A Sector Where Patients Already Know To Be Sceptical.
Fertility patients read success rate claims carefully, and increasingly they check them against HFEA's own Choose a Fertility Clinic comparison site. A joint letter from the ASA, CMA and HFEA to clinics has previously flagged concerns about how success rates and add-ons get advertised, and a review of egg-freezing advertising specifically found a high proportion of clinics falling short of the guidelines.
Fertility websites are built to hold up next to that scrutiny: success rates presented the way HFEA presents them, add-ons shown with their actual evidence rating rather than just their benefit claim, and costs itemised rather than bundled. That's also simply what an anxious, well-informed patient is looking for.
Built For HFEA-Licensed Clinics.
HFEA Licence Displayed
The clinic's licence number and inspection rating shown clearly, linking to HFEA's own record rather than competing with it or leaving it to be searched for.
Honest Success Rate Presentation
Success rates broken down by age band and treatment type, matching HFEA's own methodology, rather than a single headline percentage that flatters the clinic.
Add-On Traffic-Light Ratings
Each optional add-on (such as time-lapse imaging or endometrial scratching) shown with its current HFEA evidence rating and a plain-language explanation of what that rating means.
Clear Treatment Pathway Pages
IVF, ICSI, egg freezing and donor treatment each explained with realistic timelines, what's involved and who tends to be suitable.
Counselling Clearly Signposted
Implications counselling explained and made easy to book, not buried below the treatment pages.
Itemised Cost Pages
Costs broken down by stage and by any add-on, so the number on the website matches the number on the final invoice.
A Calm, Reassuring Design
Tone and layout built for a patient who is anxious and comparing options carefully, not for a hard sell.
From Research To Treatment In Four Stages.
Understand the treatment
A clear pathway page for each treatment type, with realistic timelines and suitability information, not a sales page.
Compare success rates fairly
Rates shown by age and treatment type, in a form that can be checked against HFEA's own published data.
Understand cost and add-ons
A full itemised cost, with each optional add-on shown alongside its HFEA evidence rating rather than just its claimed benefit.
Consultation and counselling
An initial consultation booking with implications counselling clearly signposted as part of the pathway.
What The Site Avoids, And What It Says Instead.
Examples of the patterns I plan copy around, matched to HFEA's own guidance. Your clinical and compliance team has the final say on wording.
| What to avoid | What to say instead |
|---|---|
| A single headline success rate with no age or context | Success rates by age band and treatment type, presented as HFEA presents them |
| Add-ons implied to be proven or essential | Each add-on shown with its current HFEA traffic-light rating and what the evidence says |
| "Guaranteed" outcomes | A realistic likelihood, discussed individually in consultation |
| Bundled or unclear pricing | Itemised costs, including likely add-on costs, confirmed in writing |
The Rules The Website Is Built Around
- HFEA licensing. UK clinics providing licensed fertility treatment must hold an HFEA licence. The licence number and current inspection rating should be visible, and can link to HFEA's own Choose a Fertility Clinic site rather than trying to out-market it.
- Success rate advertising. A joint letter from the ASA, CMA and HFEA to fertility clinics has raised concerns about how success rates are advertised, and a specific review of egg-freezing marketing found a large proportion of clinics falling short of expected standards. Success rates on the website should follow HFEA's own presentation approach (by age band and treatment type) rather than a single best-case figure.
- Add-on transparency. HFEA rates additional treatments using a five-colour evidence system, from green (good evidence of benefit) through to red (safety concerns). Where a clinic offers an add-on, its current rating and what that rating actually means should be shown alongside the benefit claim, not instead of it.
- Consumer protection on pricing. The CMA has written jointly with the ASA and HFEA to clinics on pricing and advertising practice; costs shown online should be clear, itemised and consistent with the final bill.
- Counselling. Clinics are expected to offer, and should clearly signpost, implications counselling as part of licensed treatment.
These are short summaries I plan the site around, not the full rules, and this is not legal or regulatory advice. HFEA guidance and the add-on ratings are reviewed and updated periodically, so check the current HFEA, ASA and CMA guidance and have your clinical team approve all wording, success rate figures and add-on claims before they go live.
Pricing
A single clinic usually fits the Starter website. Multi-site fertility groups get a fixed written quote after a free discovery call.
Starter
From £1,999 No cap on pages; scope confirmed in your written quote.- Website design and development, fully delivered: custom design (not a template), built and launched, yours outright.
- Core user journeys mapped: booking, consultation or enquiry paths built around how your patients or clients actually decide, not a generic template flow.
- Sector-specific pages, on-page SEO, schema and AIO readiness, so the site is structured for traditional search and for AI answer engines such as ChatGPT, Perplexity and Google AI Overviews from day one.
- Analytics implementation: GA4 and Google Tag Manager configured and verified, tracking the enquiries that matter to this sector.
- 30 days of support after launch.
Groups & Multi-Site
- A page per location or practitioner
- Content migration
- Multi-site reporting
- 1Discovery callFree, 30 minutes
- 2Written scopeWhat's in and out
- 3Fixed priceAgreed before work starts
I haven't built a website for a fertility clinic before, and I won't claim otherwise. What I bring is adjacent and real: analytics and digital delivery experience in the health sector through GSK Consumer Healthcare, and direct experience building compliance-first content for a regulated sector through the London FS engagement, where every page had to hold up against FCA rules the same way a fertility clinic's has to hold up against HFEA's. The discipline transfers even where the sector doesn't.
Fertility & IVF SEO
Fertility patients research exhaustively, often comparing clinics across cities or even countries, and increasingly ask AI tools to summarise "best IVF clinic" style questions. HFEA's own comparison site is where a lot of that research starts, which makes it more important, not less, that a clinic's own site is clear and factual enough to be trusted alongside it.
Treatment pathway pages, honestly presented success rates and clearly rated add-ons are exactly the kind of specific, checkable content that both search engines and AI answers tend to reward, because it's the content a genuinely informed patient is looking for. This is built in from the start, rather than search optimisation being bolted on afterwards.
For clinics also seeing international patients, the same international SEO and hreflang approach used for Harley Street clinics applies here.
Fertility clinic website questions.
A Starter website for a single clinic costs from £1,999, fully delivered: custom design, treatment pathway pages, HFEA licence display, core patient journeys mapped, on-page SEO and AIO readiness, and GA4 analytics implementation, built, launched and verified. Multi-site fertility groups get a fixed written quote after a free discovery call.
Broken down by age band and treatment type, in a form consistent with how HFEA itself presents clinic success rates, rather than a single headline number.
An add-on is an optional extra treatment offered alongside standard IVF, such as time-lapse imaging. HFEA rates these on a five-colour scale from strong evidence of benefit to safety concerns, and that rating should be shown wherever the add-on is offered.
Your licence number and current inspection rating displayed clearly, linking through to your record on HFEA's own site.
Yes. Implications counselling is expected as part of licensed treatment and should be clearly signposted, not buried below the treatment information.
Yes, with a page per site or location, consistent licence and rating information, and reporting broken down by site, quoted after a discovery call.
