10 Ways to Transform Your Opticians Website for Better Performance

10 Ways to Transform Your Opticians Website for Better Performance.

Opticians are a lifeline for thousands of people. So many of us would struggle with even the smallest aspects of everyday life without access to the latest, most cutting-edge products and services: from reading labels on medication to simply checking our social feeds. The right glasses or contact lenses enable us to live totally unhindered by imperfect vision, and as experts suggest half of the planet’s population will require glasses by 2050, opticians will continue to play a huge part in many of our lives.

Still, you need to make that all-important first contact to actually bring your services to those in need – and we’ll show you how to make your website more visible, more efficient, and more engaging than ever in this blog.

Here are the 10 things every opticians website must embrace…

1. Content

Text is still the fastest, most efficient way to present your opticians business to prospective clients, despite the prevalence of video content. Your content should be kept concise, to the point, and engaging.

Your website’s content should tell visitors who you are, what you offer, and why you’re better than your competitors. This typically features on the following pages:

  • Homepage (introduction to your company and services)
  • Services (a breakdown of what you offer and how it helps)
  • FAQ (providing clear answers to common / obvious questions)
  • Testimonials from satisfied clients (builds trust)
  • Brief descriptions for every product you sell

Getting your content right is key – a website with minimal or poor-quality content not only harms its visibility, but also its ability to engage.

2. Search Engine Optimization(SEO)


SEO involves preparing your website to enhance its online visibility. Good SEO has the power to place you higher on search results pages than your competitors, by using the most effective keywords, meta tags, and other elements. This can drive more traffic (new potential clients) to your website.

You can also use tools such as Google Analytics to evaluate your website’s performance. This shows you which pages engage visitors for the longest periods, which have the highest bounce rates, and more. Studying this data enables you to identify your website’s strongest and weakest points, allowing you to make improvements.

3. Offers

Providing existing and potential clients with special offers is vital to engage their interest and give yourself an edge over your competitors.

The specifics of your offers may vary – a free eye test, a discount on your next pair of glasses, free contact lenses – but simply having them is a powerful incentive for prospective customers. If they see they can save money while getting good service, they’re more likely

You can also share news of your offers across social media, which may drive more traffic to your website and encourage questions / comments.

4. Appointment Diary

Providing visitors with an appointment diary and a booking feature, presented in a simple calendar format, is incredibly helpful. This allows clients to make an appointment without having to call or walk in, and lets them see which days / slots are still available.

As a result, they can pick and choose the most convenient option (which isn’t always presented in a phone call). An appointment diary also enables administrators and opticians to see which slots you have available and which are filled; you may be able to block certain times and dates if you’ll be unavailable.

Everybody wins.

5. Landing Page

Visitors will be directed to a bespoke landing page when they click on adverts for special offers on social media, where they’ll be asked to submit their contact details to qualify.

Landing pages provide you with a valuable new contact method with which to engage visitors (via an email or phone call), and it’s an effective first step in the relationship between you, as the optician, and the client.

6. MailChimp


MailChimp is an invaluable email-automation tool: you can send emails to confirm appointments; distribute weekly or monthly newsletters; share information on upcoming offers; and more.

Integrating MailChimp into your website also works brilliantly with converting visitors into clients: once they have added their details to the landing page, an automatic email will be sent to them immediately, with a coupon or code to redeem their offer (usually by bringing it into the opticians branch).

7. Live Chat

Live chat is one of the most important support tools available to online businesses today. Simply by clicking a ‘chat now’ (or similar) button on your website, visitors will be connected to a support agent, giving them a chance to ask any questions / raise any concerns they may have.

This is a text-based conversation, and is far faster and more convenient than making a phone call or awaiting an email response. It’s also free, and gives you a chance to engage prospective clients early on.

8. Contact Page

A contact page is a simple but critical feature. A contact page should show your visitors where they can find you (with directions and a map function, so they can identify their local branch clearly), email addresses, phone numbers, and that aforementioned live chat feature.

9. About Us


The About Us page is your chance to show off: present your team, with photos and details on their qualifications & technical expertise; offer a timeline of your opticians business, from its launch to the present day, marking milestones along the way; and list any awards / special recognition you have received.

Keep it short and to the point, but show visitors exactly WHY they should pick you over your competitors.

10. Content Management System

Many of the key features explored above will be impossible if you don’t have a CMS (Content Management System) integrated with your website.

A CMS like WordPress lets you manage your content, create blogs, set up MailChimp, check appointments, and more. This may be a daunting prospect for those of you with little or no experience using them, but today’s systems are incredibly accessible, able to walk first-timers through with ease.

Optional Extras:

11. Blog

A blog is crucial to your opticians website, though you might not think so.

Writing regular posts gives search engines more content to index, and enables you to add more keywords and images to your website, boosting your online visibility further.

Blog posts are also ideal for sharing across social media, pushing your content outside of the website and building brand awareness. Furthermore, blogs are your chance to offer advice, take readers behind the scenes, and engage with them on a more personal level.

Though it’s presented here as an optional feature, a blog is essential – even if you don’t set one up immediately, you need to get to it as soon as possible.

12. Prescription Management Tool

A blog is crucial to your opticians website, though you might not think so.

Writing regular posts gives search engines more content to index, and enables you to add more keywords and images to your website, boosting your online visibility further.

Blog posts are also ideal for sharing across social media, pushing your content outside of the website and building brand awareness. Furthermore, blogs are your chance to offer advice, take readers behind the scenes, and engage with them on a more personal level.

Though it’s presented here as an optional feature, a blog is essential – even if you don’t set one up immediately, you need to get to it as soon as possible.

Facebook Users want Less Promotional Content from Pages they have Liked
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