Websites & patient experience · Website help · Referral and representative routes

Explain self-referral without implying immediate acceptance

A practice says no referral needed, which visitors interpret as guaranteed access to any advertised appointment. The team still needs to check which booking route applies.

What to change

Explain self-referral as a way to start contact. Be precise about any administrative review before an appointment is agreed, and have the responsible service owner approve the wording.

A worked example

Illustrative example

An independent therapy service lets people enquire without a letter from another professional. The page says the team will explain available appointment options after reviewing the enquiry; it does not promise immediate treatment.

How to check the result

A reader understands that they can make contact themselves and can identify what happens after submission.

A mistake to avoid

Do not replace an accurate request an appointment label with book now when the process still requires a separate decision.

Your action checklist

Use these checks to prepare a discussion with your team or supplier. Tick a check when you have recorded the decision or evidence, rather than when a feature has simply been promised.

Decisions to record

Entries stay in this page and are not submitted to Kay & Co. Download your notes before leaving; the page does not save them.

Healthcare website design showing connected desktop and mobile service and enquiry layouts.
Make the service and next step clear on every screen.
Healthcare website accessibility illustrated by a focus outline, keyboard key, contrast samples and form.
Review keyboard access, contrast and understandable form fields.
Healthcare website testing with desktop and mobile forms, a checklist and success and error states.
Check complete journeys and explain failures clearly.

Further reading

These primary sources provide additional context for the project decisions above.

Related decisions

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