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How to Write a Killer Chiropractic ‘About Us’ Page

About pages are pretty much everywhere on the web. You see them on almost every website and blog and, though usually in a condensed format, on almost every social site.

Most would agree that the About page is simply the area of ​​a website where people go to find out more about you and your practice.

However, despite its importance, which I’ll try to convince you of as we go along, most doctors often treat the About page as the “forgotten page of pages” when setting up their chiropractic website.


Regardless of where your About page is located, if written correctly, it should serve as the bridge that takes a visitor from a stranger to an acquaintance at the very least and could easily be the deciding factor in whether or not to call your business.

A well-written ‘About Us’ or ‘About Me’ should convince your reader that you are someone worth taking the time to get to know better, follow, or even contact to set up an appointment.

If you think your About information could be improved a bit, check out the formula I’ve shared below and model yours accordingly on your chiropractic website, blog, and social sites.

1. Tell them who you are

When writing an About page, assume that everyone who lands on it is a potential new customer. Sure your existing patients may occasionally peruse your site and check out your About page; however, the person we care about the most is the potential patient who comes to your site for whatever reason and by any means.

Think of your About page as essentially an opportunity to form a quick link with a potential patient.

A simple and effective approach to approaching the production of your About page is to first provide the basics about yourself and your business in a concise, easy-to-read format.

Tell your readers the following:

  • WHO you are
  • That you do
  • When you started to do it
  • Where you do it
  • As you do it

Try this as an example:

Dr. Al Smith has been a board certified chiropractor for over 20 years at Hillside Chiropractic & Wellness Center in XYZ City.

Dr. Smith (also known as ‘Doctor Al’) attributes his success in helping people quickly relieve pain to his gentle and effective spinal alignment techniques that he has perfected over the last 2 decades.

Now granted, you can get a little more depth and even more colorful than I tried, but my point of the example is to show you how quickly and easily you can let the reader know who and where you are while also inserting a plugin that explains why you are. ‘the best in town’.

Of course, depending on where you practice, you need to be creative with the words you choose to meet your board’s marketing guidelines.

2. Give The Facts

Now is the time to reveal the impressive facts about yourself and your practice, and this is where you definitely need to get creative.

Number them in bullet points for ease of reading and be sure to put the most important information first, then move on to more specific and often less critical information from a decision-making standpoint.

Remember: Internet users are used to getting information quickly; so you don’t have a lot of time to give them the details that you think will influence their decision to give it a try.

Examples can be:

  • We have helped over 10,000 _________ residents get out of pain
  • Conveniently located at the corner of ________ and __________
  • All major health insurance plans accepted

All the way up

  • Gentle and effective care.

Basically, you want to focus on limiting it to only the information that you think will increase their awareness of why it makes sense to them.

3. Finish it off with Bling

Now you need to add a little sparkle to the page so that the user’s eyes are drawn to other information that will help increase their familiarity and trust in you.

Add a photo of yourself and even a couple of you with your staff. I even recommend using photos of all of you at a clinic function, like your last Christmas party or other celebration. Professional but fun is what you are looking for. Maybe even have your web designer overlay the images a bit to give the photo display character.

Another easy way to spice up your about page is to include a testimonial that is specifically about you and your staff. Place it at the top or bottom of the About page and have it in a slightly larger font size and a different color than the information on the page.

one final piece of advice

As the internet continues to become more and more social, you’ve noticed that the way people write on the web (such as yours) is becoming significantly less rigid. You’ll want to keep that in mind as you venture further into your own online chiropractic marketing.

So instead of just giving an objective description, try to portray a bit of yourself and the personality of your clinic. This shows your reader that your chiropractic clinic is a cool place to be, and as long as you get your back fixed, you might as well have a nice experience while doing it.

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