What to change
Explain the practical purpose of each appointment length using the service owner's approved distinctions. Offer a contact route when the visitor cannot determine the correct option.
A worked example
Illustrative example
A physiotherapy practice distinguishes an initial appointment from a shorter review. The page explains that existing patients should follow the appointment advice given by their practitioner instead of choosing only by price.
Put it into practice
Ask the booking team to confirm the names used for each option and who can help when the choice is unclear. Avoid making a longer slot sound automatically more appropriate; the page should explain the practical offer and the route for questions.
Keep the appointment names consistent across the duration list and price table. Similar labels with unexplained abbreviations can make a clear numerical comparison harder to use than it needs to be.
What to agree before publishing
Present each named appointment option with its duration and fee together. Ask the diary and billing teams to confirm that those names match the booking menu and later messages. Where a patient is unsure which option applies, direct the question to the appropriate team rather than implying a longer slot is automatically the better choice. The purpose of the comparison is practical understanding. It should make the price difference visible without turning a duration table into individual advice the page cannot responsibly provide.
How to check the result
Someone comparing the prices understands why the available slots have different descriptions.
A mistake to avoid
Do not suggest that a longer slot guarantees a better outcome or invite people to self-select a clinically inappropriate format.
Turn reading into a next step
Your action checklist
Work through these checks with your team or supplier. Tick the ones you have resolved and leave unknowns open.
Record what you know, what is still missing and the answer you need from your team or supplier.
Use project decisions only, without personal, patient or confidential details. Entries stay in this page and are not submitted to Kay & Co. Copy or download before leaving; this page does not save your notes.
Further reading
These sources provide background for the topic. The practice examples and checklist are illustrative planning suggestions from Kay & Co.
Related guides
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