From whole-body adjustments to acupuncture, chiropractors offer region-based services. You must ensure their practice stands out by localizing your online presence and being seen in your community. One of the most effective ways to achieve this is through visual local SEO strategies for chiropractors. By optimizing what people see, you can significantly enhance patient (and future patient) engagement. You can attract people who are close enough to become your clients.
Focusing on compelling visual elements can not only improve your search visibility. It can help you build a brand that feels like part of your community, instantly connect with people in your area, and keep existing patients returning with adjustments more often.
Why Visual Matters in Local SEO for Chiropractors
A visual is about more than aesthetic appeal. Each image or video sends a subconscious message about:
- Who you are
- Where you are
- What you value
- How connected you are to your community
How can a visual show all this? Well, they do say a picture is worth 1000 words. It’s true. High-quality visuals of your staff, clinic, equipment, patients (with written permission), and treatments help future patients better understand what to expect.
More than words ever could, visuals build trust and desire for your services.
There’s also a strong connection between visuals and positive customer experience. When reality aligns with expectations, people are more likely to be satisfied and write amazing reviews, follow you on social media, and comment on your posts.
Visual SEO is essential to improving how customers and search engines perceive your business, making your chiropractic practice more visible and attractive.
Now, let’s talk about how to do this.
Visual Local SEO Strategies for Chiropractors
1. Website & Blog Visual Local Optimization
We start with your website. It’s your digital front door. Plus, many visual strategies you apply here can be used and amplified across the Internet as you build a visually compelling online presence.
Let’s invite the right people in with the right visuals. Begin with high-quality visuals that communicate your values and the dedication of your team. The more smiling faces of real people, the better. But you can also show the cleanliness of your treatment rooms and how welcoming your front desk is. If your clinic has a spa-like allure, it can also attract people looking to treat themselves—with something that lasts longer than a massage.
Put these on key pages like your home page, appointment booking page, about us page, and services pages to tell a story about what people will experience when they walk through your doors.
If you’re speaking about a treatment on service pages or blog posts, having pictures or videos of you performing that treatment is helpful. These should reflect your brand and also where you are visually. But also put the city in file names, ALT Text, and tags.
Now, how do you make images local on a website? First of all, if your practice is near a landmark like a local park, memorable building, or major road, mention this and, better yet, find a creative way to display it on your website. If your visual is a video, you can mention your proximity, use text overlays, or create a community-themed opening.
And don’t forget to embed a Google Map (which is a visual) so they can see where your practice is.
If you and your staff attend local conferences, festivals, and fundraisers together, or even have a working lunch at a local park, don’t forget to get many pictures and videos you can share on your website and social media.
Now, let’s say one of your patients is a local celebrity. Why not ask them if you can take a picture with your team to share on your website? Most are happy to help small businesses.
These visual local SEO strategies for chiropractors really work.
2. Visually Optimize Directory Listings
Several directories, such as Yelp, Health Grades, Yellow Pages, and Google Business Profiles, let you and your patients upload images and videos. The ones you created for your website in Strategy 1 can pull double duty when you add them to these sites.
Most people will check your reviews before they schedule an appointment, so make these appear polished and inviting.
Plus, those SEO’d images will improve the visibility of your business profiles and your site as people travel from the directory to your website.
Many people don’t realize this is a key local SEO strategy for your website, too! To get the most out of directories, try to make the visuals feel consistent with the ones on your website. This makes your site feel like a seamless extension of the directory experience.
But remember: while images and videos should look high-quality, authenticity and having sufficient videos are more important than studio quality refinement.
3. Commit to an Amazing Google Business Profile (GBP)
Yes, this is technically a directory. But the fact that it’s so integrated into Google search results demands extra attention—and many chiropractors aren’t using it to its fullest to showcase services and patient experiences.
Start by uploading quality photos—including the outside of your clinic, so people don’t drive by you and have to turn around. Add images of in-progress treatments and employee interactions with patients (HIPAA-compliantly, of course).
Adding videos to your GBP pages is powerful stuff. Use short and to-the-point videos to introduce your practice, team, and services. Be sure to capture some footage from outside walking in, to simulate a patient entering for the first time.
Also, encourage your patients to include photos in their reviews. These become part of your page’s visual experience and can boost engagement.
4. Build a Visual Social Media Community
Social media platforms like Instagram, Facebook, and YouTube are made for visual storytelling. Use them to connect with your community. Showcase how you’re helping the local neighbors, business owners, town celebrities, beloved athletes, and all of the hard-working people in your city who need regular chiropractic care to keep moving pain-free.
Commit to getting your team involved in community events so you have local content to share. And create educational content that addresses health concerns that local new media, school officials, and other notable locals are talking about.
If you live in a city that has long commutes, then create short videos about commuter back pain. If there’s a notable office building where people work desk jobs, build content around the dangers of sitting too long and how you can help.
Encourage your community to engage by sharing their own photos and tagging your clinic. You can then share these to boost engagement and demonstrate your connections in the community.
5. Level Up Your Online Advertising with Visuals
In online advertising, visuals can make or break your campaign effectiveness. You can incorporate local lingo, terms for locals, the city name, local inside jokes, and landmarks into your ads both visually and in text to trigger recognition.
When choosing a chiropractor, proximity to home, work—and, to a lesser degree, along their commute—is a major decision-making factor. This is especially true for the repeat clients that make you the most money.
Don’t let other practices steal your would-be patients by appearing more conveniently located than you.
For example, if you treat sports injuries, then get imagery of local stadiums, fields, notable outdoor clubs, etc., including high school or college if you don’t have any pro or semi-pro in your area.
These images may not have actual people in them. But the places are recognizable. If you do have people, remember to get permission.
Measure and Track
After implementing these visual local SEO strategies, you must track their performance. This not only justifies the time and effort you might put into these techniques. It allows you to adapt and improve as you see which strategies help you meet important goals.
Engagement metrics like number of impressions, click-through-rate, time spent on pages, and scheduled appointment begin to paint the picture of how well your strategies are working.
But there’s more. Tracking visual performance using small business marketing software also helps you better understand the customer journey. How does a stranger first notice your online presence and continue to become your new patient?
Elucidating this path allows you to streamline it, turning what could be a disjointed stroll into a consistent pipeline into your practice.
The Surefire Local Way to Improve Online Visibility
As a local small business, a visual local SEO plan is critical to connecting with your community and driving scheduling. Optimizing visuals on your website, directories, social media, and ads secures your success. But it’s crucial to track and monitor so you can learn what works best for you.
At Surefire Local, we understand the importance of creating local signals that make it easier for new patients to find your practice. Our local marketing platform offers chiropractors a comprehensive suite of tools to manage and optimize their online presence—from local SEO and online advertising to content management and analytics.
Become more visible online and in real life with the right strategies and tools. Attend a Surefire Local Demo and see how visual local SEO can take your chiropractic practice to the next level.