Making Your Optometric Website Work for your Patients

There are many “traditional” ways your patients might find out about you: the Yellow Pages, a recommendation from a friend, or they might notice your practice while walking or driving around town. These ways still work. However, today’s competitive marketplace also demands that you have a strong Web presence. Why? Because it brings in customers. Simply put, your optometric website should be one of the primary means of expanding your customer base.

Getting new patients through the door is easier said than done, though—even if you are using the Internet. Following some simple principles will help your optometric website get you the results you’re looking for.

Keep it user-friendly. Think about other professional websites you like. What do they do well? Chances are that they all make it easy to find what you’re looking for. Make sure your website does the same. Your patients should be able to find your location and hours, schedule exams, and locate other relevant, interesting information easily.

Think locally. In other words, target a local audience. Your town or area name and the name of your practice should appear prominently on your homepage. Your street address and a map to your practice will help patients find you. Including this information also helps search engines link you with your area. You can also register your website with Google Maps and Yahoo! Local to maximize your visibility on the Internet.

Be patient-centered. This means including contact forms or an e-mail address so that patients can reach you and your staff over the Internet. Given the instantaneous nature of e-mail, replies are likely to be timely as well—a definite plus when dealing with patients who want quick answers.

Make it engaging. Offer information that your patients are looking for, either on your website or as part of a newsletter that you send via e-mail. Topics you should consider include eye healthcare, eyeglass fashion, and contact lens hygiene (among many others). Information like this can help your patients make important decisions—all by way of the Internet!

A final tip: Be sure to include your web address in all of your other marketing material. This ensures maximum exposure for your optometric website. Offering discounts and electronic coupons to potential patients who visit your website never hurt either!