Use this section to verify the technical controls that support reliable access, secure handling of inquiry data, accurate entity representation, and usable mobile pages. A pass means the required evidence is current and the validation step succeeds; it does not mean the clinic has received legal or regulatory approval.
Secure lead capture and privacy-sensitive data handling
Evidence required: inventory of every inquiry form, chat tool, call-tracking workflow, analytics tag, booking widget, destination system, vendor agreement, and data field that can receive or transmit patient or prospective-patient information.
Pass/fail condition: pass only when the clinic's responsible privacy, legal, security, or compliance owner has documented the applicable requirements, data flows match that approved design, required safeguards and agreements are in place, and the live implementation matches the documented configuration.
Fail when ownership is unclear, data destinations are unknown, sensitive fields flow to unreviewed systems, or the live form differs from the approved setup. Severity: critical. Owner: privacy or compliance lead with the web owner and the team responsible for intake systems.
Corrective action: remove unnecessary data collection, route information only through approved systems, correct vendor and tag configuration, update notices where required, and document the approved workflow before relaunch.
Validation step: submit controlled test inquiries using non-sensitive test data, inspect network and destination behavior, verify access controls and retention settings with the responsible owner, and retain an implementation record. Tools: JotForm HIPAA, Formstack, WPForms
Accurate Physician and MedicalBusiness structured data
Evidence required: rendered JSON-LD, visible practitioner and clinic details, current provider records, location records, and the page content the markup describes.
Pass/fail condition: pass when Physician and MedicalBusiness markup is syntactically valid, uses properties that accurately describe visible content and real entities, and does not add unsupported credentials, specialties, locations, or treatment claims.
Fail when markup conflicts with the page, references stale identities, or is used as a substitute for visible information. Severity: high. Owner: technical SEO or developer with practice operations and the responsible clinical reviewer for medical facts.
Corrective action: remove unsupported properties, align names and identifiers with the clinic's source of truth, and keep markup scoped to the entity actually represented on the page. Validation step: inspect the rendered source, test syntax with Schema.org and Google Rich Results Test where applicable, and compare material fields against current visible content.
Structured data can help machines interpret entities but does not create an E-E-A-T score or guarantee a search feature. Tools: Schema.org, Google Rich Results Test
Mobile Core Web Vitals and functional page experience
Evidence required: Search Console reports, field or lab performance data, real-device checks on major treatment, location, gallery, and contact templates, plus a record of reproducible defects.
Pass/fail condition: pass when priority mobile templates are usable, important content and controls remain stable, performance problems are not blocking normal interaction, and known Core Web Vitals issues have an assigned disposition.
Fail when key pages repeatedly shift, stall, break, or prevent a patient from reading or contacting the clinic. Severity: high. Owner: web developer or platform owner with UX and analytics support. Corrective action: optimize image delivery, reduce unnecessary scripts, stabilize layout dimensions, address server or rendering bottlenecks, and retest the affected templates rather than optimizing isolated test pages.
Validation step: rerun PageSpeed Insights, review Search Console after sufficient field data becomes available, and complete manual checks on representative mobile devices. Performance improvement can support usability but does not guarantee ranking movement. Tools: PageSpeed Insights, Search Console
Third-party booking integration security and data governance
Evidence required: a current list of embedded or linked booking services, configured fields, data recipients, access roles, vendor documentation, and the clinic's approved intake workflow.
Pass/fail condition: pass when the booking experience sends only approved data to approved destinations, the responsible team knows who can access it, and security or privacy controls match the clinic's documented requirements.
Fail when a widget silently adds trackers, sends unexpected data, exposes records broadly, or bypasses the clinic's approved process. Severity: critical. Owner: operations or intake-system owner with privacy, security, and web stakeholders.
Corrective action: reconfigure or replace unsupported integrations, minimize data collection, restrict access, and document the final state before returning the workflow to production. Validation step: perform a controlled end-to-end booking test, inspect the browser and destination systems, confirm permissions, and retain the approved vendor and configuration record. Tools: Nextech, Mindbody, Symplast
