1. One generic services page
A list of “flu jabs, travel clinic, ear wax and Pharmacy First” gives neither a patient nor a search engine enough detail. Each priority service needs a dedicated page with eligibility context, location, price where appropriate, preparation, availability and a clear next step.
Start with the services the pharmacy wants and is able to grow. Link them from the homepage and navigation, then keep the generic hub as a useful overview rather than the only source of information.
2. The booking button starts the journey again
A patient reads a specific branch and service page, clicks “book”, then lands on a calendar that asks them to choose both again—or defaults to another location. Every extra choice creates doubt. Pass the relevant branch and service into the booking flow where the system supports it.
Test on a phone using a real public route and test data. Confirm the patient message, pharmacy notification and calendar entry all agree.
3. Mobile contact details are difficult to use
Small text, sticky overlays and phone numbers that cannot be tapped make urgent local searches harder. Put the branch phone, directions and primary service action where a mobile visitor can reach them. Use labelled buttons and preserve enough spacing for touch.
4. The website promises more than the pharmacy can deliver
“Same-day treatment”, “guaranteed appointment” and an always-open calendar create poor expectations when stock, eligibility or pharmacist capacity varies. Match the wording to the workflow: request, provisional booking, confirmed appointment or walk-in. The distinction protects trust and reduces follow-up work.
5. Every branch inherits the same information
Groups often show one service list and one set of hours across all premises. Patients then travel to a branch that does not offer the service. Keep branch-level addresses, hours, contact details and availability as separate data, and show only what the location can fulfil.
6. Trust claims are not verifiable
Stock photos, invented counters and vague “award-winning” language do less than real evidence. Link to the GPhC premises record and NHS profile where appropriate, use current team or premises photography with permission, show transparent prices and let visitors inspect real reviews at their source.
7. Nobody measures the hand-off
Page views do not reveal whether the phone was answered, a form arrived or a booking was confirmed. Define each event and test it. Separate form starts from submissions, and submissions from eligible appointments. Assign an owner for notifications and failures.
Fixing these seven issues is less glamorous than a redesign reveal, but it usually improves the real patient journey. Review one priority service from Google result to completed pharmacy action and document every point where the patient or staff member has to guess.