What to put on your DPC homepage

A visitor to your homepage wants three answers fast: what this is, what it costs and how to start. Put all three at the top, before any scrolling. Everything else on the page supports those three.

The top of the page

• A plain headline: "Your doctor, by text, for a flat monthly fee" says more than "Healthcare reimagined."
• Who it's for: families, self-employed people, small businesses, your town's name.
• The price: "From $X a month" with a link to the full pricing page. Why prices belong on your website.
• One main button: enroll, or book a meet-and-greet.

Further down

• A photo of the doctor, with a few sentences in their own words.
• What's included and what's not.
• Three or four short answers to common questions, including "Do I still need insurance?"
• Reviews, with permission where needed.
• Address, hours and a map.

What to cut

Long paragraphs on the history of health care, stock photos of smiling strangers and five different buttons. Each one makes the main step harder to find.

Test it on a phone

Hand your phone to someone who doesn't know DPC and ask them to find the price and enroll. Watch where they get stuck.

Measure it

Your website tool shows how many visitors click the main button. In a made-up example, 1,000 homepage visits a month and 20 button clicks is 2%. Change one thing at a time and watch that number.

What I'd do this week

• Rewrite your headline in plain words.
• Pick one main button and remove competing ones from the top.
• Run the phone test with one person.

Common questions

Do I need a professional designer?
Not to start. Clear words matter more than design.

Should I mention insurance on the homepage?
Yes, briefly. Answer it in a sentence or two.

How often should I change the homepage?
Change one thing at a time, then give it a month before judging it.