Broken Links, 404s & Orphan Pages: Patients Clicking Into Nowhere

Keeping patients on the right path through your GP practice website is just as important as answering the phones. When links are broken, pages vanish, or content is impossible to find, patients hit a dead end – and may give up on digital access altogether.

This article explains how GP practices and healthcare providers can quickly find and fix broken links, 404s and orphan pages, using free tools and simple processes that fit UK primary care, NHS and accessibility standards.

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Why Broken Links Matter in Healthcare

Broken links are more than an IT nuisance. On a GP or NHS service website, they directly affect access to care and patient safety.

Key risks

• Patients cannot complete essential tasks (eConsult, repeat prescriptions, fit notes, referrals, self-referrals, complaint forms)

• People with low digital confidence abandon online and go back to phones or walk-ins

• Accessibility and usability standards are breached (for example, under WCAG and the Public Sector Bodies Accessibility Regulations)

• Trust in your practice and in NHS digital services is undermined For most practices, a realistic pass/fail rule is:

• Pass: Zero 404s or broken links in live navigation and key patient journeys

• Fail: Any broken link from top menus or any link that blocks a core patient task

This standard is strict but achievable, and it aligns with good practice in NHS digital services where live navigation and key user journeys must be reliable and accessible.

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Understanding Broken Links, 404s and Orphan Pages

Before fixing, it helps to define the problem clearly.

Broken links

• A hyperlink that points to a page that no longer exists or has moved
• Typically returns a 404 Page not found error
• May also land on a third-party error page (for example, old CCG or hospital links)

404 pages

• The error page your site or platform shows when a URL cannot be found

• Often generic, but you can usually customise the message and add helpful onward links

• In healthcare, 404 pages should clearly explain what happened and signpost patients to core tasks (appointments, prescriptions, test results, urgent help) Orphan pages

• Pages that exist in your CMS but are not linked from menus or other pages

• Patients can only reach them if they know the exact URL or via search engines or old bookmarks

• Common examples:

  • Old news items about clinics that have moved or stopped
  • Historic COVID pages
  • Outdated service information (for example, “travel clinic” that no longer runs)

Orphan pages are risky because:

• Content may be out of date but still indexed by search engines
• Patients can land on them from Google and get incorrect information
• They are rarely reviewed because they are “invisible” in your normal navigation

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How to Run a Quick Crawl of Up to 500 URLs

You do not need enterprise software to find most of your broken links. A simple crawl of up to 500 URLs will cover the majority of GP practice websites and small provider sites.

Step 1: Choose a free crawler or online checker

Use a free desktop crawler or an online tool that supports small sites:

Screaming Frog SEO Spider (free version)

• Crawls up to 500 URLs
• Runs on Windows, Mac and Linux
• Ideal for most GP practices and PCN sites
• Online broken-link checkers
• Useful if you cannot install software on practice machines
• Many allow a single website scan with results by email or on screen

Ask your IT or digital lead to run the crawler if you do not have local admin rights.

Step 2: Prepare your website for crawling

Before you click “Start”:

• Make sure you use the correct starting URL
• For example: https://www.yourpractice.nhs.uk (include https)
• Confirm you are crawling the live production site, not a staging or training copy
• Ensure your site is not blocking crawlers in robots.txt if you are using an online tool

If you have multiple sites (for example, a main practice site and a separate microsite for a PCN), run a separate crawl for each.

Step 3: Run the crawl and export results

Once the crawl completes:

• Export or download:
  • List of internal URLs
  • List of external URLs
  • List of 4xx errors (especially 404) and 5xx errors
  • Identify:
    • Broken internal links (pages linking to missing pages)
    • Broken external links (for example, to old CCG pages, hospitals, pharmacies, apps)

Many tools show:

• Source: the page where the broken link lives
• Destination: the broken URL
• Status code: usually 404 (not found), occasionally 410 (gone) or 500+ (server error)

This gives you a straightforward “to-fix” list.

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Prioritise Fixes by Patient Impact

Not all broken links are equal. Start with the issues that directly affect patient care and safety.

Tier 1: Critical patient journeys (fix first)

These are links where a failure stops a core NHS service task:

• Top navigation and homepage panels for:
  • Appointments (online consultations, triage tools)
  • Repeat prescriptions
  • Test results
  • Registering with the practice
  • Contact the practice (phone, address, email, opening hours)
  • Out-of-hours and urgent care information
  • Patient portals and apps
  • NHS App links
  • Online consultation tools (for example, accuRx, eConsult, PATCHS, Klinik)
  • Online prescription services Clinical safety information
• Links for emergency and crisis support
• Safeguarding, domestic abuse and mental health support
• Local urgent care, NHS 111, emergency departments

If any link in these areas returns a 404 or goes to the wrong service, treat it as a priority 1 issue. Fix these before anything else.

Tier 2: High-traffic information pages

Next, look at pages with high usage:

• Clinics and services (for example, immunisations, chronic disease reviews, contraception)
• Referrals and self-referral services (physiotherapy, IAPT/mental health, MSK, stop smoking)
• Fit note and medical report requests
• Complaints, feedback and PALS references
• Travel advice and vaccinations (even if not currently offered)

Broken links here can create unnecessary phone calls, confusion and complaints. They are priority 2 fixes.

Tier 3: Low-risk content and historic items

Only after Tier 1 and 2 are clean should you look at:

• Old news posts and campaigns
• Past events
• Outdated health campaigns (for example, historic COVID guidance)
• Staff profiles for people who have left (if not already removed)

These are priority 3 issues. Still worth fixing or unpublishing, but they should not delay critical journey repairs.

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Mapping the Fix: Update, Redirect, Remove

Once you know where the broken links are, decide the right fix. Use a simple decision tree.

Update links

• Use when the service or content still exists but has moved

• Example: CCG pages replaced by ICB or NHS England pages

• Example: Local hospital services that have a new URL

• Action:

  • Replace the old URL in your CMS with the new, correct URL
  • Save and publish the updated page Redirect retired pages

• Use when a page on your site has been moved or consolidated

• Action:

  • Set up a 301 redirect from the old URL to the most appropriate new page
  • Update internal links to use the new URL where possible
  • Example:
    • Old: /appointments-online New: /online-services

• Redirect: /appointments-online → /online-services

Remove dead menu items

• Use when:
  • The service no longer exists
  • There is no direct replacement
  • External sites have been permanently retired
  • Action:
    • Remove the link from menus and key pages
    • If a page is no longer relevant, unpublish or archive it in your CMS
    • If patients still need guidance, add text explaining the change and what to do now

Whenever you remove or redirect something, consider how a patient will interpret the change. If in doubt, add a short plain-language note.

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Simple 301 Redirect Rules for Healthcare Sites

Many GP practice sites run on common platforms (for example, WordPress, specialised GP website providers or custom NHS frameworks). Most support 301 redirects through a plugin, module or settings panel.

You do not need developer-level skills – but you do need a consistent approach.

Core principles for 301 redirects

Use 301, not 302, for permanent changes

• 301 (Moved Permanently) tells browsers and search engines that content has moved for good
• This helps preserve search ranking and bookmarks

Redirect to the closest live equivalent

• If a specific page has moved, redirect to that exact new page

• If a service has been merged, redirect to the new combined service page

• Only redirect to the homepage as a last resort Avoid redirect chains

• Do not create A → B → C “chains”

• Instead, update redirect rules so that:

  • A → C directly
  • This improves performance and reduces the chance of errors

Common redirect patterns in GP and NHS settings

Service page moved

• Old URL: /travel-vaccinations

• New URL: /clinics-and-services/travel-health

• Rule:

  • 301 redirect /travel-vaccinations → /clinics-and-services/travel-health Online services consolidated

• Old URLs:

  • /online-prescriptions
  • /book-appointments-online
  • New URL:
    • /online-services
  • Rules:
    • 301 redirect /online-prescriptions → /online-services
    • 301 redirect /book-appointments-online → /online-services

Third-party tools replaced

If you swap your online consultation system:

• Old URL: /online-consultations (pointing to Provider A)
• New URL: /consult-online (Provider B)
• Rule:
  • 301 redirect /online-consultations → /consult-online
  • Also:
    • Update all menu links and buttons so they point to /consult-online

Document redirects in a simple spreadsheet (old URL, new URL, reason, date) so future admins understand what was changed and why.

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How to Re-test and Publish a “What’s New” Note

Fixing is not the final step. You need to verify your changes and communicate them to patients and staff.

Step 1: Re-run your crawl

After applying updates and redirects:

• Run the same crawler or online checker again
• Confirm:
  • No 404s on Tier 1 critical journeys
  • Redirects work correctly and land on the right pages
  • No new errors have been introduced

Aim for:

• Zero 404s from menus, homepage modules, and key patient tasks
• No obvious redirect loops or chains

Step 2: Manual spot checks with patient tasks

Automated tools do not fully understand patient context, so also test like a patient would.

Test journeys such as:

• “I want to request a repeat prescription online”
• “I want to check my test results”
• “I need urgent help out of hours”
• “I want to refer myself to talking therapies”
• “I want to make a complaint”

For each:

• Start at the homepage
• Follow the steps exactly as a patient would
• Check that:
  • Every click works
  • Pages are clear, up to date and accessible
  • Third-party tools load correctly

Involve reception or care navigators – they know where patients struggle.

Step 3: Publish a short “What’s new” note

Once your fixes are live and tested, add a brief update on your news page or notice area. This improves transparency, supports patient engagement and shows you take digital access seriously. Example text (adapt to your practice)

“We have recently reviewed and updated links on this website to make it easier to complete key tasks such as requesting prescriptions, checking test results and accessing online consultations. If you notice any links that do not work as expected, please let us know via [contact form] or speak to reception.”

You can also:

• Brief reception and care navigation staff so they are aware of new or updated links
• Add a line to your accessibility statement stating that you regularly check for broken links and invite feedback

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Why Broken Links Keep Coming Back: The “Theme Debt” Problem

Even with a thorough clean-up, broken links and orphan pages will return if the underlying design and governance issues remain.

“Theme debt” in this context is the clutter and fragility that builds up in your website theme, templates and content over time.

Common causes of recurring broken links

Frequent service or provider changes

• New ICB websites replacing old CCG content
• Hospitals reorganising services and URLs
• Frequent changes in online consultation or triage systems
• National campaigns (for example, COVID, flu, cancer screening) being retired or moved

If your pages link directly to deep URLs on other organisations’ sites, you are vulnerable to their restructures. Untidy navigation and content growth

• Menus grow longer with every new service and campaign
• Old items are rarely removed
• Content is duplicated across multiple pages

This makes it easy to miss places where a link must be updated.

Lack of governance and ownership

• No named person responsible for web content quality
• Changes made ad hoc by multiple staff without a shared process
• No regular review cycle or audit

Without ownership, problems accumulate unnoticed.

How to reduce theme debt and keep links healthy

Simplify navigation

• Keep top-level menus focused on core patient needs:
  • Appointments
  • Prescriptions
  • Test results
  • Services
  • Self-help
  • Practice information
  • Avoid adding new menu items for short-term campaigns; use news posts or temporary banners instead
  • When a campaign ends, remove or update it deliberately

Use “hub” pages rather than deep external links

• Instead of linking to many deep external URLs from multiple pages, create a small set of hub pages:
  • For example, “Local services and support”
  • Link to that page from menus and key journeys
  • When external services change, you only need to update the hub page, not dozens of scattered links

Agree a link and content maintenance policy

• Define who owns:
  • Clinical content accuracy
  • Service and operational information
  • Technical/admin tasks (redirects, unpublished pages)
  • Set a review cycle:
    • Quarterly crawl of the site for broken links
    • Annual full content review for services and patient information
  • Make link checks part of your change process: If you change or remove a page, you must:
• Identify internal links to it
  • Add redirects where needed
  • Update menus and hub pages

This approach aligns with UK public sector expectations around ongoing accessibility monitoring and website governance.

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Case Study: Fixing Broken Links in a Two-site GP Practice

A fictional but typical example illustrates the process.

Scenario

A two-site GP practice in England uses a standard GP website platform. Patients complain that the online consultation link sometimes “doesn’t work,” and reception is getting more calls to book routine appointments. Actions

• The practice manager asks the digital lead to run a free crawl (up to 500 URLs).
• The crawler finds:
  • Multiple 404s from an old online consultation provider
  • Broken external links to the previous CCG site (now replaced by an ICB)
  • Orphaned COVID information pages with outdated visiting rules

Prioritised fixes

• Tier 1:

  • All menu and homepage links to online consultations updated to the current provider URL
  • Old provider URLs redirected to the new online consultation landing page
  • Tier 2:
    • All references to CCG changed to ICB and URLs updated to the new site
    • Travel clinic information updated to explain that the service is no longer offered and where to go instead
  • Tier 3:
    • Old COVID posts unlinked and archived; a single up-to-date COVID information page created and linked from the appropriate section Follow-up

• The practice re-runs the crawl – no 404s on key journeys

• Staff test common tasks and confirm the new links work

• A “What’s new” note is added to the news page, with an invitation for patients to report any issues

Result: online consultation use rises, and reception reports fewer calls asking, “Which link do I click?”

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Key Takeaways for GP Practices and Healthcare Providers

• Broken links, 404s and orphan pages directly impact access to care, patient safety and trust
• You can audit up to 500 URLs for free with a simple crawler or online broken-link checker
• Use a patient-impact lens:
  • Fix top menus and key tasks first
  • Then high-traffic services and information
  • Apply simple rules:
    • Update links when content moves
    • Redirect retired URLs to the best live alternative
    • Remove dead menu items and archive irrelevant pages
  • Always re-test:
    • Re-run the crawl
    • Manually test priority patient journeys
    • Communicate changes with a short “What’s new” note, and invite feedback
  • Broken links will keep returning without governance; reduce theme debt by:
    • Simplifying navigation
    • Using hub pages
    • Establishing ownership and review cycles

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Next Steps and Practical Checklist

Use this as a quick action plan for your practice or organisation. Within the next month

• Run a free crawl of your main practice website (up to 500 URLs)
• Export all 4xx/5xx errors and list:
  • Where the broken links are
  • Which ones affect key patient tasks
  • Fix all Tier 1 issues:
    • Menus
    • Homepage key actions
    • Online consultations
    • Prescriptions and test results
    • Urgent help and out-of-hours information
    • Implement 301 redirects for any moved or consolidated pages
    • Re-run the crawl and complete manual journey checks

Within the next three to six months

• Review and tidy navigation to reduce clutter and theme debt
• Create or refine hub pages for external services
• Agree a simple governance model:
  • Who owns web content
  • How often you run link checks
  • How changes are requested and approved
  • Update your accessibility or digital statement to mention:
    • Commitment to checking broken links
    • How patients can report issues

By treating broken links and orphan pages as a routine element of clinical-quality digital care, you help ensure that patients never “click into nowhere” when they need your services most.