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How Do I Know Which Pages My Clinic Should Write Next?

By Tor Davies

Updated 5 November 2026

Written: November 2026

Most clinics choose what to write the same way: whatever came up in clinic this week, whatever a competitor posted, whatever ChatGPT suggested. It feels productive. But a year later there are forty blog posts, no proper page for the conditions that bring patients in, and nothing to show which of them made any difference.

The question isn't "what should we write about?" It's "which page will move the needle for our clinic next?" That's what a content plan answers. Here's how it decides, step by step, with an example.

Our example clinic

A three-clinician physiotherapy clinic in a market town. They want to be known for running injuries. Their website has a homepage, a services page, a contact page and twenty-odd blog posts written over the years. One physio, Sarah, has a special interest in knee problems; another treats a lot of back pain.

Step 1: Start with what you want to be known for

A plan has to be a sharper version of your own strategy, not someone else's. So it starts with the subjects that matter to you:

That last point matters more than people think. A plan should never suggest a page nobody on your team is qualified to put their name to. Sarah's knee interest is an asset; a page on something nobody treats is a liability.

Step 2: Find out where you stand

This is the part a chatbot can't do. Before deciding what to write, you need evidence:

For our clinic: when we ask about runner's knee, AI recommends two nearby clinics, not them. Their old blog post on knee pain sits on page two of Google. And they have no main page on running injuries at all.

Step 3: Your own pages are often your quickest wins

It's tempting to think "new content" means new pages. Often the fastest win is a page you already have.

And just as important: leave alone what's already working. A page in Google's top three, or one AI already quotes for you, should be protected, not rewritten for the sake of it.

For our clinic, the knee pain post on page two jumps up the list: rewritten as a proper page by Sarah, it's their quickest chance of being named for knee problems.

Step 4: Main page first, then the articles that build on it

For each subject, the order matters. First comes the main page: the condition page (runner's knee) or the service page (running injury assessment). Then come the articles that build on it, answering the detailed questions ("can I keep running with runner's knee?"), each one linking back to the main page.

That joined-up structure is what lets patients and AI follow the path from a symptom to booking with you. It's also why a plan shouldn't let one subject take over: a few pieces on each of your subjects beat twenty on one. (Why Isn't AI Recommending My Clinic? explains the structure; Should I Write a Page for Every Condition I Treat? explains why too many separate posts compete with each other.)

Step 5: Put it in order, and know why each item is there

Now the plan can be ordered: your priorities first, then your top services and conditions, then your clinicians' specialisms, then the work that rounds out each subject. Within each, the evidence decides: competitors AI names instead of you, what patients search for, and your own quick wins.

Our clinic's first five might look like this:

  1. Runner's knee (a rewrite of the page-two post, by Sarah). Why: when we asked ChatGPT "who treats runner's knee near me", it recommended two nearby clinics, but not you; your existing post is on page two of Google.
  2. Running injury assessment (a new service page, naming their town). Why: it's your top priority, and you have no main page for it.
  3. Lower back pain (a new condition page). Why: it's your top condition, and AI names a competitor for it.
  4. Can I keep running with knee pain? (an article building on page 1). Why: one of the questions patients ask most about runner's knee.
  5. Sarah's profile (completing her bio and credentials). Why: a fuller profile gives her content more weight with Google and AI.

Every item has a reason you can read. Nothing is generic, and nothing is there because "the algorithm said so".

Step 6: Re-measure, and keep the plan moving

A plan isn't a one-off list. After each round of publishing, check again: are you named for runner's knee now? Has the page moved up Google? Do more of what moved. Published pieces come back for a refresh later, or sooner if the clinical evidence behind them changes. And as items are done, new ones take their place, so you always know what's next.

Doing it yourself

You can absolutely build a simple plan yourself:

  1. Write down your priorities, top services and conditions, and who on your team treats each.
  2. Check what AI says about you for each one. The Free AI Visibility Check does a first pass in seconds.
  3. List your pages and note which rank on page one or two of Google.
  4. For each subject, decide the main page first, then two or three articles to build on it.
  5. Order the list: quick wins and top priorities first.
  6. Re-check every month and adjust.

Or let the plan do it for you

That's what the Clinical Content System does, every time: it assesses your whole website and what AI says about your clinic, looks at the clinics recommended instead and where your pages rank, builds a plan of 15 items in order, each with its reason, and then researches and writes each piece from your clinicians' own expertise at the press of a button. When it re-measures, the plan uses the new evidence the next time it's refreshed.

A plan turns content from guesswork into a strategy. Find out where you stand today.

By Tor Davies, former physiotherapist, publisher of Co-Kinetic Journal since 1999.

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