Departments, doctor profiles, hours and one booking path — the four things patients look for, and where most hospital sites hide them.
Watch a real patient use a hospital website for sixty seconds and the priorities become obvious. They are looking for a department, a doctor, a time and a phone number — in that order — usually on a mid-range Android phone on mobile data.
Every institutional message that sits above those four things costs enquiries. Move the chairman's welcome down the page and put department entry points, consultant hours and a single visible booking action at the top.
One booking path, not three. A form, a call button and a chat widget competing for the same tap produce abandoned enquiries and a front desk that cannot tell which channel is working.