Marketing & search · Practical guide

Choose one consistent public website address

Both website domain forms display the full site without a clear preferred route. Search and analytics diagnostics become harder to interpret.

Healthcare marketing calendar, campaign materials and a laptop showing anonymous charts.
Help the right people find your service and take a useful next step.

What to change

Choose one website domain as the normal public address and confirm how the alternative should behave for every page family. Ask the host to demonstrate deep links, not just the homepage, because rules sometimes cover only the root. The same preference should appear in page declarations, library links and submitted inventories. Keep the alternate entry route useful for existing bookmarks and external references during the correction.

A worked example

Illustrative example

Illustrative test: Use a nested resource address to check the alternative-host journey. A visitor may use a saved address beginning with www while the current library uses the shorter domain. Ask the supplier to demonstrate that exact deep-link journey and its final address. The page's preferred-address declaration and sitemap should use the same approved form. This catches a configuration that redirects only the homepage while leaving two independent copies of deeper guides available under different domain forms.

Healthcare marketing planning with an editorial calendar, audience question and campaign brief.
Start with the audience question and a clear content brief.
Healthcare marketing enquiry journey connecting a service page, message and appointment calendar.
Connect the public promise to a supported next step.

What this means for your practice

The version of your domain beginning with www and the version without it can both receive visitors. Choose which one the practice normally presents and ask your supplier to make the relationship clear across the whole website. Test a specific service or guide, not just the homepage, because a rule can work at the front door while leaving deeper pages inconsistent. Existing bookmarks using the other version should still have a sensible route. Ask for agreement across menus, page preferences and the search inventory. This makes reporting and future troubleshooting easier without requiring your team to understand the hosting configuration that connects the two forms.

How to check the result

All normal entry points consistently reach or reference the approved website domain.

A mistake to avoid

A homepage-only redirect can leave the rest of the site duplicated.

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.

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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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