Research, July 2026
What I found in the code of 25 chiropractic websites
A chiropractor told me his website had cost him thousands. I wanted to know whether he was unusual, so I opened the source code of twenty-five practice sites and read what was actually there.
Exactly one of the twenty-five led with a symptom. Twenty-one could not take a booking from the homepage.
Everything below is what I read in the code, including the parts that make my own claim smaller.
What I found
- Headline names no symptom
- 24 of 25(96%)
- No booking software on the homepage
- 21 of 25(84%)
- No LocalBusiness structured data
- 15 of 25(60%)
- No structured data of any kind
- 6 of 25(24%)
- No H1 headline at all
- 4 of 25(16%)
- Homepage HTML over 200KB
- 11 of 25(44%)
- More than 30 script tags
- 13 of 25(52%)
The median homepage carried 160KB of HTML and 33 script tags.
How I ran it
- 25 independent chiropractic practice homepages, across Sacramento California, Boise Idaho, and Charlotte North Carolina.
- Franchises and directory listings excluded, so every site belongs to a practice that owns its own marketing.
- Each homepage fetched with a normal browser user agent, then the page source examined directly. Every number here is checkable in HTML, not a judgment call.
- Run in July 2026.
The headlines, which are the real finding
The first thing a patient in pain reads. These are the actual headlines, with practice names and addresses removed, because the pattern is the point and no individual practice deserves to be singled out.
- “Welcome to [Practice Name]. Your Chiropractor In [City], [State]”
- “Chiropractor [City] [State]”
- “[City] Chiropractor”
- “Welcome to [Practice Name]”
- “[Street address], [City], [State]” (one practice's headline was its own street address)
- (no headline at all) — this appeared four times
Exactly one of the twenty-five led with a symptom: short term care for neck and back pain relief. One out of twenty-five wrote to the person holding the phone. The rest wrote to Google.
What I checked for booking
I checked for Jane, ChiroTouch, Acuity, Calendly, Schedulicity, Zocdoc, Setmore, Square Appointments, Mindbody, Vagaro, SimplePractice, NexHealth, Solutionreach, Weave, and Booksy. A custom in-house booking system would not have been detected, which is one reason the finding says no booking on the homepage rather than no online booking anywhere.
Where does this finding stop?
This is homepage-level only. A practice could have booking or better copy on an inner page. That is why the claim is worded the way it is.
Sites change. If you are reading this well after July 2026, the numbers deserve a re-run before anyone leans on them.
No practice is named anywhere, on purpose. The pattern is useful. A callout is not.
Two ways to use this
Want to know how yours reads? Run the free check.