The facts are clear – almost 80% – 90% of people find local businesses through either – search engines, apps or social media.

Potential customers are jumping online to find your contact details. This means a clear, up to date and consistent web presence is critical for all optometry practices.
The most important online listing any business can possess is a website. Relying on other digital channels for your digital presence (google, Facebook etc) can be risky as they dictate the look and information presented about you. Other platforms can also change, presenting you in a way you don’t want, or simply remove you all together. Basically you have little if any control over these platforms. Your own website is the only online channel where you have complete control over how your practice is presented to the world.

Why Have Your Own Website?

• Your website is your brand and you have full control over it. In your own site you completely decide how you are presented. Relying on Facebook or other listings doesn’t allow you to holistically present your brand, values and offering
• You can communicate your passions, who you and your team are and show you are an expert in eyecare
• It becomes the central point for all your digital activity
• Your objectives (book an appointment, contact us) can be given prime real estate
• Demonstrates that you are serious and professional
• A lot of your details and information around the web may be pulled from this central source

Essential Web Design Principles

• Site must be responsive; equally as user friendly on mobile as tablet and PC
• Make sure your Content Management System (CMS) is easy to use and controls all aspects of your website
• Present your Why Choose Us points (the five main reasons why people should choose your practice over your competitors) as the main landing message for your site
• Use professional photography to demonstrate the personalities and the people behind the practice, staying away from generic stock images that don’t reflect the true essence of your brand
• Ensure visitors find your website site user friendly and your main calls to action are unmissable ie booking an appointment, contacting the practice
• Research the internet, find on trend websites and use a modern look that follows some of the latest website trends
• Make sure that your in store experience reflects your site and visa versa; logos, colours, fonts used etc.
• Consistently update content, hours of operation, a blog etc thus leveraging SEO (Search Engine Optimisation) with Google
• Consider using Google AdWords to ensure your site appears at the top of search especially in the first couple of months of the site launching