How to Write a Standout “About Us” Page that Converts New Chiropractic Patients

March 13, 2017

How to Write a STAND OUT “About Us” Page that Converts into New Chiropractic Patients!

Your “About Us” web page is easily your biggest promotional tool to get new chiropractic patients. This is a place for potential clients to get to know you. We’ve put together some helpful tips to get you going. This is also the page where most people find writer’s block kick in. Don’t get overwhelmed. Think of your “About Us” page as a work in progress. You are deeply encouraged to keep it fresh and update it regularly.

Be Original, Interesting AND Write It Yourself!

Some people think it’s best for someone else to write it for them in order for it to sound objective and not as if you are bragging. That’s not at all the case. You want to write this in the first person to truly convey what makes you stand out from other chiropractic practices. Make sure you do have the following key elements but don’t make it read like a book report. This is your WOW page!


  1. Mission Statement
  2. Years in business
  3. Academic experience/qualifications
  4. Awards/accolades/press
  5. How you decided to go into chiropractic (your personal practice’s history)
  6. Affiliations
  7. What makes you stand out!

Be Personal - Have a Conversation

Being a respected member of the healthcare industry makes it important to strike a balance between making certain you sound credible...but also human. Many, many, many practices have the word “Family” in it. Obviously, there is a deeply caring nature associated with chiropractic care. Drive this home...literally. Perhaps you specialize in Sports and need to convey what makes you understand the need to get back in the game. Ask yourself what makes you uniquely more qualified both professionally and personally to treat someone at your unique practice. When speaking with a conversational tone you will be able to deliver the spirit of your practice naturally. Be authentic, be passionate, be likable and be yourself! It’s completely possible to be professional and have a sense of humor.


  1. Use an interesting fact or figure
  2. Use a relevant anecdote
  3. Tell a personal story...maybe it’s even funny
  4. Ask a question
  5. Use "Hot Buttons". Single out some of the most frequent reasons people come to see you and pinpoint them.
  6. Be creative and engaging...and have a good time doing it!

High-Quality Photos Tell the Story!

It’s imperative to use high-quality photos of yourself, your staff and your office. You can also use photos outside of the office if they tell even more of the story of who you are and what your mission is. Note it is worth investing in professional photos. They can still be personal and they will add to your credibility. Also be sure you keep these photos up to date. You need to keep these current!

Be Personal and Offer Ways to Connect!

By being personal and offering ways for your visitors to connect beyond the office you convey a welcoming and warm feeling. It says, “let’s socialize”. It also shows you are "with it" by using social media. If you don’t have a Facebook page or don’t have time to update it don’t despair. There are simple and inexpensive ways to remedy that. We’ve found that many Chiropractors don’t have the time to update their social media regularly. You can use services such as our Automated Chiropractic Social Media where relevant content is posted daily to your Facebook, Google+ and Twitter. Facebook is essential to be on top of your game and top your competition. You don’t need to do a write up about this on your “About Us” page, just make sure you have the icon(s) on the page. Simple.

"About Us" Page Wrap-Up Checklist

  1. Have a few different people read it and offer some feedback
  2. Make a note on your calendar and/or the calendar the front desk manages to update the page content every other month. Maybe it’s even a tiny edit, but it’s good to check back periodically.
  3. Don’t overthink it...PUBLISH IT!

Let ChiroHosting Help You Stand Out

If you would like to speak to us about your website or discuss our results based and SEO optimized N8 Chiropractic Websites or Automated Chiropractic Social Media please feel free to schedule a 1-on-1 call with us to discuss. We are NOT a sales organization. We are happy to answer your questions and point you in the right direction to meet and exceed your goals in bringing in new chiropractic patients!



ChiroHosting Team

TJ Delorie

TJ grew up with his mother's chiropractic office in the basement of their house. Back then, he used to love helping to develop film x-rays. Now, he has a master's degree in Film and Digital Technology and helps chiropractors all over the world develop their online marketing.

About Us Page, Chiropractic Marketing, Chiropractic Website 101, How to Write About Us, Chiropractic Bio, Chiropractic Website Content, Chiropractic Websites, Search Engine Optimization (SEO) for Chiropractors