Website copy examples for optometrists
Nine pages, ten examples each. All of it written from the same short record: your customer is someone squinting at road signs who has not been in three years, the credential they check is licensed Doctor of Optometry, and what they are quietly worried about is a hard sell on frames at the end of a medical appointment.
- About us An About page has to answer one question fast: why you rather than the other three quotes. These are ten different answers to it. Ten →
- Bio A bio is read by someone deciding whether to trust a person, not a company. Length and person matter more than polish. Ten →
- Tagline A tagline earns its place by saying the one thing you want remembered. Ten angles here, not ten rewordings of one. Ten →
- Services page A services section has two jobs: help the right person recognise their problem, and stop the wrong enquiry before it reaches you. Ten →
- Homepage headline The headline is read in about a second, usually by someone who arrived from a search. It should confirm they are in the right place. Ten →
- Call to action Most calls to action fail because they ask for more commitment than the visitor is ready to give. These vary the ask, not just the verb. Ten →
- Elevator pitch An elevator pitch fails when it describes the business instead of giving the listener a reason to ask a second question. These end somewhere the other person can pick up. Ten →
- About me An About me page is read by someone judging a person rather than a company, which is why it is first person even when the business is not. Ten →
- FAQ page An FAQ page is where the objections go that the rest of the site is too polished to name. Answer the money question first or the visitor leaves to find it. Ten →
Writing for optometrists
What should an optometrist’s website say that a generic one does not?
Three things, in this order. That you are licensed and insured. That you understand the thing people are actually worried about, which for optometrists is a hard sell on frames at the end of a medical appointment. And what happens next: a full exam and time to ask your questions. Everything else on the page is decoration by comparison.
What does someone squinting at road signs who has not been in three years check first?
The credential, then the proof. For optometrists it sounds like this. We give you your prescription to take anywhere. We price the exam and the eyewear separately. We include retinal imaging. Put at least one of those above the fold rather than on a separate page nobody opens.
What is the most common mistake on an optometrist’s website?
Writing about the business instead of the customer. "We have been established since 1998" answers a question nobody asked. "We start with a full exam and time to ask your questions" answers the one they are actually holding. If you only fix one thing, fix that.
How long should the copy be?
Shorter than you think, except where trust is being built. An About page of 120 well-chosen words beats 500 vague ones. The exception is anything explaining a hard sell on frames at the end of a medical appointment — there, specifics earn their length.