NPs: Here is What to Include on your Practice Website (and What to Leave Out)
For many Nurse Practitioners, the website feels like the hardest part of running a practice. You know it matters, but it is not always clear what actually needs to be there and what just adds noise.
The goal of your website is not to impress people. It is to help the right patients understand who you are, what you do, and whether you are a good fit for them. When a website tries to do too much, it often ends up doing very little.
Here is how to think about what to include on your practice website and what is better left out. 
What Patients Look for First
Most patients do not land on your website with a lot of patience. They are usually anxious, tired, or overwhelmed. They want answers quickly. Carefully selecting what to include on your practice website will optimize clarity and confidence for your potential patients.
The first thing they look for is clarity. Who are you. What kind of care do you offer. Who is this practice for.
Your homepage should make that obvious within a few seconds. Plain language works best here. Avoid broad phrases that could describe any clinic. Be specific about who you help and what problems you commonly see.
If a patient cannot tell within moments whether your practice is relevant to them, they are likely to leave.
What to Include About You
Patients want to know who they are trusting with their health. Your About page matters more than many people realize.
This does not need to be long or formal. It should sound like how you explain your work in real life. Share why you chose this path, what matters to you in patient care, and how you approach visits.
Credentials are also very important. For many patients, it is a basic requirement before they consider booking an appointment. They may not fully understand every title or certification, but seeing them builds confidence and reassurance. It signals that you meet professional standards and that your practice is grounded in proper training and accountability.
A warm, honest photo also helps. It does not need to be perfect. It just needs to look like you.
What to Include About Your Services
Your services page should help patients understand whether you can help them. This means writing in plain language and focusing on problems, not just service names.
Instead of listing clinical terms, explain what patients come to you for and how you support them. Think about the questions patients ask during visits and answer those on the page.
Keep it clear and organized. Too many options can feel overwhelming. If you offer packages or different types of visits, explain how patients decide what is right for them.
What to Include to Build Trust
Trust is built through small details.
Clear contact information helps patients feel grounded. A simple booking process reduces hesitation. Reviews or patient feedback help reassure people that others have had good experiences.
You do not need to share everything. A few thoughtful testimonials or clear explanations of what to expect are often enough.
Privacy and boundaries matter here too. Make sure patients understand how their information is handled and what communication looks like outside of visits.
What to Skip or Minimize
Many practice websites include things that sound professional but do not help patients.
Long blocks of text filled with clinical language often get skipped. Generic statements about providing high quality care do not add clarity. Stock photos that do not match your practice can make the site feel impersonal.
You also do not need to explain everything in detail. A website is not a medical textbook. It is a starting point. Save deeper education for visits, emails, or longer content.
If something does not help a patient feel more confident taking the next step, it likely does not need to be front and center.
What Makes a Website Feel Good to Use
A good website feels calm. It loads quickly, works well on a phone, and does not make patients hunt for information.
Simple navigation helps people move through the site without frustration. Clear buttons tell them what to do next. Consistent language helps them feel oriented.
If using your website feels stressful, patients notice. Ease is part of care now.
The Bigger Picture
Your website does not need to be perfect. It needs to be clear, honest, and aligned with how you actually practice.
Think of it as the start of the visit, not a sales tool. When your website sounds like you and reflects how you care for patients, it does its job. Knowing what to include on your practice website will build a foundation of trust and understanding.
It helps the right patients feel comfortable reaching out. And that is enough.