Online booking for clinics: Jane App, your website and Google

Online booking is where clinic marketing turns into revenue. A patient finds you on Google, reads your service page, then either books in a few taps or leaves to find a clinic where they can. Many Canadian clinics run on practice management software such as Jane App. “Jane app” alone draws about 60,500 searches a month in Canada. This brand search can include navigation by existing users; it does not measure clinic adoption, prospective patients or bookings. The software is only half the job. The other half is connecting it properly to your website and Google Business Profile, so patients have a clear path from finding the clinic to booking a visit. This guide covers how.

Where patients should be able to book

Link, embed or rebuild?

There are three common ways to connect a booking system to your website:

1. Link out: buttons open your booking portal in a new tab. Simple and reliable, and the right choice for most clinics.
2. Embed: the booking widget sits inside your page. It keeps patients on your site, but test it carefully on mobile and for accessibility.
3. Deep links: buttons that open a specific service, location or practitioner. The best experience, and worth the extra setup on high traffic pages.

Whichever you choose, decide how to measure booking starts and completions without sending patient or health information to analytics providers. Use aggregate reports from your booking system when a suitable external tracking setup is not available. If you want booking built into the clinic website itself, our online booking system service builds or customizes it.

Track bookings, not clicks

Booking portals usually sit on a different domain from your website, which can break tracking. To measure properly:

• Track booking-button clicks in Google Analytics 4 only with an approved configuration that excludes patient identifiers, health details and sensitive URLs.
• Use your booking system’s analytics or integrations, where available, to record completed bookings.
• Use neutral campaign tags on suitable booking links to identify the source. Keep names, email addresses, conditions and treatment details out of URLs and UTM parameters.
• Use completed-booking reports to assess campaigns. Import conversions into Google Ads only where the data and implementation meet privacy requirements and Google policies; Google prohibits using conversions related to sensitive categories, including health or medical information, for enhanced conversions or store sales uploads.

Make direct billing part of booking

Many patients book because they can use their benefits. Collect the insurance details needed for direct billing through the secure booking or intake system before the visit. Jane App, for example, integrates with TELUS Health eClaims for insurance claims and eligibility checks (see Jane’s guide to setting up the TELUS eClaims integration). Explain the process on your direct billing page.

Reduce no shows and fill gaps

• Automated reminders by email and text, with appointment details and a simple way to reschedule.
• A cancellation policy shown clearly at booking.
• Waitlists that notify patients when a slot opens.
• Rebooking prompts after each visit, tied to the plan of care.

Privacy and accessibility

• Booking forms collect personal health information, so they must meet health privacy laws such as Ontario’s PHIPA. Use a secure intake system with suitable access, retention and privacy controls for health details; a general enquiry form should collect only what is needed to arrange the next step.
• Keep patient identifiers and health details out of marketing pixels, analytics events and page URLs sent to third parties. A neutral event name alone is not enough; test the data the integration actually transmits.
• Make booking accessible: keyboard navigation, readable contrast and clear labels. Ontario businesses also have obligations under the AODA.

Common mistakes we see

1. The booking button is hidden in a menu on mobile.
2. The Google Business Profile has no booking link, or an old one.
3. Every button opens the general portal, so patients have to search again for the service.
4. Tracking stops at the button click, so no one knows which marketing brings bookings.
5. New patients have no clear booking or consultation-request route outside office hours.

A setup checklist

1. Confirm new and returning patients have an appropriate booking or consultation-request route.
2. Add the booking link to your Google Business Profile.
3. Add a header button and service level deep links on your website.
4. Set up permitted booking measurements and neutral source tags, then check the transmitted events and URLs for sensitive data.
5. Collect necessary insurance details through secure booking or intake.
6. Turn on reminders, waitlists and rebooking prompts.
7. Test the full flow on a phone, as a new patient.

We design clinic websites with booking, tracking and privacy built in. See our medical website design and CRM for healthcare, or read what a medical practice website needs.

Frequently asked questions

How do I add online booking to my clinic website?

Add a booking button to your header and deep links on service and practitioner pages that open your booking system for the right service.

Can I add a booking button to Google Business Profile?

Where your category supports appointment links, add the clinic's booking URL. Eligible booking-provider integrations can also display a booking button. Check the live listing after setup.

Should I embed my booking widget or link to it?

Linking is simpler and reliable for most clinics. Embedding keeps patients on your site but needs careful mobile and accessibility testing.

How do I track online bookings?

Use the booking system's reports for completions and permitted analytics for booking-button clicks. Keep patient identifiers and health details out of events, URLs and campaign tags. Check platform rules before importing conversions.

Does Jane App support direct billing?

Jane integrates with TELUS Health eClaims for insurance claims and eligibility checks.

How can clinics reduce no shows?

Automated reminders, a clear cancellation policy, waitlists and rebooking prompts after each visit.

Is it safe to collect health details in website forms?

Collect clinical information only through a properly secured intake workflow, with appropriate access and privacy controls. Keep general enquiry forms minimal and health details out of marketing analytics.

Should new patients be able to book online?

Offer online booking where suitable. If new patients need clinical screening first, provide a clear enquiry or consultation-request route and explain what happens next.

What is the most common booking mistake?

A booking button that is hard to find on mobile, or a Business Profile with no booking link.

Do booking pages need to be accessible?

Yes. Make booking usable with a keyboard, with readable contrast and clear labels.