Website for an HOF Clinic: Pages That Help the Patient
Before booking an assessment, the orofacial harmonization (HOF) patient does research. They look up the clinic's name, the professional's name, the procedure they are interested in, the location, the reviews. A well-made website is the place where that search finds your answers, written the way you practice, without depending on a social network's algorithm. It is also the foundation for everything else: the Google profile, social media links, the WhatsApp conversation and ads all point to the website.
This guide covers which pages to create, what to write (and what to avoid) about procedures, what information must appear, how to handle privacy and how the website helps you get found. It complements content marketing for HOF and Google Business Profile. Advertising rules vary by professional council and change over time: check the current rule and read what you may advertise.
Does the website need to be big?
No. A small, clear, up-to-date website beats a big outdated one. Start with the essentials and grow as your routine allows.
| Stage | What to have |
|---|---|
| Minimum | Home, about, procedures, contact, privacy policy |
| Intermediate | Plus: assessment, frequently asked questions, team, a page per procedure |
| Advanced | Plus: blog or guides, pages by city area, integrated booking |
Which pages should you create?
| Page | What it is for | What to include |
|---|---|---|
| Home | First impression | Who you are, what the clinic does, how to book, address |
| About the clinic | Trust | Working philosophy, facilities, atmosphere |
| Professionals | Transparency | Name, training, professional council registration number, areas of practice |
| Procedures | Information and Google search | One page per procedure, in plain language |
| What the assessment is like | Easing fear of the first visit | Duration, what happens, what to bring, fee if any |
| Frequently asked questions | Reducing doubts and repeated messages | Prudent, short answers |
| Contact and location | Making booking easy | Address, map, phone, WhatsApp, hours, parking |
| Privacy policy | LGPD requirement | Data collected, purpose, rights, contact of the person responsible |
| Blog or guides | Being found | Answers to real questions |
How do you write the page for each procedure?
This is where the website helps most and where most mistakes happen. The page should inform, not sell. A safe structure:
- What it is, in one simple sentence.
- Who it is usually suited for and when it is not.
- What the assessment is like and the planning.
- What to expect during and afterward (sensations, care, follow-up), noting that it varies.
- Usual duration as a range, with "varies with the product, the area and the person."
- Risks and possible complications, honestly.
- Frequently asked questions.
| Instead of | Write |
|---|---|
| "Guaranteed result" | "Results vary from person to person and are discussed at the assessment" |
| "No pain, no swelling" | "There may be discomfort and swelling, which usually subside within days; we advise on how to manage it" |
| "The best product on the market" | "We use products registered with ANVISA (Brazil's health regulator); the choice is made case by case" |
| "Look 10 years younger" | "Procedures can soften signs of aging, at the professional's discretion" |
| "Promotion this week only" | Avoid it; check the rules before any promotion |
| "Patient before and afters" | Only if your council's rules allow it and with specific consent |
See examples of prudent language on the procedures and questions pages of harmy.com.br itself.
What clinic and professional details must be included?
Health advertising rules usually ask for clear identification of who provides the service. In broad strokes:
| Item | Note |
|---|---|
| Professional's name | As registered with the council |
| Council registration number | Format and position vary by rule |
| Specialty or area of practice | Only what the person actually holds and may advertise, per the council |
| Establishment's technical lead | Generally with a registration number (see technical lead) |
| Legal name and CNPJ | Establishment details |
| Address and phone | True and up to date |
| Health license | Not always required on the website, but relevant for trust (see health license) |
Check your council's current resolution to know exactly what, how and where to display. Specialty, in particular, is a sensitive subject: advertise only what you can prove and what your council recognizes. See HOF as a dental specialty and HOF specialization: how to choose.
And privacy? The website collects data too
A contact form, a booking, a chat, an ad pixel, an analytics cookie: all of these collect personal data. Under the LGPD, you need:
- a clear privacy policy, in plain language, stating which data is collected, why, for how long and how the data subject can exercise their rights;
- a cookie notice with a real option to refuse what is not essential;
- to collect the minimum on the form: name, contact and the reason are enough; do not ask for health history, photos or sensitive data through an open form;
- a secure channel for any later sending of photos or clinical information, during care (never through a public form);
- to define who is responsible for handling data subject requests (access, correction, deletion);
- to store the data with restricted access and a defined retention period;
- care with third-party tools (schedulers, chats, analytics), which start processing data on the clinic's behalf.
More at LGPD in clinic marketing and consent and LGPD for photos.
How do you get found on Google?
SEO is not a trick, it is clarity. What counts most in the basics:
| Practice | Why it matters |
|---|---|
| One page per procedure, with a clear title | Answers specific searches |
| Original, useful, up-to-date text | Avoids copied, generic content |
| Same address and phone on the website, Google and social media | Helps local search |
| Headings (h1, h2) that describe the content | Makes reading and indexing easier |
| A fast website that works well on mobile | Most visits come from phones |
| Frequently asked questions that answer real doubts | May show up in search results |
| Google Business Profile connected to the website | Strengthens local presence |
| Images with descriptions (alt text) | Accessibility and search |
| Security certificate (https) | Trust and data protection |
Do not copy text from other websites, nor from artificial intelligence without reviewing it: wrong clinical information is a risk to the patient and to the professional. Prefer short, well-reviewed texts over many generic ones.
And images?
Photos of the space, the team and objects work well and do not expose anyone. For patient photos:
- you need specific consent to use the image, in writing, with purpose and term (see the image-use consent template and the glossary entry image-use consent form);
- check whether the council's rules allow that type of publication;
- avoid recognizable faces when possible;
- never publish a simulation as a result;
- if you use illustrations or generated images, label them as such.
How does the website connect with patient care?
The website exists to bring the patient into a good conversation. Think about their path:
- They search and find one of your pages.
- They read about the assessment and the frequently asked questions.
- They message through the WhatsApp button or fill in the form.
- A prepared front desk responds.
- They book the assessment.
Test this path as if you were a patient, on a phone: does the contact button show up without scrolling? Does the reply arrive on time? Is the first message welcoming? See WhatsApp Business for an HOF clinic. If you run ads, see paid ads for HOF within the rules.
How much upkeep, and how do you measure?
- Update team, address, hours and texts as soon as they change.
- Review clinical texts at least twice a year.
- Watch where messages come from (Google, social media, referrals) and ask at the first visit how the patient found you.
- Track which pages are read most and which questions arrive by message: they point to new pages.
- Look after the domain, the certificate and the backup.
Hypothetical example: a clinic notices that many messages ask "does it hurt?" before booking. On the website, it creates a frequently asked questions page about discomfort, with prudent wording and an explanation that comfort is agreed on at the assessment. For three months it records how many contacts mention the topic. If the repetition drops, the content is doing its job; if not, it is time to revise it.
Common mistakes
- A ready-made template site with generic text from other clinics.
- Promising results, promotional prices and before and afters without checking the rules.
- No council registration information at all.
- A form that asks for health data with no protection.
- A slow website that is unreadable on mobile.
- Outdated address and hours.
- Copied content.
- Publishing patient photos without a specific image-use consent.
Quick checklist
| Item | Ok? |
|---|---|
| Home, about, procedures, assessment, contact and privacy published | ☐ |
| Professional and establishment identification per the rules | ☐ |
| Texts with no promise of results and no product brand names | ☐ |
| Privacy policy and cookie notice | ☐ |
| Form collects the minimum and does not ask for health data | ☐ |
| Website works well on mobile and is fast | ☐ |
| Address and phone match Google | ☐ |
| Patient photos only with specific consent and with the rules allowing it | ☐ |
Summary
An HOF clinic's website works as an honest storefront and as the starting point of patient care: simple, current pages about the clinic, the professionals, each procedure and the assessment; identification per the council's rules; prudent language with no promises; privacy handled in line with the LGPD; and consistency with Google and WhatsApp. Start small, keep it updated and always check the current resolution before publishing.
Frequently asked questions
Does a facial harmonization clinic need a website?
It is not mandatory, but it usually helps: patients search Google before booking and look for the address, professionals, procedures and what the assessment is like. A simple, honest website complements the Google profile and social media.
Which pages should an HOF clinic website have?
Home, about the clinic and the professionals, pages for the procedures, what the assessment is like, frequently asked questions, contact with address and map, and privacy policy and terms pages. A blog or content section is optional and useful for being found.
What mandatory information should appear on a healthcare clinic website?
Health advertising rules usually require identifying the professional or the technical lead with their professional council registration number and, in some cases, the registered specialty. What to show and how varies by council, so check your council's current resolution.
Can I put before and after photos on the clinic website?
It depends on your professional council's rules and on the patient's specific consent for that use. Many rules restrict or prohibit it. Check the current resolution and never publish a Harmy simulation as if it were a result.
Do I need a privacy policy on the website?
Yes, if the site collects any personal data, such as a contact form, analytics cookies or booking. The LGPD (Brazil's data protection law) requires you to state which data is collected, why, for how long and how the data subject can exercise their rights.