Building a chiropractic website that users can connect with, understand, and learn from cannot be overlooked. If your website isn’t performing well, you’re missing out on patients; it’s as simple as that. 

Luckily, proven tactics, layouts, and features will quickly improve your chiropractic website. Today, we’re laying out the specific must-haves to ensure your site has what it takes to keep up with our competitive and technical digital world. 


17 Features to Have on Your Chiropractic Website



Search engine optimization (SEO) is how you organically (unpaid) get the right visitors to your website. 

When your SEO strategy is set up correctly, you get good recognition from Google (you’ll rank higher on the search engine results pages), you’ll attract your target audience (buyer persona), and you’ll get more patients through your door. 

So, yes, chiropractic SEO plays a massive role in your clinic’s success. 


Easy CTAs 

Your call-to-action (CTA) buttons are the actions you’d like your visitor to take, so make them evident, clear, and accessible. If they’re not prominent or understandable, your users won’t do what you need them to do.  


Examples include:

  • Book today
  • Sign up for our email
  • Get Your Newsletter
  • Join our Facebook Group
  • Read our post on How Driving is Giving You Back Pain (or whatever the name of the post you want them to read is)
  • Contact us to learn more
  • Head to our podcast
  • Download your free copy
  • Watch our YouTube video


The point is that you need to clearly communicate what action you’d like your user to take and make it easy for them to complete the task. 


Easy booking process

Like your other CTAs, your booking process must be easy to complete. 

Your button should stand out.

If you’re using a booking feature that is not embedded on your website (a third-party site for booking),  the book now link should send your user to a newly opened window, not the same window they’re currently in (you want your website to stay open while they book in a new window so they can easily get back to where they left off and navigate through more of your website if they’d like. Incidentally, this process is great for your SEO because the user’s dwell time– the amount of time they spend on your page– increases). 

Whatever your scheduling process is, make it streamlined and simple. 


If you’d like them to book online, make a button:

  • Book here
  • Book Now
  • Make a Booking
  • Schedule today


If you want them to call, make a button:

  • Call to Book
  • Call us now
  • Call today 


If you want them to book a call (a consultation), make a button:

  • Book your call
  • Schedule a Call
  • Get on our calendar 


Booking should not be complicated; if it is, your new patient just left and went to your competitor. 

Pro tip: Make sure that after they’ve booked online, they get a confirmation email and text, plus a reminder email and text a day or two prior to their appointment. 


Embedded map and address that matches GBP

Having a Google Map on your website is super helpful for your users. This can be done on the bottom of your homepage (or on the bottom of every page in the footer), and you should also have it on your “Contact Us” page. 

The address must match your Google Business Profile (GBP) address to a T. This means that if your address is 123 Main Street on your GBP listing, it’s not 123 Main St. on your website. 

Your contact details should match across all online platforms and directories, so stay consistent. 


Easy navigation

Your chiropractic website should have a clean, concise layout that your users can efficiently move through. This is the navigation process and contributes to the overall user experience (UX), which is a key factor in Google’s algorithm. 

This means that if your users can’t move throughout your site with understanding, they’ll leave, and Google will have a negative impression of your site’s benefits and not provide you as a result of a search. 

Pro tip: Don’t forget to ensure the navigation process (and UX) is smooth on mobile devices. 


Readable logo

Your branding is an essential piece of your identity and helps users recognize you. Standing out in the massive online sea is a helpful tactic that can go overlooked.

Your logo should be well pronounced at the top of your page (usually on the left side corner, adjacent to your navigation menu). 

If your clinic has a tagline, be sure that it’s taking up some space: use larger text, make it bold, use your brand colors, and make it easy to identify. 


Insurance acceptance

If you accept insurance, you want this to be acknowledged ASAP. Make it front and center, at the beginning of your homepage, then again at the end. Depending on the number of insurance companies you work with, you can create a highlighted section about them and the process. 

Pro tip: You can make a page dedicated to your insurance program; be sure you have links that jump to that page from the homepage wherever you talk about insurance. 


Clickable phone number  

Having a clickable phone number (a click-to-call button) makes it easy for visitors to contact you from their mobile devices, as well as some computers that are set up for that. So don’t underestimate the convenience factor of this feature. 


Real photos and videos

Stock photos are pretty much unacceptable. If you need them for space fillers, that’s fine; go for it because they’re better than nothing. But get yourself some authentic, unique images to use. Your patients want to see photos and videos that tell them about YOU.


Have images of:

  • The people who work in your clinic, your team
  • Your patients (with their permission) having services performed on them
  • Videos of you detailing your services or exercises
  • The outside of your building so you get location recognition 
  • Your rooms and waiting area
  • The chiropractic instruments you use
  • Even your testimonials can be videos of your patients


Your chiropractic services

Having your services strewn throughout your chiropractic website is a no-brainer. You should detail the services you provide on every page that makes sense, as well as having one page dedicated to all your services.


Examples include:

  • For a Neck Pain Page, you may have a small section about the typical services you provide to those experiencing neck discomfort: chiropractic adjustments, instrument-assisted soft tissue manipulation, massage, rehabilitative exercise, etc. 
  • For a Chiropractic Care for Pregnancy Page, you may go into detail about Webster Technique, specific exercises, sitting positions, etc. 
  • On your homepage, you may want to bullet point the most popular techniques you offer 


However, on your Chiropractic Services Page, you’ll want to list every solution you offer, with the leading solutions having a bit more detail. Feel free to use bullet points to list out the other services provided that don’t require as much detail. 

Pro tip: If you have pages dedicated to specific services that you want to discuss further, such as an entire page that highlights Active Release Technique (ART), be sure to provide a link to that page whenever you mention ART on other pages. 


Conditions you treat

Like with your services, you should show the conditions you treat throughout your website pages whenever it makes sense to do so. You’ll definitely want to have the more common conditions on your homepage.

You should also dedicate a whole page to conditions treated. You can describe the common conditions in detail and bullet others. 

Pro tip: The descriptive or highlighted conditions you write more extensively about should be the ones you want to work with most. If you want to cater to more active patients, discuss sports-related injuries; if you want to work with women, discuss women’s health conditions; if you want to work with everyday aches and pains, discuss back pain, posture, neck stiffness, etc. 


About Page 

Your About Page is a great way for visitors to learn about you, your company, your mission statement, your experience, all the good stuff that gives patients a more personal connection with you. 

You can really show off here and be a bit less formal. Make it fun, inviting, and engaging. Don’t forget to provide links to your social media channels, your blog, and other resources here. 


Social media links

Speaking of social media, your channels should be displayed on every page of your chiropractic website, usually in the footer, but for pages where it makes sense (like your About Page), they can be more prominent. 

Make it quick and painless for your visitors to share your blog posts, videos, memes, whatever you want to get out there in the WWW; shareability is essential.  But also, make it easy for them to get to your social media from your site. 


Privacy policy & terms of use

This page will likely be the least viewed; however, it gives you authority and accountability, and users will appreciate it should they want to view your privacy policy and the legal elements of your clinic. 


Lead magnet

A lead magnet is any action you want your users to take in order to get their contact information, usually their email address. 

We all know people get a bit funny about giving out personal details, so make it worth their while and link to your privacy policy. Offer a free consultation, a video on proper posture and exercises to support it, how-to and step-by-step procedures, nutritional smoothie recipes, etc. 

All your visitor has to do to get your incredible piece of content (your lead magnet) is provide their email address. 



Yes, you need a blog. And to be honest, chiropractors can create excellent blog posts that are super informative, and you can amass a following and gain some serious credibility from it. 

Your blog should be (or can be when appropriate): unique, relevant, personal, specific, targeted, educational, informative, fun, creative, entertaining, etc.


Check out our series all about blogging for chiropractors:



Your Testimonials section is your 100% free marketing asset. Everyone loves a good testimonial, and many depend on them to make decisions about working with a chiropractor. 

Every page should showcase at least one testimonial that’s compatible with that page. So, for your Auto Injury Page, share a testimonial or three from patients who came to you after a car accident. For your Sports Injury Page, do the same, and so on. 

However, you should always have some testimonials on your Homepage, your Conditions Page, and your Services Page, too. These reviews can be more general, but show your best! 

Some chiropractic websites have a page dedicated to Testimonials, and that’s fine too, but do that combined with having reviews throughout the site. 

Pro tip: Make it quick and simple for patients to leave you a testimonial. You can create a button on your Testimonial Page or Homepage, send an email with links to where reviews can be left,  have printed cards at the clinic, however you want to do it, it MUST BE EASY. 


The Takeaway 

Don’t put a bunch of time, money, and effort into your chiropractic website without doing it correctly. If you utilize the features we just went over, you’re well on your way to online success that will lead to offline success. 

If you’re interested in Propel Marketing & Design designing, redesigning, or optimizing your website for SEO, contact us and let us take it out of your hands. Our team will do as much or as little as you’d like, but we’ll be there for you through the journey.