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Quick Tips to Step Up Your Website’s Performance

Digital Marketing

The first impression your patients get of your practice rests in the hands of the homepage of your website. Wouldn’t it be in your best interest to optimize this chance to make your first impression last? Lucky for you, there are many components involved that you can take advantage of to do so. 

The key is in creating a page that is eye-catching and reflects the beauty of your practice while keeping your information relevant and detailed. A clean and unique landing page is critical in generating more engagement and clicks on your site. Take a look at our homepages for inspiration and use the following tips to elevate your website’s performance!

Don’t Be Shy, Introduce Yourself

As an eye care professional, you uphold yourself to a certain standard, creating a welcoming experience when patients walk through your doors. The same way you would introduce yourself when you greet patients for their appointment, introduce your brand on the homepage of the practice website.

Share what you’re all about and what are the core values of the clinic. This immediately creates a foundation of trust between the practice and future patients. To further that feeling of familiarity, include a section on the homepage that outlines the clinic’s practitioners. Include a picture of them in a welcoming light, as well as an informal introduction that personifies them.

Be sure to make it all about the clients! Showing who you are and translating it into what you can do for them makes them feel genuinely cared about.

Use Images to Your Advantage

20% of visitors will read the text on your page. That means that the majority of web visitors will merely skim over your headlines and see your images. Invest in the use of high-quality images to show what your practice offers instead of writing a bunch of words that most visitors won’t take the time to read. Some ideas could be pictures of your Opticians fitting patients for eyewear or images from community events the practice partook in or sponsored. Pictures bring the clinic to life and make your website look less cluttered, resulting in potential patients wanting to continue researching your brand and ultimately book an appointment!

Focused Messaging Matters

Promoting your website will mean that you’re continually going to have traffic on your website. However, there is a way to make sure you’re attracting the right traffic. Focus on the practice’s demographic and cater the message for them. Using the correct wording on the homepage can drastically increase the likelihood your target audience will stay on your website.

What is a UVP headline? 

Your UVP or Unique Value Proposition headline is a clear and concise statement that demonstrates what a business is all about. Take the time to come up with a UVP that encompasses everything your services will do for your clients without confusion. The UVP will give your clients the reason why they should invest in your services. See some of the most popular products’ UVP’s!

Show-Off a Little, It’s Ok, I Promise!

As an eye care practice, it is crucial to stand out from your competitors. A beautifully designed website is one way to attract patients. Why stop there? Show off the certifications and any awards your practice has received. Talk about new technology or services you offer that are different or leading edge.  

Tangible evidence from previous patients’ testimonials can go a long way in creating a trusting relationship with them. Share tweets and comments from your social media pages highlighting the elevated service you provide to your patients. 


In this day and age, having a website for your business is now the bare minimum. In order to stay competitive, eye care practices have to have classy designs and easy to follow websites to keep prospects clicking to other pages and eventually lead them to pick up the phone to book an eye exam. 

Quick Tip: 64% of web visitors want to see contact information. Make your phone number easy to find and click on – at the top corner of your website. What method of communication do you prefer with your clients? Phone, text, or email?  Ensure all of those are readily available on the homepage of your website and it will equal more booked patients!

Written by Trudi Charest

More Articles By Trudi Charest

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