Optometrist marketing, read down the whole chart
Optometrist marketing is not a single task. A practice gets found by way of public reviews, a Maps listing, written pages, a website and paid ads, and each does its job better when it matches the rest. Our company builds, runs and counts every one of them for independent eye-care practices.
Picture a wall chart: big letters across the top, small print along the bottom. We start high, move the pointer down, and skip nothing.
Five lines that have to agree with one another
If the practice website lists one set of exam types and the Maps listing lists another, visitors get pulled two ways. An ad that opens on an outdated page wastes the click charge. Optometrist marketing, handled as one chart, keeps each line repeating one wording.
The top line is the search page work: a landing page per exam type. Under it hang pages for the towns served and the practice's Maps listing, then paid ads, then the website itself, and last the public reviews. Every line has a longer write-up elsewhere on this site.
The wall chart, line by line
| Line of the chart | Marketing piece | What it points visitors to |
|---|---|---|
| Top line | One landing page per exam type, with contact lens appointments and children's visits split out | The booking route on the practice website |
| Second line | A Google Business Profile for each office, matched to those pages | The exam page that fits the listing |
| Third line | A town page for each community on the service map | The nearest office and its Maps listing |
| Fourth line | Paid ads aimed at adults and parents, started on one platform and widened later | A landing page chosen for that ad |
| Fifth line | The practice website, which Gold and Platinum put under our hosting and edits | Every other line above it |
| Bottom line | Public review requests and replies that carry no patient details | The Maps listing |
What each piece of the chart does for the practice
- Search pages
Pages written for an exam search
One landing page per appointment type, so each kind of exam search has a matching destination.
- Maps
A listing for every office address
Our Google Maps listing upkeep holds the listing's details identical to the site's.
- Ads
Ad campaigns on a platform of the owner's choosing
We run Google Ads, Meta Ads (Facebook and Instagram) or Bing Ads (Microsoft Advertising), adding a second or third once the owner has asked. Click charges go from the practice to the platform.
- Website
A site that carries a page per exam type
The practice website carries the exam pages, the optical shop and the contact route.
- Reviews
Public reviews and the replies to them
We help the front desk ask for reviews and draft replies that the owner reviews. Details about a person stay out of both.
- Tallies
Calls and form messages per page
Each landing page gets a running count, which shows the owner where attention is gathering.
The appointment book sets the pace
The book is the owner's to read, so marketing follows it. So the owner tells us which exam types need more attention, which towns matter and which doctors have room, and we point pages and ads that way. If the book is full for one appointment type, its ad budget can pause while another type is pushed.
Those are business questions, and the answers come from the owner. We write them into the plan and use them to choose the next line the pointer reads.
How the pointer travels
Chart the practice first
We list the exam types, offices, doctors the owner wants named and towns, and agree on the wording of each.
Hang the pages and the listing
Landing pages and the listing are published as a pair, so a click never lands somewhere that disagrees with the link.
Switch on one ad platform
One platform carries the first ads, aimed at the landing pages built for them, inside a budget fixed by the owner.
Count, then move down a line
A monthly tally of calls and form messages shows where to add pages, widen ads or tighten a listing.
Three marketing beliefs we meet in eye-care practices
Overheard at the optical counterA website alone is a marketing plan.
What the chart showsA site is one line on the chart. Without a Maps listing, town pages or ads pointing at it, it waits for visitors.
Overheard at the optical counterSearch pages and ads fight over one pot of money.
What the chart showsThey are separate lines with separate bills: the platform bills for clicks, and what we charge each month covers the work itself.
Overheard at the optical counterMarketing means saying more about the exam.
What the chart showsOur pages and ads do not describe an exam at all. They name the appointment, the office and the way to book.
Ground rules that hold on every line
Ads speak to adults and to parents. They never address a child and never speak to the viewer's eyes. The owner reads what each platform currently asks of ads on eye-care topics, ahead of the first one running.
Our lead counting notes only that a call or message came from a given page. A person's name or exam stays out of reports, ad accounts and review replies, and every public statement waits for the owner's okay.
Questions about hiring an optometrist marketing company
Can the practice start with one line and add others?
Which account holder is named on the ads and the listing?
Does the plan lock the practice in?
How do reviews fit into the marketing chart?
What do we need from the practice to begin?
Talk through the chart
Name the lines your practice already has and the ones still missing, using the contact page's message box. A half-hour slot works too: pick one and Ross Cohen, the CEO, calls at that hour.
Which exam types get the top row?
Name the exam types and appointment kinds you want booked more, the towns your patients travel from and any optical shop lines worth a page of their own. Leave out patient names and anything about anyone's eyes.
The last line of the chart is the phone
The pages, listings and ads sit on the lines above this one. Set an hour for a phone chat with the CEO, or send a written note first and keep reading.
The chart drawn below the text is an illustration of how the work lines up, not a forecast.