In November 2026 we looked at the homepages of 3,886 physiotherapy clinics and 462 chiropractic clinics in Canada, the US, the UK and Australia. We wanted a plain answer to one question: when a new patient lands on a clinic’s website, how easy is it to book?
The short version
| What we checked on the homepage | Physio | Chiro |
|---|---|---|
| No online booking link or booking software found | 33% | 26% |
| Booking software we could identify | 19% | 31% |
| Runs on a do-it-yourself platform (Wix, Squarespace, GoDaddy, Weebly) | 24% | 26% |
| No review feed or star rating on the page | 66% | 70% |
| Any offer for new patients | 5% | 13% |
| Email address shown on the page | 58% | 65% |
No way to book, other than calling
A third of physio homepages and a quarter of chiro homepages had no booking link and no booking software we could detect. The way in was a phone number, sometimes a contact form.
That matters most outside office hours. People look for a physio or chiropractor in the evening, after work, when the front desk has gone home. If the only option is to call tomorrow, some of them book with the clinic that let them pick a time tonight.
The booking software is often already paid for
Among the sites where we could identify a booking system, Jane was the most common by a wide margin (427 physio sites, 116 chiro sites), followed by Prompt for physio (161) and Cliniko for chiro (11). Most of these tools include a public booking page and a button you can put on your website and your Google profile.
In other words, a clinic can be paying for online booking and still not offering it where patients look.
Reviews stay in the treatment room
Two thirds of the homepages showed no review feed or star rating. Plenty of these clinics have good Google reviews. They just don’t show them where a nervous new patient is deciding.
How we counted
- Clinics came from public business listings, filtered to physiotherapy and chiropractic. Only sites that loaded are counted.
- We checked each homepage for links and code from known booking systems, booking words on buttons and links, the site platform, review widgets, new-patient offers and contact details.
- We only looked at the homepage. A clinic with a booking link on another page, or a booking system we don’t recognise, is counted as having none. Treat the figures as what a patient sees first, not a full audit of every site.
What to do with this
Open your own homepage on your phone and try to book a first appointment without calling. Count the taps. If you can’t do it, or it takes more than three or four, that is the first thing to fix, and it often does not need a new website.
If you’d like a second pair of eyes, claim your marketing audit and we’ll run these checks on your clinic, along with your Google profile.