Many independent optometry practices struggle to convert web browsing consumers into fully fledged customers because their websites are neither optimised for patient acquisition, nor are they regularly updated. But a new strategic alliance between ProVision and EyeCarePro is working to overcome that in Australia.

Relatively speaking, Holdfast Bay’s website served its function but with the emergence of new digital marketing techniques, there was potential to achieve more return from its key digital asset. In need of a redesign, attention turned to how the new website could be built and professionally managed amid the daily demands of running the business.

Holdfastbay Optometry joined a pilot program stemming from a new strategic partnership between ProVision and EyeCarePro, an international digital marketing company solely focused on optometry businesses.

The pilot has involved a cross-section of 14 single and multi-site practices – regional and city based – as well as clinical interest destinations versus general optometry. Since the trial, Holdfastbay Optometry reported an almost immediate increase in bookings, particularly from the “becoming presbyopic” demographic helping balance its patient base. In fact, it reported a couple of record months. And the new website quickly began outperforming the previous one, with Google rankings showing it is now 89% optimised for mobile devices and has a site score of 100/100 for SEO.

Encouraging data from other ProVision independents who have had their websites revamped and managed as part of the pilot shows for every dollar spent on their site, $10 to $50 in revenue has been generated. And every new patient was acquired from as low as $5 to an average of $20.

How these practices have been able to achieve such stark and rapid results lies in the complex and evolving world of digital marketing services. This involves terms like search engine optimisation (SEO), mobile-first websites, search advertising and Google’s Analytics and My Business platforms. These are vital for modern optometry practices, but have become too difficult for time-poor optometrists to manage alone.

The pilot has involved a cross-section of 14 single and multi-site practices – regional and city based – as well as clinical interest destinations versus general optometry. Since the trial, Holdfastbay Optometry reported an almost immediate increase in bookings, particularly from the “becoming presbyopic” demographic helping balance its patient base. In fact, it reported a couple of record months. And the new website quickly began outperforming the previous one, with Google rankings showing it is now 89% optimised for mobile devices and has a site score of 100/100 for SEO.

As part of the initiative, optometrists gain access to EyeCarePro’s team of over 80 staff comprising web designers, SEO strategists and marketing experts, who also take care of ongoing website and system improvements.

After the website is built, practices then receive local support with ProVision’s digital marketing specialist Mr Euan McDonald-Madden who has had extensive training with EyeCarePro to understand its system, gain insights from results and drive future growth strategies. He is now training other colleagues to provide members with monthly monitoring meetings to tweak their strategies, as well as plan monthly campaigns around areas of special interest, eyewear, eyecare, and seasonal opportunities from a large portfolio of digital campaign options.

When it comes to the quality of independent optometry websites in Australia, ProVision marketing manager Sarah O’Connor says the spectrum is broad. At one end there are those with powerful sites that rank well on Google to capture local search traffic. In the middle sit underperforming sites typically due to poor user experience and technical responsiveness, basic content, and no SEO strategy. Then there are those with a non-existent digital footprint.

“Websites are often ‘set and forget’ for many practices due to limited resources and know-how when it comes to regular content updates,” she explains.

“SEO and search advertising needs to be outsourced due to the expertise required, however, knowing who to trust, what to spend and having a clear view of the ROI can be challenging for practices. Any website designer can create a great looking site, but this does not mean it’s going to effectively attract, engage, and convert new patients.”

During the website build, Rostenne says onboarding specialists ensure the practice chooses a design appropriate for the business, and its products and services are well represented. The SEO team checks the current site’s SEO scores so it can compare the old site’s performance with the new.

“If it isn’t broken, we don’t fix it. Our builders take stock of all your websites old pages and make sure to add your unique content to the new website. Most importantly, all of your old links will redirect to the new corresponding website pages so the SEO value of the old pages are preserved, and no links in search engines are broken,” he explains.

Optometrists had complained it was difficult to make website changes, so EyeCarePro created its own platform, GetSetPro, which features simple apps that allow the practice to easily make website changes.

In the case of Holdfastbay Optometry, which opted for ODEssentials, Ms Thomas says the initiative has ultimately provided “maximum outcome for minimal input on our part”.

With small businesses unable to compete with the massive corporate budgets for external marketing, she says a professional-looking and user-friendly web presence is vital.

“For most practices the ongoing cost of having a ‘wow’ website is more than offset by the business it brings in,” Ms Thomas says.

“Whilst we had been comfortable with our previous web design team, the opportunity to work with an organisation that has at its core a strong understanding of the nature of optometry seemed like a logical step to trial with very much less work required on our part.

“Very few practices are large enough to have dedicated staffing and resources to undertake all that is required for a successful marketing program. For most of us it’s another – albeit important – task which often gets pushed back when the day-to-day needs of the business take precedence, so for Holdfastbay Optometry it immediately made the whole process manageable and with a much-improved timeframe.”

Optometrist Ms Leah Meulendijks, of Kay Street Eyecare in the regional Victorian town of Traralgon, also found the daily upkeep her business’ website difficult.

“We are now subscribed to the ODEssential package. The value we see is that any updates to the site and other digital listings, whether that be in content or adjusting the site structure to keep Google happy, is all done by the experts at EyeCarePro. We also, with the help of ProVision, look at the stats behind the site so there is transparency around how it’s performing,” she explains.

“To have someone else look after the digital content has meant our staff can focus on customer service. One surprise has been how much digital traffic is driven by our Google My Business listing. EyeCarePro manage this listing for us and to know they are ensuring all the information is 100% correct and the listing is optimised will no doubt keep our business up in search when local people need to find an eyecare professional.”

“Meulendijks says a high functioning website is critical for any business, but this is especially the case for an optometry practice.

“The website performs some major functions for the practice. Firstly, it shows that we are professional and if anyone needs information about eye health or eyecare, it’s there on the site,” she explains.

“Secondly it breaks down barriers to what you do, you can show eye tests and what happens in the practice and allay any fears people have about the unknown. Thirdly it can show people who you are and what you do and this makes people a lot more comfortable to book an appointment and relaxed when they come in.”