Do we have to publish the whole clinician profile on our website?

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Sound familiar?

"That's a lot of information on my profile page." "I thought a short summary went on the website and the rest was just for AI." "Can we hide most of it?" It's one of the most common questions we get. Here's the straight answer: the detail is the point, and you can still make the page look tidy.

Why it feels like a lot

For years, a clinician's web page only had to do one job: reassure a patient who was already on the site. A photo, a few lines and a list of qualifications was enough, so that's what most clinic websites have. Thin pages got away with it.

That has changed. More and more patients now ask AI who to see before they ever visit a clinic website. AI is a different kind of reader. It doesn't skim a bio and move on. Before it recommends anyone, it looks for evidence it can back itself up with: what this clinician treats, who they see, what training they've done, how long they've been doing it, and how they explain their work. If that evidence isn't there, it recommends someone whose page has it.

So a thin bio is no longer neutral. It quietly hands the recommendation to another clinic.

Why the detail matters so much

AI names clinicians it can trust, and it decides that from four things. Every one of them comes from the detail in the profile.

  1. Expertise: specific beats general. Broad terms like "back pain" are won by hospitals and big health sites. Independent clinics get recommended for specific questions: a runner's heel pain, a desk worker's neck, a teenager's knee. "Sports injuries" matches thousands of clinicians. The conditions, techniques and patient groups in the full profile are what match your clinician to the patient's actual question.
  2. Authority: credentials AI can check. A named clinician with their registration, qualifications and memberships is someone AI can stand behind and patients can verify. Take that away and there's nothing to check.
  3. Experience: answering patients' real questions. How long will this take? Who do you usually see with this? What does treatment involve? The profile's depth answers show the experience behind the name, and they can't be faked with a list of conditions.
  4. Trust: their own words. AI quotes people, not templates. A clinician explaining their work in their own words is the one thing no other clinic can copy, and it's what makes AI quote your clinician by name.

None of this is personal or private. It's the same professional information a clinician would give a referring GP or put on their CV: their training, their experience and what they're good at. Publishing it is simply showing patients, and AI, the expertise your team already has.

The profile also feeds every article we write and the author credit on every clinical page, so the depth works for you across the whole site, not just the team page.

And patients read it too. Patients choose people. The personal sections, such as what a clinician does beyond the clinic, are among the most-read parts of the page.

There's no hidden version for AI

AI reads the same public page your patients do. There's no separate channel. If the detail isn't on the page, AI doesn't see it.

Hiding text doesn't work either. Search engines treat text that visitors can't see, but search engines can, as a trick, and they ignore it or mark the site down.

What does work: an accordion

You choose the layout. An accordion is a great option: the name, photo, role and short introduction show first, and each section opens when a patient taps it. Patients see a tidy page. Every section is there for them to open, so Google counts it in full and AI reads every word.

What to do now

  1. Use an accordion on the profile page. Ask whoever looks after your website to put each profile heading in a drop-down, with the text inside it. Show the clinician's name, photo, role and short introduction above the accordion.
  2. Make sure the text is in the page itself. The one thing to check with your web developer: the text inside each drop-down must be part of the page when it loads, not fetched only when someone clicks. Many AI tools don't run the scripts that load content on click, so they'd miss it. Most accordion blocks in WordPress, Squarespace and Wix work the right way already.
  3. Use the short version elsewhere. In Embed and Share, the other formats section has a compact byline card as well as the full profile. Use the card on article pages, and the full profile on the clinician's own page.
  4. Edit the profile in Co-Kinetic first. Profiles in Co-Kinetic are the master copy that your plan and articles read from. Make changes there, then copy the updated text onto your website.

Updating a profile from handwritten notes

If a clinician has marked up a printed copy of their profile:

  1. Open the clinician's profile editor from your team area (as an admin you can open anyone's).
  2. The editor has three chapters: Who you are, What makes you different and Your proof. Each one opens into its sections, and that's where all the profile text lives. Work through the clinician's notes chapter by chapter.
  3. Rather not type it up? Take clear photos of the marked-up pages and send them to us through the Coki chat. Our team will put the changes in for you.

The question behind the question

"Will patients be put off by a long page?" Not with a tidy layout. A patient who only wants the basics sees the summary. A patient deciding who to trust with their knee opens the sections that matter to them. And AI gets the full picture either way.

The next question is usually...