Clinic marketing in the Chicago area: what patients see before they book
Patients in the Chicago area pick a clinic from a phone, a map and a few reviews. Of the 781 Chicago clinic homepages we checked, 42% had no online booking we could find. Among podiatry clinics, 39% had no online booking we could find.
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What we found on Chicago clinic websites
We checked the homepages of 781 live clinic websites in the Chicago area, across the clinic types we serve. These are counts of what a patient can see on a homepage, not judgements about the care.
| Clinic type | Homepages checked | No online booking found | No review feed or stars | DIY builder |
|---|---|---|---|---|
| Dental | 384 | 39% | 97% | 5% |
| Chiropractic | 112 | 50% | 100% | 4% |
| Optometry | 85 | 36% | 100% | 11% |
| Physical therapy | 79 | 39% | 99% | 10% |
| Massage therapy | 54 | 46% | 98% | 26% |
| Podiatry | 38 | 39% | 97% | 3% |
| Naturopathic | 29* | 66% | 93% | 21% |
Of the 781 homepages we checked in the Chicago area, 42% had no online booking found. The highest share was among naturopathic clinics, at 66% of 29 homepages. Chiropractic homepages most often showed no review feed or stars, at 100% of 112. The booking software we saw most often on the Chicago area homepages was Dentrix/Henry Schein, followed by Zocdoc, NexHealth and Modento.
Homepage only, live sites within 40 km of the Chicago centre, scanned November 2026. How we counted. An asterisk marks fewer than 30 homepages.
How the Chicago area compares with the other US metro areas we checked
We compared the Chicago area with the other US metro areas that have a full page. Each line shows the share of homepages with no online booking found, the average for that clinic type, and the area’s rank, where 1 means the highest share missing booking.
- Dental: 39%, about the same as the 37% average across 21 metro areas, rank 5 of 21.
- Chiropractic: 50%, about the same as the 49% average across 21 metro areas, rank 10 of 21.
- Optometry: 36%, 3 points above the 33% average across 21 metro areas, rank 6 of 21.
- Physical therapy: 39%, 17 points below the 56% average across 21 metro areas, rank 20 of 21.
- Massage therapy: 46%, about the same as the 47% average across 21 metro areas, rank 11 of 21.
- Podiatry: 39%, 3 points above the 36% average across 15 metro areas, rank 8 of 15.
- Naturopathic: 66%, about the same as the 65% average across 19 metro areas, rank 10 of 19.
What this means for each type of clinic in the Chicago area
Dental, 384 homepages
No review feed or stars on 97%, against an average of 96%. A DIY builder on 5%, against 7%. Add an online path for new patients and emergencies, not just a phone number.
Chiropractic, 112 homepages
No review feed or stars on 100%, against an average of 98%. A DIY builder on 4%, against 13%. Check your state board’s testimonial rules, then show a review feed or rating where patients decide.
Optometry, 85 homepages
No review feed or stars on 100%, against an average of 98%. A DIY builder on 11%, against 11%. Let people book an eye exam online, by type of exam, from a phone.
Physical therapy, 79 homepages
No review feed or stars on 99%, against an average of 98%. A DIY builder on 10%, against 18%. Show your Google rating near the booking button, within your state board’s testimonial rules.
Massage therapy, 54 homepages
No review feed or stars on 98%, against an average of 98%. A DIY builder on 26%, against 26%. Ask every client at the same point, and link to your online profile from the booking page.
Podiatry, 38 homepages
No review feed or stars on 97%, against an average of 95%. A DIY builder on 3%, against 7%. Put booking on every condition page, not only the contact page.
Naturopathic, 29 homepages
No review feed or stars on 93%, against an average of 98%. A DIY builder on 21%, against 25%. Put the first-visit booking online and say how long it takes.
Advertising rules in Illinois
- Physical therapy: Illinois Department of Financial and Professional Regulation
- Chiropractic: Illinois Department of Financial and Professional Regulation
- Dental: Illinois Department of Financial and Professional Regulation
- Optometry: Illinois Department of Financial and Professional Regulation
- Massage therapy: Illinois Department of Financial and Professional Regulation
- Other clinic types, such as naturopathic or podiatry clinics, have their own regulators in Illinois. Ask us and we will point you to the right one.
Check your state board’s current guidance before you publish; this isn’t legal advice.
Not sure where your clinic stands? We’ll look at it the way a new patient does and send a short written report. No pitch.
Where clinics in the Chicago area usually start
The biggest gap we saw in the Chicago area was online booking among podiatry clinics: 39% of homepages had none we could find, against 36% across the US metro areas we checked. If your clinic is one of them, start there. Most booking software already includes a public booking page, so it is usually a settings job, not a new website. See online booking.
Everything else we do is on our services page, and how we work explains the audit, the one-time project and monthly care.
Questions owners ask
Are you located in the Chicago area?
No. We serve the Chicago area from our Calgary base and have no office there. Clinics there get the same service online: the audit, approvals and reports go by email, video call or phone.
Is online booking common for clinics in the Chicago area?
It depends on the type of clinic. Of the homepages we checked, optometry clinics were the most likely to offer it, with online booking we could find on 64%, and naturopathic clinics the least, at 34%.
Which booking software do clinics in the Chicago area use?
On the homepages we checked, the systems we detected most often were Dentrix/Henry Schein, Zocdoc, NexHealth and Modento. We count what our scan can see on a homepage, so clinics that link to booking from another page are not counted.
Who regulates advertising for clinics in Illinois?
Each profession has its own state board. The ones we found for Illinois are listed above, with links to their own websites. Their advertising and testimonial rules are the ones that apply to you.
Other metro areas near Chicago
- Seattle, where 42% of homepages had no online booking found
- New York, where 41% of homepages had no online booking found
- Tampa, where 41% of homepages had no online booking found
- All metro areas in the United States