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
01 / Upstream
Upstream starts from your public record.
One method in two editions. Doctors start from the federal provider registry, financial advisors from their firm's filings.
UpstreamFor doctors and medical practices
$1,500, one time for a practice: one office and up to two providers. Add $350 for each additional provider and $500 for each additional office.
$750, one time for one doctor's own records: their NPI, license, Doximity and Healthgrades profiles, and their own Google listing. A doctor who owns the practice orders the practice version.
Upstream for AdvisorsFor financial advisors
$1,500, one time for a firm: one office and up to two advisors. Add $350 for each additional advisor and $500 for each additional office. A firm with one office and four advisors, for example, is $2,200.
$750, one time for one advisor's own records: your bio, your own profiles and the directory listings that name you, matched to your record. An advisor who owns the firm orders the firm version.
Listings CleanupListings for dental, mental health and law.
$1,500, one time. It's $3,000 with verified profiles for up to three named practitioners, and larger groups are quoted. There's no monthly fee.
| For doctors and medical practices Upstream Medical listings, fixed at the source. | For financial advisors Upstream for Advisors Advisor listings, matched to your filings. | |
|---|---|---|
| UpstreamFree Medical Listing Snapshot. What the federal registry, your web page and an AI assistant say about you, side by side. | The free check | Upstream for AdvisorsFree Advisor Snapshot. It compares your public record on the SEC's adviser site, IAPD, with up to five pages of your website, side by side. |
| UpstreamOne accurate record. Your practice name, each office's address and local phone number, and each provider's name, credentials and NPI, matched to the federal registry and approved by you while you order. | Your record | Upstream for AdvisorsYour filings are the record we match. Your Form ADV, IAPD and BrokerCheck records are changed only through your own filings, so we make everything else agree with them, never the other way around. |
| UpstreamYou. You build your record while you order, and you approve it before you pay. | Who approves | Upstream for AdvisorsYour compliance officer approves every word, or your home office if you're with a broker-dealer. If you're your own CCO, that's you. |
| UpstreamYou do, with your agent and a person on our team. Your agent in Claude or ChatGPT works through each site with you, source first. Each change you make comes to our team, and a person reviews it. | Who makes each change | Upstream for AdvisorsYou or someone at your firm makes each change on your own accounts, and someone at Web Everything reviews each correction before you make it, and confirms it after. Your broker-dealer's pages change through your home office. |
| UpstreamA 30-day re-check. We look again a month later and show you the before and after, site by site. | After 30 days | Upstream for AdvisorsA 30-day re-check. We look again a month later and show you the before and after, site by site, including anything a site wouldn't change, and why. |
02 / 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.
03 / 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
04 / By field
What we count, and the rules we work inside.
Pick your field:
Count: new patients or booked consults
Medical and dental practices
Medical practicesUpstream: your listings, fixed at the source.
Dental practicesListings Cleanup: your listings, matched to one correct record.
Start here
- Free first step Medical practicesFree Medical Listing SnapshotWhat the registry, your page and an AI assistant say about you. Dental practicesFree AI Check by AEOptimOne AI answer about you, asked in your city.
- Your listings Medical practicesUpstreamMedical listings, fixed at the source. Price Upstream for your practice Dental practicesListings CleanupListings for dental, mental health and law.
- Or start with RepairFor when something broke.
"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.
We count new patients, or booked consults if you're cash-pay. We don't place ad pixels on pages that collect patient information, and we sign a BAA whenever our work touches PHI. Upstream or Repair is a good place to start.
You approve every word before it goes live. Rules vary by state, so check with your own compliance reviewer.
Count: households that fit your minimums
Financial advisors
Upstream for Advisors: your listings, matched to your filings.
Start here
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. The last step still runs through your scheduling page and your phone.
If you're an RIA.Copy is written to the SEC Marketing Rule. Your site stays consistent with your Form ADV and your IAPD record.
If you're a rep with a broker-dealer.Copy is written to FINRA Rule 2210. Your listings stay consistent with your BrokerCheck record.
Your compliance officer approves every word, or your home office if you're with a broker-dealer.
We count new client households that fit your minimums. A free Advisor Snapshot is a sensible first step.
Count: first appointments that fit
Mental-health practices
Listings Cleanup: your listings, matched to one correct record.
Start here
- Free first step Free AI Check by AEOptimOne AI answer about you, asked in your city.
- Your listings Listings CleanupListings for dental, mental health and law.
- Or start with WebsitesYour facts, stated once, on every page.
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.
You approve every word before it goes live. Rules vary by state, so check with your own compliance reviewer.
Count: new matters and signed cases
Law firms
Listings Cleanup: your listings, matched to one correct record.
Start here
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 scheduling 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.
You approve every word before it goes live. Rules vary by state, so check with your own compliance reviewer.
05 / 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.
06 / 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.
Do you work with financial advisors?
Yes. Upstream for Advisors matches a financial advisor's listings to their filings: Form ADV and IAPD for registered investment advisers and their representatives, BrokerCheck for broker-dealer representatives. Your compliance officer approves every word, or your home office if you're with a broker-dealer. We also build websites and run search and ads for financial advisors.
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 Medical Listing Snapshot is free too, and financial advisors have the free Advisor Snapshot. A fixed-price place to start is Upstream, Upstream for Advisors or Listings Cleanup: $1,500, one time. See the prices.
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.
07 / 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.
Anything custom, you get a written quote first.
- Free · Web Everything Free Medical Listing Snapshot What the federal registry, your web page and an AI assistant say about you, side by side.
-
Web Everything Upstream Medical listings fixed at the source, with an agent in your own Claude or ChatGPT and a person checking every change. Price Upstream for your practice
- Free · Web Everything Free Advisor Snapshot What your filings and your website say about you, side by side.
-
Web Everything Upstream for Advisors Your listings, matched to your filings. Your compliance officer approves every word, or your home office if you're with a broker-dealer. Price Upstream for Advisors for your firm
-
Web Everything Listings Cleanup Your listings made to agree everywhere, for dental, mental health and law. Price Listings Cleanup
- 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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