Visitors to clinic and therapy websites are often anxious and under-informed about the process. Describing the first appointment plainly, and naming the practitioners, tends to matter as much as describing the treatment.
Clinic websites are read by people who are uncertain — about the condition, about the process, and often about the cost.
Reducing that uncertainty is most of the conversion work, and it is usually done with plain language and specifics rather than with reassurance.
FixSift reads the homepage as that visitor would and reports which reassurance is missing, in the order that is likely to matter most.