Using your website to expand your client base

Optometric websites need to be accessible and professional to get the results you want—in other words, to reach out to, inform, educate, and generally make life easier for current and potential customers. While a simple website is better than no website at all, a dynamic, visually enticing, and user-friendly website can significantly increase your customer base. Here are some tips I’ve gleaned from optometric websites that do it right:

Usability is key. How user-friendly is your website? This should be at the front of your mind, especially given your profession. As an optometrist, a significant number of your patients likely have some kind of vision impairment. Is the “look” of your site helping them? Make sure that the appearance of your site won’t alienate current and potential customers.

Think like a patient. Include everything you’d expect to find if you were a patient. Amazingly enough, some websites leave out crucial information such as hours, directions, and services offered. Don’t be one of these websites. Go the extra mile by soliciting feedback prior to your website going “live.” This way, you can make sure you’re not missing anything.

Give some history. This is a great way to build trust with your patients. Include some general information about your practice, like how it started. Biographies of key staff are also a nice touch.

Make it public. Do people know about you? If not, you can use the internet to resolve this issue. Get your name out there through savvy search engine optimization—in other words, build your site so that you have a chance of appearing when someone searches for “YourTown Optometrist” in Google or Yahoo. If you don’t know how to do this, Google “search engine optimization” for a start. You should also consider buying some pay-per-click advertising to drive other traffic to your site. In a short time, you’ll be able to tell which ads are most cost-effective.

Offer incentives to visit. Your patients should know about your website and have reasons to check it out. Including special offers, an opt-in newsletter, and other services will go a long way to making this happen. If you offer coupons on your website, for instance, they can’t get lost like their paper counterparts. This is a cost-effective way to reach out to your customers.

Push the envelope. Offering “extras” through special features on your website is a definite plus. Think about what your client base would benefit from, and make it happen on your website. Perhaps it’s an interactive feature like a glasses suggestion tool, or real-time online appointment scheduling. Your patients will greatly appreciate such creative—and helpful—flourishes.

Optometric websites can be many things. At their best, they can help you build your client base and secure a vibrant future for your practice. Take a look at your website today and ask yourself: Am I giving my customers what they want?

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!