Digital marketing for optometrists lets independent practices compete with the big chains by owning local “eye test near me” searches, showing what makes their practice different, and making booking effortless. Combine a strong Google Business Profile, a clear website, focused Google Ads and automated recalls, and keep every offer and claim within AHPRA’s advertising rules.
How do people choose an optometrist?
Most people book an eye test because something has changed. Reading has become harder, screens give them headaches, a child is struggling to see the board, or a reminder has arrived saying they are due. They search “optometrist near me” or “eye test Burleigh”, glance at the Map results, and choose based on location, availability and reviews.
Then there is the second decision: frames and lenses. That part looks more like retail. People browse brands, compare prices and want to try things on. An independent practice has to market both the clinical appointment and the eyewear experience, without letting one swallow the other.
How can an independent optometrist compete with the big chains?
The chains have bigger budgets and brand recognition. You can’t outspend them, but you can be more specific. Show the people behind the practice: the optometrist who has looked after local families for years, the dispenser who knows frame fitting inside out. Explain the length and type of your appointments, the equipment you use and the services you offer, such as children’s vision, contact lens fitting, dry eye care or myopia management, in plain, factual language.
Be careful not to compare yourself to other practices in ways you can’t support. Under AHPRA’s guidelines, advertising must not be false or misleading, so claims like “the most thorough eye test on the coast” are best avoided. Facts about what you do, and photos of where you do it, are more convincing anyway.
What do AHPRA’s advertising rules mean for optometrists?
Optometrists are registered through the Optometry Board of Australia and AHPRA, so the National Law’s advertising rules cover your website, ads and social media. In short: no false or misleading claims, no testimonials, no unreasonable expectation of beneficial treatment, nothing that encourages unnecessary use of services, and clear terms on any gift, discount or inducement.
The inducement rule matters most for optometrists because eyewear promotions are common. If an ad for your practice includes a free eye test, a discount on frames with an eye test, or a second pair deal, state the terms and conditions clearly in the ad or on the landing page. Claims about treatments, for example for dry eye or myopia management, need to be supported by acceptable evidence, which AHPRA describes as mostly empirical data from formal research or systematic studies. Check AHPRA’s advertising hub before you launch.
How should optometrists handle Google reviews?
AHPRA treats comments about clinical aspects, such as symptoms, diagnosis, treatment or outcomes, as testimonials, which cannot be used in advertising. Comments about customer service or communication style that don’t mention clinical aspects are not testimonials, so a review praising your dispenser’s patience or the range of frames is a different matter to one describing an eye condition.
You aren’t responsible for removing reviews on Google, but don’t republish clinical reviews on your website or social media, and take care when responding. If you invite reviews, ask every patient the same way after their appointment and offer nothing in return. Google’s policies treat reviews influenced by a discount or other benefit as incentivised.
What should an optometry website include?
Start with a clear “Book an eye test” button on every page that links straight to your online booking. Then build pages for each service you offer, each explaining who it is for, what happens at the appointment and how long it takes. A children’s eye test page should speak to parents, explain what to expect and reassure them. A frames page should show the brands and styles you stock with real photos taken in your practice.
Show your location, parking and hours clearly, and explain how health fund claiming and Medicare work at your practice. Our website design and development work focuses on exactly this: fewer clicks between a search and a booked appointment.
How should optometrists use Google Ads and Meta ads?
Google Ads captures people already looking. Run a core campaign for eye test and optometrist searches in your local suburbs, and smaller campaigns for specific services such as children’s eye tests or contact lens fitting. Send each ad to its matching page and track booked appointments, not clicks.
Facebook and Instagram are better for the eyewear side. New frame collections, styling videos with your dispensers and behind-the-scenes content keep you front of mind for people who aren’t due for a test yet. Keep promotions honest and state the terms of any offer.
How do recalls and follow-up protect your diary?
Your existing patient base is your most valuable marketing asset. A Go High Level CRM can send recall reminders by SMS and email when the optometrist has recommended a review, with a direct booking link. That reduces phone tag for your front desk. Keep recalls tied to the review interval your optometrist recommended, rather than general pushes to book, so they stay clear of AHPRA’s rule on encouraging unnecessary use of health services.
New enquiries need the same speed. Every web form, missed call and social message gets an instant reply with a booking link, then follow-up until the person books or opts out.
Which numbers matter in digital marketing for optometrists?
Track cost per booked eye test by campaign and suburb, the share of new patients who go on to purchase eyewear, and recall booking rates. Those three numbers show whether your marketing is bringing in patients who stay, not just one-off visits.
Optometry marketing on the Gold Coast
Gold Coast optometrists compete with the chains in major shopping centres such as Robina Town Centre, Pacific Fair and Westfield Coomera. Independents win by being the trusted local practice, with a personal service the chains struggle to match.
Target eye test searches to the suburbs around your practice, and mention local landmarks and parking so people know exactly where you are. The Gold Coast’s sunny climate also makes sunglasses and prescription sunwear a strong year-round category for Meta campaigns.
Where KOA Digital fits
KOA Digital is a fully Australian team in Burleigh Heads on the Gold Coast. Since 2019 we have worked with businesses Australia wide, including many in Adelaide. For optometry practices we build websites that turn searches into booked eye tests, run Google and Meta ads, and set up Go High Level CRM with AI lead nurturing to handle recalls and new enquiries. The aim is better patients at a lower cost per lead, written with AHPRA’s guidance in mind.
Questions optometrists ask us
Can optometrists advertise frame and lens deals?
Yes, but if the offer is part of advertising your optometry services, AHPRA requires the terms and conditions of any gift, discount or other inducement to be clearly stated. Spell out what is included, any exclusions and when the offer ends.
Can we feature patient reviews on our website?
Only reviews that don’t mention clinical aspects such as symptoms, diagnosis, treatment or outcomes, and only if they are complete and unedited. AHPRA treats clinical comments as testimonials, which cannot be used in advertising.
Should an independent optometrist focus on Google or social media?
Start with Google, because that is where people go when they need an eye test. Add Facebook and Instagram for eyewear collections and community content once your local search presence is strong.
Ready to win more local eye tests from the chains? Call KOA Digital on 0483 929 713 or book a call at koadigital.com.au/contact-us/.
