Before a new patient ever calls your practice, they’ve already formed an impression. They’ve judged whether to trust you based on what they saw online — in about 90 seconds. Here’s the sequence of what they’re checking and what drives the decision to call or scroll past.
1. Google Maps Results
The journey almost always starts with a map search. Patients look at which businesses show up in the top 3, quickly comparing star ratings and review counts. If you’re not in the top 3, most patients won’t scroll to find you — they pick from what’s visible.
2. Star Rating and Review Count
The first filter is the star rating. Anything below 4.0 gets skipped by most patients. Then they look at review count — a business with 12 reviews feels less established than one with 120. Even if you provide better care, if this data doesn’t reflect it, you lose the comparison.
3. The Most Recent Reviews
Patients scroll to the newest reviews — not the best ones. They want to know what the experience is like right now, not two years ago. If your most recent review is from 14 months ago, it signals to patients that your business might have changed.
4. Photos of the Space and Team
Healthcare patients in particular want to feel comfortable before they arrive. Photos of the waiting room, the clinical space, and the team create familiarity and reduce anxiety. Practices with warm, current photos get chosen more often than those with no photos or stock imagery.
5. Website Speed and Clarity
If they click through to your website, they decide in seconds whether to stay. A slow page, a confusing layout, or a site that doesn’t list your services clearly will send them back to Google — right to your competitor. Mobile load speed is especially critical since most searches happen on a phone.
6. A Simple Way to Book or Contact You
After they’re convinced, patients want to act immediately. A visible phone number, a booking link, or a simple contact form means they convert. Missing or buried contact options cause drop-off at the last moment.
Every one of these touchpoints is something I help businesses optimize. Request a free audit and I’ll show you how your practice performs at each one — and where patients are dropping off.
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