Health and Medical Website Copywriting
Copy that connects. Written by a specialist who understands both the science and the audience.
Health and medical website copy fails when it's too clinical, too generic or too obviously AI-generated. I write copy that speaks to your patients' needs and experience, with the scientific literacy to get the detail right and the communication expertise to make it land.
I am a Sydney-based health and medical website copywriter with 20 years' experience. I write AHPRA-compliant health and medical website copy for GPs, medical specialists, allied health practitioners and healthcare organisations across Australia – combining my scientific background with communication expertise to engage patients.
What I do
Health and medical website copy covers more than a home page. I provide end-to-end website copy design and development for:
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Practice and clinic websites: written for patients and referring doctors
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Condition and treatment pages: written in plain language with clinical accuracy
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Patient information pages: what to expect, how to prepare, aftercare
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Healthcare not-for-profits: mission-driven copy that builds credibility and trust.
AHPRA compliance for Australian health practitioners
If you’re a registered Australian health practitioner, your health or medical website needs to comply with AHPRA’s Advertising Guidelines. These guidelines restrict the use of testimonials, before-and-after images, claims about treatment outcomes and comparative advertising, with non-compliance carrying significant risk. I understand these guidelines and write copy that is credible, compliant and built to convert.
I write website copy for GPs and medical centres, medical specialists (oncologists, cardiologists, surgeons, dermatologists, gynaecologists, psychiatrists and more), allied health practitioners (physiotherapists, dentists, psychologists, dietitians, speech therapists), healthcare not-for-profits and healthcare companies.
Health and medical website copywriting packages
Creating engaging, accurate and AHPRA-compliant health or medical website copy requires a scientific background and a track record of successful website content delivery.
Every website package includes:
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A briefing questionnaire
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Project kick-off meeting of up to 60 minutes
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Research of two industry competitors (websites that you like or dislike)
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Site information architecture (how to structure your website) and website copy
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Tone and style guidelines for your website that apply to future projects
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Suggestions for images to include (or remove)
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Two rounds of revisions to make sure your copy is exactly what you’re after, even if you change your mind or think of something else you'd like included
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One round of proofreading.
Whether you're a clinician, psychiatrist, researcher or speech therapist, get in touch if you’d like high-quality, evidence-based, compliant health or medical website copy.
Need health and medical content beyond your website? I also provide broader health and medical writing for government, research and healthcare organisations, including patient and consumer resources and healthcare content strategy.
Ready to chat about your website?
IW, PR firm
I absolutely love working with Melissa. Her writing is always well crafted, thoughtful, and delivered on time. Melissa offers insightful suggestions and improvements on areas we hadn’t even considered. Her depth of knowledge and experience shines through on the projects we have worked on together, really adding genuine value at every stage. I highly recommend Melissa to anyone looking for a talented, proactive, and truly exceptional copywriter and comms specialist.
Client feedback
"This is Melissa's MAGIC."
"Melissa is our secret weapon."
"I had the pleasure of working with Melissa as the content writer for a complex health-related project and I am very pleased with the result. Melissa navigated the complexities of the project while remaining flexible to our evolving needs. Her attention to detail was evident in her work that she passed back to us ahead of schedule. I would be very happy to recommend her to anyone looking for a writer who is efficient, knowledgeable and easy to work with."
Frequently asked questions
Q: What happens if my health practice website is not AHPRA-compliant?
A: Non-compliant advertising can result in complaints to AHPRA, formal investigations and, in serious cases, a fine and conditions on your registration. AHPRA's Advertising Guidelines restrict the use of testimonials (with some exceptions), before-and-after comparisons and unsubstantiated claims about outcomes. A specialist health copywriter ensures your website communicates your healthcare services compliantly and persuasively — protecting your registration while building patient trust.
Q. What makes health and medical website copy different from general copywriting?
Health and medical website copy requires scientific literacy, familiarity with Australian regulatory frameworks including AHPRA and TGA guidelines, and the ability to write accurately for multiple audiences — from patients with low health literacy to clinicians and specialists.
A generalist copywriter may produce engaging content that inadvertently breaches advertising guidelines or misrepresents clinical information. A specialist brings both the technical knowledge and the communication expertise to avoid these risks.
Q. What are AHPRA’s advertising guidelines for health practitioners?
AHPRA’s Advertising Guidelines apply to all registered health practitioners in Australia and regulate how healthcare services can be promoted. The guidelines prohibit patient testimonials, before-and-after images, claims that cannot be substantiated, and advertising that creates unrealistic expectations of treatment outcomes. They apply to websites, social media, print materials and any other public-facing communication. Non-compliance can result in formal complaints, investigations and disciplinary action.
Q. Do I need a specialist to write my practice website?
You are not legally required to use a specialist copywriter, but the risks of not doing so are real. AHPRA-non-compliant content can be reported by competitors, patients or other practitioners. Beyond compliance, health and medical website copy written without scientific literacy often reads as generic or inaccurate — which erodes patient trust before a first appointment is booked. A specialist health and medical copywriter manages both risks.
Q. What about copy for a website that already exists?
Yes. I work with new and existing websites. For existing sites, I typically conduct a content audit to identify pages that need rewriting, gaps in patient information, and any content that may not meet AHPRA guidelines — then provide a scope and quote for the work required. I can also write individual pages as a one-off if you have a specific need.
Q: Why do clinicians and allied health practitioners need a specialist website copywriter?
A: Allied health and medical websites must comply with AHPRA's advertising guidelines, which prohibit certain types of testimonials, before-and-after comparisons and unsubstantiated claims. A specialist health copywriter ensures your website builds trust with potential patients while staying within regulatory boundaries — protecting your registration and reputation.
Q: What types of health practices do you write website copy for?
A: I write website copy for GPs and medical centres, specialists (oncologists, cardiologists, surgeons, dermatologists, etc), allied health practitioners (physiotherapists, dentists, psychologists, dietitians), healthcare organisations and medical device companies.
Q: Do you offer website content audits for existing healthcare websites?
A: Yes. I offer website content audits that assess your existing content for AHPRA compliance, clarity and alignment with your target audience's needs. I then provide actionable recommendations and, where needed, suggest changes (e.g. additional information/support services) and rewrite your website copy.
Recently published health and medical websites
Heart Foundation MyHeart MyLife
