If you’re an Ambulatory Surgery Center (ASC), your website has two jobs: serve patients and make it effortless for referring providers to send you cases.

But most ASC websites bury the one thing referring doctors actually need: quick access to your fax number and referral instructions. And that mistake is costing you real volume.

The #1 Referral-Killer: Hidden Contact Info

Here’s what happens dozens of times a week across the country: a physician’s office is ready to refer a patient to an ASC. A staff member pulls up your site to get your fax number. But after 60 seconds of clicking through unclear menus or downloading outdated PDFs, they give up—and send the patient somewhere else.

In the referral world, friction = failure.

Every extra second it takes to find your contact or fax info is a chance to lose the referral entirely.

The Fix: Build a Dedicated Referring Providers Section

Your site should include a “For Providers” or “Refer a Patient” section directly in the main navigation. This isn’t just a nice-to-have. It’s a conversion point for your highest-leverage traffic.

Inside that section, you should clearly display:

• Your fax number above the fold
• Downloadable referral form (PDF)
• Instructions on what to include (records, insurance, etc.)
• Contact info for referral coordinators
• Turnaround time expectations

Bonus points if you include a one-click “Fax to Us Now” button for digital fax tools, or a HIPAA-compliant upload option.

Why This Matters More Than You Think

Referring physicians don’t need to be sold—they already trust your surgeons. But if your process is a black box or if their staff hits a wall trying to reach you, they’ll shift to an ASC that’s easier to work with. And once that behavior changes, it’s hard to win back.

As we explain in our ASC referral strategy guide, your website is a critical tool for retention. And retention starts with clarity.

Put Yourself in Their Shoes

Here’s a test: pretend you’re a nurse at a primary care office trying to refer a patient. Open your site. Can you find the fax number in 5 seconds?

If not, that’s your cue.

Common Mistakes That Kill Referrals

• Burying the fax number in the footer
• Requiring too many clicks to access forms
• Only offering a general contact form (no direct lines)
• Using outdated language like “contact us for details” instead of providing them

Remember: referring staff aren’t going to call and ask. They’ll just refer elsewhere.

Referral Volume Is a UX Issue

Most ASCs don’t realize how much website friction is costing them. It’s not a marketing failure—it’s a UX failure. And it’s fixable.

Make it easy. Make it fast. Make it obvious.

Bottom Line

If you want more referrals, stop hiding your fax number. Build a simple, prominent referral section that respects the time and workflow of the referring offices you depend on.

Need help optimizing your ASC website for referring providers? Let’s fix it—fast.