Glasshouseby Dr. Ben Glass

For chiropractors · From one DC to another

Be found by new patients, and known for how you really practice.

I'm Dr. Ben Glass. I've been adjusting patients in Oakland since 2013, and I own The Shift Chiropractic and Oakland Accident Care. I built the websites behind both practices myself, and they're where I test everything before I offer it to you.

You don't need another marketing pitch. You need someone who understands a new-patient day, a PI case and a Monday schedule with holes in it, and who looks at your practice before recommending anything.

Take the 2-minute scorecard Already know you want help? Start discovery.
Written by a practicing DC Tested in my own clinics first An exam before a plan

How new patients find a chiropractor today

Most new patients never see page two of anything. They make up their minds in three places, often within a few minutes, and usually on a phone.

1 · Google Maps

The map comes first

Search "chiropractor near me" and the map shows up before any website. Where you land depends on your distance from the searcher, how complete and accurate your Business Profile is, and how well Google understands what you treat.

  • Your primary category and services
  • Hours, photos and booking link
  • The same name, address and phone everywhere
2 · Reviews

Reviews do the comparing

Patients read reviews the way we read an intake form: looking for themselves. They notice how recent your reviews are, whether you reply, and whether anyone mentions the problem they have.

  • A steady pace, not a burst once a year
  • Thoughtful replies, with no patient details
  • Reviews that name real reasons people came in
3 · AI answers

AI now gives the referral

More people ask ChatGPT, Gemini or Google's AI Overviews who to see for their sciatica or after a car accident. Those tools recommend practices they can clearly understand from your site and from what the rest of the web says about you.

  • Clear pages for what you treat
  • Facts that match across the web
  • Straight answers to common questions

Then they tap through to your website to answer three questions: Do you treat my problem? Do you take my insurance, or what will it cost? Can I get in this week? If your site makes them hunt for any of those, they go back to the map and pick someone else.

The mistakes I see on chiropractic websites

I've looked at a lot of practice sites, starting with my own. These come up again and again, and none of them mean you're a bad doctor. They mean your website isn't showing who you are.

  • One "Services" page listing everythingTwenty techniques in one list tells Google and patients nothing. Each thing you do well deserves its own page.
  • The same template as hundreds of other practicesIf your site reads like the clinic across town with the names swapped, patients can't tell you apart, and neither can search engines.
  • No word on insurance or cost"Call us for details" loses the patient who's checking three practices tonight after the kids are asleep.
  • PI patients mixed in with wellnessSomeone who was rear-ended yesterday has different questions than someone wanting maintenance care. One page can't serve both.
  • Booking buried, or phone onlyIf booking takes more than two taps on a phone, many people will give up before they reach your front desk.
  • Stock photos and no doctor storyPeople choose a chiropractor they feel they know. Your face, your table and your reason for practicing matter more than a smiling model.
  • Claims that promise too muchOverpromising hurts trust and can create compliance trouble. Honest, exam-first language is what earns trust in the first place.
  • Ignoring the languages your community speaksA translate widget isn't a Spanish page. If you see Spanish-speaking patients, they deserve pages written for them.

What a strong practice site includes

A website is a garden, not a brochure. These are the beds worth planting first. We decide the order together, based on your exam and your goals.

Service pages

One page for each core service: adjustments, soft tissue, rehab, decompression, prenatal, pediatric. Only what you actually offer.

Condition pages

Low back pain, neck pain, headaches, sciatica, whiplash. Written the way you'd explain it on a day-one visit, without promising cures.

Insurance & PI pages

Which plans you take, cash prices if you have them, and a separate path for auto-injury patients: what happens after a crash and how billing works.

Online booking

Your existing scheduler, reachable from every page in two taps, with a clear "what happens on your first visit."

FAQs

The questions your front desk answers every week, answered once on your site, in plain language that AI tools can quote.

Schema

Behind-the-scenes structured data that tells search engines and AI tools you're a chiropractor, where you are, who your doctors are and what you answer.

Bilingual pages

Real pages in Spanish or another language your patients speak, written with you, not machine-translated.

Doctor & location pages

Your story and credentials, a page for each doctor, and a page for each office, each with its own map and details.

An exam before a plan

I don't adjust before I examine. I won't build before I examine, either.

You'd never hand a new patient a 36-visit plan in the parking lot. Your website deserves the same care.

Before you buy anything, I examine your practice the way a new patient would find it: Google Maps, your Business Profile, reviews, your website and AI answers. You get a written report of findings and one clear recommendation. It's free, and it's yours to keep either way.

My own clinics are the test bed

Nothing reaches your practice until I've tried it in mine.

  • The Shift Chiropractic, downtown OaklandAbout ten years open, Best of Oakland 2025. Dozens of articles and local search work I tend every week. shiftoakland.com
  • Oakland Accident CareMy accident-injury clinic. A bilingual site built around the questions people ask after a crash, with neighborhood pages across the East Bay. oaklandaccidentcare.com
  • Then for fellow DCs: Quiropráctica Ryan, SpainA new practice in Fuengirola: a bilingual Spanish and English site, moved off WordPress, with its own page for each location. quiropracticaryan.com
  • ChiroTrackMy education platform for future chiropractors, built on roughly 333 recorded interviews. I also taught Full Spine and Diversified technique at Life West.

How my plans fit your practice

Every plan starts with a $500 kickoff that puts your core pages live, then grows your site every month in priority order. Strategy from me is included with every package. Here's where most practices start. Your exam decides the final recommendation, not this page.

Solo practice

One doctor, one office

Tend or Grow $450 or $1,000/month

You're the doctor, the owner and often the marketing department. You need a site that works while you're adjusting.

  • Core pages, booking and insurance clarity first
  • Your top conditions, one page each month or more
  • Google Business Profile care and review strategy
  • Grow adds AI visibility tracking and a monthly session with me

Prefer to pay once? A Starter build is $1,500 for up to 8 pages.

Multi-doctor practice

Associates, more services, maybe more offices

Grow or Flourish $1,000 or $2,500/month

More doctors means more to explain, and more chances for patients to find the right fit, if each one is visible.

  • A page for each doctor, with structured data
  • Location pages with their own map and details
  • Four to eight or more new pages each month
  • Flourish adds social content, local outreach and deeper strategy

Pay once: Standard $3,000 (up to 20 pages) or Complex $5,000+ for multiple locations.

PI-focused practice

Auto injury and personal injury

Grow or Flourish $1,000 or $2,500/month

PI patients search in a hurry, often in more than one language, with questions about billing and lawyers. This is the model I run at Oakland Accident Care.

  • A separate PI path, apart from your wellness pages
  • Pages built on real post-crash questions
  • English and Spanish pages where your patients need them
  • Neighborhood pages across your service area

Pay once: Complex builds with multiple languages start at $5,000.

Watch $200/month

Happy with your site and just want eyes on it? A monthly Maps scan, a short report, a Business Profile check and one clear recommendation.

Founder Advisory $2,000/month

Weighing an associate hire, a second office or a cash-plan change? Two strategy sessions a month with me. I've made those same calls in my own practices.

Build-as-you-grow plans start with a six-month term, then go month to month. Your domain, content and site files stay yours. See full plans and pricing. Still in school or opening your first office? See Launch-Ready Practice.

Free · About 2 minutes

The practice visibility scorecard

Check each item that's true for your practice today. Be honest; nobody sees your answers but you. Then grab the printable checklist to work through with your team.

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Your score updates as you go.

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All 12 items with how to check each one, ready to print or share with your team.

I'll also send occasional notes for chiropractors. Unsubscribe any time. Please don't include any patient information. Privacy note.

Questions DCs ask me

How long until I see more new patients?

I won't promise you a number or a date. Some fixes, like a corrected Google Business Profile, can start to show within weeks. Pages, reviews and AI visibility build over months. Every quarter you get a re-exam against your starting point, so you can see exactly what changed.

Will I lose my Google rankings if I move my site?

A careful move protects what you've earned. I keep your page addresses or redirect each one, carry over the content that's working, and check indexing in Google and Bing after launch. Rankings can wobble for a few weeks after any move, and I watch them closely during that time.

Can I keep the online scheduling I already use?

Yes. Most practice scheduling tools give you a booking link or a widget. I place it so a new patient can book in two taps from any page on a phone, and nobody has to learn a new system.

Can I write about the conditions I treat without overpromising?

Yes. Condition pages explain what you see, how you examine it and what care can look like, without promising cures. I write them the way I practice: exam first, honest about what chiropractic can and can't do. You review and approve every page before it goes live.

How do you handle a personal injury or auto-accident practice?

PI patients have different questions: what to do after a crash, how billing works, whether they need a lawyer and how long care takes. They get their own pages, separate from your wellness and family care pages, often in English and Spanish. I run an accident-injury clinic myself, so these pages are built from the questions my own patients ask.

I already pay a chiropractic marketing company. Why would I switch?

You don't have to switch to start. The exam is free, and you keep the report either way. If your current company is doing good work, I'll tell you so. If your site sounds like hundreds of other practices, or you can't tell what you're paying for, the report will show you where.

See where your practice stands.

Take the 12-point scorecard. It takes about two minutes, and it shows you exactly where to start.

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