# Chapter 5 · Writing pages (4): clinic details, credentials and trust pages, plus pre-publish checks > GEO Playbook · Dental & Aesthetics v1.0 · Canlah AI · CC BY 4.0 · Web page: https://canlah.ai/playbook/dental/trust-pages/ > Markdown edition for AI assistants, same content as the web page. Figures are code blocks (wireframe / mermaid / bars / steps / split); "→" links open the matching section on the web, and the same URL with .md is its Markdown edition. ## 5.16 ⑪ Store / branch page: the safest page for dental, built first **What you'll do in this section**: build a facts page for every branch — address, day-by-day opening hours, phone number, the doctor's registration fields — with not a single adjective. Once it's live, bring every directory site's listing into line with it word for word: only then do location questions such as "where is it, is it open on Sunday" go to the clinic's own website instead of a directory site. ```wireframe id=pt11 Figure: Block order on the branch page; what AI copies is the whole address line and the day-by-day hours — it doesn't read the body text title | service word + place first, brand last | req H1 | service word + place, or Welcome to branch name | req Full address line | building name, street number, unit, postcode on one line; qualifying conditions on the same line | req,cite Day-by-day opening hours | four to seven plain-text lines, Sunday on its own line | req,cite Phone and messaging | one channel per line, may be grouped by business line | req H2 How to get here | MRT station name goes in the H2; walking minutes, shuttle, parking | req Nearby landmarks | one or two | opt Staff at this branch | one line per person: qualification, year started practising, branch, registration number | opt,law LocalBusiness schema | address and hours match the visible values word for word | opt Hours and address rendered by JS | invisible with JS turned off | no ``` The store / branch page is the safest page type in dental: the whole page holds only the address, hours, phone number and the doctor's registration fields. It touches neither price nor outcomes and needs not a single adjective, which is why it belongs in the first batch of pages a clinic puts live. The doctor's line states only the SDC / SMC-approved qualifications and registration number, with no qualifiers such as "senior" or "extensive experience". ```mermaid Figure: Whether the clinic's website or the directory wins a location question depends on whether an official branch page exists and matches the directory flowchart LR q{"Is there an official branch page?"} -->|Yes, matches the directory| own["Own site wins"]:::hl q -->|No| dir["Directory wins"] q -->|Yes, but conflicts with the directory| down["Directory listing downgraded on the spot"]:::warn ``` This figure rests on a single sample (n = 1) and is directional only: the same clinic's directory listing was copied by AI as fact in one round; in another round, because it didn't match the current information published elsewhere, AI flagged it as unreliable and said to phone and confirm first (evidence: （→ 通用版 A.4 页型实测（二）：档 B / C 样本与 AI Mode 待补测清单）). So once the branch page is live, edit every directory listing word for word to match it. General write-up: （→ 通用版 5.26 实体与产品事实类档 B（一）：门店、核验入口、目录收录）. > **Example** (dental) Three lines from the footer of one clinic's branch page — Sunday hours, unit number, phone number — were copied verbatim into an AI answer table. Three conditions got it into the table: one URL per branch; Sunday hours on their own line, with a specific time written out (write 9.30am, not a vague phrase like "by appointment"); and the address includes an MRT station name. ## 5.17 ㉚ Verification and lookup page and ㊴ licence wall **What you'll do in this section**: move the official register lookup link onto your own page and treat it as your safest trust asset; on the licence wall, list only licences and registration numbers that state the issuing authority and the validity period; and on both pages, link only to official bodies, never to a manufacturer locator. ```split Figure: The two trust assets do different jobs, but both link only to the official register ㉚ Verification and lookup page || ㊴ Licence wall Each doctor's registration number || The clinic's licence number and clinic registration number Link to the official register lookup page || Each doctor's registration number + a lookup link, linked to ㉚ The whole page states facts only, no claims || Every entry states the issuing authority and validity period No link to a manufacturer locator, no link to the brand's own website || Also links only to official bodies, never to a manufacturer ``` ### ㉚ Verification and lookup page (pt30) ```wireframe id=pt30 Figure: Verification and lookup page; its value is the citation slot at the end of the answer — for the register version, what's copied is the sentence on its statutory authority H1 | body's name, or Find a category role | req Statutory-authority sentence | which law set the body up, and whom it regulates | req,cite Two action buttons | check who's registered, practitioner log-in | req Search box | serves as the first H2 | req Four explainer H2s | apply for registration, who's registered, dated notices, FAQ | opt URL | carries a search-type parameter | opt ``` The blueprint above is for the register's own page; what the clinic builds is its downstream page: put the registration number and a link to that page on your own site, and leave verification to the official body. The linking rule is the most rigidly worded: you must not link to any commercial company, so a clear-aligner manufacturer's "find a doctor" locator cannot be linked [Statute text; see Appendix A.2] — the only permitted link is to a government register [Conservative line (not statute text)] (see 1.5). The most common mistake is copying the manufacturer-locator pattern and linking back to the brand's own website on the page — which runs straight into the ethical code's own sentence (must not). > **Example** (dental) The sentence AI copied into its answer from the Singapore Dental Council (SDC) website was this one: all dentists must be registered and hold a valid practising certificate before they practise, and the register can be searched on the SDC website. ### ㊴ Licence wall (pt39) ```wireframe id=pt39 Figure: Trust centre / compliance proof page; AI copies the certificate wall and the latest-report-date sentence title | separate subdomain optional, main domain also fine | opt H1 | brand Trust Center | req First-screen count strip | number of documents, FAQs and certificates in one line | req Certificate / licence wall | certificate or licence name + issuer + validity period, a machine-readable list | req,cite Latest check-date sentence | the specific date of the most recent report or check | req,cite Q&A directory | grouped by topic, each group labelled with its item count | req Report or file itself | may sit behind a log-in or NDA | opt Written as a marketing article | adjectives in place of a certificate wall | no ``` Every entry on the licence wall is a factual statement and doesn't trigger the advertising rules. Technical-standard certification (for example, an equipment or process certification such as ISO 13485) has its own restriction on where it may appear: only on the clinic's own website and its own social media, never on brochures, letterhead or test reports [Statute text; see Appendix A.1]; see 1.6, category 2, for how to write it. General write-up: （→ 通用版 5.27 实体与产品事实类档 B（二）：资质证明、条款、操作文档与对接）. ## 5.18 ㉛ Visit process page, ㉟ partners page, ㉑ privacy policy page **What you'll do in this section**: all three types appear as equivalents — the visit process page states steps only, never outcomes; the partners page states clearly which institutions, insurers and payment methods you work with, but never links out; the privacy policy page states that it's based on the PDPA and gives its scope, and the section numbers go in only after legal has checked them [Original text not obtained]. ```split Figure: All three types become equivalents in dental, each with one extra rule General Edition archetype || Dental equivalent and the extra rule Help centre / how-to page (pt31) || Visit process how-to page: steps only, never outcomes Integration / marketplace listing (pt35) || Partners page: may name the partner, no outbound link Vendor legal terms page (pt21) || Personal data and confidentiality policy page: states it's based on the PDPA and its scope; section numbers go in only after legal has checked them [Original text not obtained] ``` ### ㉛ Visit process how-to page (pt31) ```wireframe id=pt31 Figure: Help and how-to page; AI copies the object list and the negative list in the first paragraph Line above H1 | update date + scope condition | req H1 | verb-first task name | req First paragraph | the objects this task covers and the direction, no preamble | req,cite H2 step names | broken into steps, or Step 1…4 up front | req Limitations and considerations list | "doesn't support / doesn't sync" as its own paragraph | req,cite Original menu-path wording | the exact text on the button or menu | opt Hides what it doesn't support | not a word about what it can't do | no ``` How to book, how to reschedule, how to collect a report — all belong to this type. Any duration on the page can only be how long the process takes, never how soon results show (see 1.5). ### ㉟ Partners page (pt35) ```wireframe id=pt35 Figure: Integration listing page; it gives the yes/no call, while the object list that gets copied sits on a plain-text page on the same site title / H1 | one integration per URL | req Logo wall | lists many integrations without spelling out the fields | no Certification badge | official certification badge, AI uses it to make a yes/no call | req Built by | built in-house or by a third party | opt Object list for the integration | names each integrated object, not "core data" | req Direction | one-way or two-way, in the same sentence | req Prerequisites | required credentials or subscription | req What's not supported | state clearly what it doesn't do | req Sync timing | how often, full or incremental (not measured) | opt Plain-text fallback page | the same set of fields repeated on a help page you can curl | req ``` Write it with the General Edition's four fields: object list, direction, prerequisites, not-supported items. You may name the partner, but you may not link to them [Statute text; see Appendix A.2]; outbound links go only to government and regulator pages [Conservative line (not statute text)] (see 1.5). ### ㉑ Privacy policy page (pt21) ```wireframe id=pt21 Figure: Vendor legal terms page; AI copies the commitment sentence that names the country or jurisdiction title / H1 | terms' full name, no marketing language | req H2 contents, FAQ, date, author | this type needs none of these; skipping them costs nothing | opt Definitions clause | list the applicable countries or jurisdictions in the definitions section | req,cite Organised by jurisdiction | one section per jurisdiction, section name is the jurisdiction's name | req Commitment sentence | a compliance commitment naming the country or jurisdiction | req,cite Numbered clauses | body text numbered clause by clause | req Writes "applicable laws" without naming countries | vague wording only | no ``` A clinic has no vendor terms page; its equivalent is the personal data and confidentiality policy page. Write it to the blueprint above: the commitment sentence states that it's based on the PDPA and gives its scope, and the section numbers go in only after legal has checked them [Original text not obtained]. ## 5.19 Rules and policy types: ⑩ ㉓ ㉖ ㉞ ㊵ ㊺ **What you'll do in this section**: a clinic is not the source of the regulation, so these six types are only downstream pages that "quote verbatim + link back to the original + mark a check date"; schedule them as trust assets, not traffic pages; don't use an official statement to imply endorsement, don't use a new rule to solicit, and don't turn "correcting a misconception" into a veiled dig at peers. ```mermaid Figure: Each of the six kinds of rules question gets its own page type, but all six are built as the same downstream citation page, with the same no-go areas flowchart LR q{"What is the buyer asking?"} -->|What must I do, what's the penalty| a["⑩ Regulation summary page"] q -->|What did the official reply say| b["㉓ Official reply restatement page"] q -->|The full policy picture| c["㉖ Policy hub page"] q -->|The rule changed| d["㉞ Change notice page"] q -->|Is a popular claim true| e["㊵ Misconception page"] q -->|The benchmark or subsidy changed| f["㊺ Policy explainer page"] a --> r["Quote verbatim, link back, mark check date"]:::hl b --> r c --> r d --> r e --> r f --> r r -->|Three no-go areas| w["Implied endorsement · soliciting · digs at peers"]:::warn ``` General write-up: （→ 通用版 5.23 问题与规则类档 B（一）：监管义务、定义词条）, （→ 通用版 5.25 问题与规则类档 B（三）：日程、集合 FAQ、政策 hub、变更公告、误解纠正）, （→ 通用版 5.28 源头类档 B（一）：法条、监管指引、官方答复、器械文件、判例）. Below, each type states only the one extra rule dental adds. ### ⑩ Regulation summary page (pt10) ```wireframe id=pt10 Figure: Regulatory obligations and penalties page; AI copies the obligation sentence right under H1 H1 | a noun phrase naming the obligation, or a judgement sentence, no year | req Date line | "Last updated" in the first-screen body text, not the footer | req First-screen obligation sentence | 35–90 words right under H1: from date X / who / what must be done | req,cite Numbered requirements table | Number / Item description, item by item | opt,cite Penalty rows, side by side | subject: jail term + maximum fine, one row per subject | req H2s split by reader identity | split by who the reader is, not by rule number | opt ``` The blueprint is for the regulator's own obligations page; the clinic builds a summary of it. In our measurements, regulation summary pages were not cited even once, so schedule this type as a trust asset, not as a traffic page. ### ㉓ Official reply restatement page (pt23) ```wireframe id=pt23 Figure: Official replies and speech records page; each numbered passage carries its own subject title | title, name + occasion + year | req First-screen line | date + category | req Body, no H2s | major sections + paragraphs with Arabic numbers + sub-items | req Numbered paragraph stands alone | carries its own complete subject, so it can be cut out on its own | req,cite Self-contained sentence with the number | numerator, denominator, percentage and time window in the same sentence | req,cite Transcript-site variant | one block per question and answer, block header shows the number of exchanges | opt ``` Restating the reply must never imply that the official body is endorsing this clinic. ### ㉖ Policy hub page (pt26) ```wireframe id=pt26 Figure: Policy hub page; AI copies rows from the phased timetable and definition rows from the glossary table First-screen question-style anchors | a string of in-page anchors, not a summary | req H2s map one-to-one to the anchors | section order follows the anchors | req Phased timetable | Implementation Date / Who it applies to | req,cite Subsidy or transaction table | 3–5 rows each | opt Glossary table | one term + one definition sentence per row | req,cite Update date + schema | Last updated + FAQPage | req ``` State only the process and the official position, never a side-by-side review of peer clinics. ### ㉞ Change notice / old-vs-new page (pt34) ```wireframe id=pt34 Figure: Change notice page; AI copies "from date X, the new practice replaces the old" Effective date fixed in the title | commercial version starts with "Important:" + effective date | req First-screen scope statement | which part changed this time | req Timetable | Date / What Happens, 3–8 rows | req,cite Old-vs-new sentence | the old practice and the new practice compressed into one sentence | req,cite Transition-period rules | its own H2, stating the number of days clearly | req ``` State only the rule itself and its effective date, never a price increase or decrease, or an original price with a discount (see 1.2). What you may write is a neutral statement such as " has been S$X, its final tax-inclusive price, since ; before that it was quoted on a different basis" — and every such sentence needs client confirmation first, because only the client knows whether a price is the final tax-inclusive price (see 1.1, category 1). Write any change to a subsidy limit such as Medisave or CHAS as its own separate section (see 1.3). ### ㊵ Misconception page (pt40) ```wireframe id=pt40 Figure: Misconception page; each entry carries its own context and does not follow the first-30% rule H1 opposing-pair phrase | one line | req Single H2 | the only H2 on the whole page | req N entries | collapsible, a fixed three-part structure | req Popular claim, verbatim | the buyer's own first-person words | req One-word verdict | "Incorrect!" on its own line, the key to copyability | req Fact sentence + footnote | with subject + amount + effective date | req,cite ``` This is one of the few page types where a clinic may write a "conclusion" — because the conclusion comes from the regulation, not from the clinic's own claim. Every factual sentence must match the regulator's original wording word for word and carry a source reference number. Never turn the "misconception" into a veiled dig at peers: a line like "some clinics say..." is a comparison, and that's a violation (see 1.5). ### ㊺ Policy explainer page (pt45) ```wireframe id=pt45 Figure: block order for the news and policy explainer page (the whole diagram is not measured, spec taken from an external teardown, no block marked cite) title | An assertion-style title, with an event clause and a claim clause | req intro | No heading, 3–5 sentences, 80–120 words: date + event → the bet we're making → headline number → a lesson sentence that leads with a negative | req H2 Key findings | 4–5 items, one sentence each, 20–40 words, third-party findings first, the last item states our own limits | req H2 What happened | 120–200 words, past tense, zero adjectives | req H2 Why the mechanism matters | 150–220 words, one study per paragraph, each with its source | req H2 Our own evidence | 180–260 words, evidence table | req H2 What the reader should do | 5–6 bullets, noun-phrase labels, no product names, no using the topic for soliciting | req,law H2 Our own positioning | 80–130 words | opt H2 Method and limitations | 60–110 words, one paragraph | req FAQ | Exactly 3 items, questions phrased as objections, every answer opens with a negative sentence | req ``` You may write an explainer such as "the MOH fee benchmark / Medisave limit has changed — what should patients do?" Put government figures in their own section, stating the table number and the date they were updated (see 1.3). Never use a new rule to solicit — a line like "so it's better value to come to us now" is a direct violation. This type has no cited sample yet in dental (n = 0); the closest reference point: a clarification piece published by the regulator itself was cited, while a commercial site's page of the same type was never cited once (measured sample). ## 5.20 Data types: ⑲ own clinical data page and ⑱ compliance long-form PDF **What you'll do in this section**: only build the statistics source page if you have your own clinical data; every number passes the six checks first, then a written compliance sign-off, and "success rate" is banned throughout; the compliance long-form piece can be built as a PDF with a question-style table of contents, and any price inside that PDF is bound by the same rules as a webpage. ```mermaid Figure: The own clinical data page must clear two checks before it goes live; "success rate" cannot pass at any step flowchart LR q{"Do you have your own clinical data?"} -->|No| skip["Don't build this type"] q -->|Yes| c["The six checks for numbers"] c -->|Passed| s["Compliance officer sign-off"] s -->|Signed| p["⑲ Own clinical data page"]:::hl c -->|If it's a success rate| w["Don't write it"]:::warn ``` ### ⑲ Own clinical data page (pt19) ```wireframe id=pt19 Figure: Statistics source page; AI copies the paired restatement sentence in the conclusion and the chart caption that carries the basis Methodology section | sampling method + sample size + basis + what changed from the last version | req Structural labels | academic version's four-part labels such as OBJECTIVES, report version's numbered charts | req Percentage qualifier | every percentage immediately followed by its population | req Restatement sentence in the conclusion | key numbers said again, paired, in the conclusion | req,cite Charts and data labels | chart caption carries year and basis, numbers labelled beside the bars | req,cite Caption sentence for the table | states the table's numbers in one sentence | req Scope-exclusion sentence | this figure excludes A, doesn't cover B, statistics year C | req Named author and department | one line | opt Gives a number without its basis | no survey name + year + sample size | no ``` It has to clear two checks because publishing clinical data is itself regulated under the Healthcare Services Act. For the six checks, see （→ 通用版 5.10 页型共用件：数字六项检查、无公开价、计价单位、日期与 schema）. For a figure such as "this clinic's follow-up rate across N cases of a given procedure", state the definition, the denominator, the period measured, how the sample was chosen, the calculation method and whether it may be published — never give a bare percentage. Proactively state the old basis for the same question as well, and explain why it should carry less weight. General write-up: （→ 通用版 5.29 源头类档 B（二）：统计源头页、名录页）. > **Example** (dental) In a Singapore adult oral health survey paper, what AI copied was the sentence in the conclusion that restates the figures side by side (77.6%); only the second figure, 56.9%, came from the results section. A statistics question has only one correct answer, and what AI wants is the sentence that carries the year, the survey name and the sample size. ### ⑱ Compliance long-form PDF (pt18) ```wireframe id=pt18 Figure: Regulator guidance PDF; a Chinese-language question hits the matching question on the contents page Cover | guidance's full name + version + revision date | req Question-style contents page | every line a question in the buyer's own words + page number | req,cite Numbered body paragraphs | every paragraph numbered, so it can be cited precisely | req Definitions and commencement date in the first 3% | said in one sentence | req,cite Contents written as noun phrases | not questions in the buyer's own words | no ``` A price that appears inside the PDF is bound by the same final-price rule as a price on a webpage (see 1.2) — compliance follows the content, not the file format. Don't schedule market-observation long-form pieces (see 0.3): a clinic has no first-party market data, so writing one produces empty theorising and slides easily into promotion. ## 5.21 Handing over: dental's three gates and common mistakes **What you'll do in this section**: every page first clears the General Edition's five steps and self-check; dental adds three more gates on top — the compliance hard gate ticked off item by item, a reviewer's sign-off for medical pages, and a delivery note that states "removed X, replaced with Y"; self-check line by line against the table below before launch. ```steps Figure: After the General Edition's five steps, clear three more gates; fail any one and it goes back for a rewrite Gate 1 | Compliance hard gate | Seven items ticked off one by one; the checklist is the tables in 1.2–1.5 Gate 2 | Professional review | Medical pages signed off by a reviewer, remedy pages in the right order Gate 3 | Delivery note | Every edit states "removed X, replaced with Y" ``` Gate 1's seven items: no "from" price (From); no price range; no After Medisave; no outbound link to a manufacturer; no superlatives; no price that needs an examination first written as if it were final; and the brand name isn't forced into every H2. Gate 2's fixed order for a remedy page: what to do now → red flags → what not to self-diagnose → examination → pathway → cost. The sign-off here is a medical-accuracy review, a different thing from the written compliance sign-off in 1.1. The compliance sign-off resolves only the three stop-and-escalate situations listed in 1.1; **it never turns something banned as Statute text into something publishable**. Gate 3 covers "what to fill in after you remove something": if you remove a testimonial, a star rating or before-and-after images, take material from the seven kinds of checkable facts in 1.6 and fill it back into the same slot. A draft that removes without refilling is sent back for insufficient density; it is not waved through as a compliance pass. ```split Figure: The most common mistakes on dental hand-over, and how to fix them Mistake || Fix Writing a "from" price, a range, or After Medisave || A clearly defined service + the final tax-inclusive price Tiers labelled only "mild / moderate / complex" || Each tier states its defining conditions and what's included Official benchmark and the clinic's own price side by side || A separate section after the table, with no clinic price inside it Brand name inserted into the first sentence of every H2 || Brand appears only in four places: price subject, provider, byline, organisation facts Writing "free examination" or "first consultation free" || A fixed price for the examination itself Organisation section claims "most cases" or "extensive experience" || A clearly defined operating fact Removed the testimonials and before-and-after images, leaving only empty filler || Fill the slot back in from the seven kinds of checkable facts A remedy page that leads with the cause || Lead with what to do now and the red flags ``` Two rows in the table leave no room for negotiation: wording like "Highest volume" or "Extensive experience" is a direct violation in dental; these words are listed verbatim in the official list of laudatory terms [Statute text; see Appendix A.1]. Putting the official benchmark and the clinic's own price side by side in the same table is Statute text, and no sign-off can unlock it; in the same paragraph or an adjacent one, it falls under the 1.3 conservative line instead (basis and label in 1.3; the same-table side-by-side rule is in Appendix A.1). For the five steps per page, the red line on lying, and the General Edition's self-check list, see （→ 通用版 5.31 交稿：每页五步、撒谎红线与自检）; for the general table of common mistakes, see （→ 通用版 5.32 常见错总表）.