Clinic website design in Singapore works within a constraint most businesses don't have. MOH regulates what licensed clinics can say in advertising, and your website counts as advertising. Superlatives and before-and-after galleries are off the table, so the site has to win patients with clear, factual information and a booking path that's easy to follow. That applies to GP, specialist, dental and aesthetic practices, and with some differences to physiotherapy and TCM.
MOH rules for clinic website design in Singapore
Advertising of licensable healthcare services, which includes licensed medical, dental and aesthetic clinics, is governed by the Healthcare Services (Advertisement) Regulations 2021. MOH's FAQs on the regulations list the internet, including websites and social media, among the permitted advertising media, and the content rules apply there in full. MOH also says it does not vet individual advertisements, so the responsibility sits with the clinic.
What those FAQs mean in practice for a licensed clinic's website:
- No laudatory statements, even true ones. MOH's list of likely examples includes "best", "leading", "state-of-the-art", "highly experienced" and "wealth of experience".
- No before-and-after or after-only treatment photos, even with a disclaimer. They can be shown to patients during a consultation instead.
- No reproduced testimonials, endorsements or patient photos on your website or social accounts, including reposting a patient's own post. Paid reviews aren't allowed, and patients must not be induced to give testimonials.
- No comparisons with other clinics, even when the other clinic isn't named.
- Prices as exact figures only. No "as low as", no struck-through usual prices, and no discount language such as "promotion", "free" or package deals.
- No promised results within a time, such as "straight teeth in 2 weeks".
- Awards and accreditations within limits: shown only on your premises, website and social accounts, and only those conferred for meeting technical standards.
Physiotherapy, chiropractic and TCM practices are a different case. The same FAQs say those services fall outside these regulations and point instead to other laws, such as the Medicines (Advertisement and Sale) Act, which has its own limits on advertising the treatment of ailments and conditions. Check how it applies before writing condition pages.
This is general information, not legal advice. Read the FAQs in full and take your own advice for your clinic.
Doctor profiles
Patients often choose a doctor before they choose a clinic. A profile should answer their questions in plain facts:
- name, photograph and role at the clinic
- qualifications and where they were obtained
- the conditions and treatments they focus on, in words a patient would use
- languages spoken
- which days or sessions they consult, and at which branch
Write in the third person and leave the adjectives out. A line such as "Sees patients with diabetes and thyroid conditions, and consults in English, Mandarin and Hokkien" tells a patient what they came to find out, and it stays inside the rules. "Highly experienced" and "wealth of experience" are both on MOH's list of likely laudatory terms.
Service pages and booking paths
Give each service its own page. A dental practice might separate check-ups and scaling, fillings, root canal treatment, braces and wisdom tooth removal; a GP clinic might cover chronic disease care, health screening, vaccinations and travel health. Each page should explain what the service is, who it's for, what happens at the appointment, how to prepare and, if you publish fees, the exact price.
Separate pages also help patients who search by the name of a treatment. Writing them is mostly a matter of answering real questions plainly, which our guide to website copywriting for service businesses covers.
Then make booking obvious. Decide on the main path (online booking, a phone call or walk-in) and put it in the same place on every page, sized for a thumb. Next to it, show:
- opening hours, public holiday hours and the last registration time
- the address with unit number, nearest MRT exit, parking, and lift or wheelchair access
- what to bring, such as identification, referral letters or previous reports
These details should match your Google Business Profile exactly; our local SEO guide explains why that consistency matters.
Building trust without testimonials
Without reviews and before-and-after photos, trust has to come from the site itself:
- real photographs of the clinic, reception and team
- plain explanations of procedures, including what recovery involves
- fees stated clearly wherever you publish them
- pages that load quickly on a phone and stay readable with larger text settings
- information that is current, because a departed doctor or last year's holiday hours undermine everything else
Enquiry forms need care too. A form that asks about symptoms collects health information, so ask only for what you need to reply and say how it will be used. Our PDPA website checklist covers notices and consent for forms. Keeping doctors, hours and fees accurate is ongoing work, which is what website maintenance is for.
If you already have a clinic site, read it against MOH's FAQs page by page and list what would have to change. That list makes a useful starting brief for a web design project, and you can send it to us from the contact page.