Darcy Sullivan on the FTCA Podcast: Chiropractic SEO, Websites & AI Search

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A Few Clarifications Before You Put the Advice Into Practice

The conversation was recorded in August 2026.

As you watch, keep these clarifications in mind:

• Reviews: Invite patients to share an honest experience in their own words. Don’t ask them to include specific treatments, conditions, keywords, or staff names. Google’s review policy
• Business hours: Publish accurate customer-facing hours. Whether a lunch break belongs in your hours depends on whether the business actually closes during that time—not whether you want to appear open in search.
• Practitioner profiles: A separate Google Business Profile may be appropriate for an eligible individual practitioner, but it isn’t automatic for every associate. Review Google’s requirements before creating one. Google’s business and practitioner guidelines
• AI-assisted content: Using AI does not automatically prevent content from ranking. Accuracy, originality, usefulness, and human review matter. Google’s AI-content guidance

These points clarify the episode’s advice. They do not mean every recommendation changed after it aired.

1. Help Patients Understand What You Do and Where You Do It

You know your practice. Someone landing on your website for the first time needs a clear introduction.

Your homepage should quickly explain:

• That you are a chiropractor or chiropractic practice.
• Where you are located.
• Which services you offer.
• Who you help.
• How to schedule an appointment.

One theme of our FTCA conversation was balancing your professional identity with language patients recognize.

You can explain your evidence-informed approach, sports focus, or rehabilitation services while also making it clear that you provide chiropractic care.

For example:

“Chiropractic care and sports rehabilitation in [City].”

That gives visitors a useful starting point. The rest of the page can explain your approach and what makes your practice different.

Your next step: Read the opening section of your homepage. What would a new visitor still have to guess?

2. Give Your Priority Services More Than a Bullet Point

A service list tells patients what is available. A useful service page helps them decide whether to contact you.

If a service is important to your practice, its page should answer questions such as:

• What is this service?
• Why might someone ask about it?
• How does your clinic approach it?
• What happens during an appointment?
• What questions should patients discuss with your team?
• How do they get started?

Use explanations that reflect your actual practice. Keep clinical claims accurate and avoid promising results.

The goal is to answer the questions someone needs answered before booking.

Your next step: Choose one service you want more inquiries about. Does its page explain the care clearly, or does it mostly name the service?

3. Make Insurance and Payment Information Easy to Find

Patients often want to understand payment options before contacting a clinic.

If you participate with insurance plans, provide current information in readable text rather than relying only on logos. Explain what patients should confirm with your office.

If you operate a cash-based practice, explain how payment works and what someone should expect.

You don’t need to suggest that one payment model guarantees better care. Give people enough accurate information to understand their options.

Your next step: Ask someone unfamiliar with your website to find your payment information. Can they understand it and identify whom to contact with questions?

4. Check Your Google Business Profile and Other Listings

Your website is one part of what patients see online.

Review your Google Business Profile and other relevant listings for accurate:

• Business name.
• Address.
• Phone number.
• Website link.
• Customer-facing hours.
• Services and practice description.

Pay particular attention if you have moved, rebranded, or had practitioners join or leave.

If your practice appears in the FTCA member directory, check that profile too. Use a clear description of your services and keep the contact information current.

Relevant directories can help people discover and verify your practice. No individual listing guarantees better rankings or inclusion in an AI answer.

Your next step: Search for your practice name and review the listings you find. Start by correcting information that could send a patient to the wrong address, number, or website.

5. Invite Honest Reviews Without Directing the Content

Reviews give prospective patients another perspective on your practice.

Keep your request simple:

“If you’d like to share your experience, we’d appreciate an honest Google review.”

Let the patient choose what to say. Avoid requesting particular keywords, services, conditions, staff names, or a positive rating. Don’t offer an incentive in exchange for a review.

This clarifies the podcast discussion about detailed reviews: patients can voluntarily describe their experiences, but your request should not prescribe the content.

Your next step: Review the wording your team and automated messages use when asking for reviews.

6. Use AI to Help Express Your Expertise

AI can help organize ideas, develop an outline, or turn a transcript into a draft. Your own explanations and experience give that draft substance.

Instead of starting with a broad request to write about chiropractic care, start with something specific:

• A video in which you explain a service.
• A common question from prospective patients.
• Your description of what happens at a first visit.
• An explanation of your approach to care.

Then review the draft carefully. Check that it accurately represents your services, contains no invented facts, and sounds like something your team would say.

Your next step: Record yourself answering one common patient question. Use the transcript to develop a useful website section or article.

7. Connect Your Website Content With Your Other Marketing

You don’t need a completely separate idea for every channel.

A helpful answer on your website can also become:

• A short email.
• A social media post.
• A video.
• A discussion topic for a community presentation.

Give each piece a clear purpose. Help someone understand a question, then point them toward relevant information or an appropriate next step.

Your next step: Choose one useful service page or article. Share a practical takeaway and link to the full explanation.

What About Showing Up in AI Search?

The episode explored how patients may use increasingly specific questions to find care.

That makes clear, accurate information about your services, location, payment options, and approach especially useful.

However, no particular phrase, review, or directory listing guarantees that an AI system will recommend your clinic. Google’s guidance says established SEO practices remain relevant to its AI search features. Google’s AI-search guidance

Focus on making your practice easier for people to understand and your website easier to navigate.

Choose One Improvement to Start With

You don’t have to tackle everything at once.

Start with a gap that could confuse a prospective patient:

• Your homepage doesn’t clearly identify your services or location.
• An important service has little explanation.
• Payment information is difficult to find.
• Listings show outdated details.
• Visitors cannot easily find how to book.

Choose one improvement, complete it, and then move to the next priority.

Want Help With Your Chiropractic Website and SEO?

Knowing what needs attention and finding time to do the work are different challenges.

At Propel Marketing & Design, we help chiropractors and other clinic owners improve their online presence through:

• SEO projects and website content
• Local SEO and Google Business Profile optimization
• Website design
• AI-search visibility work
• Ongoing website management and SEO support

We start by understanding your practice, the patients you want to reach, and how you want your care represented.

On a discovery call, we’ll discuss your goals, current challenges, and whether a project or ongoing support would be a good fit.