Skill packs
Local medical skill pack
Dental, primary care, chiropractic, optometry, vet, dermatology, PT, urgent care. Medical pages convert when they reduce booking anxiety — explaining what to expect, who's providing care, and how insurance and payment work.
Page archetypes
| Archetype | What it's for |
|---|---|
| Homepage | Main landing page for the practice. Establishes credibility, lists core services, points to provider bios. |
| New-patient page | What to expect on the first visit, accepted insurance, intake forms, parking. The most common high-intent page after homepage. |
| Service / procedure page | One specific treatment (e.g. dental cleaning, LASIK, ACL rehab). Symptoms, procedure description, recovery, what to ask the provider. |
| Specialty page | Higher-margin or specialized service (e.g. cosmetic dentistry, sports medicine, dermatologic surgery). Tone shifts toward outcome and aesthetics. |
| Provider bio | One practitioner — credentials, training, philosophy, areas of focus. Important for trust and for schema (Physician, Dentist). |
| Location page | City or neighborhood. Multi-location practices usually need one per office. |
| Educational article | Top-of-funnel. "What causes lower back pain", "Is teeth whitening safe". Captures research-stage searches. |
| Emergency / urgent care page | Same-day appointments, walk-in availability, after-hours options. |
Service types
- Exam — annual, routine, intake
- Cleaning / hygiene — preventive (dental, vision, derm screening)
- Procedure / treatment — specific intervention
- Consultation / second opinion — diagnostic conversation, pre-treatment
- Screening — preventive (cancer screening, eye exam, routine bloodwork)
- Ongoing care — orthodontic course, PT program, therapy sequence
- Emergency / urgent — same-day or after-hours
- General visit — fallback
What the medical pack emphasizes
- Reducing booking anxiety — what happens at the visit, how long it takes, what to bring
- Insurance & payment — accepted plans, financing options, transparency about cash pay where applicable
- Provider credentials — training, board certifications, specialties, years in practice
- Patient reviews and outcomes — without making specific outcome claims
- Schema:
MedicalBusiness+ subtype (Dentist,Physician,Optometric),Physicianfor bios,MedicalProcedurefor service pages
What the medical pack avoids
- Specific outcome claims ("90% success rate", "guaranteed results") — flagged for replacement with general language
- Diagnosis-by-page — never tell readers what they have, point them to a consultation
- Cure language — "treats", "helps with", "supports" — not "cures" or "fixes"
- Comparing competitors — sticks to what the practice does, not what others don't
- Pricing in absolute terms on procedure pages — too variable across insurance and case complexity
FAQ patterns
- "What happens at my first visit?"
- "What insurance do you accept?"
- "Do you offer payment plans / financing?"
- "How long does the appointment take?"
- "What should I bring?"
- "Are you accepting new patients?"
- "Is the procedure painful?"
- "How long is recovery?"
Verify medical claims before publishing
Drafts flag passages that contain specific medical claims, dosages, or outcome statistics. Resolve every flag — a board or licensing review can complicate things if a generation slips through with a quantitative claim that isn't backed up.