Patients have more choices than ever when it comes to eye care. As a result, it has never been more important for optometry practices to have a compelling and attractive message for the market.
And that means great marketing.
Even the best optometrists will struggle to attract new patients and retain existing ones if their marketing plan is weak. Between a huge number of marketing channels and an increasing number of competitors, a strong marketing plan is no longer “nice to have.” It’s essential to business survival.
This guide from Sightview covers ten proven marketing strategies that can help optometry practices stand out in 2025. These strategies increase practice visibility, improve patient engagement, and drive appointment bookings with both new and existing patients. Whether you are looking to improve your website, boost your search rankings, or get more patient referrals, these steps will help your practice grow.
More than three-quarters of new patients will visit your website before they schedule an appointment. What’s more, if you are using an online booking or intake system then that number will push ever-closer to 100%.
With that in mind your website should give visitors the confidence to choose your practice over the competition.
A well-designed website serves as the digital front door where potential patients learn about services, check insurance coverage, and schedule appointments. A website that is slow, outdated, or difficult to use can drive visitors away before they even book an exam.
A great optometry website should be fast, mobile-friendly, and easy to navigate. It should clearly list services, provide information about the doctors, and include an online scheduling tool. Patients want convenience, and offering online booking eliminates the need for phone calls and streamlines appointment scheduling.
Many patients search online before choosing an optometrist. Maybe they are just getting started with their search. Maybe they drove by the location and only remember a part of the name. Either way, it is critical for a practice to be found easily if it is to capture every potential patient.
If a practice does not appear near the top of Google’s results, it is losing potential patients to competitors. Search engine optimization (SEO) improves visibility, making it easier for people to find the practice online.
While SEO may sound scary, when it comes to promoting your practice the goals and tactics are straightforward.
First, optimize for local search. This includes claiming your Google Business Profile and updating it with details about your practice. Next, ensure the business name, address, and phone number are correct and consistent across directory sites like YP.com and Yelp. Finally, encourage satisfied patients to leave Google reviews. All of these tactics in concert will push you further up the rankings of the Google Map Pack, the results many people favor when choosing a localized service.
A practice’s website should also include location-based keywords such as “eye exam in [city]” or “best optometrist in [town].” Publishing blog posts on common eye health topics and treatment options can also help attract more visitors from search engines.
Keep in mind that search engine optimization is not a “set it and forget it” activity. Your practice must post fresh content regularly and keep an eye on rankings. SEO is won by diligence.
Social media is a great way to show what makes you special to current and potential patients. Platforms like Facebook, Instagram, and TikTok allow optometrists to share educational content, practice updates, and promotions. In fact, statistics show that more than 80% of patients and potential patients will encounter your brand on social media.
Posting regularly helps keep a practice visible and top of mind. Educational posts about eye care, glasses selection, and contact lens safety provide value, while behind-the-scenes content makes the practice feel more approachable. Videos demonstrating new eyewear technology or discussing eye health topics generate high engagement. Not sure what to post? Share a link to something on your website or even someone else’s content that you think your patients would enjoy.
Addressing comments and answering direct messages builds rapport and trust with patients. Many people prefer to ask questions through social media before booking an appointment, so having a responsive presence can increase conversions.
Paid advertising is one of the fastest ways to bring in new patients. Google Ads allows optometry practices to show up at the top of search results for phrases like “eye doctor near me” or “best optometrist in [city]”. These ads target people actively looking for an eye doctor, making them highly effective.
Social media ads also help practices reach a broader audience. These ads can share exciting news about the clinic, promote special offers, advertise new services, or share patient testimonials to attract attention. Running ads that lead to a dedicated landing page with clear booking options increases the chances of converting clicks into scheduled appointments.
Tracking ad performance helps determine which campaigns generate the most appointments. Adjusting ads based on what works ensures that marketing dollars are spent effectively.
While a small budget can produce huge results for optometry practices, be sure to manage your campaigns on a daily or weekly basis. Costs CAN quickly get out of control if you aren’t targeting your advertising budget appropriately. When you find an ad that works, lean into it.
Email marketing is one of the best low-cost, high-reward activities you can do to retain patients and encourage repeat visits. Sending appointment reminders, follow-ups, and educational newsletters keeps the practice in regular contact with patients.
Segmenting email lists also makes communication more relevant. Patients who have not visited in over a year can receive a reminder to book their next eye exam. Those who recently purchased glasses can get tips on eyewear maintenance or exclusive discounts on accessories.
Personalizing emails increases engagement. Addressing patients by name and sending messages related to their past visits makes emails feel more valuable and less like spam.
Reviews play a major role in how new patients choose an optometrist. A practice with many positive reviews stands out and attracts more appointments, while a lack of reviews or too many negative ones can drive potential patients away.
Encouraging satisfied patients to leave reviews on Google, Facebook, and Yelp boosts credibility. One of the easiest ways to collect reviews is by sending a follow-up email after an appointment with a direct link to the review page. Staff can also remind happy patients before they leave the office.
Responding to all patient reviews, whether they are good or bad,, shows that the practice values patient feedback. Thanking patients for positive reviews builds goodwill, while professionally addressing negative feedback demonstrates a commitment to quality care.
Finally, put some of the best testimonials on your website and in your social media posts!
Word-of-mouth marketing is one of the most powerful ways to grow an optometry practice. Patients are more likely to trust recommendations from friends and family than advertisements.
A referral program rewards existing patients for referring new ones. Offering a discount on an eye exam or a credit toward eyewear purchases can encourage participation. Referral programs should make it easy for patients to understand how they can refer their friends and claim their incentives or rewards.
Local partnerships can also help generate referrals. Optometrists can collaborate with other health providers, schools, gyms, wellness centers, or local businesses to create mutual referral opportunities.
Gartner reports that video content converts six times better than text! Many people prefer watching informative videos over reading long articles.
Optometry practices can create videos on eye health tips, frame selection guides, and common vision problems. Videos featuring the optometrist answering frequently asked questions help build familiarity and trust.
Short-form videos on Instagram, TikTok, and YouTube Shorts perform well with younger audiences, while longer educational videos can be shared on YouTube and Facebook. The good news is that long videos can usually be edited into short video highlights just as a series of short videos can be stitched together to make a longer piece of content. Regularly posting video content increases brand awareness and engagement.
Still not sure? YouTube is the second largest search engine in the world. If you aren’t being found by searchers on Google, give YouTube a try.
Measuring marketing effectiveness helps practices focus on strategies that generate real results. Website analytics reveal how many people visit the site, how long they stay, and which pages they interact with most.
Google Ads and social media platforms provide data on how well paid campaigns perform. Practices can adjust ad budgets and targeting based on what drives the most patient inquiries.
Reviewing patient booking trends also helps identify which marketing efforts bring in new appointments. Making data-driven decisions ensures that marketing dollars are being spent wisely.
Marketing trends evolve, and practices that stay ahead of new developments will remain competitive.
For example, emerging technologies such as AI-powered chatbots improve patient communication by handling appointment scheduling and answering common questions. Optimizing for voice search ensures that a practice appears when patients use Alexa or Siri to find an optometrist. Augmented reality (AR) tools for virtual eyewear try-ons enhance the patient experience and increase online engagement.
Keeping up with new marketing techniques allows practices to reach more patients and improve efficiency.
Implementing effective marketing strategies is crucial for the growth of your optometry practice. However, managing these efforts alongside daily operations can be challenging. Sightview offers specialized solutions designed to streamline your practice management, allowing you to focus more on patient care and strategic growth initiatives.
Sightview's offerings include:
To learn more Sightview can support your practice's success, contact us here.