Reviews That Build Trust (Ethically): Where to Show Them and How to Ask (for UK GP Practices)
Introduction
Patient reviews can significantly increase trust in your GP practice or healthcare service, but they must be managed ethically, accessibly, and in line with NHS values, UK data protection law (UK GDPR), and GMC guidance on patient confidentiality and communication.
This guide explains how to design and place reviews on your website, how to ask for feedback in a natural and compliant way, and how to handle negative feedback and complaints so you reduce reputational risk rather than amplify it.
Why Reviews Matter in Primary Care
The role of reviews in building trust
In healthcare, reviews are less about marketing and more about reassurance and transparency. Patients use them to answer questions such as:
- “Will I be listened to?”
- “Is this practice organised and responsive?”
- “Is the care respectful and inclusive?”
Done well, reviews:
- Increase patient confidence when registering with a practice or booking a new treatment.
- Support shared decision-making by giving real-world context.
- Demonstrate that your practice listens, learns, and improves.
Ethical review management also supports:
- NHS principles of respect, dignity, and patient involvement.
- CQC expectations around responsiveness and learning from feedback.
- Digital standards such as NHS service manuals and WCAG 2.1 AA for accessibility.
Where Reviews Matter Most on Your Website
Key locations for maximum impact
1. Dedicated “Patient Feedback & Reviews” page
This should be your central hub, clearly linked from the main navigation and footer.
- Explain how you collect reviews (e.g. NHS.uk, Friends and Family Test, practice surveys).
- Show a mix of quantitative (ratings, charts) and qualitative (short quotes) feedback.
- Include how feedback has led to changes (“You said, we did”).
- Provide clear routes to:
- Leave a review
- Give private feedback
- Make a complaint (link to complaints process page)
2. Homepage reassurance
Patients often land on the homepage first, especially when searching your practice name.
- Add a short “trust panel”, near the top or just below the main banner:
3. Registration / “New Patients” page
This is a high-anxiety page for people choosing a new practice.
- Include reviews that relate specifically to:
- Ease of registering
- Staff friendliness
- Experience of long-term conditions management
- Add a small FAQ-style text:
- “These are genuine patient reviews from NHS.uk and our practice surveys. Names or details may be changed to protect privacy.”
4. Treatment and service pages
For each service (e.g. minor surgery, women’s health, mental health, travel clinic), show service-specific feedback.
- Use short patient quotes that relate to the outcome and experience, not just star ratings.
- Example placements:
- Near the top: “Why patients value this service”
- Mid-page: beside information on what to expect
- Near calls-to-action: “How to book an appointment”
5. Accessibility and language pages
If you offer interpreting services, accessible formats, or specific support for disabled patients:
- Highlight reviews from patients who benefited from:
- Interpretation or alternative formats
- Adjustments for disabilities
- Inclusive communication
This shows real commitment to equity and aligns with Equality Act 2010 and NHS Accessible Information Standard expectations.
Designing an Effective, Accessible Reviews Page
Core elements of a strong reviews hub
Clear and honest framing
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State why you show reviews:
- “To be transparent about patient experience”
- “To help us learn and improve”
- Acknowledge that not every experience is perfect and explain how you address concerns. Accessible design (WCAG 2.1 AA)
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Use sufficient colour contrast for text and rating elements.
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Avoid conveying information through colour alone (e.g. not just “green = good”).
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Structure content with clear headings and lists for screen readers.
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Ensure all interactive elements (tabs, filters, sliders) are keyboard-accessible.
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Provide text alternatives for any icons or charts (e.g. aria-labels, descriptive text). Balanced content
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Do not filter out all negative reviews – this looks suspicious and undermines trust.
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Show a representative mix over a time period (e.g. last 12 months).
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Group reviews by theme where helpful:
- Access & appointments
- Staff attitude & communication
- Clinical care and outcomes
- Environment and facilities
Tying Reviews to the Right Pages (and Avoiding Misleading Use)
Align reviews with the content they support
To stay ethical and avoid being misleading (important under CQC and ASA expectations):
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Only show reviews that accurately relate to the service or page topic.
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Avoid using a generic “great doctor” review on a specific treatment page if it is unclear that the feedback was about that treatment type.
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Clearly indicate source and date:
- “From NHS.uk review, April 2025”
- “From practice patient survey, 2024” Examples of good alignment
-
A contraception services page:
- “I felt listened to and not rushed when discussing contraceptive options.”
- A chronic disease management page:
- “The nurse reviewed my diabetes plan thoroughly and explained everything in simple terms.”
Request Prompts That Feel Natural (Email & SMS)
Principles for ethical, compliant review requests
- Make participation voluntary, with no pressure or incentive that could bias responses.
- Keep messages clear, short, and plain English, following NHS digital style.
- Avoid collecting or encouraging sensitive personal data unnecessarily:
- Do not ask patients to include detailed medical history in public reviews.
- Provide a clear option for private feedback or a complaints route in case of concerns.
Example: Post-appointment SMS prompt (UK, NHS, GDPR-aware)
You can send this after appointments (subject to your lawful basis and patient communication preferences):
“Thank you for visiting [Practice Name] today. We’d like to hear about your experience so we can improve our services.
You can share feedback or a review here: [short link]
Please don’t include personal medical details in your review. If you have a concern or wish to make a complaint, you can contact us directly via our website or phone the practice reception.
Reply STOP if you don’t want to receive feedback messages from us.”
Key features:
- Clear purpose (service improvement).
- Opt-out mechanism.
- Guidance to avoid sharing sensitive information publicly.
- Signpost to complaint route.
Example: Post-appointment email prompt (NHS-style, accessible)
Subject: Tell us about your recent visit to [Practice Name]
Body:
“Dear [First name],
You recently had an appointment with us at [Practice Name]. We are always looking for ways to improve our care and access.
If you feel comfortable, please take a few minutes to share your experience:
[Button: Give feedback]
This may include a short survey and, if you wish, a public review on NHS.uk. Please do not include details of your medical condition or anything that identifies you or others.
If you are unhappy with any aspect of your care, or would prefer to give feedback privately, you can contact us directly:
- Online form: [link to feedback/complaints page]
- Phone: [number]
- In writing: [practice address]
Thank you for helping us improve our services for all our patients.
Kind regards,
[Name]
[Role, e.g. Practice Manager]
[Practice Name]”
Request Prompts That Feel Natural On-Site
Gentle prompts in the right context
On your website, include short, contextual invitations rather than large marketing-style banners. Example placements and wording
- On the reviews page:
- “Have you used our services recently? Your feedback helps us improve. Share your experience.”
- After online triage or eConsult confirmation:
- “Once your issue is resolved, you are welcome to share feedback on how the process worked for you.”
- On the “Contact us” or “Have your say” page:
- “You can leave a public review on NHS.uk or share private feedback directly with the practice.”
Use plain English, avoid jargon, and keep the tone invitational, not promotional.
Handling Negative Feedback Without Increasing Risk
Principles for responding to public reviews
- Never share patient-specific information, even if the patient discloses details first.
- Follow GMC confidentiality guidance and UK GDPR.
- Respond as the organisation, not an individual clinician.
- Acknowledge the concern and signpost to private channels for detail. Example response template (for NHS.uk or Google)
“Thank you for taking the time to share your experience. We are sorry to hear that you were unhappy with [your experience / the service you received]. We take all feedback seriously and would like to look into this further.
For reasons of patient confidentiality, we cannot discuss individual care in a public forum. Please contact our practice manager via [phone/email] or use the feedback form on our website so we can investigate and respond to you directly.”
This shows you are listening and responsive, without entering into a public dispute.
Using negative feedback constructively
- Record and categorise themes in your clinical governance or practice meetings.
- Agree actions and document “you said, we did” outcomes.
- Where appropriate, update the website reviews page with improvements:
- “Patients told us it was hard to get through on the phone. We have now added an additional line and updated our call queueing system.”
This helps regulators and patients see evidence of learning and improvement.
Showcasing Real Cases With Consent
Ethical use of patient stories and case studies
Case studies can be powerful, but they must respect:
Informed consent
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Confidentiality
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Dignity and sensitivity, especially around mental health, sexual health, and vulnerable groups Consent process
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Use a clear, written consent form that explains:
- Where the story and quotes will appear (website, social media, printed).
- That consent is voluntary and care will not be affected by their decision.
- That they can withdraw consent in future (where practical), and how to do so.
- Avoid including identifiable details unless the patient has explicitly agreed and understands the implications (e.g. name, photo, specific rare condition).
Good practice for case study format
- Explain the situation in general terms (e.g. “a patient with diabetes struggling to manage blood sugar”).
- Focus on:
- How the service supported them
- What changed for them (in their words)
- What others can expect from your service
- Avoid promising specific outcomes or implying guaranteed results.
Example (anonymised) text
“‘I was worried about my blood pressure and felt anxious about coming to the surgery. The nurse explained everything really clearly and helped me understand my medicines. I now feel more confident managing my health.’ – Patient, chronic disease review clinic (shared with consent; name changed to protect privacy)”
A Lightweight, Compliant Complaints & Concerns Page
Why a clear complaints route reduces reputational risk
If patients cannot see a simple way to raise concerns privately, they are more likely to vent frustration publicly or on social media.
A clear complaints and feedback page:
- Demonstrates openness and accountability (aligned with NHS complaints regulations).
- Channels serious issues into a managed process.
- Reduces the likelihood of unmanaged negative narratives online.
Key elements of a complaints & feedback page
Plain-English explanation
- Start with a short introduction:
- “We aim to provide high-quality care. Sometimes things go wrong or do not meet your expectations. When this happens, we want to know so we can put things right and improve our services.”
Options for speaking up
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“There are several ways to share your views:”
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General feedback (positive or negative) – online form, email, paper forms at reception.
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Concerns / problems – speak to any member of staff or contact the practice manager.
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Formal complaints – explained step by step, including timeframes. Simple overview of the complaints process
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“Our complaints process”
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Step 1: Tell us what happened (online, in writing, or by phone).
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Step 2: We acknowledge your complaint within [X] working days.
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Step 3: We investigate and aim to provide a full response within [Y] working days. If we need more time, we will let you know.
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Step 4: If you remain dissatisfied, you can escalate to [ICB / Parliamentary and Health Service Ombudsman, as appropriate in the NHS structure].
Keep details consistent with NHS complaints regulations in your nation (England, Scotland, Wales, Northern Ireland) and your ICB guidance.
Accessibility features
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Provide complaints information:
- In large print on request.
- In easy read or simplified versions where possible.
- With information about interpreter or advocacy support.
- Ensure online forms:
- Are keyboard accessible.
- Use clear labels and error messages.
- Do not require unnecessary personal data. De-escalation and reassurance
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Emphasise:
- “Raising a concern or making a complaint will not affect your care.”
- “We use complaints to improve our services.”
Link this complaints page from:
- Footer on every page
- Reviews & feedback page
- Contact page
Key Takeaways for GP Practices
What matters most
Where reviews matter most
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A central reviews/feedback hub, plus strategic placement on:
- Homepage
- New patient / registration pages
- Service and treatment pages
- Accessibility and support pages Request prompts that feel natural
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Use short, respectful SMS and email prompts.
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Make feedback voluntary with clear opt-outs.
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Guide patients away from including sensitive details in public reviews.
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Always offer a private route for concerns.
Handling negative feedback
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Respond promptly and professionally.
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Never discuss individual clinical details publicly.
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Use complaints and incident processes internally to learn and improve.
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Communicate “you said, we did” changes. Showcase real cases ethically
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Obtain clear, informed consent for case studies.
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Avoid identifiable details unless explicitly agreed.
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Focus on experience and process, not guaranteed outcomes.
Tie reviews to the right pages
- Match feedback to the service or topic.
- Show sources and dates.
- Avoid cherry-picking only positive comments.
Next Steps for Your Practice
Practical actions you can take this quarter
Audit your current online presence
- Search for your practice on NHS.uk and major platforms.
- Review your website:
- Do you have a clear reviews/feedback page?
- Is there a visible complaints route?
- Are any review snippets potentially misleading or out of date?
Design or improve your reviews and complaints pages
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Create:
- A “Patient Feedback & Reviews” page.
- A “Complaints & Concerns” page.
- Ensure both pages:
- Use plain English.
- Meet WCAG 2.1 AA where possible.
- Are clearly linked from navigation and footer. Introduce ethical feedback prompts
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Agree standard SMS and email templates for post-appointment feedback.
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Ensure they comply with UK GDPR and patient communication preferences.
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Train reception and clinical staff to:
- Mention feedback options verbally.
- Signpost patients to the website pages.
Set up governance for feedback
- Nominate a Feedback Lead (often the practice manager).
- Review feedback regularly at practice meetings.
- Record themes and actions taken.
- Consider periodic updates on your website summarising improvements.
By treating reviews, feedback, and complaints as part of your clinical governance and patient engagement strategy, rather than just reputation management, you will build deeper trust, demonstrate accountability, and improve care in a way that aligns with NHS values and UK regulatory expectations.