You’re a chiropractor, not a writer. Yet, in today’s massive online world, writing (and writing well) is a necessity. To get patients through your doors, your website and its content must be engaging and informative. 

When blogging for your chiropractic clinic, connection is key.

Your blog readers could be new, current, old, or prospective patients, so how do you appeal to everyone?

Understanding the needs and concerns of your target audience will help you determine what you should be blogging about. 

Today we’ll go over the five elements that your chiropractic blog should focus on to instill trust and expand your business.

After all, you have the solutions your ideal patient is looking for; you just have to tell them, and your blog is the perfect place to do it.


Buyer Persona

Your buyer persona, also referred to as your target audience, is the highly detailed persona you design based on the research of your current or desired audience. 

We’ve worked with several clients who want everyone to be their target audience, and we get it. The thought process is if everyone is targeted, everyone will come. However, that’s far from the truth (and sounds exhausting to us!). 

You can’t please everyone all the time, so find what works for you and your clinic. Once you know who you want to work with, you’ll be able to determine ways of talking to that particular persona. 


Ask yourself:

  • What’s their demographic info: age, education, income, location, gender, lifestyle
  • Where are they online: social platforms
  • How do they like to communicate: phone, text, email
  • What can you do to help your persona: what solutions do you offer, what advice can you provide, how can you educate them?
  • What are their goals: can you help them reach them?
  • What are their challenges: can you help them beat them?


Your buyer persona must be determined before creating content centered around them, so if you don’t yet have one defined, now’s the time. 



After you know your buyer persona, you’ll grasp how they talk and what they search for. The words they use when typing in their query in Google’s search bar are called their keywords. And if you’re wondering if their keywords are your keywords, the answer is yes.

You absolutely MUST use the same words your patients use in their searches, or the odds of them finding you on Google are incredibly low. Google offers results that it believes will give the user the absolute best, most targeted information, so figure out what those words are and implement them accordingly. 

Not sure how to start with your keyword research? Google Trends is a free and super easy place to start, and you don’t have to be a tech wizard or SEO expert to figure it out. 


Google’s New Helpful Content Algorithm Update 

Google is at it again with yet another algorithm update. This one is called the Helpful Content Update, and we think it has a nice little ring to it. 

Basically, if your content isn’t written for actual people (your target audience) but written to get credit from the search engines, you’re in trouble. To be fair, we’re not sure what kind of trouble, but trouble will be ha

Google is all about the user experience (UX). And, frankly, content that isn’t appealing to the user is just plain bad and sloppy and should not be on the WWW getting tossed out as a result.


Here’s exactly what Google said about the update:

“Our helpful content update launching next week will better surface original, helpful content made by people, for people, rather than content made primarily to gain search traffic. It’s part of a broad effort to show more unique, authentic info in results.”


So, if you have low-quality content, you will no longer be shown on the SERPs (search engine results pages); it’s as simple as that.

Pro tip: Writing great blog content that users love isn’t as hard as you think it is.


Here are some suggestions for blog posts that garner all the good attention from your patients and Google:

  • Create lists: The Top 5 Reasons to See a Chiropractor While Pregnant
  • How-to posts: How to Safely (and Secretly) Stretch Your Back While at Work
  • Weekly tricks and tips: Eat Healthy for the Next 7 Days (without missing the sugar)
  • FAQs: Poor Posture: All Your Questions Answered
  • Interviews with experts: Speaking with Nutritionist Dr. Smith About How Chiropractic Care & Nutrition Work Together


Problems and Solutions 

Most of your patients come to you with a problem, and they do that because you have the solution to it. Your blog posts can help your users tremendously if written in the easy-to-understand way of Problems and Solutions. 

Write posts that give your patients valuable insight into their issues and how exactly you can help them find natural, safe, quality care at your clinic.

And don’t forget about the preventative work you provide, the sports preparation services you offer, and the extras and unknowns found at your clinic (supplements, massage, wellness plans). 

You have so much to help to give; let your audience know all about it. 



We’re often asked whether content should be a blog post or a webpage. It’s a great question. The short answer is that webpages are generally more…. general and often showcase slightly less personality. 

Your blog should be much more specific and give very targeted information to your audience. 

For example, you’d put content titled “Chiropractic Solutions” on your webpage. On your blog, you’d put titles such as “How ART Affects Those Involved in a Sports Injury” or “Why You May Experience Back Pain After Running a Marathon.” 

Being specific about the services you provide, how you provide them, and who you provide them to is a great way to ensure your buyer persona is being supported. 

Pro tip: Check out our post on the 17 Must-Have Features for Your Chiropractic Website for information on designing an exceptional chiropractic site.


The Takeaway

You know who you work with and who you want to work with. You also know what you do and how you do it. That’s a lot of quality information to help you create the perfect blog for you and your patients (and Google). 

You got this. And if you don’t, Propel Marketing & Design is here and ready to help. Contact us today, and let’s get you the blog readers that count. 


Other Chiropractor Blog Resources: