Websites & patient experience · Practical guide

Explain what self-referral starts

A practice says no referral needed, which visitors interpret as guaranteed access to any advertised appointment. The team still needs to check which booking route applies. Self-referral describes a way to make contact, not necessarily an immediate place in the diary. Explain what the practice does after receiving the request and when appointment options are confirmed.

Read the guide Make your action list
Healthcare website and appointment calendar displayed on devices at an empty clinic reception.
Make the website useful for the people who use your practice.

What to change

Explain self-referral as a way to start contact. Be precise about any practical review before an appointment is agreed, and have the responsible service owner approve the wording.

A worked example

Illustrative example

An independent therapy service lets people enquire without a letter from another professional. The page says the team will explain available appointment options after reviewing the enquiry; it does not promise immediate treatment.

Healthcare website design showing connected desktop and mobile service and enquiry layouts.
Make the service and next step clear on every screen.
Healthcare website accessibility illustrated by a focus outline, keyboard key, contrast samples and form.
Review keyboard access, contrast and understandable form fields.

Put it into practice

Ask the service owner to review any eligibility wording. A welcoming invitation can still be precise about the next step, avoiding the disappointment of a “book now” promise where a review is required first.

Make any later document or conversation requirement clear at the appropriate stage. Starting without an external referral should not be described as bypassing every other part of the practice's booking process.

What to agree before publishing

Define what self-referral means for this service and which checks or conversation still follow. Have the service lead approve the wording before it becomes a prominent booking invitation. A visitor may be able to contact the practice directly without being able to select any appointment immediately. Explain that next stage clearly in the acknowledgement. The useful distinction is between who starts the request and what establishes the eventual booking, so a welcoming invitation does not imply that every later requirement has already been met.

How to check the result

A reader understands that they can make contact themselves and can identify what happens after submission.

A mistake to avoid

Do not replace an accurate request an appointment label with book now when the process still requires a separate decision.

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.

Checks to discuss

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

Need help with this?

Tell us what is getting in the way. Kay & Co. can help you understand the options and turn the next step into something that works for your practice.

Explore websites & patient experience services or discuss your project.

Try the free Healthcare Digital Planner to find your starting priority.