The Pages Every Chiropractic Website Should Include
Homepage
One plain line saying who you are, what you do and where, such as "Family chiropractic care in Pasadena, accepting new patients." Add a tappable phone number and appointment button on the first screen, a photo of the doctor, short links to your main services, your hours, insurance highlights, a few reviews and your address with parking details.
Service and technique pages
Give each main service its own page: spinal adjustments, specific techniques you use, soft tissue therapy, rehabilitation exercises, sports chiropractic, prenatal chiropractic, pediatric care, auto injury care and any other services you offer, such as massage or decompression. Explain what the service is, who it is for, what a session involves, how long it takes and what to expect afterward, in plain language.
Conditions you commonly see
Patients search by symptom far more than by technique. Pages for the conditions you commonly see, such as lower back pain, neck pain, sciatica, headaches, posture problems or sports injuries, match how people search. Be careful with wording: describe how you evaluate and approach the condition, and avoid promising cures or outcomes. The FTC expects health-related claims to be backed by competent and reliable scientific evidence, according to its Health Products Compliance Guidance, and state chiropractic boards often have their own advertising rules.
New patient page
This is one of the most valuable pages on the site. Explain what happens at the first visit, how long it takes, what to bring, whether an exam or X-rays may be part of it, how to fill out intake paperwork, what it costs with and without insurance and how soon new patients can be seen. A clear, friendly new patient page turns hesitant visitors into booked appointments.
Insurance and pricing
List the insurance plans you accept, whether you are in or out of network, how you handle auto injury and workers' compensation cases if you do, and your cash prices or ranges for patients paying out of pocket. Patients often decide whether to call based on this page alone.
About the doctor and team
Your education, licensing, years in practice, areas of focus, professional memberships and a little personal story. Real photos matter. Add each team member who patients will meet.
Writing an About page patients actually read
Many About pages list degrees and stop there. Patients want to know who they will be trusting with their care. A strong About page covers why you became a chiropractor, the kinds of patients you most enjoy helping, your education and licensing, any additional training or certifications, how you approach care and how you work with other healthcare providers. A sentence or two about life outside the clinic, such as family, sports or community involvement, makes you more approachable. Keep it honest and specific; vague phrases like "dedicated to excellence" add nothing.
Accessibility for every patient
Your patients include people in pain, older adults and people with disabilities, so accessibility matters on your website and in your listing. Use readable text sizes and strong contrast, give every image a short text description, make buttons large enough to tap easily and make sure forms work with screen readers. On your location page and Google profile, state whether the entrance is step-free, whether there is accessible parking and whether treatment tables can be adjusted. A patient with a painful back wants to know about stairs before arriving.
Location pages
Your address, map, parking, accessibility, public transit if relevant, nearby landmarks and the neighborhoods your patients come from. If you have more than one office, give each its own page with its own address, hours, phone and team.
Reviews and contact
A reviews page linking to your Google reviews, and a contact page with phone, form, hours, address and directions, matching your Google Business Profile exactly.
What a strong condition page looks like
Take "Lower Back Pain Care in Pasadena" as an example. A strong, responsible page includes:
- A clear heading naming the condition and the area.
- A plain opening describing who you help, such as "We see many patients with lower back pain from lifting, sitting all day or sports."
- Common causes and symptoms, in everyday language.
- How you evaluate it: history, exam, and imaging or referral when appropriate.
- Your typical approach, such as adjustments, soft tissue work, exercises and ergonomic advice, described without promising results.
- When to see a medical doctor instead, such as red-flag symptoms. This honesty builds trust.
- What a typical plan looks like, with the honest caveat that it depends on the evaluation.
- Insurance and cost notes for this kind of care.
- Common questions: does it hurt, how many visits, can I keep exercising.
- A clear next step: call button and appointment request.
Every item answers a real patient question and gives Google and AI tools specific, accurate facts, without crossing into claims you cannot support.
Practices with more than one location
Each office should have its own page with its exact address, hours, phone, doctors, photos, parking and directions, and its own Google Business Profile linked to that page. Keep services consistent where they are the same, but note any differences, such as a technique only one doctor offers or different weekend hours. This prevents the frustrating experience of a patient calling the wrong office or arriving at a location that does not offer the service they wanted.