4. Does my optical shop have an engaging web presence, including a professional website and effective use of social media?
Although most practices are not about to venture into selling glasses online, it is important to use the online arena to your benefit. This means creating an inviting and compelling online presence. Your website needs to present you in your best light, and will likely require hiring professional assistance. It’s an investment worth making, as practically everyone now starts their purchase searches online.
The website should include a captivating online showroom—one that will entice patients to want to come into the office to see the beautiful frames on display. Make sure to display the wide variety of brands you sell, and make clear there is ample selection regarding style and price points.
If possible, have the website host a blog featuring thoughtful, informal eyecare and eyewear information. Blogs have a way of personalizing a website, which helps visitors feel like insiders. The more compelling information and education offered to customers, the less likely they are to go elsewhere. Having a presence on Facebook and Instagram is also recommended, as social media can serve as viral, visually compelling vehicles for showcasing your services and frames.