Background Chiropractors are the most accessed providers of complementary and alternative medicine care in Canada. However, some scepticism exists around the evidentiary base of the chiropractic profession.

Objectives To examine the messages utilised by the chiropractic profession around issues of scope and efficacy through website communication with the public.

Methods Website content of major Canadian chiropractic associations and colleges (n=11), and commercial clinics (n=80) was submitted to a mixed‐methods analysis. Content was reviewed to quantify specific health conditions described as treatable by chiropractic care. A qualitative textual analysis identified the primary messages related to evidence and efficacy utilised by the websites.

Results Website content claimed that chiropractic is capable of addressing a wide range of health issues. Quantitative analysis revealed that association and college websites identified a total of 41 unique conditions treatable by chiropractic, while private clinic websites named 159 distinct conditions. The most commonly cited conditions included back pain, headaches/migraines and neck pain. Qualitative analysis revealed three prominent themes drawn upon in discussions of efficacy and evidence: grounded in science, the conflation of safety and efficacy and “natural” healing.