Websites and marketing for private orthopaedic surgeons
Alchemy medical builds websites and runs SEO, content and video for private orthopaedic surgeons in the UK. We write a page for each condition and procedure you treat, so patients and AI assistants can find you when they search. Every page follows GMC and ASA rules, and you approve it before it goes live.
What patients type into Google
Monthly UK Google searches for three conditions orthopaedic surgeons treat. Not every one of these people is a private patient. The searches closer to booking are narrower, such as rotator cuff surgery recovery or private hip replacement cost, and each one needs its own page.
Monthly UK searches. Source: Google Ads and DataForSEO Labs, pulled 30 September 2026.
Why do orthopaedic surgeons struggle to get private enquiries online?
Patients often choose which sites to read from the search results alone. These are five reasons a surgeon’s own site doesn’t make that cut.
Patients search for conditions, not names
A patient types rotator cuff tear treatment or meniscus tear surgery. A site that lists your CV and the procedures you offer won’t show up for either.
Directories rank above your own site
Bupa Finder, Doctify, Top Doctors and hospital profiles can outrank a surgeon’s own website, sometimes even for the surgeon’s name. Their details can be out of date and don’t always match each other.
Hospital groups take the local results
Circle, Spire, Nuffield Health and HCA publish a procedure page for each of their hospitals. An independent surgeon needs more specific pages to sit alongside them.
AI assistants answer first
ChatGPT, Perplexity and Google’s AI Overviews write the answer themselves and name a few sources. A thin practice site gives them very little to quote.
Compliant copy takes time
Writing takes hours a week that a working surgeon rarely has. Copy that promises outcomes or calls surgery routine breaks GMC and ASA rules, and the surgeon is the one held responsible.
The numbers behind the approach
76% of Google AI Overview citations come from pages already in Google’s top 10. Source: Ahrefs.
What does Alchemy medical do for orthopaedic surgeons?
We run the online side of a private orthopaedic practice. You review and sign off everything we write.
Website design and build
A WordPress site with a page for each condition and procedure you treat, written around what patients search for. You own the site and everything on it.
SEO and content
Blog posts every month, each built on keyword research. We draft them, our clinical lead Elliot Booley checks the medical detail, and you approve them.
Video and photography
A film introducing you, plus short explainers on the procedures you do. Each explainer can also go on YouTube, which Ahrefs found is the most-cited domain in Google AI Overviews.
Directory and AI visibility
Your details kept the same across Google Business Profile, Bupa Finder, Doctify, Top Doctors and insurer directories, plus structured data that tells AI assistants who you are and what you treat.
Monthly reporting
Visitors, enquiries and the searches that brought them, in plain English.
Which orthopaedic subspecialties do you work with?
Our current clients are shoulder and elbow surgeons. We build the same way for every orthopaedic subspecialty, because patients in each one search by condition. Foot and ankle has its own page now, and the others will follow.
Hip and knee
Hip and knee replacement, arthroscopy, ACL and meniscus injuries.
Shoulder and elbow
Rotator cuff, instability, frozen shoulder, tennis elbow.
Spine
Disc problems, sciatica, spinal stenosis.
Hand and wrist
Carpal tunnel, trigger finger, Dupuytren’s, wrist injuries.
Foot and ankle
Bunions, ankle arthroscopy, Achilles problems, ankle replacement.
How do you keep orthopaedic marketing GMC and ASA compliant?
Every page follows GMC Good Medical Practice and the ASA’s CAP Code. We don’t promise outcomes, we don’t call you the best or leading without independent evidence, and we never describe surgery as simple or risk-free. Benefits sit next to risks and realistic recovery times, and every statistic names its source. Nothing goes live until you’ve approved it, because the GMC holds you responsible for what’s published in your name.
What this looks like when it works
Bars show the two measured points, drawn to scale. Figures from Toby Baring’s website analytics.
Mr Toby Baring, Consultant Orthopaedic Surgeon, shoulder and elbow, London. New website, video and SEO.
Mr Andrew Chambler, Consultant Shoulder and Elbow Surgeon. New brand, website, SEO and video.
Frequently asked questions
How much does a website for an orthopaedic surgeon cost?
An Alchemy medical website costs £4,200 to £6,500 plus VAT to build. The price depends mainly on the size of the site, and both builds include a photo shoot and a short surgeon introduction film. Ongoing SEO and content costs £795 to £1,295 a month plus VAT. You get a fixed quote before any work starts.
How long before a new website brings in private enquiries?
Search traffic builds over months. Three to six months of regular content is a fair starting expectation, and it varies with your location, your subspecialty and how established your current site is. No one can promise rankings, so we don’t. You get a report each month showing visitors and enquiries, so you can watch the trend yourself.
Do I have to write the content myself?
No. We draft every page and post from keyword research and published clinical sources. You read and approve each one before it goes live. The GMC holds you responsible for what appears in your name, so nothing is published without your sign-off.
Do I need my own website if I’m listed on Bupa Finder and Doctify?
In most cases, yes. Directory profiles are short and follow the same template for every surgeon. Your own site is where you can explain how you treat each condition in the depth patients want, and that depth is what AI assistants draw on when a patient asks them for advice. Keep both, with matching details.
Can you work with surgeons who operate at Circle, Spire or Nuffield Health hospitals?
Yes. The hospital profile confirms where you operate. Your website shows patients how you treat their condition. We link the two and keep your details the same on both.
How do patients find orthopaedic surgeons through AI assistants like ChatGPT?
Patients ask ChatGPT, Perplexity or Google things like who treats frozen shoulder near me. The assistant builds its answer from pages it trusts and names some of them. Ahrefs found that 76% of Google AI Overview citations come from pages already in Google’s top 10, so the way in is solid conventional SEO plus clear pages that cite their sources.
See what your site is missing
Book a free strategy call, or ask us to audit your current website.
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