For medical practices
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. You fix every listing in the order that makes the fixes stick, and a person on our team checks each change you send.
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. See how Upstream compares
01 / Upstream
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 checks it against your approved record. | Who makes each change | Upstream for AdvisorsYou or someone at your firm makes each change on your own accounts, and someone at Web Everything checks each correction against your approved record 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
Web Everything is a marketing agency for medical and dental practices, mental-health practices, law firms and financial advisors. We build the website, run the search, ads and listings around it, and count the work the way you would: new patients, signed cases and new client households, not clicks.
Not sure yet? AEOptim's Free AI Check shows you one AI answer about you, asked in your city. About two minutes, no card.
01 The homepage Beautiful for people. The first visit, designed to look like the care behind it and built to WCAG 2.1 AA.
The hidden labels on this page
What a patient seesWhat AI reads
02 The appointment request A patient, or an AI agent acting for them, picks the visit, the office and the plan. The form only offers what that office takes, so the request fits before anyone calls.
What an AI agent reads to request the appointment
What a patient seesWhat AI reads
03 Search results, by AEOptim Ask A patient's question, answered word for word from the practice's own pages. The answer they read is the answer AI reads.
The hidden labels behind these answers
What a patient seesWhat AI reads
04 A specialty page One condition, stated plainly for a patient and labeled for Google and AI tools.
The hidden labels on this page
What a patient seesWhat AI reads
For medical practices, Gemini app users can make appointments with doctors listed on Zocdoc without leaving the app. Meta's Muse agent can open a website and fill out its forms for the person using it. We build request forms that a person, or an AI agent acting for them, can read and fill out.
Your front desk shouldn't spend the day on wrong-fit calls. We build the filter into the site: a plan you don't take, an office that doesn't handle that visit, a matter you refer out, a household under your minimums. Your office still confirms every request.
When we run AEOptim with your search and ads, you get one report a month, with where each result came from when we can trace it. We count what you'd count:
No ad pixels on pages that collect patient information.
Visitors type a question in their own words and get back one of your approved answers, word for word. It gives no advice of its own, and anything it can't answer goes to a call.
Optional. For law firms and advisors it stays off unless you ask for it.
Patients now start their conversations with AI. After years with Web Everything, we added AEOptim to our website, so AI tools and Google read the same correct facts we'd give a patient: our offices, our team and what we treat.
Michael Sherbin, D.O., F.O.C.O.O.Michael Sherbin, D.O. and Associates
Latest build
Ear, nose and throat care, facial plastic surgery and hearing aids. Live September 2026.
See the live site03 / What changed
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.
04 / By field
Medical practicesUpstream: your listings, fixed at the source.
Dental practicesListings Cleanup: your listings, matched to one correct record.
Start here
"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.
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.
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.
Listings Cleanup: your listings, matched to one correct record.
Start here
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.
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:
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. 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
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.
AEOptim, our app AEOptim shows you what AI says about you. Web Everything does the work to change it.
06 / Questions
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.
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.
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.
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.
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.
We don't guarantee rankings or AI mentions.
07 / Services and products
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.
13 services and products.
{n} of 13 match.
Nothing here matches those words.
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