About us examples for chiropractors
An About page has to answer one question fast: why you rather than the other three quotes. These are ten different answers to it.
Ten of them follow, written for chiropractors rather than filled in from a template. Your customer is someone in pain who has already tried waiting it out, and what they are weighing up before they get in touch is being signed up for thirty visits they do not need.
Plain and direct
[Business name] is a chiropractor in [your area]. We treat back and neck pain, sports injuries and sciatica. We are licensed chiropractors, Doctors of Chiropractic, and we examine first and tell you honestly if we can help. If you want a chiropractor who tells you when you no longer need to come back, that is the whole pitch.
Use this if you want one paragraph that does the job and nothing more.
The origin story
[Business name] started because [founder name] kept meeting people who had been let down. What they described, over and over, was being signed up for thirty visits they do not need. So we built the opposite. We are licensed chiropractors, Doctors of Chiropractic. Doctor of Chiropractic, state licensed, with post-graduate training in the techniques used here. We start with an examination and an honest answer about whether we can help. [Number] years on, most of our work still comes from people passing our name to someone else.
Use this if you started out because you were fed up with how the work was being done.
Names the worry first
Most people looking for a chiropractor are worried about the same thing: being signed up for thirty visits they do not need. So here is how this works. We start with an examination and an honest answer about whether we can help. We tell you when you are done. We accept most insurance. We are licensed chiropractors, Doctors of Chiropractic. None of that should have to be taken on faith — ask, and we will show you.
Use this when people arrive already wary, usually because of a bad experience elsewhere.
Credentials first
[Business name] is state licensed and insured. Doctor of Chiropractic, state licensed, with post-graduate training in the techniques used here. We treat back and neck pain, sports injuries and sciatica, mostly for someone in pain who has already tried waiting it out. We give you a treatment plan with an end point. Qualifications are the floor rather than the pitch — but you should know they are there before anything else on this page matters.
Use this where the licence or registration is the thing people check before anything else.
Local and rooted
We are chiropractors based in [your town], and [your town] is where we work. That matters more than it sounds. It means we know the streets, the buildings and the people you are talking about, it means you deal with the same person each time, and it means we are still here later. We treat back and neck pain, sports injuries and sciatica. We are licensed chiropractors, Doctors of Chiropractic, and our reputation here is the only marketing we have ever needed.
Use this if you serve one area properly and that is your advantage over the national outfits.
Walks through the process
Here is what working with us looks like. You get in touch, and we start with an examination and an honest answer about whether we can help. We agree what is happening and what it costs, in writing, before anything begins. Then we do the work. We are licensed chiropractors, Doctors of Chiropractic. We accept most insurance.
Use this if people hesitate because they do not know what happens after they get in touch.
The thing we do differently
Plenty of people will do back and neck pain and sports injuries. What we are known for is telling people when they no longer need to come back. It sounds like a small thing. It is the difference between a visit that does what you hoped and one that does not. We are licensed chiropractors, Doctors of Chiropractic. We give you a treatment plan with an end point.
Use this when you can name one specific standard you hold that your competitors do not.
Short
A chiropractor in [your town], state licensed and insured. We treat back and neck pain, sports injuries and sciatica. We give you a treatment plan with an end point. Book an assessment, or call first and ask anything you like.
Under sixty words — Use this when the About section is a sidebar, a footer, or a directory profile.
Small and deliberately so
We are [number] people, not a call centre. When you get in touch you reach [founder name], and it is the same faces each time — which is why by the second visit we already know what we are dealing with. We are licensed chiropractors, Doctors of Chiropractic, we treat back and neck pain, sports injuries and sciatica, and we have stayed deliberately small so the standard does not slip.
Use this if being small and consistent is the point, rather than something to apologise for.
The promise
Our promise is simple: we give you a treatment plan with an end point, and if we get something wrong we put it right at our cost. We are licensed chiropractors, Doctors of Chiropractic. Doctor of Chiropractic, state licensed, with post-graduate training in the techniques used here. We treat back and neck pain, sports injuries and sciatica for someone in pain who has already tried waiting it out. We start with an examination and an honest answer about whether we can help.
Use this if you are willing to put something in writing, and you actually honour it.
Writing for chiropractors: what actually matters
What should a chiropractor’s website say that a generic one does not?
Three things, in this order. That you are state licensed and insured. That you understand the thing people are actually worried about, which for chiropractors is being signed up for thirty visits they do not need. And what happens next: an examination and an honest answer about whether we can help. Everything else on the page is decoration by comparison.
What does someone in pain who has already tried waiting it out check first?
The credential, then the proof. For chiropractors it sounds like this. We give you a treatment plan with an end point. We tell you when you are done. We accept most insurance. Put at least one of those above the fold rather than on a separate page nobody opens.
What is the most common mistake on a chiropractor’s website?
Writing about the business instead of the customer. "We have been established since 1998" answers a question nobody asked. "We start with an examination and an honest answer about whether we can help" answers the one they are actually holding. If you only fix one thing, fix that.
How long should the copy be?
Shorter than you think, except where trust is being built. An About page of 120 well-chosen words beats 500 vague ones. The exception is anything explaining being signed up for thirty visits they do not need — there, specifics earn their length.
Everything else for chiropractors
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