Our latest build: www.drmichaelsherbin.com, an ear, nose and throat practice with two Michigan offices, built for patients and for the AI they ask.
For medical practices
If you're a doctor, fix your listings at the source.
Your practice is listed on dozens of sites that patients and AI assistants read: Google, Healthgrades, insurance directories and the federal provider registry. When they disagree, patients find an old address, and AI assistants may leave you out. Upstream is our listings service for medical practices. It's an agent that runs in your own Claude or ChatGPT and works with ours, fixing every listing in the order that makes the fixes stick, with a person on our team checking each change.
In-person help in Southeast Michigan, when we can schedule it.
Patients now ask AI which doctor to see, and AI answers from your listings. Why your listings matter now
Most listing services send your details out through their own connections. None of the ones we compared update your NPI record for you. See how Upstream compares
Listings Cleanup covers dentists, therapists, lawyers and advisors today.
01 / Medicine · Dentistry · Mental health · Law · Financial advice
We build and run the websites that patients, clients and AI read.
Web Everything is a marketing agency for medical and dental practices, mental-health practices, law firms and financial advisors. We build websites and run the search, ads and listings that people read, and that the AI assistants they ask read too.
Not sure yet? AEOptim's Free AI Check shows you one AI answer about you, asked in your city. About two minutes, no card.
02 / What changed
AI answers name a few practices. They don't list ten links.
Some people now ask ChatGPT, or read the AI answer at the top of a Google search, before they call anyone. Those answers name a few practices in a few sentences. They don't list ten links, so a practice on page one of Google can still go unnamed.
The assistant builds its answer from your website, your Google Business Profile and the directories in your field, and it repeats what it finds, right or wrong. We build your site so an assistant can find you, repeat your facts correctly, tell someone whether you're a fit, and help them schedule. Some assistants now act for people. Meta's Muse agent, launched in September 2026, can open a website and fill out its forms for the person using it, so we build request forms that a person or an agent can complete. What that means depends on your field.
- Find you
- Repeat your facts
- Tell them if they're a fit
- Help them schedule
03 / By field
What we count, and the rules we work inside.
Count: new patients or booked consults
Medical and dental practices
"Do they take my plan? Are they taking new patients? Is there an office near me?"
Those are the questions a patient brings to an AI assistant, and the answer is only as good as your insurance list. AI tools repeat what they find. If your insurance list is out of date, that's what they repeat. No AI tool can tell a patient whether their plan covers a visit. It can repeat the plans you list, so list them. So your site states your offices, hours, the plans you take and don't, and the services you refer out.
Gemini app users can make appointments with doctors listed on Zocdoc without leaving the app, since August 2026. Everyone else ends up at your phone or your request form, so both have to work.
Count: first appointments that fit
Mental-health practices
On every mental-health page we write, anyone in crisis is sent to 988 or 911 first.
Your intake coordinator spends the day on wrong-fit calls: a plan you're not paneled with, a teenager when you only see adults, someone who needs medication management you don't offer. Your site can answer many of those questions before anyone calls. It says which panels you're on, your self-pay rate if you publish one, whether you have a waitlist, who you see, and whether you offer telehealth.
We count first appointments from people who fit your panels and services. We never write client testimonials, and we don't ask therapy clients for reviews. We handle ad pixels and the BAA the same way we do for medical practices. A new website is usually the first step, because that's where the fit questions get answered.
Count: new matters and signed cases
Law firms
We count new matters and signed cases. If your intake team records where each case came from, the monthly report shows what each signed case cost, by channel.
To get there, your site has to state plainly:
- The matters you take, and the ones you refer out
- The counties and states you practice in
- What a consultation costs, and how you charge
No AI assistant has a booking deal with law firms today. People call or use your request form, sometimes with an AI agent filling it in for them, and the form asks the type of matter, never the facts of the case.
Nothing we write says "best" or promises an outcome. We don't call you a "specialist" unless your certifying body is named, and we follow your state bar's advertising rules. For more consultation requests, start with Search & Ads, which for law firms includes Google's Local Services Ads.
Count: households that fit your minimums
Financial advisors
If most new households come to you by referral, know that a referred household may still look you up, or ask an AI assistant about you, before they call. What they find should match your public record: who you serve, how you're paid, your minimums, your custodian or broker-dealer. No AI assistant has a booking deal with advisors today, so your scheduling page and your phone still do that job.
If you're an RIA.Copy is written to the SEC Marketing Rule, testimonials carry the required disclosures, and your CCO approves it first. Your site stays consistent with your Form ADV and your IAPD record.
If you're a rep with a broker-dealer.Your firm's principal approves every piece under FINRA's rules before it's used. Your listings stay consistent with your BrokerCheck record, and nothing goes up ahead of that approval.
We count new client households that fit your minimums. Listings Cleanup is a sensible first step.
It's built to stay inside your board, bar or SEC rules, and you approve every word. Rules vary by state, so check with your own compliance reviewer.
04 / How we work
The terms, before the work.
Two things we can't speed up are your review and how fast Google and the AI tools re-read your site. Nobody can promise a date for that, and you should doubt anyone who does.
- Prices are listed, or quoted in writing, before we start.
- You own your site, domain, accounts and listings.
- Nothing goes live under your name until you approve it.
- We sign a Business Associate Agreement when a project touches patient information.
- We don't guarantee rankings or AI mentions. Nobody honestly can.
- We only work in medicine, dentistry, mental health, law and financial advice.
AEOptim, our app AEOptim shows you what AI says about you. Web Everything does the work to change it.
Run the free check
Free. No card. About two minutes.
05 / Questions
Common questions
What does Web Everything do?
Web Everything builds websites and runs search, ads and listings for medical and dental practices, mental-health practices, law firms and financial advisors. It also fixes what broke and writes marketing plans.
What's the smallest way to start?
AEOptim's Free AI Check costs nothing and shows you one AI answer about you. For medical practices, Upstream's Listing Snapshot is free too. A fixed-price place to start is Upstream or Listings Cleanup: $1,500, one time.
Is Search & Ads a long contract?
It's month to month. It's from $450 a month. The fee depends on your ad budget. You get the price and the terms, including how to stop, in writing before we start.
Can an AI assistant schedule appointments for us?
For medical practices, Gemini app users can make appointments with doctors listed on Zocdoc without leaving the app. And AI agents are starting to act for people: Meta's Muse, launched in September 2026, can open your site and fill out your appointment or consultation request form for the person using it. Your site's job is correct facts and a request form that works for a person or an agent.
Can you promise AI will name us?
We don't guarantee rankings or AI mentions. Nobody honestly can.
06 / Services and products
Everything we do, in one place.
Filter by your field and what you need, or describe what's going on in your own words.
Fixed prices are listed. Anything custom, you get a written quote first.
- Free · Web Everything Free Listing Snapshot What the federal registry, your web page and an AI assistant say about you, side by side.
- Web Everything Upstream Your listings fixed at the source, with an agent in your own Claude or ChatGPT and a person checking every change.
- Web Everything Listings Cleanup Your listings made to agree everywhere, for dental, mental health, law and financial advice.
- Web Everything Repair The phones went quiet, tracking code is on a patient page, or the ads spend with no calls behind them.
- Web Everything Websites and apps A site whose facts you can trust, or an app built around how your office runs.
- Web Everything Search & Ads More new patients, cases or households from Google, and one report you can read.
- Web Everything Marketing Plan What each channel brings in and costs, and what to fix, stop and try next.
- Free · AEOptim Free AI Check(opens aeoptim.com) One live AI engine, one question a client would ask, in your city, and the answer as it came back.
- AEOptim Search & Ask Workup(opens aeoptim.com) Five AI engines plus live Google search data, and a fix list in order.
- AEOptim Answer Kit(opens aeoptim.com) Answers to the questions people ask, drafted only from what your pages already say, for you to approve.
- AEOptim AEOptim Visibility(opens aeoptim.com) The monthly measure on all five engines, with an AI assistant that drafts work for your approval.
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