The starting point
This clinic had just opened, with absolutely zero presence online. Someone nearby searching Google for a chiropractor wouldn't have found it.
We started Local SEO right away. Local SEO means making sure the clinic shows up when people nearby search Google for a chiropractor.
The first 28 days
In the first 28 days, the clinic's website got 142 visits from Google. Every one of those visitors was within 5 km (about 3 miles) of the clinic and actively searching for a chiropractor.
These weren't random clicks. They were local people looking for exactly what the clinic offers, which is why so many of them took the next step:
- 142 visits to the website from Google
- 28 filled out the form on the website (20% of visits)
- 16 booked in as new patients (more than half the form requests)
What the first visits brought in
This clinic's first assessment is $150.
16 patients × $150 = $2,400 in first-visit revenue.
Revenue over time
At this clinic, the average patient brings in $500 in revenue over their time as a patient.
16 patients × $500 = $8,000 in revenue from the first 28 days, with no money spent on ads.
It keeps building
The next month, the clinic booked twice as many new patients. SEO keeps building on itself: every month, the clinic shows up in more local searches than the month before.
That's why the graph climbs at a steady rate. It's what good SEO and AEO do. (AEO means showing up when people ask AI tools, like ChatGPT or Google's AI answers, to recommend a chiropractor nearby.)
Why 142 visits is a big number here
142 visits in 28 days sounds small next to the traffic numbers agencies like to show. It isn't, and here's why.
Every one of those visits came from someone within 5 km of the clinic typing a search for a chiropractor into Google. Not a reader from three states away, not someone browsing an article, not an impression counted because an ad scrolled past. 142 nearby people, looking for exactly what this clinic sells, in its first month of existence.
That's why 28 of them filled in the form and 16 became patients. A fifth of the visitors asked for an appointment. More than half of those who asked, booked. Those rates are what search traffic does; no advertising audience behaves like that.
What the numbers mean for your clinic
Follow the three steps down the page and you have a model you can apply to your own site.
- 142 visits from Google
- 28 form requests, so 1 in 5 visitors asked for an appointment
- 16 new patients, so more than half of those requests booked
- $2,400 collected at first visits, $8,000 in revenue over time, $0 spent on ads
Now run yours. Take your monthly visits from Google, apply your own form rate, and apply your booking rate. Most clinics discover that the problem isn't traffic, it's that they never measure what happens to it. A site taking 500 visits a month and converting 2% of them is leaving far more on the table than one taking 142 and converting 20%.
The month-two number matters as much as month one. New patients doubled, from the same work, with nothing else added. That's the part of search that nobody can buy their way past: it accumulates.
Questions clinic owners ask
How can a brand-new clinic rank in its first month?
Local searches are winnable far faster than the national ones. A properly built Google listing, a site that's clear about where the clinic is and what it treats, and the nearby searches with less competition will carry a new clinic long before it can compete for the hardest terms.
We've just opened. Should we do this or ads?
Ads give you patients next week; search gives you patients every month and gets cheaper over time. If you can only afford one at the start, understand that you're choosing between speed and compounding.
Is it the website or the Google listing that does the work?
Both, and they feed each other. The listing puts the clinic in front of people searching nearby; the website turns those visits into form requests and calls. This case study counts the website visits only.
What about reviews?
They matter, and a new clinic has none. Everything here was achieved while the clinic was building its first reviews, which is worth remembering if you're waiting for the perfect moment to start.
What does AEO mean for a chiropractor?
People are starting to ask ChatGPT and Google's AI answers for a chiropractor nearby, and those tools read the same signals that search does. A clinic that has been built to be found cleanly gets recommended in both places.
How long until this levels off?
Search growth slows as you reach the limit of how many people nearby are searching each month. The ceiling in a town is the number of people who want a chiropractor; the job is to be the one they find.
How we count revenue
Revenue counts what new patients spend over time, not just the first visit. Each study multiplies its new patients by that clinic’s own average revenue per patient. First visit revenue is shown separately.