The six blocks in order
One: the procedure, named the way patients say it, with the doctor's name and area immediately visible. Two: candidacy — who this suits and who it does not, which is the block that builds the most trust and the one almost everyone omits. Three: price — a band and what moves it.
Four: what happens — the appointment, step by step, including how long and how much it hurts. Five: proof — credentials in patient language, review links, case volume. Six: booking — WhatsApp first, phone second, form third, with the response time stated.
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One procedure per page
A page covering everything the clinic does converts worse than a page covering one thing, because the person arriving from an ad about implants has no interest in reading about whitening. Build the page for the ad, not for the clinic.
It also makes measurement possible: one page, one procedure, one number. When you know which page produces attended appointments, budget decisions become obvious instead of arguable.
What to leave out
The clinic's history. A mission statement. Stock photography of models in white coats. A carousel nobody scrolls. Eight navigation links that lead away from the booking. And any claim you cannot evidence, which is what turns a persuasive page into a regulatory problem.
Everything on the page should either answer a question a patient has before booking or make booking easier. If a block does neither, it is costing you conversions by pushing the booking further down.