A prospect in back pain isn't comparing feature lists — they're deciding whether to trust a stranger with their spine. Generic CRO advice optimizes buttons and headlines in a vacuum, ignoring the two things that actually move a chiropractic booking: credible relief for a specific pain, and enough proof to override skepticism. A page can look polished and still fail because it never names sciatica, never shows a real DC credential, and never makes the first appointment feel low-risk.
We read your page the way a hesitant patient does. Does the hero speak to their pain or to your clinic's history? Is the new-patient offer obvious, or buried three scrolls down? Can they tell in ten seconds whether you take their insurance or run cash-pay? Our audit scores these against how chiropractic visitors actually decide — not against a general checklist written for e-commerce or SaaS that has nothing to do with booking a spine adjustment.