A medical or dental practice’s website should inform, not promote: make clear what services the practice offers, who the professionals are, where it is and how to book, within the rules on health information. In Italy, since 2019 the budget law (Law 145/2018, paragraphs 525 and following) limits communications by healthcare facilities and professionals to functional, verifiable and non-misleading information. A brochure site for a practice usually costs €800 to €2,500.
I’m Toure Tia Kevin, a web developer in Bassano del Grappa, Italy. I built the website for a medical clinic, PrimaMedica, and I build sites designed to get the practice found and to let people book in a few steps.
This guide is practical guidance, not legal advice, and the rules mentioned are Italian: before publishing, check the content against your professional body’s guidelines or with an adviser.
Health information, not advertising
The rules in short, according to the professional bodies’ guidance:
- You can describe the services offered, the techniques and technology used, the professionals’ qualifications and skills, opening hours, contacts and how to book.
- You should avoid promotional and suggestive language, comparisons with other practices, messages that promise results and offers that push people to buy healthcare services.
- You state the details that identify the facility: name, address, medical director, authorisations, the professional’s details and register membership.
Limits on prices and discounts vary by profession and by each body’s guidance: that content needs checking before it’s published.
The essential pages
- Home: what the practice does, where it is, how to book.
- Services: one page per treatment or consultation, written clearly, with what to expect and when to contact the practice.
- Professionals: photo, qualifications, areas of expertise, register membership.
- The practice: real photos of the premises, accessibility, parking.
- Appointments and contacts: phone, form, WhatsApp or online booking, opening hours.
- Notices: privacy, cookies, the facility’s details.
Health data and privacy
If the site collects appointment requests with health information, the data needs particular care: a form that asks only for what’s needed, a clear notice, no clinical data by unprotected email. Consent and the notice must comply with the GDPR.
Getting found
For a practice, most patients come from local searches: “dentist Vicenza”, “physiotherapist near me”. What counts is the Google Business listing with the right categories, hours and photos, reviews from real patients with well-kept replies, and service pages written in patients’ own words. If you want to work on this continuously, there’s the SEO and GEO service.
What it costs
A website for a medical or dental practice usually costs €800 to €2,500, depending on pages and features. Online booking is added as a separate item. The details are in how much a website costs.
Frequently asked questions
Can I publish before-and-after photos?
It depends on the profession and your professional body’s guidance, plus the patient’s consent. It’s sensitive content: check it before publishing.
Do I need a particular domain name?
The professional bodies’ guidance asks that the site be identifiable and traceable to the professional or facility. A domain with the practice’s name, Italian or from the European Union, is the simplest choice.
If you have a practice and want a website, get in touch.
