Pages a chiropractor's website should have

Most chiropractic clinic websites try to do too much. They end up with a dozen pages that say the same thing in slightly different words, and nobody can find the opening hours.

So here's the plan. Eleven pages, each with a job. Build them in the right order, keep them honest, and keep them current. This guide covers what goes on each one and what to leave off. For a rough sense of scale, people in the UK search for "chiropractor near me" about 49,500 times a month (a national estimate from DataForSEO, dated 18 October 2026, not a figure per town). Plenty of people are looking. Your job is to make sure your clinic is easy to understand when they arrive.

Purpose: Tell a stranger in ten seconds who you are, where you are and what they can do next.

Start with the clinic's real name, the town or area you work in, and one plain sentence about what you do. Something like "A chiropractic clinic in [your town], seeing adults and families by appointment." Say what you actually offer, and nothing more.

Then give the visitor an obvious next step. A "Book an appointment" button near the top. A phone number they can tap on a mobile. Your address and opening hours somewhere visible, not buried three clicks down.

Link to your main treatment pages, the first-visit page and the booking page. Add a short line on who will see them, with a link to the team page.

If you are a limited company, the registered company name, registered number, registered office address and place of registration need to appear on the site (GOV.UK sets this out). The footer is the usual home for it.

Use real photos of your clinic, your treatment room and your reception if you can. Stock images of smiling people holding their backs say nothing about you.

Avoid promising results, cures or "pain-free living". Avoid a slideshow of seven rotating banners. Avoid a wall of text about the history of chiropractic. Avoid a home page that only makes sense to someone who already knows what you do. And avoid listing every condition you can think of; it reads as a claim, and it makes the page long without making it useful.

Purpose: Explain each thing you really offer, one page per service, so a visitor knows what happens and whether it suits their question.

Only create a page for a treatment you genuinely provide. If you do not offer something, do not list it "just in case".

On each page, describe what happens in a session. What does the chiropractor do first? How do they assess the person? What does the treatment involve, step by step, in ordinary words? How long does the appointment usually take at your clinic? Who is it for, and who should speak to their GP first? Keep the language free of jargon, or explain any technical term the first time you use it.

Say how this treatment fits into a visit, whether it is part of a first appointment or a follow-up. Link to the prices page and the booking page.

Do not promise cures, outcomes or results on any page. Describe what happens in a session instead. Before you publish any health claim, read the Advertising Standards Authority's current guidance on health claims. Rules change, and it is your name on the page. If you are unsure whether a sentence counts as a claim, take it out or check first.

Each page must carry something different. Google's spam policies treat lots of near-duplicate pages, made mainly to manipulate rankings, as spam. So do not copy one page and swap a word. If two treatments cannot be described differently, they probably belong on one page.

Avoid "before and after" language, testimonials that describe recovery as a result you delivered, and a single page crammed with every treatment. Avoid pages that differ only by a town name.

Purpose: Let a nervous first-timer know who will be treating them.

Give each chiropractor a short profile: name, a recent photo, and a few lines on how they work and what they enjoy about the job. Keep it human. A line on what they like to do outside work is fine, if they are happy for it to go on the site.

Ask first. Every person on this page should have agreed to appear, agreed to the photo, and agreed to the wording. If someone leaves, take their profile down promptly.

Then the part that matters most. The title "chiropractor" is protected by law. It is a criminal offence for anyone to describe themselves as a chiropractor without being registered with the General Chiropractic Council (GCC). So state each chiropractor's GCC registration accurately, and link to the GCC's "Find a Chiropractor" search of its register at gcc-uk.org so a visitor can check for themselves. Make sure the details you show match the register exactly, and keep them up to date.

List qualifications only if they are real and you can show them. If you are not sure how a qualification should be described, check with the relevant awarding body or regulator rather than guessing.

Avoid titles you are not entitled to use. Avoid vague claims such as "leading" or "top" specialist. Avoid including reception or admin staff who have not agreed to be named. Avoid a team page with no registration details at all; it is the first thing a careful visitor will look for.

Purpose: Remove the fear of the unknown before someone books.

Walk the reader through the appointment in order. What happens when they arrive? Is there a form to fill in, and can they do it beforehand? What questions will the chiropractor ask? What does the physical assessment involve? What will they be asked to wear, if anything? How long should they set aside, and will treatment happen that day or is the first visit mainly an assessment? Answer those in your clinic's own terms, not in general ones.

Tell them what to bring: a list of medication, any previous scans or letters if they have them, comfortable clothes. Say whether they can bring someone with them, and whether a chaperone is available if you offer one.

Be plain about the practical bits too: where to check in, where to wait, what the room looks like. A short, calm, step-by-step page does more for a nervous visitor than any amount of reassurance.

If your clinic needs a referral, a GP letter or any particular paperwork for certain people, say so clearly. If you are unsure what you are required to ask for, check with the relevant regulator.

Avoid promising what the visit will achieve or how many sessions someone will need. Avoid dense clinical language. Avoid a vague "we'll take a full history" with nothing behind it. And avoid sounding like a legal notice; this page should feel like a friendly person talking.

Purpose: Let people see what a visit costs, or at least how your pricing works, before they pick up the phone.

Only publish prices if you will keep them current. An out-of-date price is worse than none, because it creates an awkward conversation at reception.

If you can list them, do it plainly: first appointment, follow-up appointment, and any other session types you offer. Say how long each lasts. State what is included and what is extra. Make clear how people pay, and which methods you accept. If you take payment up front, or charge for missed appointments, explain it in a sentence and in a neutral tone.

If you cannot publish exact figures, explain how pricing works instead: what decides the cost, what the first conversation covers, and how to get a quote. Give a way to ask.

If you work with insurers, say which ones, and explain what the patient needs to do. Check the details with the insurer before you put them online.

Put a "last updated" date somewhere on the page, and set yourself a reminder to review it. A simple diary note every few months is enough.

Avoid "from" prices that few people ever pay. Avoid hidden extras mentioned only in the small print. Avoid package deals that push people to commit to a block of sessions they do not need. Avoid prices on the site that differ from the prices at reception.

Purpose: Make it as easy as possible to get an appointment.

This page has one job, so keep it simple. If you take online bookings, put the booking tool front and centre, and test it on a phone. If you handle bookings by phone or email, say so clearly and show the number and address at the top, not the bottom.

If you use an enquiry form, ask for the minimum: name, contact details, a short message, and a preferred time. Every extra field is a reason to give up. Say what happens next and roughly when they will hear back, as long as you can keep to it.

Tell people how to cancel or rearrange, and what your policy is, in plain words. Let them know if they will get a confirmation, and how.

Remember accessibility. If someone needs a particular arrangement, such as step-free access or a longer appointment, give them an easy way to tell you at the point of booking.

Tell people what to do if their problem feels urgent or serious, and that it should not wait for an appointment with you. A short, sensible line pointing them to the right urgent care is enough. If you are unsure of the wording, check with the relevant regulator.

Avoid a booking form that runs to a page and a half. Avoid a confirmation that says nothing. Avoid a booking system that only works on a desktop. And avoid hiding your phone number to push people toward a form; some people simply want to talk to someone.

Purpose: Answer the questions people actually ask, so reception does not have to answer them all.

Do not invent questions. Keep a simple note for a few weeks: every time someone asks something at reception, on the phone or in the room, jot it down. Use their words. That list is your page.

Typical ground to cover: parking, how long an appointment takes, what to wear, whether they need a referral, whether you see children, how to cancel, and how payment works. Only include the ones your clinic really gets asked.

Answer each one in a few short sentences. Lead with the answer, then add detail if needed. If the answer lives on another page, give a one-line reply and link to it. That keeps the FAQ short and the details in one place, so you only have to update them once.

Where a question touches on health, keep to what you do and what happens in a session. Do not promise outcomes in a Q&A answer either. Check the ASA's current health claims guidance before you publish any wording you are not sure about.

Review the page now and then. Delete answers that no longer apply and add new ones as questions turn up.

Avoid made-up questions that nobody asks. Avoid long, defensive answers. Avoid an FAQ page so long it needs its own contents list. And avoid answers that contradict the other pages on your site.

Purpose: Get someone physically through your door on time and without stress.

Give the full address, written the way you would write it on an envelope, and a postcode people can paste into a map. Add a map. Then do what a map cannot: describe the last bit. Which side of the road? What is the building next door? Which door do you use? Is there a buzzer, and which one?

Set out your opening hours clearly, day by day, including any days you are closed. Make sure they match your Google Business Profile and any signs on the door.

Explain parking honestly. Is there a car park, and is it free? Is on-street parking easy or tricky? How far is the nearest bus stop or station, and how long does the walk take? If you do not know, go and check. Do the journey yourself.

Accessibility deserves real detail, not a tick-box line. Is there step-free access? Stairs to the treatment room? A lift? An accessible toilet? Space for a wheelchair or pushchair? Say what is true, including the limits. If something is not available, say so and offer what you can. For legal duties around accessible premises, check with your local council or the relevant regulator.

Avoid saying "easy to find" without explaining how. Avoid hours on the website that differ from the door. Avoid claiming accessibility you cannot back up. And avoid leaving out the awkward details, such as a steep hill or a hidden entrance; people would rather know.

Purpose: Show real feedback from real clients, in a way you can stand behind.

Only publish reviews that are genuine. Do not write your own, ask friends and family to post them, or edit a review so it says something different from what the person wrote. If you pick a few to feature, keep them as written, and say where they came from.

The simplest approach is to link to the reviews you already have, such as the ones on your Google Business Profile, rather than copying them out. That way they stay genuine and current, and you are not curating a flattering selection.

If you quote a review on the site, get the person's permission first, and think about whether it contains private health detail they might not want shown. When in doubt, leave it out or ask.

Be careful with wording that describes results. A review that says a treatment "cured" something is a health claim, and it is your site that is carrying it. Read the Advertising Standards Authority's current guidance on health claims before you feature anything like that.

Make it easy for happy clients to leave a review, with a simple, polite note at the end of a visit or in a follow-up message. Reply to feedback, including the awkward kind, calmly and without arguing.

Avoid fake or paid-for reviews. Avoid deleting every critical comment you are able to. Avoid featuring reviews that make outcome promises. And avoid a "testimonials" page that has not been touched in years.

Purpose: Tell people who is behind the clinic and give them an easy way to reach you.

The about section is where the clinic gets a face. Say when and why it started, what it is like to be a client there, and how you like to work. Keep it factual and specific. Skip the mission statement. If the clinic has a particular focus, such as families or active people, say so, as long as it is true.

Link to the team page rather than repeating every biography.

The contact details should be impossible to miss. Phone number, email address and postal address, all in one place. Say when someone is likely to get a reply. If you use a contact form, keep it short, and make sure it actually reaches a person who will answer.

If you are a limited company, show the registered company name, registered number, registered office address and where you are registered, as GOV.UK requires. A footer on every page is a sensible place for it. If you are a sole trader or a partnership, check with the relevant authority about what you need to display.

Avoid an about page that is entirely about the founder's ambitions. Avoid a contact page with only a form and no other way to get in touch. And avoid an email address that nobody checks.

Purpose: Make sure the listing people see on the map matches your website and the door.

It sits outside your website, and it still deserves a place on the list, because many people will see it before they see your site.

Use the real-world business name, the one shown on your shopfront, your website and your stationery. Do not add keywords to the name. Fill in your address, phone number, website link and opening hours, and make sure they match everything else you publish. Add a booking link if you have one, choose the category that describes you, write a short, honest description, and upload real photos of the clinic.

Keep opening hours up to date, and update holiday hours before bank holidays and any closure, not after (this is part of Google's guidelines). A wrong opening time is the quickest way to annoy someone before they have even met you.

Remember that you cannot pay for a better local ranking. Anything that claims otherwise is not something to spend money on.

Reply to reviews on the profile, and keep it tidy. Check it every month or so, and any time something changes at the clinic.

Avoid stuffing the business name with extra words. Avoid mismatched details between the profile and the website. Avoid stock photos. And avoid setting it up once and forgetting it.

1. Home page: who you are, where you are and a clear way to book.
2. Booking or enquiry page: one simple route to an appointment.
3. Opening hours, address, parking, accessibility and how to find us: so nobody gets lost or turns up on the wrong day.
4. Services and treatments: one honest page for each thing you really offer, with no outcome promises.
5. Team page: each chiropractor, with their GCC registration stated accurately and linked to the register.

Your Google Business Profile should be set up alongside all of these. It does not need to wait for page five.

You now know the pages. The harder question is which ones your own site lacks, and which topics your competitors cover that you do not.

We can help with that. Seracu offers a free snapshot that shows which topics your site lacks compared with competitors. That is all it does. It will not write your pages for you, and it will not tell you what to say. But it will show you where the gaps are, so you can decide what to build next.