Is your website working for, or against, you?

Online information-seekers and shoppers can be easily frustrated by a clunky or confusing website or worse still, one that takes an age to load or overwhelms with pop-ups. Simple, streamlined designs work best for optometry sites with content that covers the basics in a highly accessible place.

Especially important is your contact information with name, address (with a Google map embedded if possible) and phone numbers along with service offerings, an FAQs page and an ‘About us’ section as the bare minimum.

One consideration when it comes to design is to ensure your website is mobile-friendly as this is the primary method most consumers will use to view it. A website that is not optimised for this format will quickly lose traffic and potential customers.

Added features and functionalities

If your current website does not have a selling feature, you may be selling yourself short, literally! Many clients prefer to shop in the comfort of their own homes (or if they’re cheeky, office cubicles!) so showcasing your ranges online is a value-added service. They can either decide before coming in to visit which styles they might like to try on or directly purchase online according to a current script and get them shipped out. This also works really well for refilling contact lenses scripts.

If you are reluctant to try online selling then, at the very least, try to feature a good selection of frame styles on your website to give potential clients a taste of your offerings. Choose carefully when doing this and try to highlight your point of difference, for example, a range that is exclusive to you.

Consider saving your staff time (and you, money) by implementing an online booking system too. You could also store standardised forms on the site which your customers can download, fill in and bring to their next appointment.

Thinking outside of the box, other interesting features may be short video clips showcasing your unique selling points. It might be you explaining your background or some particularly common eye diseases and how important it is to pick these up early and why. If you specialise in children’s optometry, for example, think about creating an app or adding an interactive game component to your website. Something to engage and entertain but, most importantly, educate, young ones (and their parents) about the importance of regular eye health checks for children.

The value of a good blog

An excellent way to increase traffic to your website and build your brand is to write a regular blog. It keeps your site fresh and active, which is something both customers and Google like - more on why Google should like your site below. You can position your blog any way you feel is appropriate: perhaps as a thought-leader in the optometry space; or as a way to engage directly with customers and show off your personality and/or your clinical or fashion knowledge.

Another option is to take a few of your FAQs and expand on them. For example, one common question might be ‘why should I consider switching to contact lenses?’ While your FAQ answer may only be a paragraph or two, the blog post can be longer, highlighting advances in technology and, of course, ending with a subtle call-to-action to come instore for a free trial of the latest ones.

If you don’t feel you can commit to a regular blog, or lack the confidence to write one, you can outsource it to a copywriter or optometry student.

Garnering online reviews and testimonials

Online word-of-mouth is just as good as the in-person mode. If you have happy customers, ask them if they would be open to writing either a website testimonial or review for you on Facebook or Google. This works particularly well if you specialise in an area of optometry such as child eye health, dry eye or glaucoma.

For more about the importance of online reviews, see http://www.eyeonoptics.co.nz/articles/archive/facing-the-feedback/

Getting your website found

The term SEO (search engine optimisation) is bandied about quite a bit these days and often it just confuses people. At its most basic, it means your site is configured with content that Google thinks is interesting so will feature it when people search for optometry-related terms. There’s a heap of ‘tech’ stuff behind what Google wants in terms of keywords and their placement, but if that’s too much for you, you can outsource this part or focus on other forms of getting your site found.

One of these is via paid advertising, referred to as Pay Per Click. Your site is then featured at the top of a Google search page for a particular search term. The other option – which is free – is to use the ‘Google my Business’ service. It is fairly straightforward and once completed, means your site shows up on Google’s hit results when someone searches for an optometrist in your location.

Using social media to support the site

A regular social media presence is a great way to drive customers directly to your website. Short, yet regular posts are best and eye-catching photos work really well.

Another great post option is to take photos of customers with their new glasses - kids are perfect here! Discounts and competitions are always extremely popular and you can drive entrants to your website. Be sure to spruik your blog posts on social media too.

Lastly, consider paying for targeted social media ads as you can choose specific groups to advertise to, for instance people who are looking for an optometrist in your area.

Build your email list

Email addresses are extremely valuable when it comes to running a particular promotion and you want to give your website numbers a boost, be it for a new, but important, blog post or a new range of awesome specs. One way to gather new email addresses is to offer something free in return for the reader’s email. An example might be to create a free report entitled, ‘The top five symptoms that warrant a visit to the optometrist’.

Draw on your database list as needed, but also be careful not to bombard customers and potential customers with emails as they will quickly unsubscribe.

If you’re floundering, seek help

If you’ve reached the end of this article but still feel at a loss in terms of your website game, consider enlisting an expert. You can hire designers to create just the website wire-frame for you, or others who will handle the whole kit-and-kaboodle from design to marketing to copy writing to SEO. Ask around for a recommendation. After all, with a great website, you could be opening the door to a whole new business experience.

About the author

Renee Lunder is an Australian freelance journalist and proud specs wearer. “They are as much a part of me as my limbs! My children have only ever known me with them. I wouldn't be ‘Mum’ without them!”