Optical Prism June 2021 | Page 26

EYE FOCUS | FEATURE

Top 3 pages of your website patients go to

BY BRYNN LOW , MARKETING4ECPS
THE USER JOURNEY First , let ’ s put ourselves in the shoes of users , or patients , going to your website .
Maybe they did a Google search for “ eye exam near me ,” or maybe a friend recommended your practice . Once this prospective patient reaches your website , they ’ re probably looking for three main things :
1 . Your location ; 2 . Your services ; 3 . Your philosophy / personality .
The pages that explain these the best tend to be your most-visited pages . For most practices , these will be the homepage and the about us page .
THE REAL TOP 3 PAGES FOR EYE CARE WEBSITES

1The Homepage Just like everyone who visits your practice walks through the lobby , everyone who visits your website probably passes through the homepage . Often , even if someone is looking for a specific service , like “ dry eye treatment ”, your homepage is what comes up . As soon as someone reaches the homepage of your website , they probably have a pretty good idea of your location and your services . They might look at a menu drop down to see all of your services , but they won ’ t visit every page .

2The About Us Page They ’ ll probably click on the service page most relevant to them , like the eye exam page or dry eye page . But people care about more than just whether you offer a service . They care about who is offering that service .

Chances are , you ’ re not the only optician , optometrist or ophthalmologist in your area . And as healthcare professionals , patients really want to know who will be taking care of them . That ’ s why having an “ About Us ” or an “ Our Practice ” type of page is essential . For many people , what ’ s on this page will play a key part in whether they actually book an appointment .
26 EYE FOCUS | June Digital 2021