What to put on a direct primary care practice website

Explain direct primary care in one sentence

The American Academy of Family Physicians describes DPC as a model where patients pay their practice directly, usually a monthly fee, for a defined set of primary care services, instead of the practice billing insurance visit by visit. Your homepage should say the same thing in your own words, above the fold.

Most visitors are comparing you with the system they know: copays, waiting rooms and rushed visits. Tell them what changes for them, not how the business model works.

• One sentence: what membership gets them, for example longer visits and direct access to their doctor.
• Three concrete benefits a patient would notice in their first month.
• A link to a short “How DPC works” page for people who want the details.

Show your prices, and what they include

Transparent pricing is one of the main reasons people choose DPC, so hiding it works against you. The AAFP reports that monthly memberships for individual adults generally range from about $50 to $100, about $20 to $49 for children and $100 or more for families. Whatever your prices are, put them on a page people can find in one click.

List what membership covers and what it doesn’t. Patients worry most about surprise costs, so be specific about labs, medications, procedures and anything charged separately.

• Monthly price by age group or family, and any enrollment fee.
• What’s included: visits, messaging or phone access, same-day or next-day appointments if you offer them.
• What costs extra, and roughly how much.
• Employer plans, if you offer them, on their own short page.

Answer the insurance and HSA questions directly

“Do I still need insurance?” is the question most DPC practices hear. Answer it on the pricing page and in your FAQ. Membership covers primary care; many DPC practices suggest patients keep a high-deductible or similar plan for emergencies, hospital care and specialists. Explain this in plain words.

Patients now also ask about health savings accounts. According to the AAFP, since January 1, 2026, patients in high-deductible plans can use HSA funds to pay up to $150 a month in DPC fees for an individual and $300 for a family. The IRS guidance on which arrangements qualify is narrow, so confirm your membership qualifies with your accountant before you mention it on your site.

• A short “Do I still need insurance?” answer on the pricing page.
• An HSA answer only after checking that your arrangement qualifies.
• A note on what happens with prescriptions, labs and referrals to specialists.

Introduce yourself like a person

DPC is a relationship. People are choosing a doctor, not a clinic brand, so the About page matters more than on most practice websites. Use a real photo, write in the first person and say why you chose DPC.

If you offer a free meet-and-greet, say so near the top. It lowers the risk of joining for someone who has never tried this model.

• A real photo of you, and of your team if you have one.
• Your story in a few short paragraphs: training, why DPC, who you love caring for.
• How to book a meet-and-greet, if you offer one.

Make joining one clear step

Every page should have the same button, such as “Join the practice” or “Book a meet-and-greet”. If you use an online membership platform, link the button straight to its sign-up page. Tell people what happens after they join: a welcome call, transferring records, the first visit.

Keep your contact form simple: name, email, phone and a short message. Ask people not to include health details. If you need to collect health information online, use a form provider that will sign a business associate agreement with your practice. This is general information, not legal advice.

• One join or booking button on every page, worded the same way.
• A short “What happens after you join” section.
• A contact form that asks for no health details.

Help people find you

Most patients will find you through Google, so set up your Google Business Profile with your real location and describe your services in plain words. Many people looking for DPC also use the DPC Frontier Mapper, a free directory of practices; practices can add a listing by creating an account and submitting it for verification.

• Google Business Profile complete, with your membership described in the services.
• A listing on the DPC Frontier Mapper.
• A page for each town or neighborhood you serve, only if you really serve it.

An example homepage opening

Here is how the first screen of a DPC homepage can explain the model, the price and the next step at once.