The single biggest leak: the homepage doesn't answer the four questions every hormone patient is asking before they pick up the phone. 1. Will this practice take my specific situation seriously? (Perimenopause, low-T, postpartum, hashimoto's, etc.) 2. Are the providers actually trained in bioidentical / pellet / injectable / topical? 3. Is this covered by insurance, or what's the cash price? 4. How long until I feel different? Most hormone clinic websites surface zero of these above the fold. They lead with the practice name, a hero image of a smiling woman in a robe, and a generic 'Schedule Now' button. The motivated patient bounces to the clinic three results down that answers question #2 in their hero subhead.

Three patterns Surge has identified across 50+ hormone clinic audits: **Symptom-led landing pages.** Instead of one page about 'BHRT,' top performers have separate pages for 'perimenopause symptoms,' 'low testosterone in men over 40,' 'postpartum hormone imbalance,' 'thyroid + adrenal,' each with the language patients actually type into Google. **Provider credentials in the first scroll.** Years in practice, fellowship training, BHRT-specific certifications. Visible without scrolling. **Cash-pay transparency.** Hormone is mostly cash. The clinics that hide the price lose the appointment. The ones that say '$249/month including labs' get the call.

**Days 1–14:** Rewrite the homepage around symptom-first language. Bring provider credentials above the fold. Surface pricing or a clear range. **Days 15–60:** Generate 12–20 symptom-specific pages targeting the high-intent queries (e.g. 'BHRT pellet therapy near me,' 'low testosterone treatment Denver,' 'perimenopause specialist [city]'). Each page is its own funnel. **Days 61–90:** Add condition-by-protocol content — 'what to expect on your first month of pellets,' 'pellet vs. injection vs. cream,' 'lab work explained.' These are the pages that convert people who've already decided they want hormones but haven't decided which provider.

Drop your URL and Surge will surface — specifically for your hormone clinic — the symptom queries you should be ranking for and aren't, the conversion friction on your current booking flow, the dollar amount of missed monthly revenue calibrated to hormone case values, and the top three plays to recover it. Free. 60 seconds. No sales call required.