Give each service page a clear next step

What this means for your practice

Prioritise the action that matches the actual booking process. Distinguish an appointment request from a confirmed booking and explain what happens after submission.

A practical example

For example, a service that requires a conversation before booking might use “Ask about an appointment”, followed by a short explanation of who replies. Calling the same button “Book now” would create a different expectation. Ask your supplier to show the complete route after the click, including the final message. Then ask reception whether that message describes what happens in practice. The page and the team should make the same promise.

Check that the button still makes sense when read on its own. “Continue” may be unclear where “Send an enquiry” explains the action. Avoid suggesting that clicking reserves a slot when it only opens a contact form; a few accurate words can prevent a much larger misunderstanding.

Make this improvement work

Choose the main action by working backwards from what the receiving team can actually do. If staff must discuss availability before arranging an appointment, the page should invite that conversation. Ask the supplier to show every screen after the button, including any external booking service and confirmation. Label secondary choices by their different purpose, such as reading arrival information or contacting reception. Do not measure the change solely by button clicks: review whether people reached the intended stage with the right expectation. An increase in clicks followed by questions about whether a booking exists may indicate unclear wording rather than a successful improvement.

How to check the result

Measure abandoned handovers and misdirected contact attempts.