Marketing, websites and patient systems built for optometry practices.
An independent optometry practice competes on several fronts at once.
Routine exams are often covered by vision plans and shopped against retail chains. Medical eye care and specialty services like dry eye treatment and myopia control are where the doctor's expertise sets the practice apart. The optical is a retail business of its own, up against online glasses and contact lens sellers. We build the website, local search, paid media and recall systems to fill each of those lines, and connect them to RevolutionEHR, Compulink or Eyefinity so we can see which campaigns produce exams, specialty visits and optical sales. Tracking is server-side and HIPAA-aware, with no patient information in ad platforms.
Questions this page answers
- Optometry marketing agency
- How to get more patients for an optometry practice
- Who should run marketing for my optometry practice
- How to market a dry eye clinic
- How independent optometrists compete with retail chains
- Optometrist website design with online booking
Step 1 of 2
How can we help you get found?
Next: name, email and budget. That’s it.
Where growth is won or lost in optometry.
Most patients choose an eye doctor through their vision plan and a map search. They check whether VSP or EyeMed is accepted, look at hours and reviews and book the office that can see them soonest, often comparing an independent practice against a chain inside a big box store. After the exam, the prescription is theirs, and many shop frames and contacts online. That leaves the independent practice fighting on convenience and price for routine care, where it is weakest, while its real strengths go unmarketed.
Those strengths are medical and specialty care and a well-run optical. Dry eye treatment, myopia control for children, specialty contact lenses and medical visits billed to health insurance draw on the doctor's training and equipment that chains rarely match. The optical is a retail line with its own margins, depending on frame selection, fitting and service. Recall holds it together: annual exams, contact lens supply and specialty follow-ups keep patients returning. Prior agencies usually ran generic eye exam ads and never saw optical capture or whether recall was working.
We market each line on its own terms. Routine exams get strong local search and clear insurance pages. Dry eye, myopia control and medical care get dedicated pages, campaigns and doctor video. The optical gets photography and follow-up on unfilled prescriptions that respects the FTC Eyeglass and Contact Lens Rules. Recall runs automatically through Weave or Solutionreach, and visits from RevolutionEHR, Compulink or Eyefinity return to Google Ads as offline conversions. Tracking is server-side and HIPAA-aware, with BAAs where vendors offer them and no patient information in ad platforms.
The problems we fix in optometry practices.
Everyone looks the same in search
Plan-covered eye exam searches return chains, big box optical and every independent in town. Without specialty services and doctors people can see, the practice competes on price and convenience it cannot win.
Specialty services stay invisible
The practice has invested in dry eye equipment, myopia control or specialty contact lenses, yet the website mentions them in a bullet list and nobody searching for those problems finds the doctor.
Glasses walk out the door
Patients get an exam, take their prescription and buy frames or contacts online. The optical is not presented as a reason to buy in-house, and nobody follows up on unfilled prescriptions.
Recall runs on postcards
Annual exam reminders go out late or not at all, contact lens patients lapse between supplies, and the schedule has holes that marketing money is then spent to fill.
Web, marketing, creative and systems for optometry practices.
Built on your accounts, wired into the tools your team already runs, and measured to booked work.
- Home page
- Comprehensive eye exam page
- Medical eye care page
- Dry eye treatment page
- Myopia control page
- Contact lens page
- Optical page
- Insurance page
Each page answers one intent, carries one call to action, and lands the lead in your CRM with the page attached.
Websites and digital product.
Separate pages for routine exams, contact lens exams, medical eye care, dry eye treatment, myopia control and pediatric exams, each written for the patient with that problem and ending in the right appointment type.
- Vision and medical insurance clarityPlain pages on VSP, EyeMed and other plans accepted, how medical insurance applies to medical visits, and what patients pay out of pocket for specialty care.
- Optical showroom pagesFrame brands carried, lens technology, fitting and adjustments, warranty and price points you choose to publish, giving patients a reason to buy from the practice.
- Online booking by visit typeScheduling from every page with visit types that match your EHR, so dry eye evaluations and routine exams land in the right slots.
- Google Business ProfileAlways on, weekly posts
- Google Ads searchAlways on
- SEO and specialty contentOngoing, monthly publishing
- Recall and remindersWeekly, by overdue interval
- Meta adsBack-to-school and holidays
- Year-end benefits remindersOctober to December
Demand, search and reputation.
Profiles for each location with services, optical photos, hours and review requests after visits, aimed at eye doctor near me and specialty searches.
- Google Ads by service lineCampaigns for routine exams, dry eye, myopia control and emergency eye visits, each with its own page and budget, so specialty demand is not buried under routine searches.
- Content for specialty problemsAccurate articles on dry eye, myopia progression in children, specialty lenses and screen-related eye strain, written to rank and to be quoted by AI assistants.
- Meta for local awarenessOptical trunk shows, new frame lines, back-to-school exams and myopia control education for parents, built within Meta's health targeting limits.
- Optical and frame photographyYour frame wall, the lines you carry and fittings in progress, so the optical competes visually with online retailers and gives patients a reason to stay.
- Doctor and specialty videoDoctors explaining dry eye treatment, myopia control and what a medical eye visit involves, cut for the website, YouTube and social.
- Office photographyReal photos of the exam lanes, specialty diagnostic equipment and the team, which signal the medical capability that retail chains rarely show.
Brand, photography and collateral.
Your frame wall, the lines you carry and fittings in progress, so the optical competes visually with online retailers and gives patients a reason to stay.
- Doctor and specialty videoDoctors explaining dry eye treatment, myopia control and what a medical eye visit involves, cut for the website, YouTube and social.
- Office photographyReal photos of the exam lanes, specialty diagnostic equipment and the team, which signal the medical capability that retail chains rarely show.
Comes in from
- Website forms
- Tracked calls
- Ads and LSA
- Google Business Profile
Lands in
- RevolutionEHR
- Compulink
- Eyefinity
Comes back as
- Per-source attribution
- Automated follow-up
- One weekly scoreboard
Built to your system of record, not around it. Nothing is re-keyed by hand.
Integration, automation and data.
Annual exam, contact lens and specialty follow-up reminders through Weave or Solutionreach, segmented by visit type and overdue interval, with online booking in every message.
- EHR to ad platform loopBooked and completed visits from RevolutionEHR, Compulink or Eyefinity matched back to campaigns and sent to Google Ads as offline conversions without health details.
- Unfilled prescription follow-upPatients who left with a glasses prescription and no optical order get a timely reminder with optical details and any promotion you choose.
- Call tracking on a HIPAA planCallRail on a HIPAA-eligible plan with a signed BAA, numbers by channel and service line, and calls scored for booked appointments.
What a great optometry website contains.
The pages that do the selling for this kind of company, and what each one has to do to turn a visit into a call.
Home page
Shows doctors, services, plans accepted and next availability, with booking and click-to-call above the fold on phones.
Comprehensive eye exam page
What the exam includes, how it differs from a vision screening, plans accepted and online booking.
Medical eye care page
Eye infections, glaucoma and diabetic eye exams and other medical visits, how health insurance applies and same-day availability.
Dry eye treatment page
Symptoms, evaluation and treatment options explained accurately, what the patient pays and a booking type for dry eye evaluation.
Myopia control page
Written for parents: what myopia progression means, the treatment options you offer, what follow-up involves and how to book.
Contact lens page
Contact lens exams and fittings, specialty lenses, supply ordering through the practice and a clear note on prescription release.
Optical page
Frame lines carried, lens options, fitting and warranty, with photography of the optical and a reason to buy in-house.
Insurance page
Vision plans and medical insurance accepted listed plainly, with what each typically covers and how the office helps with benefits.
Doctor and location pages
Each doctor's training and focus areas and each office's hours, directions and reviews, built to rank locally.
Where the demand comes from, and when.
The tools optometry practices already run on.
We build to your system of record rather than around it. Leads, calls, jobs and revenue land where your team already works, with the attribution attached.
RevolutionEHR
Appointments by visit type and optical orders read to attribute exams and sales.
Compulink
Scheduling and optical data exported to report bookings and capture rate by source.
Eyefinity
Practice management data tied to campaigns for exam and specialty visit reporting.
Weave
Phones, texting, recall reminders and review requests running after every visit.
Solutionreach
Recall and reminder campaigns segmented by visit type with booking links.
CallRail
HIPAA plan with BAA, service line numbers and qualified calls sent to Google Ads.
Google Business Profile
Per-location profiles, optical photos, services and review responses kept current.
What we run the account by
Exams booked by source.
Routine and contact lens exams scheduled, attributed to the campaign, profile, recall message or call that produced them.
Specialty visits by service.
Dry eye, myopia control and medical eye visits booked, reported separately to show whether specialty investments pay back.
Optical capture rate.
Share of patients with a new glasses prescription who order eyewear from the practice optical.
Recall compliance.
Share of patients due for an annual exam or contact lens visit who book within the recall window.
Cost per booked new patient.
Media and management cost divided by new patients booked, by service line and channel.
Rules we respect
HIPAA and tracking technologies.
HHS guidance flags pixels on pages collecting health information. We use server-side, HIPAA-aware tracking, BAAs where vendors offer them, and keep patient information out of ad platforms.
FTC Eyeglass and Contact Lens Rules.
Patients are entitled to their prescriptions after an exam or fitting, with confirmation requirements. Marketing never implies patients must buy eyewear or lenses from the practice.
Accurate pricing and offer claims.
Advertised exam prices, frame deals and bundle offers must match what patients actually pay, with clear terms and any insurance exclusions stated.
State board advertising rules.
State optometry board rules on titles, specialty claims and advertising vary. We keep credential wording accurate and build to the strictest rule that applies.
The optometry playbook.
Audit each line of revenue.
We pull exam volume, specialty visits, optical capture rate and recall compliance from your EHR, check what your site sends to ad platforms and listen to recorded calls.
Fix recall and tracking first.
Automated recall, unfilled prescription follow-up, call tracking on a HIPAA plan and server-side conversions go in before new spend, with ad pixels off sensitive pages.
Build specialty and local demand.
Specialty pages and campaigns for dry eye and myopia control, local SEO for each office and optical content that gives patients a reason to buy in-house.
Report by service line.
Monthly reporting on exams, specialty visits and optical capture by source, so budget moves toward the services where the doctor's expertise earns the most for the practice.
- Strategy and brandwe lead it or back your team
- Paid mediamanaged day to day
- Search and AI visibilityrun and reported monthly
- Websites and hostingbuilt, hosted and cared for
- CRM and lead systemsrun for you or with you
- Creative and contentproduced in-house
Fully managed, alongside your team, or built and handed off. Month to month after the initial term.
Why optometry practices choose us.
We market what chains and online sellers cannot copy: the doctors, medical eye care, specialty services like dry eye and myopia control, and a well-run optical.
- Measured in exams and optical salesReporting connects to RevolutionEHR, Compulink or Eyefinity, so we see exams booked, specialty visits and optical capture by source and office instead of clicks, impressions and form fills.
- Health and retail rules both coveredHIPAA-aware server-side tracking and BAAs where vendors offer them, plus accurate pricing claims and optical marketing that respects the prescription release obligations in the FTC Eyeglass and Contact Lens Rules.
Reading for optometry practices.
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Hiring an agency for a optometry business.
- Who should run marketing for my optometry practice?
- A team that understands the practice has several businesses: routine exams, medical and specialty care, and the optical. We build pages and campaigns for each, run local SEO for every office, automate recall, follow up on unfilled prescriptions and connect RevolutionEHR, Compulink or Eyefinity so we can report exams, specialty visits and optical capture by source.
- How do independent optometrists compete with retail chains?
- By not competing on the chain's terms. Put the doctors, medical eye care and specialty services front and center, make vision plan acceptance easy to find, present the optical as expert fitting and service rather than a discount, and run recall so existing patients return. Local search and reviews then carry the practice for eye doctor near me searches.
- How do you market a dry eye clinic or myopia control program?
- As its own service line. Each gets a page written for the patient or parent with that problem, a campaign targeting those searches, doctor video explaining treatment and a booking type that lands in the right slot. We track specialty visits separately, so you can see whether the equipment and training are paying back.
- Can we remind patients to buy glasses from us after an exam?
- Yes, as long as it respects their rights. Under the FTC Eyeglass Rule and Contact Lens Rule, patients get their prescription after the exam or fitting, and the rules also cover confirmation of release. Our follow-up never suggests they must buy from you. It gives them reasons to: fitting, warranty, insurance benefits and service.
- Is it safe to use ad pixels on an optometry website?
- Not on pages that collect health information. HHS guidance on online tracking technologies flags that risk, and parts of it have been challenged in court. We keep ad pixels off booking and intake pages, send conversions server-side without health details and use BAAs with vendors that offer them. Your compliance counsel makes the final call.
Let’s grow your optometry business.
A short note on where the business is and where it needs to go. A senior partner replies within one business day.