Website for solo practitioners: what it needs to fill your calendar

Nutritionists, psychologists, dentists and lawyers sell the same thing: hours of one person's attention. The calendar is the inventory. An empty hour never comes back. That's why a solo practitioner's website doesn't need to impress colleagues. It needs to take a stranger, in a few taps, to a booked appointment.

And there's a detail a store's website doesn't have: each of these professions has a board that says what you can and can't publish. A site that ignores those rules may bring in patients, but it can also bring an ethics complaint. Below is what I consider essential, with each board's rules linked and cited.

The path to a booked appointment must be short

People who land on your site want to know three things: whether you treat their problem, whether you work the way they need (online, in the office, in their neighborhood) and how to book. If the third answer means scrolling the whole page, you've lost them.

• A booking button that's always visible. On mobile, pinned to the bottom of the screen. One tap opens WhatsApp with a ready message (“Hi, I found you on your website and want to book an appointment”) or the online calendar.
• WhatsApp or online calendar. If you work alone and like to talk before booking, WhatsApp does the job. If you have many time slots or more than one professional, an online calendar lets patients book at 11 p.m. without waiting for a reply.
• One page per service. “Weight loss consultation,” “couples therapy,” “dental implants,” “family law.” Each one answers a different search and ends at the same button.
• How appointments work. Length, online or in person, what to bring, how follow-ups work. A question answered up front is one less message on your WhatsApp.

That was the design behind amandanutri.com.br, a site we built for a nutritionist who works 100% online: booking happens on WhatsApp, and the site exists to lead there.

Proof: who you are and who you've helped

Patients are choosing someone to look after their health, their mind or their legal case. Before booking, they want to know you exist and are qualified.

• Full name and license number on every page. For psychologists, this is a rule: the CFP Code of Ethics, in art. 20, requires your full name, the CRP and your registration number when promoting your services “by any means.” In dentistry, art. 43 of the Code of Ethics requires your name and registration number in all advertising. Put it in the footer and on the “About” page.
• The training and titles you hold. Only the ones you have and can prove. The OAB, for example, prohibits advertising a specialty without a certified title or recognized expertise.
• Real photos of you and your office. Stock images convince no one that you're real.
• Reviews. BrightLocal's survey published in February 2026, with 1,002 US consumers, shows that 74% look for reviews written in the last three months and 80% prefer businesses that respond to all of them. The best place for them is your Google Business Profile, where patients write under their own name. Before copying testimonials onto your site, check what your board allows.

What each board allows you to publish

This is where the risk lies. Here is a summary of the rules I read, with the official text linked. It is not legal advice: when in doubt, ask your regional board.

Nutritionists (CFN). The current code, from 2018, prohibits in art. 58 posting body images of yourself or patients that credit the result to your work: the famous before and after, according to the CFN itself. A new code was approved in 2026, but the CFN postponed its effective date to January 23, 2027. Until then, the 2018 code applies. Before posting patient photos or advertising online appointments, check the final version on the CFN website.

Psychologists (CFP). Besides your name and CRP, art. 20 bans using price as advertising, making “definitive predictions of results” and sensationalist promotion. For online care, CFP Resolution No. 9/2024 ended mandatory registration on e-Psi: an active CRP registration is enough. In other words, the site can say you work online, without promising a cure in X sessions.

Dentists (CFO). The 2012 Code of Ethics prohibits advertising with prices, free services and payment options. CFO Resolution 196/2019 started allowing images of the diagnosis and the finished treatment, taken by the dentist who performed the procedure and with the patient's Free and Informed Consent Form. Videos and images of the procedure in progress are still prohibited, and every image must show your name and registration number.

Lawyers (OAB). Provision 205/2021 allows legal marketing, but it must be informative, discreet and sober. It prohibits mentioning fees, payment methods or discounts to attract clients, using persuasive or self-promoting language, promising results and using real cases to offer services. The same provision allows a chatbot on the site to answer initial questions, as long as it doesn't replace the lawyer, and keyword ads when they respond to a client's search.

In practice, the site copy changes from “lose 10 kg in 2 months” to “how the program works.” Educational content is allowed in all four professions, and it's exactly what Google and AI tools like to read.

Showing up on local Google and on ChatGPT

Patients search “online psychologist,” “dentist near me” or ask ChatGPT “which nutritionist sees pregnant women online.” In the same BrightLocal survey, 45% of consumers said they use ChatGPT or another AI to ask for local business recommendations, up from 6% the year before.

What helps on both fronts:

• A complete Google Business Profile that matches your site. Google says local ranking considers relevance, distance and prominence, and that more positive reviews improve your position.
• Specialty and city written in the copy. “Psychologist in Fortaleza, in-person sessions in Aldeota and online across Brazil.” It sounds obvious, but many practitioner sites only say “taking care of you.”
• Structured data, a sitemap and llms.txt. This is what lets search crawlers and AI understand who you are, what you do and where you work. I explain the rest in how to get your business on ChatGPT and Google.
• Real FAQs. “Do you take insurance?”, “does the online session work the same way?”. AI cites direct answers.

Amanda's site launched this way: custom code, live on our server, with structured data, a sitemap, llms.txt and robots rules that let AI crawlers in from day one.

LGPD-compliant forms: ask only what you need

Healthcare professionals handle the most protected type of data under the law. The LGPD treats health data as sensitive personal data, which gets “even greater protection,” in the words of the ANPD, and can only be processed in the cases listed in art. 11 of the law.

For your site, that becomes four simple rules:

• The contact form asks for name, phone and best time to call. Don't ask about weight, diagnosis, medication or case details. Save that for the appointment.
• Say what each piece of data is for and how long you keep it, in a short privacy policy written by you.
• Separate consent for receiving content or news by email or WhatsApp, never checked by default.
• Careful with tracking tools. An ad pixel on an “anxiety treatment” page says a lot about who visited. Think it through before installing.

What this means for you

Before hiring, use this checklist to assess your current site or the proposal you received:

1. Can visitors book in one tap, on mobile, from any page?
2. Do your name and license number appear on every page?
3. Does each service have its own page, with specialty and city in the copy?
4. No promises of results, no price as bait and no images your board prohibits?
5. Does the form ask only for what's needed, and is there a privacy policy?
6. Does the site have structured data, a sitemap and access for AI crawlers?

If the answer is “no” to two or more, the site is costing you empty time slots. How much to invest depends on the size of the project; market numbers are in how much a professional business website costs.

At the Studio, the price is fixed after discovery, the deadline is written into the contract, and code, files and logins are in your name. If you want a site that brings in patients or clients without breaking your board's rules, see how we work on websites for companies and professionals.