Clinic websites are chosen on layout and lost on content. The layout has to hold three things a generic business template has no slot for.
Treatments as their own pages
Each treatment is a separate search intent. One combined services page will not rank for any of them.
Fees, in public
Private practices that publish a fee range get better-qualified enquiries. The ones that do not spend their front desk time on price questions.
First-visit nerves
A short, plain explanation of what happens at the first appointment converts better than any amount of clinic photography.