How to optimise your clinic website – and get found on ChatGPT
If you’re running a business in 2025, there are really only two kinds of people:
- Those who obsess over how to get found on Google.
- Those who are just realising they need to obsess over how to get found on ChatGPT.
The truth? You need both.
Google is still the high street of discovery, but AI assistants like ChatGPT are the concierge. People are asking it: “What’s the best local accountant?” or “Where can I buy eco-friendly running shoes?” If you’re not showing up in those answers, you’re invisible.
Here’s how to fix that.
1. Nail the basics of website optimisation (SEO still matters)
Before ChatGPT, there was SEO – and guess what? It still sets the foundation.
- Clarity beats cleverness: Your homepage should clearly state what you do and who you serve. If a human can’t figure it out in three seconds, neither can an AI.
- Page speed matters: A slow site is like a shopkeeper who takes five minutes to answer the door. People leave. Optimise images, use modern hosting, and don’t overload with fancy scripts.
- Keywords are signals, not stuffing: Use natural language – think phrases your customers actually type or say aloud. AI picks up on that.
- Structured data: Schema markup helps both search engines and AI understand your business – like feeding them a cheat sheet.
Get in touch and chat to us about our healthcare SEO service.
2. Create content that answers questions
AI thrives on answers. If your website is full of helpful, plain-English responses to the exact questions your patients are asking, you become the trusted source.
- Write FAQs that sound like real patient questions.
- Create blog posts that explain solutions, not just sell services.
- Use headings that double as questions (e.g., “Can you combine cosmetic facial procedures?”).
The more directly you answer, the more likely ChatGPT is to quote – or at least summarise – you.
3. Build authority and trust
ChatGPT is like a cautious friend – it doesn’t just recommend anyone. It looks for credibility.
- Backlinks still matter: If reputable sites link to you, you look trustworthy.
- Reviews and testimonials: Collect them and showcase them – AI scrapes that.
- Consistency: Make sure your name, address, and contact info match across the web (Google Business, directories, LinkedIn, etc.).
4. Optimise for conversational search
Here’s the real shift: people don’t talk to ChatGPT the way they search on Google.
- Google query: “dentist near me Birmingham insurance”
- ChatGPT query: “Who’s a good dentist in Birmingham who takes insurance and doesn’t feel like a medieval torture chamber?”
See the difference? It’s conversational. Your site content should reflect that. Write in the same tone your customers use, and you’ll increase your odds of being surfaced in AI-driven answers.
5. Be present in multiple places
ChatGPT pulls from lots of sources, not just your website. Make sure you’re visible where it looks:
- Keep your Google Business Profile updated.
- Get listed in relevant directories and industry sites.
- Publish useful content on LinkedIn, Google Business and specialist health publications – AI assistants often cite them.
6. Think long game
Even if ChatGPT doesn’t quote your site word-for-word, it often references businesses and experts mentioned elsewhere. The more your name appears online in credible contexts, the better. Guest podcasts, expert quotes, and partnerships all help.
Final word
Getting found on ChatGPT isn’t about gaming the system – it’s about being genuinely helpful, clear, and consistent. If Google was about keywords, ChatGPT is about conversations. The winners will be the businesses that sound human, provide answers, and show up in multiple trusted places online.
Or to put it another way: stop trying to trick the robot. Start trying to help the human.
Get in touch and let’s create a strategy that gets you the results you need.
