Marketing, websites and systems built for chiropractic and physical therapy clinics.
A chiropractic or physical therapy clinic grows on two numbers: new patients per month and how many of them finish a care plan. Most clinics have a website that describes techniques instead of conditions, a front desk that misses calls during treatment, and a review profile that lags behind the quality of care. We have built for this type of clinic, and the work is always the same in shape: a condition-first website that books directly into the practice management system, Google Ads and local SEO aimed at the searches people make when their back gives out, a review engine that runs from the visit itself, and recall and reactivation flows that keep patients on plan. We handle the marketing so the clinicians can stay in the treatment room.
Questions this page answers
- Who is the best marketing agency for a chiropractic clinic
- Physical therapy marketing agency that gets new patients
- Chiropractor lead generation that books into Jane App
- Website design for a physical therapy clinic
- How do I get more new patients for my chiropractic office
- Do Google Ads work for chiropractors and physical therapists
- How do we get more patient reviews without violating HIPAA
Get a plan for your chiropractic and physical therapy clinics business.
- A senior operator reads it and replies within one business day.
- You get a written point of view on where to start, not a sales sequence.
- Everything we build stays in your name. Month to month after the first term.
Rather talk? (512) 222-7805
Where growth is won or lost in chiro and pt.
A chiropractic or physical therapy clinic sells relief, and the buyer is usually in pain when they search. They look on a phone, read the map pack, check the rating and call the first clinic that answers. The typical ticket is a care plan of a dozen or more visits, so the value of a new patient depends entirely on whether they finish. PT clinics add a second buyer: the referring physician, whose office sends a fax and expects a fast first appointment. Chiropractors lean more on direct search, insurance questions and cash plan pricing. In both models, the front desk is the sales team, and it is busy.
Growth is lost in three places. First, the website talks about techniques and equipment while patients search for symptoms, so the directories and hospital systems win the search. Second, the phone. A missed new patient call during a busy hour rarely calls back, and most clinics have no idea how many they miss. Third, the schedule leaks: patients who feel better after four visits quietly stop, no one follows up, and the acquisition cost is never recovered. Prior vendors usually sold a template site, a social package and a monthly report on impressions, none of which touched those three problems.
We build the clinic a condition-first website that books directly into its practice management system, then run Google Ads and local SEO against the searches people make when something hurts. We wire a missed call text back, a review request that fires from milestone visits, and recall sequences built on consent captured at intake. Reporting comes from the practice system, so it shows new patients, visits and plan completion by source. For PT clinics we add referral source tracking and physician outreach materials. The clinicians stay in the treatment room, and the front desk gets tools instead of more tasks.
The problems we fix in chiropractic and physical therapy clinics.
Symptom searches go to the directories.
People search for back pain relief or sports injury treatment, not for your technique names. Clinics with pages about methods and modalities lose those searches to directories and hospital systems that write about conditions and outcomes.
The front desk cannot answer during treatment.
In a small clinic the person who answers the phone is also checking patients in, taking payments and running the schedule. A new patient call that goes to voicemail during a busy hour is usually gone to the next listing.
Care plan drop-off erases the marketing spend.
A new patient who stops after three visits never pays back the cost of acquiring them. Recall, reactivation and reminder systems are usually manual or missing, so growth leaks out the back while the ads keep running.
Reviews lag the quality of care.
Patients who feel better every week rarely leave a review unless asked at the right moment. Clinics with quiet review profiles lose the map pack to competitors who ask systematically, even when their care is no better.
Web, marketing, creative and systems for chiropractic and physical therapy clinics.
Built on your accounts, wired into the tools your team already runs, and measured to booked work.
- Conditions hub
- Treatments and services
- New patient page
- Insurance and pricing
- Provider pages
- Locations
- Reviews and patient stories
- Physician referral page
Each page answers one intent, carries one call to action, and lands the lead in your CRM with the page attached.
Websites and digital product.
A page for every condition and injury you treat, written for the way patients search, each linking to the treatment approach, the clinician and a booking button that opens the real schedule.
- Online booking wired to the practice systemNew patient booking that writes straight into Jane App, WebPT, ChiroTouch or Prompt, with intake forms delivered through the practice system so protected health information never touches the website.
- Clinician and location pagesProvider bios with credentials, specialties, insurance accepted and photos, plus a page per location with hours, parking and a map, structured so each ranks on its own for nearby searches.
- Insurance, pricing and first visit pagesPlain answers to what a first visit costs, which plans you accept, what a cash plan looks like and what happens in the first hour, because those are the questions that stop people from booking.
- Fast, accessible, mobile firstMost patients book from a phone while in pain. We build for a fast load on cellular, tap to call and tap to book on every screen, and accessibility that meets the standard a healthcare site should.
- Google Search adsAlways on, budget raised in January and after summer sports seasons
- Google Business ProfileAlways on, weekly posts and photos, reviews answered within a day
- Review requests from the practice systemTriggered after visit three and at plan completion
- Recall and reactivation texts and emailSix months after last visit, and seasonal flare periods
- Physician and partner referralsMonthly outreach, quarterly visits to top referring offices
- Meta retargeting and local videoAlways on at a small budget, heavier around new service launches
Demand, search and reputation.
Campaigns built around conditions, insurance terms and near me searches, with negative lists that cut job seekers and students, and conversion tracking on booked appointments rather than form fills.
- Local SEO and the map packGoogle Business Profile management for each clinician and location, category and service setup, weekly posts, photo cadence and citation cleanup, so the clinic wins the map results that drive most new patient calls.
- Review engine that runs from the visitA review request that fires from the practice system after milestone visits, routed to Google, with wording that never asks patients to disclose conditions and staff coaching on when to ask in person.
- Reactivation and recall campaignsEmail and text sequences to past patients built on consent captured at intake, timed to seasonal flare points, new services, and the six month mark after a completed care plan.
- Referral and community programsStructured outreach to gyms, running clubs, employers and primary care offices, with landing pages and tracked links per partner so you know which relationships send patients.
- Brand and clinic identityA name, mark, palette and signage system that reads as clinical and modern, with rules for how it appears on scrubs, the front desk, social and printed care plans.
- Photography and video directionReal clinicians, real rooms, real equipment. We direct a shoot that produces provider portraits, treatment imagery and short explainer video patients can watch before their first visit.
- Patient education contentExercise guides, condition explainers and what to expect pieces written in plain language, designed for the site, email and the waiting room, and reviewed by your clinicians before publishing.
- Print and in-clinic collateralCare plan folders, referral cards for partner offices, review cards at checkout and window graphics, all on the same system so the clinic looks like one brand everywhere.
Brand, photography and collateral.
A name, mark, palette and signage system that reads as clinical and modern, with rules for how it appears on scrubs, the front desk, social and printed care plans.
- Photography and video directionReal clinicians, real rooms, real equipment. We direct a shoot that produces provider portraits, treatment imagery and short explainer video patients can watch before their first visit.
- Patient education contentExercise guides, condition explainers and what to expect pieces written in plain language, designed for the site, email and the waiting room, and reviewed by your clinicians before publishing.
- Print and in-clinic collateralCare plan folders, referral cards for partner offices, review cards at checkout and window graphics, all on the same system so the clinic looks like one brand everywhere.
Comes in from
- Website forms
- Tracked calls
- Ads and LSA
- Google Business Profile
Lands in
- Jane App
- ChiroTouch
- WebPT
Comes back as
- Per-source attribution
- Automated follow-up
- One weekly scoreboard
Built to your system of record, not around it. Nothing is re-keyed by hand.
Integration, automation and data.
Booking, intake, recall triggers and review requests wired to Jane App, WebPT, ChiroTouch, Prompt or Genesis through their APIs or supported connectors, with audit logs on every data movement.
- Call tracking and missed call recoveryTracked numbers per campaign, call recording where state law allows, and an automatic text back to any missed new patient call that offers a booking link within the minute.
- Speed to lead for web and ad leadsEvery web inquiry rings the front desk and a backup phone at once, then follows up by text and email on a schedule until the patient books or opts out.
- Reporting by source and by care planA dashboard that ties ad spend and organic traffic to new patients, visit counts and plan completion, pulled from the practice system so the numbers match what the clinic bills.
- Two way texting and remindersWeave, Podium or GoHighLevel configured for appointment reminders, waitlist fills and two way texting, with consent records stored and quiet hours enforced.
What a great chiro and pt website contains.
The pages that do the selling for this kind of company, and what each one has to do to turn a visit into a call.
Conditions hub.
One page per condition or injury, written for symptom searches, each linking to the treatment approach, the right clinician and a booking button.
Treatments and services.
Adjustments, dry needling, manual therapy, rehab programs and modalities explained plainly, with who they are for and what a visit looks like.
New patient page.
What the first visit costs, what to bring, how long it takes, what happens in the room and a booking button that opens the live schedule.
Insurance and pricing.
Plans accepted, cash plan options, Medicare notes and a clear answer on out of pocket costs, because price uncertainty stops bookings.
Provider pages.
Each clinician with credentials, specialties, a real portrait and a direct booking link, structured so their name ranks when a patient searches it.
Locations.
A page per clinic with hours, parking, photos, the map embed and a tap to call button, tied to its own Google Business Profile.
Reviews and patient stories.
Aggregated reviews with consented, de-identified patient stories, so prospects see outcomes without the clinic ever disclosing who was treated.
Physician referral page.
For PT clinics, a page for referring offices with fax and portal instructions, response time expectations and a direct line to the referral coordinator.
Careers.
Clinician and front desk openings with culture, schedule and mentorship details, because hiring is the constraint on adding a second room or location.
Where the demand comes from, and when.
The tools chiropractic and physical therapy clinics already run on.
We build to your system of record rather than around it. Leads, calls, jobs and revenue land where your team already works, with the attribution attached.
Jane App.
Online booking, intake forms, recall triggers and review requests connected through the Jane API and its supported integrations.
ChiroTouch.
New patient booking and appointment data synced so marketing reports match the schedule and the billing system.
WebPT.
Referral tracking, scheduling and outcomes data connected so we report new patients and plan completion by source.
Prompt.
Booking, reminders and reporting wired for PT clinics that run on Prompt, including referral source capture.
Genesis.
Chiropractic scheduling and patient data connected for recall, reactivation and attribution reporting.
Weave and Podium.
Phones, two way texting, reminders, webchat and review invitations unified with the practice system and our tracking.
GoHighLevel.
Missed call text back, lead follow up sequences, reactivation campaigns and pipeline views for the front desk.
Google Business Profile.
Clinician and location profiles, services, posts, Q and A and messaging managed and measured for the map pack.
What we run the account by
Cost per new patient by source.
The number that decides where the next dollar goes, measured from the practice system rather than from form fills or clicks.
New patient call answer rate.
The share of new patient calls answered live during business hours, because a missed call in this vertical rarely calls back.
Booking rate from web and phone inquiries.
How many inquiries become a scheduled first visit, which exposes front desk scripting, pricing pages and insurance friction.
Care plan completion rate.
The share of new patients who finish the recommended plan, which determines whether acquisition cost is ever recovered.
Review velocity and rating by location.
New reviews per month and the running rating for each profile, the strongest lever on map pack calls.
Rules we respect
HIPAA in intake, tracking and reviews.
No protected health information on the website or in ad pixels, intake through the practice system, and review replies that never confirm someone is a patient.
State board advertising rules.
No guaranteed outcomes or superiority claims, correct use of titles and credentials, and free or discounted exam offers written to each state's disclosure rules.
Medicare marketing limits.
Offers and discounts structured so they do not create inducement problems for Medicare patients, with routine waiver language reviewed before any promotion runs.
TCPA consent for recall texting.
Written consent captured at intake, quiet hours and opt out honored automatically, and consent records stored where the clinic can produce them.
The chiro and pt playbook.
Audit the patient path.
We call the clinic as a new patient, book through the site, read the review profile, pull the ad account and the practice system reports, and map where new patients are lost between search and the first visit.
Fix what leaks.
Missed call text back, conversion tracking on real bookings, Google Business Profile cleanup, consent capture at intake and a review request that fires from the practice system, usually inside the first month.
Build the condition-first site.
A new site built page by page around the conditions you treat and the locations you serve, with booking into the practice system and provider pages, launched with redirects so nothing already ranking is lost.
Run the account by new patients and plan completion.
Ads, local SEO, content and recall run on a monthly cadence with reporting from the practice system, so decisions are made on new patients and visits completed, not on clicks.
- Domains and DNSregistered to you
- Ad accountsyour billing, our access
- Analytics and trackingyour property
- Code and hostingyour repository
- CRM and datayour system of record
- Documentationhow it all runs
Month to month after the initial term. We earn the next engagement rather than lock in this one.
Why chiropractic and physical therapy clinics choose us.
We have designed, built and run marketing for chiropractic and physical therapy clinics, including the practice system integrations, and we know where booking flows break and how front desks actually work between patients.
- We build the systems, not just the adsBooking integrations, missed call recovery, recall automations and reporting are engineering work. We do it in house, so the marketing connects to the schedule instead of stopping at a contact form.
- We respect the rules healthcare marketing lives underHIPAA in every form and pixel, board advertising rules on offers and outcomes, Medicare limits and TCPA consent for texting are built into the work from the start, not added after a complaint.
Reading for chiropractic and physical therapy clinics.
- Lead Generation · Takeaway
A lead is a depreciating asset: its value drops sharply the longer you wait to make contact, and studies consistently show the steepest drop-off in the first minutes and hours.
Lead Generation · 15 min read
Speed-to-Lead: Why the First Five Minutes Decide Your ROI.
You can win the auction for a lead and still lose the deal in the time it takes to answer an email. Here is the math, the mechanics, and the system that fixes it.
Read - Local SEO · Takeaway
Reviews are both a top map-pack ranking factor and the deciding factor for the human choosing you over the next listing.
Local SEO · 14 min read
How to Get More Google Reviews (the Right Way).
Reviews are the single highest-leverage asset a local business owns. Here is the honest, repeatable system for earning more of them without breaking a single Google rule.
Read - Local SEO · Takeaway
Local SEO is won on three fronts: a fully optimized Google Business Profile, a fast website with real service and city pages, and a steady drip of reviews and local links.
Local SEO · 16 min read
The Local SEO Checklist for Service Businesses.
Everything it takes to show up when someone nearby searches for what you do, your Google Business Profile, your website, getting indexed, reviews, citations, and the numbers that tell you it's working.
Read
Hiring an agency for a chiro and pt business.
- Who is the best marketing agency for a chiropractic clinic?
- The right agency for a chiropractic or physical therapy clinic can show you a condition-first website it built, explain how booking writes into your practice system, and report on new patients and plan completion rather than clicks. It should also know HIPAA, board advertising rules and Medicare marketing limits without being told. We do all of that, and we have built for clinics like yours.
- Do Google Ads work for chiropractors and physical therapists?
- Yes, when the campaigns target symptom, treatment and insurance searches near the clinic, the landing pages answer cost and first visit questions, and the front desk answers the phone. Ads fail when they send clicks to a homepage, track form fills instead of bookings, or run while calls go to voicemail. We fix those three things before scaling spend.
- Can you connect the website to Jane App, WebPT or ChiroTouch?
- Yes. We wire online booking, intake delivery, recall triggers and review requests to the practice management systems this vertical actually runs on, using their APIs and supported connectors. Protected health information stays inside the practice system, and the website only passes what is needed to book. Every integration is logged so you can see what moved and when.
- How do we get more patient reviews without violating HIPAA?
- Ask systematically and never confirm that a person is a patient in your reply. We trigger review requests from milestone visits, use wording that does not reference conditions or treatment, coach the front desk on the in-person ask, and respond to reviews with language that thanks the reviewer without discussing care. Volume comes from consistency, not incentives, which are also against Google policy.
- What does a new website for a physical therapy clinic cost?
- It depends on how many conditions, providers and locations you have and whether booking needs a practice system integration. A single-location clinic with a booking integration is a defined project with a fixed scope and price. We quote after an audit of your current site and systems, and we tell you which pieces can wait so the first build is the one that pays for itself.
Let’s grow your chiro and pt business.
A short note on where the business is and where it needs to go. A senior partner replies within one business day.
t@theoryroad.com · (512) 222-7805