When someone asks an AI assistant which chiropractor to see, is your clinic in the answer?
Ask ChatGPT or Perplexity for a chiropractor in your town and it answers with a short list of clinics. Get Indexed asks AI engines questions like that, shows you whether your clinic is on the list and which clinics are named in its place, and gives you the changes to make on your site. The College of Chiropractors of Ontario's guideline goes as far as the phrases you may use about results, so this page sets its rules out with their sources.
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Questions our scan asks about chiropractic clinics
These are examples of the questions our scan and audit put to AI engines, written with your own service and town. They are not a claim about how patients search.
- "Can you recommend a chiropractor in Hamilton?"
- "I need a chiropractor near Stoney Creek. Who should I see?"
- "What should I look for when choosing a chiropractor in Burlington, and who would you suggest?"
- "Which clinic in Hamilton has a chiropractor who sees pregnant patients?"
What we check for chiropractic clinics
- In the implementation kit: Person markup for each chiropractor named on your site, with the DC or other letters your site writes after the name. The doctor title stays on a chiropractor's name, since the College allows it, when every address the kit reads shows the clinic is in Ontario (otherwise the kit leaves it off and says why); on a practitioner whose credential or role names another profession, it follows that profession's college.
- In the implementation kit: whether your site shows it is a chiropractic clinic, through Chiropractic in its markup, chiropractic in its page titles or the category you saved. When it does not, the kit treats it as a health clinic of unknown profession and leaves the doctor title off any name whose own credential or role does not show the profession.
- With your clinic's details on file (Audit + Advisor and Ongoing Advisor): MedicalClinic markup for your clinic in the kit. Not "Chiropractic": on schema.org that names a system of medicine, not a kind of business, so markup typed that way describes no clinic.
What the free scan and every paid audit read for any clinic is on our page for clinics. How we measure AI visibility.
The line every chiropractic site needs
Standard S-016 requires every communication to "clearly communicate that the member is a registered chiropractor in Ontario and a member of the College of Chiropractors of Ontario." Guideline G-016 says this "can be achieved by including a reference to the CCO website on a member's professional website and social media page."
Our reading: we would put a line such as "Dr. Jane Lee, chiropractor, is registered with the College of Chiropractors of Ontario (cco.on.ca)" under each chiropractor's name, and the same reference on your social media profiles.
The kit does not add that line or check for it. Look for it on your own pages; it costs one sentence per chiropractor.
Your college's advertising rules, and how we work within them
The College of Chiropractors of Ontario's rules for advertising in Ontario, and the law's. Words in quotation marks are the source's own; the rest is our summary. Each links to the page it comes from.
Patient comments on your website
- S-016 allows a communication to "include testimonials, that refer only to the benefits of chiropractic and not to a particular member or office, or testimonials that refer to a particular member or office only in a member's website, provided the testimonials:" (College of Chiropractors of Ontario, Standard of Practice S-016, Communication to the Public, checked on October 31, 2026)
- "(i) are accurate, verifiable, and recorded in the patient health record;"
- "(ii) are used only in accordance with the written consent of the patient;"
- "(iii) are not obtained using any undue pressure, duress, coercion or incentives;"
- "(iv) include a disclaimer stating that the results of the testimonial may not be typical of all patients or that results of patients may vary,"
- "(v) do not include any information, testimonial or narrative about the member providing care to the member's own family, and"
- "(vi) are otherwise compliant…"
- G-016: "There must be documented patient consent related to a particular testimonial, documented in the patient health record." (College of Chiropractors of Ontario, Guideline G-016, Communication to the Public, checked on October 31, 2026)
What you say care can do
- S-016 says a communication "must not contain": (College of Chiropractors of Ontario, Standard of Practice S-016, Communication to the Public, checked on October 31, 2026)
- "(a) anything false or misleading;"
- "(b) an express or implied guaranteed success of care;"
- "(c) any comparison to another member's or other health care provider's practice, qualifications or expertise;"
- "(d) any expressed or implied endorsement or recommendation for the exclusive use of a product or brand of equipment used to provide services"
- G-016: "Members should not use expressions such as "will help" and "does relieve" which imply a guarantee. Members may use expressions such as "may be able to help" or "has been shown to relieve."" (College of Chiropractors of Ontario, Guideline G-016, Communication to the Public, checked on October 31, 2026)
- G-016: "Members should be cautious about using comparatives (e.g., more or better) in their advertising because they imply a comparison to other professionals and practices. Members may use words such as "safe" and "effective" to describe the chiropractic profession in general." (College of Chiropractors of Ontario, Guideline G-016, Communication to the Public, checked on October 31, 2026)
- S-016: "the member must not communicate a health care claim that is beyond the chiropractic scope of practice, includes a possible breach of a CCO standard … is not supported by generally acceptable evidence, or involves a risk of harm to the public." (College of Chiropractors of Ontario, Standard of Practice S-016, Communication to the Public, checked on October 31, 2026)
- S-016 s. 2(a): a site may "name a specific diagnostic or therapeutic procedure within the chiropractic scope of practice … but cannot claim superiority or endorse the exclusive use of such a procedure". (College of Chiropractors of Ontario, Standard of Practice S-016, Communication to the Public, checked on October 31, 2026)
- G-016: "exhaustive lists of everything possible may confuse the public and are not advised." (College of Chiropractors of Ontario, Guideline G-016, Communication to the Public, checked on October 31, 2026)
Titles and the registration line
- P-010: "Members of CCO may use the title "doctor" in the course of providing or offering to provide, in Ontario health care to individuals. A member shall ensure that their professional representation to the public is clear and unambiguous that they are a member of CCO…" (College of Chiropractors of Ontario, Policy P-010, Use of Professional Titles, Designations and Credentials, checked on October 31, 2026)
- S-016 requires that every communication "clearly communicate that the member is a registered chiropractor in Ontario and a member of the College of Chiropractors of Ontario." (College of Chiropractors of Ontario, Standard of Practice S-016, Communication to the Public, checked on October 31, 2026)
- G-016: "This can be achieved by including a reference to the CCO website on a member's professional website and social media page." And: "Members should use titles such as "chiropractor" "Doctor of Chiropractic" or "DC"" (College of Chiropractors of Ontario, Guideline G-016, Communication to the Public, checked on October 31, 2026)
- P-010 names titles that are "misleading to the public and must not be used", including "chiropractic physician", "medicine", "orthopractic", "functional neurologist", "functional medicine" and "osteopath". On modalities such as acupuncture: "These modalities must be communicated as services rather than titles." (College of Chiropractors of Ontario, Policy P-010, Use of Professional Titles, Designations and Credentials, checked on October 31, 2026)
- G-016: "Use of titles and terms such as "Paediatric Chiropractor", "Obstetric Chiropractor", or "Chiropractic Neurologists" will be perceived as a representation of a speciality. A member cannot advertise a specialty in area(s) not recognized by CCO. A member may express an "interest in" or "focus on" an area of practice." (College of Chiropractors of Ontario, Guideline G-016, Communication to the Public, checked on October 31, 2026)
- The misconduct regulation names "Using a term, title or designation indicating a specialization in the profession contrary to the policies of the College." (Ontario e-Laws, O. Reg. 852/93, Professional Misconduct, checked on October 31, 2026)
Fees, offers and packages
- S-016: fees may be advertised if "(a) the communication is accurate, complete, clear and not misleading (e.g., no hidden fees)". An advertisement of a promotional fee: (College of Chiropractors of Ontario, Standard of Practice S-016, Communication to the Public, checked on October 31, 2026)
- "(i) expressly states the timeframe of the promotion,"
- "(ii) does not limit the promotional fee to a specific number of participants, and"
- "(iii) does not place an obligation on the patient for any follow-up appointments as a result of the promotional fee"
- G-016: "the advertisement must indicate the exact timeframe in which the complimentary or discounted diagnostic or treatment services apply." "An advertisement that limits an offer to a certain number of participants may be misleading." "Although discounted fees may be offered, online coupons, contests and giveaways are inappropriate." (College of Chiropractors of Ontario, Guideline G-016, Communication to the Public, checked on October 31, 2026)
- Block fees, under G-008 and O. Reg. 852/93 para. 25, require that "the patient is given the option of paying for each service as it is provided", that "a unit cost per service is specified", and that the member refunds "the unspent portion". (College of Chiropractors of Ontario, Guideline G-008, Business Practices, checked on October 31, 2026)
- G-008: "A member may not bill any third-party payor in excess of his/her regular fee billed to an uninsured patient for similar services", except fees negotiated with "WSIB … FSCO or a similar organization". (College of Chiropractors of Ontario, Guideline G-008, Business Practices, checked on October 31, 2026)
Reaching new patients
- S-016: communications must not involve "pressuring a patient to bring a family member or guest", and "A member must not contact or communicate with or allow any person to contact or communicate with potential patients via telemarketing or electronic methods." (College of Chiropractors of Ontario, Standard of Practice S-016, Communication to the Public, checked on October 31, 2026)
Who answers for your website
- S-016: "A member is responsible for any communication to the public that is produced on their behalf by an employee or third-party" (College of Chiropractors of Ontario, Standard of Practice S-016, Communication to the Public, checked on October 31, 2026)
How we work within them: S-016 holds you responsible for what an employee or a third party writes for you, and that includes us. So with Ongoing Advisor no wording goes live until you approve it. The kit drops the common claim wording it recognises (listed below), common promises of results included; it does not reword the rest into the College's "may be able to help" form or check it against the evidence rule, so read every outcome sentence it hands you with G-016 open.
We are not your regulator and this is not legal advice; your college's current standard is the authority.
What your site should tell patients
Facts patients need, from official pages. Words in quotation marks are the page's own; the rest is our summary.
- Ontario's Statutory Accident Benefits Schedule (O. Reg. 34/10) counts a chiropractor as a "health practitioner", for an impairment a chiropractor is authorized by law to treat. (Ontario e-Laws, O. Reg. 34/10, checked on October 31, 2026)
- WSIB's musculoskeletal program of care, "the mandatory first line of care for musculoskeletal injuries", names chiropractors among its primary providers: "(chiropractor, physiotherapist, physician, nurse practitioner)". (WSIB, Musculoskeletal program of care FAQ, checked on October 31, 2026)
If your clinic takes car accident or WSIB patients, say so plainly on your site, on the pages for the services those patients would use.
What the kit does for chiropractic clinics
- No review request. The College of Chiropractors of Ontario allows testimonials that refer to a particular chiropractor or office "only in a member's website", provided they are "recorded in the patient health record", "used only in accordance with the written consent of the patient" and carry a disclaimer that "results of patients may vary". We could not confirm that asking patients for Google reviews meets those conditions, so the kit leaves the request out.
- Rewritten titles and descriptions, FAQ markup and service names leave out the common claim wording the kit recognises, such as claims of superiority, titles the college has not authorized, offers of free services, wording that quotes patients or shows their ratings and promises of results. Some of these are the College's rules (linked above); others the kit leaves out as a caution. No word list catches every phrasing, so check the rest of the kit's wording against the College's current standard.
- Your clinic's name, address and phone number as the kit has them, and street addresses written the usual way, are not read as claim wording. When your clinic's name itself includes a word of that kind, the kit keeps it and says so, and when it leaves out a rewritten title or description or a page of its llms.txt draft, it says how many and why.
- Offers of free services and quoted patient comments are left out altogether, although the College allows them under the conditions above: the kit cannot see your patient health records, consents or promotion dates.
- The kit does not check job titles for terms the College reads as claiming an unrecognized area of practice, such as "Paediatric Chiropractor", or for the titles P-010 bars. Check your team page for them yourself.
Every section of the kit, and when it appears: what is in the implementation kit. To have the fixes made for you: how the advisor works.
Three ways to work with us
Implementation kit
$950USD
One-off. No subscription.
- Your site crawled and checked, up to 500 pages
- An AI visibility check: up to 5 questions about a business like yours, put to every engine 3 times each, with live web search where we can switch it on (all but Gemini, for now) and from memory where the engine can answer without searching (all but Perplexity), and whether each answer named you
- Paste-ready JSON-LD for what your pages show
- Rewritten titles and meta descriptions where they need it
- Priority fixes, in the order to make them
- An llms.txt draft if yours is missing or incomplete
- PDF export you can hand to whoever owns the site
Audit + Advisor
$1,500USD
One-off. No subscription.
- Everything in the implementation kit, AI visibility check included
- A 45-minute call once your kit is ready, to go through it together
- Bring whoever maintains the site
- A re-check about 30 days later: your site audited again and the AI visibility check run again
- A written "what changed" after the re-check: what is fixed, what is new, and what to do next
Ongoing Advisor
$600USD / month
3-month minimum. Month to month if you bought the kit or Audit + Advisor in the last 60 days.
- The fixes made on your website for you every month, as his own user on your site (recommended) or through a login you share with him in 1Password (changes to your wording or structured data come to you to approve first)
- Your site re-audited every month
- A written review each month: what changed since last month and the next three things to do
- A 30-minute call each month
- The Starter plan: mention tracking, your locations and the AI visibility check on your audits
For clinics that want the changes made for them, month after month. Set up by conversation, not at checkout.
What's included in Ongoing Advisor
Ask about Ongoing AdvisorWorks with Wix, Squarespace and WordPress
Most fixes need no developer. The scan and the kit read your public pages, so they work whatever your site is built with. When your pages show they were made with WordPress, Squarespace, Wix or Webflow, the kit says where in that builder to paste each block of code. Or have the fixes made for you with Ongoing Advisor.
Your fixes stay yours
The work is done in your own accounts: your website and your Google Business Profile. None of it depends on us to keep working. If you stop, every fix stays where it was made, on your own site and profile.
Questions from chiropractors
Can our website quote patients about their care?
About a particular chiropractor or your office, only on your own website, and only under the College's conditions. Standard S-016 allows those only in a member's website, and only when they are accurate, verifiable and recorded in the patient health record, used only with the patient's written consent, not obtained using any undue pressure, duress, coercion or incentives, shown with a disclaimer that results may vary, and not about the chiropractor's care of their own family. S-016 also covers comments about the benefits of chiropractic in general, which name no chiropractor or office. The kit leaves quoted patient comments out entirely, so it never hands you one that misses a condition. (Our reading of the sources on October 31, 2026. We are not your regulator and this is not legal advice; your college's current standard is the authority.)
Can our chiropractors use the title doctor?
Yes. Policy P-010 allows members of the College to use the title doctor when providing or offering care in Ontario, as long as it is clear they are members of the College. Guideline G-016 recommends chiropractor, Doctor of Chiropractic or DC. The kit keeps the title on a chiropractor's name in its markup. It leaves it off a practitioner of another profession your clinic lists, such as an RMT, whose profession may not use it. (Our reading of the sources on October 31, 2026. We are not your regulator and this is not legal advice; your college's current standard is the authority.)
How should our site describe what chiropractic care can do?
In the College's own terms: say that care may be able to help, or has been shown to relieve, and never use words that promise the result. Name the procedures you offer without claiming one is superior, and skip exhaustive lists of everything possible. A health claim needs generally acceptable evidence, and when you cite evidence, say its level and source, with citations from reputable sources. (Our reading of the sources on October 31, 2026. We are not your regulator and this is not legal advice; your college's current standard is the authority.)
One of our chiropractors focuses on children. How can our site say so?
Not as a title. Guideline G-016 says titles such as Paediatric Chiropractor read as claiming an area of practice the College has not recognized. A chiropractor may say they have an interest in, or a focus on, an area of practice, so a line such as "Dr. Lee has a focus on care for children" fits where the title would not. (Our reading of the sources on October 31, 2026. We are not your regulator and this is not legal advice; your college's current standard is the authority.)
Can we run a promotion on a first visit?
Within the College's terms. Standard S-016 says an advertised promotional fee must expressly state the timeframe of the promotion, cannot be limited to a number of participants, and cannot oblige the patient to book follow-up visits. Guideline G-016 asks for the exact timeframe of a discounted service, and says online coupons, contests and giveaways are inappropriate. Packages need a unit cost per visit, the option to pay as you go, and a refund of the unspent part. (Our reading of the sources on October 31, 2026. We are not your regulator and this is not legal advice; your college's current standard is the authority.)
Do WSIB and car insurance claims cover chiropractic?
Both name chiropractors. WSIB's musculoskeletal program of care lists chiropractors among its primary providers, and Ontario's Statutory Accident Benefits Schedule counts a chiropractor as a health practitioner for an impairment a chiropractor is authorized by law to treat. Whether a given patient's claim covers their visits is for the claim to decide. (Our reading of the sources on October 31, 2026. We are not your regulator and this is not legal advice; your college's current standard is the authority.)
If Ongoing Advisor rewrites a page, who answers for it?
You do. Standard S-016 makes a chiropractor responsible for any communication produced on their behalf by an employee or third party, and we are a third party. That is why every change to your wording waits for your approval, and why the kit's rewrites come to you as suggestions to check, not as finished copy. (Our reading of the sources on October 31, 2026. We are not your regulator and this is not legal advice; your college's current standard is the authority.)
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