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, which draws about 60,500 brand searches a month in Canada. The software is only half the job. The other half is connecting it properly to your website and Google Business Profile, so every search can become a booked visit. This guide covers how.
Where patients should be able to book
| Touchpoint | What to set up |
|---|---|
| Google Business Profile | Add your booking link as the appointment link, so “Book” appears on your listing |
| Website header | A “Book now” button visible on every page, including on mobile |
| Service pages | Booking links that open the right service and, where possible, the right practitioner |
| Practitioner profiles | A direct link to each practitioner’s availability |
| Ads | Landing pages with booking above the fold |
| Emails and texts | Rebooking and recall links that skip the search step |
We design clinic websites with online booking, accessibility and privacy built in.
Link, embed or rebuild?
There are three common ways to connect a booking system to your website:
- Link out: buttons open your booking portal in a new tab. Simple and reliable, and the right choice for most clinics.
- Embed: the booking widget sits inside your page. It keeps patients on your site, but test it carefully on mobile and for accessibility.
- 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, make sure analytics can see when a booking starts and finishes, or you will not know which pages and ads bring patients.
Track bookings, not clicks
Booking portals usually sit on a different domain from your website, which can break tracking. To measure properly:
- Track clicks on every booking button as an event in Google Analytics 4.
- Use your booking system’s analytics or integrations, where available, to record completed bookings.
- Tag booking links in emails, Google Business Profile and ads with UTM parameters, so each source is clear.
- Import completed bookings into Google Ads as conversions, if your tools allow it.
Make direct billing part of booking
Many patients book because they can use their benefits. Ask for insurance details during booking, so direct billing works at the first 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 the secure forms in your practice software rather than generic website form plugins for health details.
- Do not put health details in marketing pixels or analytics events. Track the booking step, not the condition.
- Make booking accessible: keyboard navigation, readable contrast and clear labels. Ontario businesses also have obligations under the AODA.
Common mistakes we see
- The booking button is hidden in a menu on mobile.
- The Google Business Profile has no booking link, or an old one.
- Every button opens the general portal, so patients have to search again for the service.
- Tracking stops at the button click, so no one knows which marketing brings bookings.
- New patient booking is turned off online, and new patients must call during office hours.
A setup checklist
- Confirm online booking is open for new and returning patients.
- Add the booking link to your Google Business Profile.
- Add a header button and service level deep links on your website.
- Set up booking events in Google Analytics 4 and UTM tags on every external link.
- Collect insurance details at booking.
- Turn on reminders, waitlists and rebooking prompts.
- 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?
Yes. Add your booking link as the appointment link so patients can book from your listing.
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?
Track booking button clicks in Google Analytics 4, tag links with UTM parameters and use your booking system's analytics or integrations for completed bookings.
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?
Use the secure forms in your practice software. Generic website forms and analytics should not collect health details.
Should new patients be able to book online?
Yes. Many patients search at night, and requiring a call during office hours loses them.
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.
