acupuncture professional inserting needles

When planning your acupuncture website, you may not know what content or pages to include. First, let’s think about what your goals are for your acupuncture website. Three common high-priority goals for acupuncture websites are to:

  1. Invite and welcome prospective clients to get to know you and your acupuncture services
  2. Inform prospective acupuncture clients on the specific ways that you can help them
  3. Connect with prospective acupuncture clients and strengthen existing client relationships

The content to include on your acupuncture website should not only captivate visitors but also  communicate your expertise, foster trust, and ultimately convert people exploring their options into committed clients.

What pages and content should my acupuncture website include?

The following is a list of suggested pages and content that will help you meet these goals and connect with prospective clients to grow your acupuncture practice.

1. Homepage

Your homepage helps establish a potential client’s first impressions of you and your acupuncture practice. It’s important to strategically place the most essential information in a welcoming, easy-to-read and -navigate way.

  • Include imagery that reflects your practice, philosophies, and/or local region and invites your website visitors to learn more about you, your specialties, and encourages them to get in touch.
  • Short chunks of the most important information (about you, services, schedule an appointment) that link to more in-depth, acupuncture-keyword driven pages that help guide your potential clients through your website and makes finding the information they are seeking clear and easy to process.
  • A prominent Call-to-Action (CTA) button that links to an online form to schedule an appointment or to send you a message makes an efficient use of time for your new clients.

2. About

An About page is essential to include in your acupuncture website in order for prospective clients to get to know you, your educational and professional background, and any other relevant information you’d like to share with clients.

  • Include your educational and professional background, including degrees, licensure, certificates and any specialty professional development or organizations of which you are a member.
  • Include a warm photo of yourself and/or photos of your office to give the prospective client a feel for what an acupuncture appointment will be like with you.
  • Share small, relevant parts of your personal story and interests. One of the best ways to connect with clients, readers, or your audience, is through personal storytelling.

3. Services / Specialties

Providing information about your acupuncture services and specializations helps ensure you and your prospective clients are a good fit for each other.

  • Provide a bulleted list for easy reading (most people scan when reading online) followed by more in-depth paragraphs or individual pages on specific topics. Including individual pages on specific topics can improve the number of ways people may enter your website via search engines.
  • Think about the specific issues that you help your clients solve and write about them from a place of understanding and education.
  • Clarify any clinical terminology that may not be clear to others.
  • Consider including anonymized testimonials supporting your work in your specific areas of expertise.

4. Contact

Most often, the primary Call-to-Action for an acupuncture website is for the prospective client to get in touch to schedule an appointment or ask questions. A contact page with an easy-to-use form is a must for any professional acupuncture website.

  • Keep the form simple (name, email, phone, message fields) with no questions about protected health information (PHI) to comply with HIPAA.
  • Ensure your website and contact form are encrypted. Make sure that the contact form does not save a copy of the form submission to your web server or database. Establish data retention rules and procedures, if so.
  • Use a HIPAA compliant email account for receiving form submissions. Or, set up a HIPAA compliant third-party service (see below) and connect your website to it.
  • If you use a third-party service for scheduling, billing, and/or electronic medical records (EMRs) and electronic health records (EHRs) like SimplePractice or UnifiedPractice for example, ask your website designer / developer to incorporate it. Commonly, these services provide code snippets to easily integrate their services into your website.

5. Fees and Insurance

Providing transparent details regarding fees, payment methods, and available insurance options will help minimize the time spent by both you and potential clients on addressing related queries and filtering out those who may not be an ideal match. Incorporating information about sliding scale services, either offered by you or nearby providers, will provide additional value to your clients while reducing “admin time” for you.

6. Resources

Offering a curated list of valuable acupuncture and TCM resources to your clients and website visitors serves the purpose of guiding them to supportive materials, enhancing the credibility of your practice, and reinforcing your preferred methodologies. For instance, if nutrition, bodywork, or herbal medicine plays a role in your therapeutic approach, including links to respected resources or content on your website about these subjects encourages a more in-depth exploration and application.

7. Blog

Establishing and nurturing a blog is a powerful means to enhance the discoverability of your acupuncture services among potential clients. Every new blog post or article becomes a new entry point for search engines, offering people searching for relevant keywords the chance to find valuable content on your website. Additionally, blog articles contribute significantly to cultivating trust and credibility for acupuncture and TCM professionals. By showcasing your expertise through written content, you establish yourself as a trusted authority in the field. Make the most of your articles by demonstrating effective problem-solving, offering practical tips and resources tailored to address the specific issues your ideal clients may be confronting in their lives.

8. Prominent Calls to Action

It’s essential to encourage your readers and potential clients to take action with prominent “Call to Action” (CTA) buttons or links used throughout your website. For acupuncture professionals, the CTA is often to Schedule an Appointment or Get in Touch. Link the buttons to a page that contains an easy-to-use form for the person to complete this task. Remember to make it as easy as possible to reach you.

Planning Your Acupuncture Website: A Workbook for Practitioners

Planning Your Acupuncture Website: A Workbook for Practitioners

Want a guide to walk you through the steps of launching your acupuncture and Chinese Medicine website? Enter your name and email below to receive this free workbook.

Are you an acupuncturist or wellness professional looking to design a WordPress website?

While currently located in Seattle, Washington, I have assisted wellness professionals with their websites no matter their location. From re-designs and WordPress conversions to email campaigns and content development, I can help you update your online presence. See Grow your Acupuncture Practice with a Professional Website for more information. Contact me with any questions or to request a quote.


Heather Larson is a WordPress specialist based in Seattle who designs and develops user-friendly websites for nonprofits, wellness professionals, and small business.

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