Website requirements checklist for a private medical clinic in Amsterdam before asking for quotes (2026)

The verdict in three sentences

A private clinic in Amsterdam that sends agencies a one-paragraph brief usually gets quotes from EUR 4,000 to EUR 45,000 that nobody can compare line by line. A 12-point requirements checklist, with page templates, content sign-off, Dutch and English, each integration on its own line and GDPR (AVG) rules for every form, narrows that spread to a band your partners can defend. Write it in two or three working days before contacting anyone, then score every quote on the same grid.

What should the checklist contain before you contact an agency?

Fill every line, even with 'not needed': blank lines are where quotes drift.

• Goals and audiences. Who must find you: expats looking for a GP in Zuid or Amstelveen, patients referred to a specialist outpatient clinic, employers. One measurable goal, for example appointment requests per month, tracked without health data in analytics.
• Page list and templates. Home, about, practitioner profile (template), specialty or service page (template), patient information (fees, insurance, what to bring, cancellation policy), locations, contact, careers, complaints procedure, privacy and cookie pages. Count pages and templates: '32 pages from 6 templates' is a quotable sentence.
• Content ownership. Who writes (your team or the agency copywriter), who checks medical accuracy (the medical director), who signs off privacy wording (your privacy adviser or DPO), and how many working days each approval round takes.
• Languages. Dutch and English, page by page. State who reviews the second language and whether a native medical reviewer is needed (a third-party cost if you use one).
• Integrations, one line each. Online booking (embed or link to the existing tool), patient portal link, contact form routing to the right inbox or CRM, Google Business Profile per location, newsletter tool, job vacancy feed. Complex ones are quoted separately.
• Accessibility target. WCAG 2.2 AA written as a contractual target, with who tests it and when.
• Data protection for forms. Minimum fields only (name, contact, reason for contact in general terms), no medical history or uploads in an open form, where submissions are stored, retention period, a processor agreement (verwerkersovereenkomst) with every supplier that touches data. Tracking tags on condition or specialty pages reviewed with your privacy adviser before go-live.
• Practitioner and licensing details. BIG register entries for each practitioner and, where your clinic falls under the Wtza authorisation regime, how you describe it: supplied and checked by the clinic, never written by the agency.
• Hosting and domain ownership. The .nl domain, hosting account, analytics and Search Console all registered in the clinic's name, with admin access handed over.
• SEO migration if a site exists. Full URL inventory, a 301 redirect map for every page that receives traffic, Search Console access before and after launch.
• Acceptance criteria. What 'done' means: every form tested in both languages, every redirect returns a 301, mobile pages load fast on a 4G connection, accessibility checks passed, content approved in writing.
• Timeline and budget range. A target launch date and a budget band.

This is not legal advice: confirm GDPR, Autoriteit Persoonsgegevens guidance and healthcare advertising questions with your own adviser.

How does a vague brief change the quotes you receive?

Same clinic, same agencies, two briefs. The ranges below are a 2026 ballpark drawn from typical Amsterdam agency quotes and public agency rate pages, not a survey.

How do you score three quotes fairly?

Use fixed weights before you open the envelopes. Each criterion is scored 1 to 5, then weighted points equal weight multiplied by score divided by 5.

These scores are illustrative. A gap of 2 points for a price gap of EUR 15,800 is a judgement call: some clinics will pay for an agency team that can meet them in Oud-Zuid every week, others will not.

How does the Kolonell fixed grid map to your checklist?

Kolonell publishes three fixed prices for international clinics, in euros: Starter EUR 2,700, Growth EUR 4,500 and Premium EUR 8,200 (the multilingual tier, languages set in the quote). Each includes a project manager reachable in your time zone, native English or French copywriting, delivery in 3 to 4 weeks once content is ready, and 3 months of support. Maintenance after those 3 months is on quote.

Mapped to the checklist: items 1 to 4, 6, 7, 9, 10 and 11 sit inside the grid price. Dutch copy is supplied or reviewed by the clinic or a native reviewer you choose. Item 5 is split: links and simple embeds fit the grid, while a booking integration, patient portal work or CRM connection are each quoted separately. A clinic with Dutch and English usually lands on Premium. See the scope of each tier on the international websites page.

Mini case study

Illustrative example, fictional clinic. Zuidas Medisch Huis is a specialist outpatient clinic in Amsterdam Zuid with 9 practitioners and an existing site of 140 URLs. The practice manager spends 18 hours writing the checklist (three people, six hours each) and sends it to three suppliers.

• Precise brief, Premium tier: EUR 8,200.
• Booking embed of the existing tool: on quote, listed separately.
• Third-party cost: a freelance native Dutch medical reviewer, 30 pages at EUR 45 per page (market assumption) = EUR 1,350.
• Total before booking work: EUR 8,200 + EUR 1,350 = EUR 9,550, compared with EUR 24,000 for the local agency quote on the same checklist.

Ongoing hosting and maintenance: market assumption of EUR 100 per month for comparison only; Kolonell maintenance after the 3 included months is on quote.

FAQ

How long does it take to write a clinic website checklist?

Two to three working days for a clinic with up to 40 pages, split between the practice manager, the medical director and the privacy adviser. Budget roughly 15 to 20 internal hours.

Should the booking system be part of the website quote?

List it as a separate line. Embedding an existing tool is usually a small task, while rebuilding booking inside the site can add EUR 8,000 to 20,000 and creates more personal data risk.

Do we need both Dutch and English on day one?

Most Amsterdam private clinics serving expats launch both. If budget is tight, launch 100 % of pages in one language and the 10 to 15 most visited pages in the second, then complete within 3 months.

What accessibility target should we write?

WCAG 2.2 AA is the usual target in 2026. Ask each supplier how many hours of testing they include, typically 4 to 12 hours for a 30-page site.

Let's scope your project. Send us your checklist, even half filled, and we will map it to a tier, list what stays on quote and give a launch date. See the international offer or request a free quote: detailed reply within 48 hours.