The 6 winners.

The landing pages actually worth stealing from.

Winner #1: snapcrack.com

snapcrack.com/back-pain

Chiropractic landing page example from snapcrack.com
  1. 1

    What gets in the way

    Menu links and no phone number in the header

    The header lists menu links and shows no phone number. A visitor with back pain who wants to call must look further down the page.

  2. 2

    What works

    First visit price in the hero

    A large $29 shows above ‘Chiropractic Care’ beside the photo. A visitor sees the cost of the first visit before reading any copy.

  3. 3

    What gets in the way

    Blog posts beside the article

    The right column lists blog posts, one titled ‘When Do I Need an IV for Dehydration?’ Each link goes to a topic other than back pain.

  4. 4

    What works

    Doctor or chiropractor question is answered

    A heading asks ‘Is it better to see a doctor or chiropractor for back pain?’ A visitor who is unsure about chiropractic finds that question answered.

  5. 5

    What works

    Seven Miami area clinics in the footer

    The footer lists Hialeah, Doral, Miami Lakes, Brickell, Coral Gables, Miami Beach and Kendall. A visitor can find a clinic near them.

What to try

Phone number next to the $29

The hero has a $29 price and no phone number. A visitor ready to book today needs a number beside the price.

See the original page

Winner #2: healthsourcechiro.com

healthsourcechiro.com/pain-injuries/spinal-pain/back-pain

Chiropractic landing page example from healthsourcechiro.com
  1. 1

    What works

    Headline matches a back pain visit

    The page says ‘Live Life Without Back Pain’ under a back pain heading. A visitor looking for back pain help sees the same words.

  2. 2

    What gets in the way

    Find A Clinic is the only button

    The first screen has ‘Find A Clinic’ and no phone number or price. A visitor must pick a clinic before any next step.

  3. 3

    What works

    20,000 patients and same-day visits

    A block shows more than 20,000 patients and same-day appointments at many locations. A first time visitor sees proof of experience.

  4. 4

    What works

    Patient review about back pain

    A star review describes a patient with lower back pain who got an X-ray and a plan on the first visit. A visitor with the same pain sees a story like theirs.

  5. 5

    What gets in the way

    New patient offer terms show only in the footer

    The footer has terms for a new patient offer valid at participating locations. The first screen shows no such offer.

What to try

Name the new patient offer at the top

The offer terms are in the footer and the first screen has none. A visitor choosing a clinic needs to see it first.

See the original page

Winner #3: atlantaspineandwellness.com

atlantaspineandwellness.com/landing-pages/free-back-pain-consultation

Chiropractic landing page example from atlantaspineandwellness.com
  1. 1

    What works

    Phone numbers for both offices in the top bar

    The top bar lists a phone number for Chamblee and one for Roswell. A visitor can call the nearer office at once.

  2. 2

    What works

    Headline has the town and a rating claim

    The headline says ‘Top Rated Chamblee Chiropractor’. A local visitor sees the town and the trade in one line.

  3. 3

    What works

    One line covers insurance and cost

    One line under the headline lists most insurance accepted, affordable rates and 2 locations. These are the first questions a visitor has.

  4. 4

    What works

    Free consultation offer beside a front desk photo

    ‘Free Consultation’ has a ‘Request An Appointment’ button under it and a photo of the front desk beside it. The first visit looks easy to book.

  5. 5

    What gets in the way

    Reviews show a first name and town only

    Three reviews end with a first name and the town and show no review site. A visitor cannot check them.

What to try

Price on the first visit

The page offers a Free Consultation and shows no price for treatment. A visitor who needs care wants to know what it costs.

See the original page

Winner #4: advancedspineandwellness.com

advancedspineandwellness.com

Chiropractic landing page example from advancedspineandwellness.com
  1. 1

    What works

    Address and phone button in the top bar

    A black bar has the street address on the left and a green phone button on the right. A local visitor can find or call the clinic at once.

  2. 2

    What gets in the way

    New Patient Offer button has no detail

    The yellow button says ‘NEW PATIENT OFFER’ and the first screen does not say what the offer is. A visitor has to click to find out.

  3. 3

    What gets in the way

    Conditions run together in one sentence

    ‘We treat common musculoskeletal issues’ starts one sentence with neck pain, low back pain, headaches and more. A visitor with one problem has to read all of it.

  4. 4

    What works

    Doctor heading has the city and his name

    The heading says ‘NASHVILLE CHIROPRACTOR’ and the doctor’s name. A quote from him says he has practiced in Nashville for over 15 years.

  5. 5

    What works

    Directions use local landmarks

    Directions place the office 2 miles east of Vanderbilt Health 100 Oaks, next to St. Edwards Church and School. A local visitor can place it.

What to try

Put the offer terms next to the button

The yellow button says ‘NEW PATIENT OFFER’ with no terms on the first screen. A price beside it shows a visitor what the offer is.

See the original page

Winner #5: progressivechiropractic.com

progressivechiropractic.com

Chiropractic landing page example from progressivechiropractic.com
  1. 1

    What works

    Offer button and phone number in the top bar

    A new patient special button is on the left of the top bar and the phone number is on the right. A visitor sees the deal and the number at once.

  2. 2

    What works

    Doctor at his desk beside a spine model

    A photo shows the doctor at his desk with a spine model. A visitor sees a real person and the kind of care he provides.

  3. 3

    What works

    Four action buttons stay at the page edge

    A stack at the right edge has Call Now, Text Us Now, Book Consult and Our Location. Each action is one click away.

  4. 4

    What works

    $20 offer with the exam named

    The page says ‘$20 New Patient Special Offer’ with ‘Consultation & Exam’ under it and a ‘REDEEM SPECIAL OFFER’ button. A visitor sees the price and what it buys.

  5. 5

    What gets in the way

    Cost question is a closed FAQ item

    ‘How Much Does Treatment Cost?’ is one of several closed questions in a list. A visitor has to click it to see the answer.

What to try

Answer the cost question near the $20 offer

The $20 offer is on the page and the cost answer is in a closed FAQ item. A visitor comparing clinics should see both together.

See the original page

Winner #6: nydnrehab.com

nydnrehab.com/treatments/chiropractic/

Chiropractic landing page example from nydnrehab.com
  1. 1

    What gets in the way

    Two buttons stacked at the top right

    A blue ‘REQUEST IN OFFICE VISIT’ button and a red Book Now button are stacked in the header. A visitor has to pick between two similar actions.

  2. 2

    What works

    Headline has the trade and the city

    The hero says ‘CHIROPRACTOR IN NYC’ beside a photo of the practitioner. A New York visitor sees the right city at once.

  3. 3

    What works

    Awards come before the first paragraph

    Under an ‘Our Awards’ heading, award badges and a Google rating show outside praise before any copy. A cautious visitor sees proof first.

  4. 4

    What works

    Evidence claim in the first paragraph

    The text describes chiropractic treatment as ‘an evidence-based approach for treating mechanical back pain’. A skeptical visitor gets a direct answer.

  5. 5

    What gets in the way

    Memberships and awards but no price or insurance answer

    The page lists many professional societies and has no price or insurance answer anywhere. A visitor comparing clinics cannot learn what a visit costs.

What to try

Add the first visit price near the awards

The page lists awards and memberships and no first visit price. A visitor comparing clinics should see the cost next to the credentials.

See the original page

What the 6 winners do.

  1. Name an offer on the page

    4 of 6

  2. Keep a phone number in the first screen

    4 of 6

  3. Show reviews or a rating

    4 of 6

  4. Put the town in a heading

    3 of 6

Wildcards.

Pages that break the playbook in interesting ways.

Wildcard #1: airrosti.com

airrosti.com/locations/

Chiropractic landing page example from airrosti.com
  1. 1

    What makes it work

    Phone number and patient portal in the top corner

    The top corner has a patient portal link and a phone number. A visitor who prefers a call can ring before using the map.

  2. 2

    What makes it work

    Menu link says No Cost Assessments

    A menu link says ‘No Cost Assessments’ next to ‘Injuries We Treat’. A visitor sees an offer before using the map.

  3. 3

    What it gets wrong

    Tagline is the only line of copy

    ‘WE FIX PAIN FAST’ is the only line of copy above the map. A visitor gets no explanation of the treatment.

  4. 4

    What makes it work

    Filters for location, gender, language and hours

    The store locator has fields for city or zip, ‘Use my current location’, doctor gender, language and off-hours availability. A visitor can narrow the list to a clinic that fits.

  5. 5

    What it gets wrong

    Blog callouts beside the map

    Blog callouts at the right link to articles. A visitor who came to find a clinic is offered reading instead.

What to try

Put a first visit offer above the map

The menu has ‘No Cost Assessments’ and the map area has no offer. A visitor choosing a clinic should see the offer first.

See the original page

The copy bank.

Headlines

Offers

Promises

Next steps

6 pages that waste the click.

  1. A search for the company’s own name

    Zip code box fills the first screen

    A visitor must type an address or zip code and press Search. A visitor with back pain sees no offer or reason to pick a center.

    • Zip gateThe only task on the first screen is to type an address or zip code.
    • No offerThe page shows no price, no first visit offer and no mention of a condition.
    • State listA visitor who skipped the zip box can use a ‘SEARCH BY STATE’ list.

  2. chiropractor atlanta

    Atlanta search ends on a missing page

    The page says ‘The page can't be found.’ A visitor who searched for an Atlanta chiropractor sees a contact band and a clinic description instead.

    • Dead pageThe page says ‘The page can't be found.’ in place of the Atlanta page.
    • No AtlantaThe 404 message has no Atlanta address, doctor or offer.
    • Generic bandA band says ‘Call Now for a Free Consultation.’ with no link to the Atlanta search.

  3. chiropractor los angeles

    Los Angeles search ends on a 404 page

    The page says ‘Oops! Something went wrong.’ with a Home Page button. The phone numbers in the header are for Oakville and other Ontario towns.

    • Error pageA 404 message replaces the page a Los Angeles visitor expected.
    • One exitA Home Page button is the only next step on the page.
    • Wrong regionThe header lists phone numbers for Ontario, far from Los Angeles.

  4. A search for the company’s own name

    Stock not found message with one header button

    The page says ‘We couldn't find the page you were looking for.’ The only prompt for care is a ‘SAME DAY CARE’ button in the header.

    • Stock textThe 404 wording is the default text of the site builder.
    • Blames the URLThe page says ‘There is an error in the URL entered into your web browser.’
    • No offerThe page has no wording about what a new patient receives.

  5. chiropractor new patient

    New patient search ends on a missing page

    The page says ‘We couldn't find the page you were looking for.’ A visitor who searched for a new patient chiropractor sees only a Book an Appointment button.

    • Stock textThe 404 wording is the default text of the site builder.
    • Price in menu‘Pricing & Options’ is a menu link and the page shows no figure.
    • Blames the URLThe page says ‘There is an error in the URL entered into your web browser.’

  6. A search for the company’s own name

    Domain for sale page instead of a clinic

    The page says ‘THIS DOMAIN NAME IS FOR SALE!’ with a form for an offer in USD. A visitor looking for a clinic finds a stranger's sale.

    • No clinicThe page has no clinic name, address or treatment.
    • Offer formA form has a field for an offer in USD, a task no patient came to do.
    • Wrong reviewsThe reviews praise the domain broker, such as ‘Fantastic service.’

What we learned.

  1. Put a price on the first visit

    SnapCrack shows a $29 first visit in the hero and Progressive shows a $20 new patient special with the exam named. A great first visit offer has a price a visitor reads at once.

  2. Show the town and the doctor

    Atlanta Spine and Wellness puts Chamblee in the headline and lists a phone number for each office. Advanced Spine puts Nashville and Dr. McCoy in one heading and describes the route by landmark.

  3. Show proof before the pitch

    NYDN shows award badges and a Google rating before any copy. HealthSource shows more than 20,000 patients and a patient review.

The bottom line

The chiropractic business websites here that win a first visit show a price or a named offer, keep a phone number at the top and show proof from other patients. The losers send paid clicks on chiropractic keywords to a zip code box, a 404 page or a domain for sale.

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