Optometry combines a health service with a retail business, and the two pull in different directions. The eye test is bulk-billable and routine; the frames and lenses are where the margin sits. A website that presents only one of those misrepresents the practice.
What optometry websites actually need
Both sides need to be visible without the clinical credibility being lost.
- Bulk billing and Medicare eligibility stated clearly, since it is the first question
- Online appointment booking with appointment type selection
- Frame ranges and brands stocked, which people search by name
- Clinical services beyond testing — dry eye, children’s vision, OCT imaging, contact lens fitting
- Health fund information and on-the-spot claiming
Specialised clinical services are the under-used opportunity
Routine eye tests are commoditised and competed on convenience. Specialised services — dry eye management, behavioural optometry, children’s vision, myopia control — are searched by people with a specific problem, carry better margins, and face far less competition. Most independent optometry sites mention them only in passing.
Common mistakes we see
These come up repeatedly when we audit sites in this sector. Most are inexpensive to fix and cost real enquiries while they remain.
- Bulk billing status not stated prominently, which is the first question
- Specialised clinical services buried, where the margin and low competition sit
- Frame brands not listed when people search for them by name
- No online booking with appointment type selection
How we work
Fixed price agreed before anything starts. Conversion tracking configured before launch. You own the domain, hosting and site outright, with no lock-in on anything ongoing.
Frequently asked questions
How much does an optometrist website cost?
Fixed price agreed upfront, based on services and booking requirements.
Should I mention bulk billing?
Prominently. It is the single most common question and burying it costs bookings to practices that state it plainly.
Are frame brands worth listing?
Yes. People search for brands by name, and stocking a sought-after range is a reason to choose you over a closer competitor.
What about specialised services?
They are the best opportunity most independents have — specific search intent, better margins, and considerably less competition than routine testing.
Related services
Get in touch
Tell us about your optometry business and what the website needs to produce. We will come back within one business day.