You've heard the saying: "If you don't exist online, you don't exist.
" While not true in the strictest sense, it might as well be true for the potential patients who are using Internet searches to find what they need.
People look for florists, lawyers, and contractors online - and for optometrists as well.
Developing truly effective optometric websites is an art, and a crucial step for practitioners who want to reach out to existing and potential patients.
  Creating optometric websites that serve patients well demands answers to a few key questions.
Focus on these four questions, and you're well on your way to developing an optometric website that will be a good marketing tool for you and an excellent resource for your patients.
What Do Your Patients Want? Some of the things your patients (or potential patients) want are simple.
They want to know where you are, how to get to your office, what your hours of operation are, and how to schedule an appointment.
They may also want additional information: what brands of eyeglasses or contacts you carry, whether or not you offer any discounts, or what kinds of medical insurance you accept.
Finally, there's the less tangible information that any patient wants when they visit your website: does this seem like the right choice for me? Do I have faith in this service provider? Use your website not only to answer the basic questions that all patients have, but also to convey how your practice works.
Your biography and an "about this practice" section are good places to address your healthcare philosophy and your commitment to your patients.
What Do Your Patients Need? This is a question that your patients themselves may not know the answer to.
However, any good web designer should have a grasp of core usability principles that will make it easy for patients to view and use your site.
A clean, user-friendly, easily navigable website highlights the professionalism and attention to detail that your website offers.
Patients also may not realize that they need other resources- a trustworthy source of information about eye diseases, for instance.
You can provide additional information on your website to address common questions and concerns that patients may have.
  How Will Potential Patients Find Your Site? It can be more difficult than you might think for patients to find your site.
For instance, instead of searching for an "optometrist", they may simply do a search for "glasses.
" As part of your web development process, be sure to include keyword research so that you are using the terms that patients are using to find you.
Choose a web designer with a grasp of core search engine optimization principles so that your site is easily found and navigated by the search engines.
Get as much local exposure as you can, and ensure that your website is prominent in your other marketing materials.