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Optometry Practice Website Design and Marketing

If you’re an optometrist who’s interested in starting a new practice, then there’s a lot that you need to consider. This is especially the case when it comes to marketing. While traditional media is still relevant, most optometry practices are investing more of their time into establishing a presence online. Specifically, they’re creating websites that can help to get their audience’s attention and increase their clientele. The key to creating a great website is strategic about your design. Below are a few things that you should include in your website design.

1. Vision Care

Whenever someone visits your website, one of the first things they’ll search for is the types of treatments you offer. You can make it easier for them to find by creating a Vision Care page. This page can include a list of your most common procedures. Make sure this information is as detailed as possible. For instance, what specific conditions do you treat? What types of products do you offer? You can make this list easier to sort through by splitting them up into subcategories. This way, the visitor can select a category and schedule an appointment to speak with one of your specialists about the procedure.

2. Blog

A lot of optometrists are able to attract new patients through their blogs. And that’s because people will often research information about their eye condition online before consulting with a professional. So make sure that your web design includes a blog section. Address the most common issues that your patients struggle with.

For example, one of your first posts could be about how diabetes can affect your eyesight. Or, you could offer a list of age-related diseases that can affect the vision. You may also create posts that offer preventative tips, such as advice on how to protect their eyes during the winter season. By including valuable information on your website, you can build credibility with your audience.

3. Patient Resources

It can sometimes be difficult to find the information you need regarding insurance. You can get ahead of your competition by creating a resource page for your visitors. The resource page can include a list of carriers that your practice accepts. This page may also include a few patient forms that they can fill out.

The best thing about offering a resource page is that it helps to save your future patients a lot of time and frustration. They won’t have to call around from office to office. The less they have to search for what they need, the more likely they are to visit your practice. So make it as easy as possible to find this information.

4. Promotions

There are several benefits to offering sales and discounts. First, they help to attract new and repeat customers. Second, they can help to boost your reputation and build your brand. Lastly, discounts can be a great marketing tactic. Include a promotions section on your website. This is where you can regularly post your special offers.

Perhaps your patients can save a certain amount on their contact lenses. Maybe you’d like to offer free progressive lenses during a specific week. You could also offer free eye exams for new patients. Just make sure to include an expiration date on each offer so that there’s no confusion about your promotions.

5. About

One of the most important parts of your web design is your About page. The eyes are a very sensitive part of the body. That’s why your patients will do thorough research before visiting your practice. They want to ensure that you’re someone that they can trust.

A great way to build trust is to introduce your practice. Include a page that discusses your licensing. Tell your visitors when your practice was established. Express your concern for your patients and any specialized services that you offer. Do you treat more eye conditions than others in your industry? Is there a specific procedure that you’re known for?

6. Appointment

Once the visitor has a better idea of the treatments you offer and the type of experience you have, then it’s very likely that they’ll want to make an appointment with you. So include an appointment section. It’s a good idea to create an appointment button that stands out from the rest of the design. It needs to be highly visible and easy to click. Your appointment page should contain a form that requires basic information. The more simple the form is, the quicker they’ll be able to fill it out. Your form should ask for their name, phone number, and email address. It should also ask them for a preferred date.

7. Contact

In certain instances, your customer may want to ask a few questions before they schedule an appointment with you. That means that they need to know how they can get in touch with you. It’s important that you include your contact information on the website. Some doctors choose to create a page that’s dedicated to their contact information. However, you could also simply include this information in the header and footer of your website.

No matter which option you choose, you should provide your visitors with your phone number, physical address, and email address. If you’re on social media, you can also include your handles. If you create a dedicated contact page, you could design a form that allows your visitors to write and send their messages directly from your website. The key is to offer as many options as possible so that the visitor can use what’s most convenient for them.


Getting new patients doesn’t have to be difficult. However, it does require that you establish an online presence. Specifically, you need to pay special attention to the design of your website. Each of the elements that we’ve just discussed can get your visitors one step closer to scheduling an appointment with you.