The price list from two years ago

Nothing erodes trust faster than the site contradicting the front desk. Stale content is a small lie told publicly, around the clock.

Nothing erodes trust faster than the site contradicting the front desk. Stale content is a small lie told publicly, around the clock.

A patient reads $10/unit on your site, books, and hears $13 at checkout. The $3 isn't the problem — the contradiction is. She now re-audits everything else she read: is the doctor still there? Are those reviews recent? In a trust business, one stale fact converts every other fact into a question.

Content quality is freshness, completeness, and truth, maintained: prices that match the front desk, a team page without ghosts, treatments you actually still offer, policies a human can read. It's also completeness — the questions patients actually ask (cost, pain, downtime, “will I look weird at work Monday”) answered on the page instead of saved for the phone.

The system beats the intention: a quarterly content review with a named owner and a visible “reviewed” date. Sites don't stay true by accident.

What this lens checks: Accuracy · Freshness · Completeness · Readability · Duplication · Formatting