What information do I need to include in my optometry practice website?
First think about what is important to your practice – list the areas in which your work is based, and areas that you want to promote e.g. kids vision, glaucoma management, colour vision testing, or orthokeratology. It is a good idea to set up a page containing useful information for each area you want to target. This will give you a guide to the page structure for you site.
On your home page (the landing page) you might summarise your key target areas and what your practice is about. The wording of this page is really important as it will often be the first page people see when they visit your website.
Most sites will also want a contact page (with an optional contact form), and a page about their practice staff. If you offer online bookings this may or may not require its own page (booking buttons on other pages might be enough).
Drafting the website content
Once you have your topics/page titles sorted out then draft some content for each. Try to keep things succinct whenever possible. Around 300-500 words per page is a good guide, but writing an amount that suits the topic and the reader is the most important thing. Include plenty of headings and use point form to make the page more readable. Avoid lots of technical optometric terms and try to write for your target audience. Get friends and family to read your drafts and give feedback.
Never copy from another website, this is plagiarism and search engines are good at detecting it!
Writing content and Search Engine Optimisation
Unless you have a lot of hours to spend learning about Search Engine Optimisation yourself it is a good idea to get a professional to help you write or structure the content with this in mind. A good SEO setup will make a huge difference to your search engine rankings.