Marketing 101 for Chiropractors
Digital marketing is evolving faster than ever, and as a chiropractor, you're not just a healthcare provider—you’re also the CEO and marketer of your practice. Without a solid grasp of marketing fundamentals, it's easy to fall for one-size-fits-all strategies that waste time and money.
Join us as we break down proven, cost-effective, and innovative marketing tactics designed specifically for chiropractors. From social media mastery to Google Ads that convert, we’ll equip you with the tools to attract more patients, build lasting relationships, and dominate your local market. Stay ahead, stay profitable, and take control of your practice’s growth!
Marketing 101 for Chiropractors
Why Google Reviews Don’t Convert And How To Fix It
Five stars don’t fix a broken funnel. We dig into why glowing Google reviews often fail to convert and show how to turn social proof into scheduled care with a practical, patient-first system. Instead of chasing vanity metrics, we focus on the three pillars that actually move the needle: conversion, action, and urgency.
We start by tightening local visibility using Google Business Profile fundamentals—smart category selection, weekly posts to drive activity, and service keywords that reinforce relevance. Then we rebuild the content of your reviews themselves. Using a simple three-question prompt, patients write about the problem they had, what changed after care, and who they’d recommend you to. That language maps to real searches like “sciatica relief” and “migraine chiropractor,” and it gives AI summarizers richer context to surface your clinic for the right cases.
Momentum matters once someone clicks. We route searchers to a dedicated new patient page and condition-specific landing pages with clear, above-the-fold calls to action and seamless online booking. Warm confirmations and short nurture messages reduce drop-off, while retargeting and lead capture keep you top of mind for prospects who need a little time. We also talk AEO—AI Engine Optimization—by rewriting pages in plain, problem-centric language that explains protocols and outcomes so both people and AI understand what you solve and how.
If you’re ready to stop hoping reviews will magically fill your schedule and start using them as high-converting assets across your website, ads, email, and SMS, this conversation lays out the exact steps. Subscribe, share this with a colleague who needs a better funnel, and leave a review telling us the one change you’ll make this week.
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- Book a free discovery call with Enrico to level up your business
Another Google Ads or Google Reviews podcast. Not really. We're going to dive into Google reviews and how to capitalize on them and why you should be spending time on them. I know you can go back to some of our old podcasts and go through the Google reviews, how to set up my Google My Business. We're not going to get into that again. Just go and search for that. You'll find those quick podcasts that you can dive into. But today what we want to talk about is how to capitalize on Google reviews. Welcome back to Marketing 101 for chiropractors each and every week, dropping you tips to stay ahead of the curve and keep growing your business. Most chiropractors I talk to are proud of their Google reviews. 100, 200, even 500 Google reviews, five-star reviews, yet they're still asking, why isn't my phone ringing? And the uncomfortable truth behind this is that help, you know, reviews help trust, but they don't automatically create patience. So reviews don't necessarily mean they're going to convert. And visibility that you create with SEO doesn't actually mean people are going to take action. And trust doesn't equal urgency. Yet those are the three things we need to think about whenever we are intentional with our marketing. And that is conversions, action, and urgency. You have to always be creating conversion, conversions, and always taking action and always creating urgency to maximize your marketing in all platforms, in all avenues that you use for your marketing, those are the reasons why they either work or don't work. So the big misconception we need to break is that if I just get more reviews, my practice will grow. If I just get more reviews, the phone will ring. But the reality is reviews are supporting actors, not the main character in your business. Without the right ecosystem, they just sit there and they do nothing. And I'll tie this all together on why this is going to be coming back up to the surface on reviews across the internet is because AI is learning everything off the internet again and classifying you as a five-star chiropractor, three-star chiropractor, one-star chiropractor, it's it's making the decisions, not what people are writing. So there's some things we need to look at. Your reviews, first off, aren't being seen. Google prioritize proximity, relevance, and activity. Okay. And you know, 300 reviews don't help if your profile isn't optimized. You know, your Google profile isn't optimized. You're posting, you're not posting any updates. There's not, there's no relevancy. And you're not ranking in the map pack when people search for chiropractors. If you're not even showing up in the map, you're losing the battle because you have to be within proximity. And if you're not even showing up in the A, B, or C category of the map on Google Maps, we have deeper issues that are happening here. So the simple fixes to get these all fixed is your weekly Google Business Profile post, posting something to there. You can auto-post one of your social media posts to Google each week. You can easily automate that, and that will keep your Google profile optimized. Proper category selection, making sure that your categories are all set up properly. If you offer more than just chiropractic in your office, you have all those categories set up so that you rank for those categories. And then service-based keywords in your descriptions have to be there. Chiropractic, chiropractor, chiropractic has to be repeated over and over again to make sure Google knows, oh, yeah, these guys are chiropractic offices. The second biggest problem is your reviews talk about you. They don't talk about the problem, the urgency, the action people need to take. And, you know, most reviews sound like great staff, friendly, clean office, five stars. You know, what if the new patient that was looking for a chiropractor wanted pain relief or some kind of outcome or maybe a specific condition that they want to be treated? Having a great staff, friendly office, and clean, well, that's a good review, but it doesn't optimize to any of their problems. And AI is reading everything, they're going to the reviews and reading what real people wrote so that they can give answers to the AI gener the questions. The AI generated answers are going to be more humanistic. They want them to be more relevant so that you actually like the responses. That's the whole, that's what AI is in right now. AI is trying to figure out what are the what is the tone that I need to present the answers to you. It has the entire internet behind it to scrub within seconds to give you the answer. And it will cultivate the answer for you. And then what now it's learning? You'll find this if you stick with ChatGPT or Gemini. It's learning you. It's like, well, what are you responding to? What questions are you following up with? And am I giving you the right answers? It's trying to figure out your algorithm, even though you're a human. That's what's going on. So it's reading the reviews, it's going to all the five-star reviews. Why are you getting five-star reviews? So AI is reading these and says, Oh, they have a great friendly staff and clean office. So when people are like neck pain in Pittsburgh or migraines in Phoenix, and you're in Phoenix and no one's coming to you, it's because all your reviews say you have a clean office. Are you getting my drift here? What we need to do is ask for prompted reviews from our patients. What were you struggling with before? These are the these are the three questions I give to them. Like, here, leave us a review, answer these three questions in your own paragraph, in your own tone. And like, what were you struggling with before? What changed after your care? And who would you recommend us to? This turns reviews into conversion tools, not just ego boosts for your practice. Try it when you ask for reviews. Well, I ask I asked for them via email and text, and that's the prompt that they get. Think about those three things as you review here. Click here. And we get better responses. Your website and booking process kill momentum. So let's say now people are going there, like, oh man, that look at that. The top rated review right there. I'm seeing it right there on Google is they helped me with my sciatic pain. I came in, barely could walk on my right leg, and I left there feeling much better. And then a week later, the pain was substantially diminished. Uh, that's what I have. I want to feel good. And you, you know, it's a home run. Now they click on there on the website, and they're like, I got to book an appointment. So even the motivated prospects in that moment drop off if they can't book online. The next page that they get to, there's no booking, there's no button, there's no nothing. They don't see the clear next step. They land on a generic home page that tells that you're from Alaska and you love fishing and you love helping kids, and they're like, I don't, I don't need any fish, I don't have kids. Like, my legs freaking killing me. So the reality check here is your Google reviews create momentum, and your website either captures captures it or wastes it. So, what do you need to do to fix this? Dedicated new patient page. So, whenever people are coming from Google, you have this linked. So the the link in Google, the www.abcchiropractic.com backslash Google or whatever you want to call it. That's your new homepage for Google. That's where you're redirecting traffic to. Everyone searching for you goes to the problem solving page. We solve these problems. And to get into a little bit deeper and more advanced, you would then have your Google Ads specific to problems that you have solutions to. And then it'll be backslash Google backslash sciatica. Backslash Google backslash migraines. Backslash Google backslash pediatrics. And these are all landing pages that they go to from Google. They're specific for Google. So when people are organically putting in www.abcchiropractic.com, it goes to your general home page. They can now click all the down menus. Once they click on migraines or it's the same kind of landing page that the Google people saw, but it all funnels down to that button to book an appointment. Does that make sense? We have to have a clear call to action above the fold. So the above the fold means that once they land on the page, the call to action is there. They don't need to scroll, click, or move anywhere. The button is there. They can go down for more information, but the button is there. The condition specific landing pages we just talked about. And then another problem that's up, there's no follow-up, which of course is lost patients. So let's say you did go this far and now you've got them sending you a message or trying to become a new patient. There's no follow-up. So they do book the new patient appointment. What's the automatic generated text that they get or email? It's usually like, thanks for booking your appointment. Here's your paperwork, right? They're like, okay, okay, I think we're on the right track. Am I on the right track? There should be another, there should be a warm uh welcome saying, thanks for booking your appointment. We have you confirmed for 445 on Monday. Uh expect a follow-up email with some paperwork. Or please use this time here to tell us more about what's your concern is. Gives them a chance to read that email and even reply to it. And if it's during office hours, you may even get back to them before they even get the intake paperwork done, which is great. So people often read reviews, leave your site, or come back days later. That's typically what ends up happening. And they do this if there's no retargeting, if there's no lead capture, and if there's no nurture sequence. And I think most chiropractors fail for two out of three of these things for sure. And most of us fail three out of three of those things. There's no retargeting, there's no lead capture, and there's no nurture sequence. You lose them to the next clinic each and every time, not because the other clinic is doing all three things, it's because they're moving on to the next. So reviews start the relationship, follow-up closes it. What are you going to learn from today's podcast? How am I going to follow up better? That's that's how you this is how you do it. I know your team and yourself are trained. I always catch myself answering the phone or responding to an email that just comes in. I'm quick. If I if I have my email notifications turned on at night, it's you know 9.25 at night. I respond to the new lead that came in. I still do that to today. It's my wife says it's not healthy, but I run the business, it's my baby. I want to get and I know this response from the CEO, from the clinic director, from the owner, from the chiropractor, it's a closed deal if that person receives that or sees it in their inbox the next morning, like, oh, he responded right back to me like a minute later. They're in, like they're done, they're gonna book a new patient. So I know that. So why wouldn't I do that? But how do we automate these things? So we don't have to think like that. Um, you gotta you cannot, you know, if you just rely on Google, then I think we've moved away from that. A lot of people are now different streams, but Google was the main thing, and SEO was the main thing, and Google Ads was the main thing. If it still is the main thing that you just hope for, and you're not even doing ads, and you're just like, I just want to rank better on Google, and I want Google to be my main new patient source, I'm with you. That'd be great if just organic traffic brought new patients to your office. But Google can change the rules overnight, and they have many, many times. You need to remember that. Smart clinics uh repurpose reviews into a lot of different things to be successful. They repurpose them into social proof ads. You use the picture of the five-star review, you screenshot it, you create that as an image for your ad, and you do that across all your social media platforms Facebook, Instagram. You put that across, it shows social proof. You use it for your website testimonials. They scroll along the bottom of the homepage showing the testimonials, all 500 of them. They just scroll, or as many as you want, or the best ones. They repurpose these into reels, shorts, and stories to create weekly content for their pages. And they even use them in email and SMS sequences for people that are cool leads. They came in from a marketing promo, they signed up for an event, they gave you their email because of a raffle draw that you did, whatever. Those are the people that will get this stuff, the social proof that you're with the best clinic in town. Reviews should work everywhere, not just on your Google page. So, what I'm gonna leave you with was some homework, and it is gonna be this is gonna be the focus for 2026 because um of AI optimization. We're in AEO, right? AI optimization is the the key moving forward, and the reviews play a big role on this. Rewrite the review request message that you give your patients, rewrite that, give them a little bit of a script to follow, and improve the quality of your Google reviews. Add one strong call to action on your Google profile. Click here for new patient, click here to book your appointment now, click here for our new patient special. You don't even have to add a number in there, they click it. Audit the booking process in under five minutes. Make sure from the time they search on Google or any search engine, and the next thing to pop up is your ad or your description or your office, and pretend like they click on it. Be do this yourself. Put search yourself, click on it. Once you hit the search button for like uh chiropractor near me or chiropractor for back pain, and you hit the search button, you time it. Now, okay, great. How long did it take for me to pop up? In my number one, number three, number five. You click on it, you go to your homepage, you click the button. The this is all the timing. Is everything popping up? Can I have, by the time it's done, you hit the stopwatch, I have an email from ABC Chiropractic in my inbox with the new patient paperwork attached in under five minutes. They now have an appointment booked and have the paperwork ready for that appointment as long as they complete it. It has to be that all that entire sequence has to be done under five minutes. That's your challenge. If you can do that, you're shaped up for good success moving forward. Great success moving forward. I can't speak today. Um, and that's what, and that's what Google is going to be the tool moving forward. Think, you know, I don't want you to get consumed by AI, but think AI because that's how every tech, Google, Meta, everybody's using it, and it's learning. So you need to be able to put all your information in the language that AI can get to and read. And that's what I'm trying. So your Google's your Google reviews have to be scripted, your website has to be re-scripted and reworded now. We used to say a lot about location, location, location. That was for Google, that was for SEO. Now you have to do AI engineering optimization, AEO. That's a little bit different. So you go in there, you have to reword your website. If your website company hasn't sent you an email yet saying, hey, we need a meeting to review uh your website for AEO, fire them and find another one. Because if they're not taking care of you, then you need to find a different company. Reach out to them, be like, hey, I'd like to schedule a meeting with you guys, and then for some edits for 2026. You can initiate it too if you like them. But if they haven't, it just shows you. They really, you're just you're just an auto-deb for them, a client every month, which most of us are. It's just a service, a hosting service, right? So take charge of your own business, reach out to them, say, I'd like to sit down and do an audit of my website. We need to be AEO optimized for 2026. And I bet you most of your companies won't know what you're talking about, or they'll pretend like they know what you're talking about. They'll say something like, Oh, you are. The SEO is AEO. And you'll be like, No, it's not. No, it's not. Where's the emotional component to this? We have to be problem-centric website. Our our our website has to be just filled with all the problems and how and all the solutions we have. Every condition that you treat needs to be on your website, and how you solve it has to be on your website. AI needs to know this. It will differentiate you from every other health clinic because you're putting the solutions on there. You're not keeping them secret. They don't have to call to figure out how. You're putting everything there. Discarniation, chiropractic adjustments, drop table utilization, manual traction, and spinal decompression. That's our protocol for that. 12 weeks. That's it. AI is like, oh, you got to work with these guys long term. No quick fixes. I don't know. Whatever. I'm still testing it. But those that's where your head has to go with this moving into 2026. Keep doing what you guys are doing. I'm here for you. Reach out if you need anything. Info at enrico d.com. Have an awesome 2026. I hope 2025 was amazing for you. I hope you broke records this year. I hope you're just going in the right direction. If you didn't, it's okay. You had a great year. You did great. Remember that. No one's gonna remember all of these numbers and Q1 and Q2 and Q3 records uh after you're dead. So it doesn't matter. Just keep trucking, keep doing your thing, set goals high for 2026. I I am happily optimistic about 2026. I for the last 12 months I've been pessimistic for chiropractors, um, not the profession, but the economy, inflation, tightening of wallets. There's something amazing that has happened for us, not for not for America, but for us, is the health insurance premiums have skyrocketed. You're gonna see the middle to upper class drop, drop their health care premiums. This is this is the real thing. Uh, and guess what? They're gonna open up 10, 20, 30, 40,000 a year of money in their pocket because they drop they're dropping their health care for them and their families and saying, what else is out there? Put up your hand, get the megaphones out, and start screaming this from the top of your lungs on social media. We are your healthcare. And they will opt, they will gladly move their sixteen hundred dollar Cigna plan over to your wellness plan for$395 a month to take care of them and their family. They will do that and they're doing it. People didn't even know this is happening. So, a little tidbit of where we're going there. I think it's a gold rush here for you. BAI optimized, lit be the healthcare system. We're fine, we finally got what we wanted after 150 years for chiropractors. People are literally dropping their health care insurance. I I never thought I'd live to see the day. They're dropping it, and now they're looking for solutions. Who's out there? Us and maybe. some good functional medicine offices that have been out that have been loud for the last five, ten years, they may be saying the same thing. But other than that, I think you're gonna have an awesome 2026. Just do the simple things and you're gonna do great. Have a great week. Enjoy the holidays. Enjoy your family. Take care.
