Callout #3 in screen snapshot above:
The Joint Chiropractic stands out from all the clutter on the search engine results page (SERP) by focusing on their $29 initial visit offer. And this Unique Selling Point (USP) is consistently ‘claimed’ whether you go to the national franchisor site or click through to the local listing.
Also worth mentioning on the Google SERP page snapshot above:
Callout #1: The importance of claiming and monitoring your Yelp listing. Yelp consistently ranks highly for many local searches.
Callout #2: Another way to stand out from the crowded Google SERP page: Mention in your page title that the information on your site is current (since so much on the web is outdated).