SEO strategy ensures your practice appears where patients are looking.

   
   

2. Google alignment

   Google Business profiles, location tagging, schema markup, and mobile-first design all play a role. Aligning your website with Google’s ecosystem not only improves search rankings but also makes practical tasks, like finding directions or booking an appointment, seamless for patients

   
   

3. Patient-centred Design

   Think of your website as your reception desk. It should be easy to navigate, responsive on mobile, and inclusive for patients with accessibility needs. Online forms, clear triage systems, and straightforward signposting to services all build confidence.

   
   

4. Consistency across ICBs and networks

   With Integrated Care Boards (ICBs) reshaping local delivery, GP practices are part of wider systems. Consistency in digital presence strengthens the collective reputation of neighbourhood health centres and supports wider ICB comms strategy.

Section 3: The power of content - why blogs build trust

If SEO gets patients to your site, content keeps them there.

Regular blogs, updates, and patient information pieces achieve three critical goals:

• Authority: By publishing accurate, reliable advice, your practice becomes the go-to source of health information in your community.

• Engagement: Blogs and updates demonstrate that you’re not just a service provider but an active part of community wellbeing.

• Reputation Management: Consistent content shows patients you are transparent, approachable, and responsive to their needs.

From a PR perspective, this is invaluable. Blogs and digital content let you set the narrative, highlight positive stories, and reinforce your values. Without it, the conversation about your practice happens elsewhere - on social media, forums, or in the local press - often without your voice.

Section 4: A practical framework - the website as the waiting room

So, how do you make your website the beating heart of your patient communications strategy? Here’s a simple framework:

1. Audit your current site

• How easy is it to navigate?

• Does it reflect your practice values?

• Are patient pathways (booking, triage, repeat prescriptions) clear?

  
  

2. Optimise for SEO and Google

• Use keywords patients actually search for.

• Keep meta descriptions and page titles sharp and relevant.

• Ensure mobile responsiveness.

  
  

3. Develop a content calendar

• Plan blogs aligned with seasonal health issues (e.g., flu vaccines, hay fever).

• Share updates about new services, staff introductions, or community projects.

• Encourage patient feedback and respond visibly.

  
  

4. Integrate with wider PR strategy

• Link your website content with social media updates.

• Share blogs with local press or ICB communications teams.

• Use your site to showcase case studies or testimonials that strengthen your reputation.

  
  

5. Monitor and Improve

• Use analytics to track engagement.

• Review patient feedback regularly.

• Keep content fresh and aligned with NHS or ICB messaging.

  
  

Section 5: The bigger picture - reputation in a digital NHS

As healthcare shifts from analogue to digital, reputation is increasingly shaped online. A powerful website is no longer just about functionality; it is about trust, perception, and community leadership.

For GPs, particularly in the context of ICBs and neighbourhood health centres, your website is your opportunity to show that you are aligned with the NHS long-term plan, ready to embrace digital-first care, and committed to transparency and patient-centred service.

In private practice, the stakes are even higher. Patients are effectively consumers, and they will choose providers who appear credible, professional, and engaged. A poor website can mean losing business to a competitor with a stronger digital presence.

In both NHS and private contexts, your website is your first impression, your waiting room, and your reputation management tool.

From Digital Waiting Room to Reputation Powerhouse

• The GP website is now the digital waiting room, central to patient engagement and reputation.

• Outdated, poorly optimised websites damage trust and undermine care quality.

• SEO, Google alignment, and patient-centred design are essential for discoverability and credibility.

• Regular blogs and content build authority, trust, and community engagement.

• Integrating your website into your wider PR and comms strategy is key to strengthening GP reputation management and aligning with ICB comms strategy.

At Grey Sergeant, we specialise in helping GPs, PCNs, and ICBs turn their websites into powerful PR and communications assets. From SEO strategy to content creation, we work alongside you to ensure your digital presence reflects the quality of care you provide.

If you want your website to be more than just a noticeboard, and instead become your most powerful tool for patient engagement and reputation, get in touch today. Let’s make your digital waiting room a place patients trust.

About the author

Michael O’Connor is a partner at Grey Sergeant, specialising in PR, communications, and engagement across the healthcare and non-profit sectors. Through his consultancy Grey Sergeant, he helps Primary Care Networks, GP Practises, and healthcare organisations define their brand, strengthen their reputation, and communicate with clarity. For more information, contact michael.oconnor@greysergeant.com