Two kinds of visitors: new patients and returning ones
A chiropractic office has two audiences on its website. A new patient wants to know whether you take their plan, what the first visit involves and whether they can be seen this week. A returning patient, partway through a plan of care, wants to book or move the next visit without calling. A good site gives each one a short, clear path and keeps the two apart.
Both sets of facts belong in page text. An insurance list saved as a picture, or office hours that appear only in a footer graphic, cannot be read by a screen reader, a search engine or an AI assistant building an answer about chiropractors near Boston.
The pages a chiropractic website needs
Write one page for each service you offer, in the words patients use, and say what a visit involves and who it suits. Then add the pages every practice needs:
- What we treat. A short list of your services, each linking to its own page.
- New patients. The steps: book, complete the forms in your patient system, what to bring and what the first visit covers.
- Returning patients. How to book the next visit, how to reschedule and your cancellation policy, in the wording your office uses.
- Insurance and payment. The plans you accept, the payment methods you take and any self-pay options you choose to publish.
- Team. Each provider’s name and credentials, as they appear on the license, with a photo if they agree to one.
- Office and hours. Address, parking, hours and a tap-to-call number on every page.
Describing chiropractic care without overstating it
What a chiropractor may claim in advertising is set by state rules, so the wording matters. We describe care in plain words: what a visit includes, who the care suits and how a plan of care is set. We leave out claims that care cures a condition or guarantees a result, because a patient reads that as a promise about their own case.
We write from the services and facts you give us, then your providers check the clinical wording. Your licensing board or counsel can confirm what your state allows. This is not legal advice.
Intake forms and online booking under HIPAA
Chiropractic intake forms ask for health history, so they carry some of the most sensitive information a patient gives you. Under HIPAA, even a patient’s name tied to an appointment request is protected health information (45 CFR 160.103). Booking requests and intake forms should therefore pass only through your practice’s own scheduling system or patient portal, or through a tool whose vendor signs a business associate agreement (BAA) with your practice.
That rule also covers a simple “request an appointment” form. If its vendor has not signed a BAA, we leave it off. The site shows your phone number and the link to your booking system or portal instead, and gives general answers on the page: hours, services, insurance accepted and parking. Your practice signs each BAA, and we list every vendor that will touch patient information in the written scope. Ask your own counsel how HIPAA applies to your practice.
Your Google profile and listings
A patient may meet your practice first on a map, a directory or an insurance plan’s provider search, then open the website. The practice name, address, phone number and hours should match everywhere. We check your Google Business Profile and the main listings during the build and point out anything that differs. Reviews shown on the site must be real and yours to use. We do not write or buy reviews.
What we do, step by step
- We read your current site, your Google profile and the offices patients compare you with.
- Scope, price, timeline and approval stages are agreed in writing before any work starts.
- We map the new-patient, returning-patient, service and insurance pages, write the copy and collect your materials. Your providers check the clinical wording and your front desk checks insurance.
- We design for phones first, with tap-to-call numbers and accessibility checks to WCAG 2.1 AA.
- We place the new-patient and returning-patient booking links, add structured data, check your listings and launch. The first 30 days include help and fixes within the agreed scope.
What it costs and what is not included
A 5-8 page practice site costs from $3,500 and takes 4-6 weeks. A landing page for one service or a new-patient offer costs from $1,200. A full redesign costs from $4,500.
Not included in any price: domain and hosting, new photography, third-party software subscriptions (billed at cost, including any HIPAA-ready form or booking tool you choose), SMS carrier registration (A2P 10DLC) and message fees, and AI usage above the plan allowance.
Who this is for, and when a cheaper option is enough
This is for chiropractic offices whose site is out of date, hard to use on a phone, or unclear about insurance, new patients and rebooking. If your site works and only needs a new service page or updated insurance details, a refresh (from $2,500) or an extra page ($250-$450 per page) may be all you need.
A solo chiropractor who fills the schedule through referrals may need only a page with the phone number, the address, the services and a booking link. We are a fit when you want the service pages, copy, listings and booking path done for you, with the scope in writing. We do not meet clients in person. The whole project runs by phone, video and screen share.
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