Website for physiotherapists: what it needs to win patients

A physiotherapy website wins patients when every problem you treat has its own page and every professional can be checked against their membership number. Booking from a mobile phone also has to take no more than a minute. Below you will find the page map, a block-by-block template for a lower back pain page and a 15-point checklist with the basis for each point.

What a clinic may say in its advertising, profession by profession, is covered in healthcare advertising: what your clinic can say. Here we focus on what is specific to physiotherapy: your code of professional conduct, the words that are not yours to use and how a visit becomes an appointment. Our interpretations are marked as cautious approach, and our own method as our approach. We checked every source on 2 October 2026.

Before the website, your centre and your team must be verifiable

A physiotherapy website advertises 2 things the patient can check: that the centre is authorised and that whoever treats them is a physiotherapist registered with the professional association. If either fails, no design can fix it.

The centre needs healthcare authorisation. It is granted for each centre and for each service in its range of healthcare services, and changing that range requires a new authorisation (Royal Decree 1277/2003 (Real Decreto 1277/2003), art. 3.2). In the Valencian Community it is granted by the Valencian Regional Ministry of Health (Conselleria de Sanidad), and the centre is entered automatically in the regional register (Decree 157/2014 (Decreto 157/2014), arts. 4.1 and 8.2).

A practice with a single physiotherapist is a “consulting room of other healthcare professionals” (annex II, C.2.2), with unit U.59 Physiotherapy. Your advertising must be limited to what is authorised and must state the registration number (art. 6.2). Cautious approach: put it in the footer of every page. Anyone can look you up in the national register of centres (REGCESS).

Every physiotherapist must be registered with the professional association. In the Valencian Community, joining the professional association (Colegio) before practising is compulsory (Law 1/2000 (Ley 1/2000), art. 3.1). The national code repeats this (art. 51.1). Professional associations must offer a free register of members with name, number, qualifications and practising status (Law 2/1974 (Ley 2/1974), art. 10.2.a).

That register exists. The Official Association of Physiotherapists of the Valencian Community (Ilustre Colegio Oficial de Fisioterapeutas de la Comunidad Valenciana, ICOFCV) has a member search tool by name or number, which shows whether each person is practising. The General Council of Physiotherapy Associations publishes the register for the whole of Spain.

You are bound by 2 codes. You must comply with the national code and with your association’s code (art. 1.2 of the national code). The national code also covers clinics and companies, whatever their legal form (arts. 1.3 and 76.4). In the Valencian Community, the second is the ICOFCV code.

Watch the calendar: until 14 October 2026, the Conselleria has a draft decree on the authorisation, registration and healthcare guarantees of centres in prior public consultation. Until it is approved, the existing rules apply.

One page per problem, not a catalogue of techniques

People looking for a physiotherapist type in their problem, their town or their insurer: “fisioterapeuta suelo pélvico Castellón” (pelvic floor physiotherapist), “fisioterapeuta deportivo Castellón” (sports physiotherapist) or “fisioterapia Castellón Adeslas”. These are real suggestions from Google’s autocomplete in Spain, checked on 2 October 2026, so we leave them in Spanish. They are not volume data.

This is the map for a centre with one set of premises. The other searches in the table are examples of how people ask.

3 rules for using the table:

• Start with what brings you most patients. Better 4 complete problems than 20 techniques in a list. The rest can live on a general page until they have their own.
• The problem first, the technique second. A patient with lower back pain does not know whether they need manual therapy or exercise. The technique page serves those who already search for it by name.
• One page per real centre, not per town. Google considers it doorway abuse to have several pages targeted at cities that funnel users to the same page. If you treat patients from Vila-real or Benicàssim, say so on the centre page.

This map is approved before the design: it is the basis of a web design built to win patients. If you work in Spanish and Valencian, decide first which pages to translate with the guide to websites in Spanish and Valencian.

“Rehabilitation” or “pain unit”: units run by other professionals

Annex II of Royal Decree 1277/2003 defines each unit and who runs it. Some use words that often appear on physiotherapy websites. If your centre does not have that unit authorised, advertising it clashes with article 6.2: advertising must not mislead and is limited to what is authorised.

The current wording of U.36 and U.11 comes from Royal Decree 239/2026 (Real Decreto 239/2026), in force since 1 July 2026. The table reflects our cautious approach: the rules do not prohibit individual words. Describing what you do is fine: the law assigns physiotherapists treatments aimed at the recovery and rehabilitation of people with dysfunctions (Law 44/2003 (Ley 44/2003), art. 7.2.b). The risk lies in presenting as your own a unit that your authorisation does not include.

Physiotherapist, not “physiotherapist and osteopath”

The national code is clear: professionals identify themselves exclusively as a “physiotherapist” (fisioterapeuta). Replacing that term, or adding another term or technique to it, is contrary to professional ethics (art. 76.2). Techniques go in your range of services, provided you have the necessary training and accreditation (art. 76.3).

That does not stop you advertising osteopathy or dry needling. The General Council considers them competences of the physiotherapist, supported by evidence (Resolution 2/2009 and Resolution 5/2011). What changes is where they go: in the list of services, not next to your name.

There are no official specialties in physiotherapy. The law reserves the word “specialist” (especialista) for those who hold the official qualification (Law 44/2003, art. 16.3). Specialties in Health Sciences are classified as medical, pharmaceutical, psychology, nursing and multidisciplinary (Royal Decree 183/2008 (Real Decreto 183/2008), art. 2). The 2026 call for specialised healthcare training is aimed at Medicine, Pharmacy, Nursing, Psychology, Chemistry, Biology and Physics.

The profession’s rules point in the same direction:

• Claiming a qualification you do not hold, or using ambiguous titles that mislead, is a serious breach of professional ethics (ICOFCV code, art. 53).
• In the Valencian Community, falsely identifying healthcare staff in terms of merit or technical ability is a very serious offence (Law 10/2014 (Ley 10/2014), art. 102.1).
• If massage therapists, trainers or other professionals work at your centre, each one appears with their real profession. Practising a healthcare profession requires its official qualification (Law 44/2003, art. 4.2), and publicly claiming professional status is an aggravating factor in the offence of unqualified practice (Criminal Code (Código Penal), art. 403.2.a).

Cautious approach for the team page: “Physiotherapist. Works in pelvic floor physiotherapy. Master’s in [name] from [X] University, non-official university degree (título propio), [year]”. It is longer than “pelvic floor specialist”, but it can be checked.

On technique pages, 2 more rules. Dry needling is an invasive technique, so the patient signs written consent (Law 41/2002 (Ley 41/2002), art. 8.2; national code, art. 8.4). And therapies without proven evidence are contrary to professional ethics. Those with plausibility but limited evidence require written consent (art. 13). Do not make them the website’s main attraction.

Template: the lower back pain page, block by block

A problem page answers 6 questions, in this order: is this for me?, what will you do to me?, who will treat me?, how long will it take?, how much does it cost? and what do I do now? The template has 9 blocks.

Say a clinic in Castellón with 3 physiotherapists wants more patients with lower back pain. Texts marked as Example are illustrative. Whatever is in square brackets is filled in by each clinic, and the physiotherapist in charge checks every clinical detail before publishing.

Block 1. First screen: problem, town and what happens when you tap

What is visible without scrolling says what you treat, where, and what happens when you tap the button. No “goodbye to pain”, “results from the first session” or “for good”. The law prohibits giving assurances of relief or certain cure (Royal Decree 1907/1996 (Real Decreto 1907/1996), art. 4.4). Your 2 codes reject promising impossible remedies and creating false expectations (national, art. 14; Valencian, arts. 19 and 49).

Example

Title (H1): Physiotherapy for lower back pain in Castellón

Subtitle: If your lower back hurts, in the first session we assess where it may be coming from. We explain what we can do in the clinic and what you can do at home.

Key details on show: First assessment session: [duration] · [Street], Castellón de la Plana · We call you back within [working time frame]

Buttons: “Book an appointment”, which takes you to the form with lower back pain already selected, and “Call [phone number]”

Notice what it leaves out: no price as a hook and no patient reviews. We explain why further down.

Block 2. Who it is for, and when to see a doctor first

Describe the situations in the patient’s words. And say when your centre is not the first stop. Cautious approach: the law prohibits advertising that seeks to replace a consultation with healthcare professionals (Royal Decree 1907/1996, art. 4.15). Saying when to see a doctor first keeps you away from that risk.

Example

It may help you if:

• Your lower back has been hurting for days or weeks.
• It has happened again and you want to know how to prevent it.
• Your doctor has recommended physiotherapy.

See your doctor or go to A&E first if [warning signs defined and signed off by the physiotherapist in charge].

Block 3. What happens in the first session

Giving information at every stage is part of the physiotherapy act itself (national code, arts. 5.1 and 5.2). You must also explain the available alternatives and respect the patient’s decision (art. 5.9).

Example

The first session lasts [duration]. We ask how the pain started and what makes it worse, and we examine how you move. We explain what we think is going on, what options you have and what we would do. If we think you need to see a doctor first, we tell you.

Block 4. What the treatment involves

Name the techniques you use and what for. If any is invasive, say that you will ask for written consent first.

Example

We combine [manual therapy, therapeutic exercise and guidance for home]. If we suggest dry needling, we explain what it is, its risks and alternatives, and you sign a consent form before we apply it.

Block 5. How many sessions, and when we stop

The temptation is to give a fixed number. The Valencian code points elsewhere. It asks you to end the intervention, without prolonging it through concealment or deception, if the goals are reached (art. 48). Also if, after a reasonable time, it is clear they will not be reached. In that case, you must say which other professional can take over.

Example

We cannot tell you how many sessions you will need before assessing you. We give you an estimate after the first one and review it every [number] sessions. If you do not improve as we expected, we tell you and refer you to another professional.

Block 6. Who treats you

Your adverts must include your professional identification details, your membership number and your professional association (national code, art. 77.3). Patients have the right to know the name and qualification of whoever treats them (Law 44/2003, art. 5.1.e). And if you practise a regulated profession, the law requires your association, your number and your qualification on your website (Information Society Services Law (LSSI), art. 10.1.d).

Example

You will be treated by [first name and surnames], physiotherapist, membership no. [number] of the Official Association of Physiotherapists of the Valencian Community. You can check this in the association’s member search tool. She works mainly on back pain. [Specific training: master’s, university, whether it is a non-official university degree, and year.]

Block 7. Price: when and how you will find out

Under your 2 codes, price cannot be the page’s hook. But you must give your fees before treating (Valencian code, art. 56). The pricing section, further down, explains how to reconcile the two.

Example

We tell you the price of the session and of the session packs before confirming your appointment.

Block 8. Frequently asked questions

The ones you get asked on the phone every week, with answers that stand on their own.

Example

Do I need to bring tests or reports?

If you have medical reports or imaging tests, bring them to the first session. You do not need to send them to us beforehand.

Block 9. The next step

A single action, with the problem already selected in the form. And the phone number repeated for those who prefer to call.

Example

Want to know where your pain is coming from? Book an appointment and we will call you within [working time frame] to give you a day and time. If you prefer to call: [phone number].

The same template works for pelvic floor, recovery after surgery or sports injuries. For pelvic floor, explain in block 3 whether the assessment may include an intimate examination, which is only done with consent (Law 41/2002, art. 8.1). In sports physiotherapy, be careful with “improve your performance”: the law prohibits suggesting that a method increases sports performance (Royal Decree 1907/1996, art. 4.12). It is not clear that this covers a centre’s services, so avoiding it is the cautious approach.

Prices and session packs: give the price, but do not use it as a hook

Here 2 rules collide. The national code considers it contrary to professional ethics to attract patients with price-based advertising (art. 81.2). The Valencian code says advertising shall not state fees (art. 52). But that same code requires you to give the price before treating (art. 56). And if you sell on the website, the law requires the final price including taxes (Consumer Protection Law (Ley General para la Defensa de los Consumidores y Usuarios), art. 20.1.c).

Cautious approach:

• No prices in headlines, the home page, ads or social media.
• The price appears when the patient asks for it or when they book and pay.
• Before publishing a price list page, consult your professional association. We explain this in more detail in the healthcare advertising guide.

If you sell session packs online, bear in mind 4 things:

1. The law does not require you to offer a 14-day right of withdrawal for healthcare. Distance contract rules do not apply to services provided by a healthcare professional to assess, maintain or restore health (Consumer Protection Law, art. 93.b). Cautious approach: a pilates class without a therapeutic purpose may not fall under that exception. Check with your adviser.
2. The LSSI does apply to you. Before payment, explain the steps, the general terms and conditions and how to correct errors (art. 27). Afterwards, confirm the purchase when payment is completed or by email within 24 hours (art. 28).
3. Write down what happens to unused sessions. Cautious approach: if you end the treatment, as article 48 of the Valencian code requires, refund the remaining paid sessions. Also say whether the pack expires and whether it is in the patient’s name only.
4. If you are not a micro-enterprise, selling online brings you under Law 11/2023 on accessibility (Ley 11/2023). When it applies and from what date is covered in is web accessibility mandatory for your business?, with the example of a physiotherapy clinic that sells session packs.

On VAT: healthcare for diagnosing, preventing or treating illnesses is exempt (VAT Law (Ley del IVA), art. 20.Uno.3.º). A massage or a class without a therapeutic purpose may not be: check with your adviser.

An online shop? The national code does not let you sell patients products with a therapeutic purpose, except those for the treatment or for home use, with no mark-up (art. 87). And advertising a brand requires scientific evidence and a declaration of conflicts of interest (art. 81.1).

Insurers and road accidents: explain who pays without promising “free”

If you work with health insurers, name the companies you have agreements with on the website and keep the list up to date. Cautious approach: without their logos, unless they give you permission.

For road traffic accidents, the law gives 3 useful facts for that page. The insurer of the party at fault reimburses healthcare costs until the end of the healing process, if they are justified and medically reasonable. It can pay the centre directly through agreements (art. 141 of the Law on civil liability and insurance in the use of motor vehicles, Ley sobre responsabilidad civil y seguro en la circulación de vehículos a motor). And in accidents from 26 July 2025 onwards, the injured person can choose the centre and ask for reimbursement (art. 141.3, as worded by Law 5/2025 (Ley 5/2025), ninth final provision). Payment may be reduced or excluded if they were at fault.

That is why “Free physiotherapy if you have had an accident” is risky. Describing as free something the patient may end up paying for is misleading (Unfair Competition Law (Ley de Competencia Desleal), art. 22.5). Better: “If you have had a road traffic accident, we explain how payment with the insurer works before we start”.

Booking: a short form, no reports or MRI scans

Offer a phone call, a form and WhatsApp if someone actually answers it. The form asks for the minimum needed to give the appointment. The General Data Protection Regulation (GDPR) requires data limited to what is necessary (art. 5.1.c), and health data is a special category (art. 9).

Example

1. What is the problem? Back or neck pain, I have had surgery, pelvic floor, sports injury, something else.
2. Is this your first time at the centre? Yes, no.
3. When suits you best? Mornings, afternoons, either.
4. How did you hear about us? Google, Google Maps, a recommendation, my insurer, other.
5. Contact: name and phone number.

Do not ask for reports, MRI scans, medication or ID documents through the website. All of that is reviewed in the first session, within the clinical record. Providing care does not usually require the patient’s consent (guide by the Spanish Data Protection Agency (AEPD) for the healthcare sector). But you must give them the information required by article 13 of the GDPR. Cautious approach: put that information next to the button, and confirm the legal basis with whoever handles your data protection.

The same guide allows appointment reminders by phone or message, as long as they reach only the patient: never in a WhatsApp group.

If you offer online sessions, the nuance lies in your codes. The national one accepts telematic means with clear identification and secure communication (art. 82.1). The Valencian one considers it unethical to practise exclusively through consultations by letter, phone, radio or press (art. 19). Cautious approach: present online sessions as follow-up to an in-person assessment, not as a substitute.

Google Business Profile: precise category, real name and reviews within 30 days

People looking for a physiotherapist near home compare profiles on Google Maps. Your profile and your website reinforce each other when they say the same thing. The full review of a profile is in how to optimise your Google Business Profile: it was written for law firms, but the method works just as well.

The category. Google asks for categories that complete the statement “This business IS a”, as few as possible and as specific as possible (Google’s guidelines). The Spanish-language list includes, among others, “Clínica de fisioterapia” (physiotherapy clinic) and “Fisioterapeuta” (physiotherapist): we checked this on Google Maps on 2 October 2026. Our approach: “Clínica de fisioterapia” for the centre and “Fisioterapeuta” for each professional’s individual profile.

One profile per physiotherapist, if you want. Google allows profiles for practitioners who see clients in person and have their own clientele. If they share premises, the centre has its own profile and the practitioner’s carries only their name.

The name: the real one. The guidelines prohibit adding service or location information to the name, and warn that Google may suspend the profile. On Maps you will see Castellón profiles whose name adds the town or the techniques. Others doing it does not make it safe.

Reviews. Ask every patient for a review when the treatment ends, without incentives and without filtering for satisfied ones (Google Maps policy). Do it within the following 30 calendar days: reviews must refer to services used within that period (Consumer Protection Law, art. 20.4). You will find the messages in how to get Google reviews and in the review message generator, which has a version for clinics.

On the website, cautious approach: link to your profile instead of copying praise. Your Valencian code excludes claims about success or merit from advertising (art. 52).

The association lists you too. The ICOFCV publishes a list of private clinics that can be filtered by field of work and by technique. The details are updated by the centre’s owner: check they match your website and your profile.

For its AI Overviews, Google sets no additional technical requirements. A page that says what you treat, where and who does it is what an AI can cite. How to check it, with a sample question about physiotherapy: does ChatGPT recommend your business?.

In structured data, Google asks for the most specific LocalBusiness subtype. For a physiotherapy centre it is Physiotherapy. A minimal example is in the guide to a dental clinic website. Change the type to Physiotherapy and remove the isAcceptingNewPatients line: schema.org intends it for MedicalOrganization, and Physiotherapy is not one.

What to measure: first sessions per problem, not visits

Visits do not fill your diary. Measure how many calls, WhatsApp messages and forms each problem page brings, and how many end in treatment. Add “How did you hear about us?” to the form and at reception: it also counts those who do not accept cookies, because analytics only runs with their consent (LSSI, art. 22.2).

The step-by-step setup is in how to measure your website’s enquiries. If a page gets visits but no enquiries, why your website gets no enquiries has an example with a pelvic floor page.

Checklist: 15 points to review your physiotherapy clinic’s website

What to do on Monday

1. Put your authorisation decision side by side with your website menu. Remove anything not covered by it, and change “pain unit” or “rehabilitation centre” if you do not have those units.
2. Look yourself up in the ICOFCV search tool, and every physiotherapist on the team. Copy the exact number onto the team page.
3. Search your website for “specialist”, “osteopath”, “guaranteed”, “goodbye to pain” and “free”. Rewrite every sentence that makes a promise or that you cannot back up. You can paste the texts into the advertising claims checker.
4. Open the page for your main problem on your phone. If it does not exist, it is the first one to write, using the template.
5. Check your profile’s name and category. If the name includes the town or techniques, make it match your sign.
6. Cut the form down to 5 questions and remove any field for uploading reports.
7. If you sell session packs, write down today what happens to unused sessions.

If you would rather have help, at NOR studio we start from this map and this template. We draft the texts with the rules in front of us, and your clinic approves them before they are published. We explain how in websites and search visibility for clinics.