Top Website Providers for the Optical Industry
Whether you’re an independent optician, an optometrist looking to expand, or a multi-site practice owner, having a strong online presence is essential if you want to future-proof your eyecare business and set yourself up for success. At the core of a strong online presence is having an optical website created by the best eyecare website provider.
In this guide, we compare the best eyecare website providers and break down the specifics of what makes for a strong optical-specific provider. You will come away understanding how important it is to work with the right provider, and ultimately understand why OptiCommerce leads that list in 2025.
Why Your Website Provider Matters
Your website acts as the online shopfront to your real practice. Customers are far more likely to find you by searching for your website on Google before stumbling across your practice in person, so consider it your opportunity to leave a lasting first impression. A well-designed, optical-specific website can:
- Showcase your range of frames, contact lenses and services so people can engage with you online and have their expectations met in person
- Improve search engine optimisation, making you easier to find for new and existing patients
- Improve customer experience and overall satisfaction by implementing strong user experience (UX) and user interface (UI)
- Display video content, allowing you to tell the story of your practice on a deeper level and build trust amongst patients
- Increase appointment bookings or online sales to boost overall revenue by attracting new sources of income
- Save time and reduce overall stress by having a complete, tailored solution created for your eyecare business and managed by an external provider
- Establishes you as the stand out choice amongst your competitors
- Ensure you’re compliant with GDPR and *HIPAA regulations (*US-specific)
A poorly designed website can have the opposite effect. Customers want to know what products and services you offer, and if your website doesn’t tell your story in a visually appealing and easily accessible manner, you risk pushing them in the direction of competitors who have invested in their website.
What Features Make the Best Eyecare Website?
An optical website has specific needs that differ from those of any other industry. When we look at those needs, we consider how the following touchpoints are implemented:
- Virtual Try-On (VTO): a digital tool that allows customers to try eyewear virtually from the comfort of their own home
- Frames Cloud: a virtual catalogue integrated into your website that showcases your complete eyewear range
- Virtual Consult: a built-in platform for patients to attend remote consultations directly through your website
- eCommerce: an integrated online store for selling eyewear and contact lenses with secure, user-friendly functionality
- Professional Copywriting and SEO: compelling, optimised content designed to improve search engine visibility and customer engagement
- Patient-First UX/UI: an intuitive interface designed to make it easy for patients to navigate, book appointments, and shop online
- Responsive Design and Strong CTAs: a mobile-friendly website layout with strategically placed calls to action to encourage interaction
- Rx Module: an input feature that enables patients to enter their prescription details accurately during the online purchase process
- Booking Diary / Request Form: a scheduling feature that enables real-time bookings or appointment requests directly from the website
- Store Finder Module: a location-based tool that helps patients quickly find and access their nearest practice via an interactive map
Each of these touchpoints ensures that your practice’s in-person level of care and consideration is reflected online in your digital shopfront.
OptiCommerce | A Website to Suit Every Business Type
Every eyecare business is different, which means their website needs differ too. OptiCommerce offers a variety of different types of websites to find a solution to best fit your practice.
Brochure websites act like a virtual shopfront for your eyecare business. Tell your story and highlight what makes your practice unique. Brochure websites are our simplest web solution and they’re ideal for allowing patients to learn more about your business and book appointments with you.
Catalogue websites allow you to display your range of products and services in detail, such as frame size, colour, lens coatings and pricing. Having specific brands and products listed on your website helps customers find your business online and can increase your website traffic by up to 30%.
eCommerce websites are our most comprehensive web solution. Pair all the functionality of brochure and catalogue sites, and combine that with the ability to purchase directly through your site. Unlock a new revenue stream by allowing your patients and customers to purchase frames, lenses and contact lenses from your optical website.
What Our Customers Say About Us
Hill Vision Opticians
Amit Mandla is an optometrist and practice owner at Hill Vision Opticians, a practice based in Buckinghamshire, UK. Hill Vision began as a franchise and later decided to become independent. They have been serving their local community for over 10 years now. Amit shares his experience of working with the OptiCommerce team in developing his brochure website, with digital marketing soon to follow.
Other Optical Website Providers
Below is an outline of some other providers. They have certain strengths in their own merit, but ultimately lack in what OptiCommerce can offer.
Optify
An omnichannel website and eCommerce provider for independent eyecare practices across North America.
Strengths:
- Easy and fast set up for someone seeking a no-frills solution
- Has some optical-specific features in its design such as VTO
Limitations:
- Sub-domain store, meaning your website won’t benefit from SEO and ultimately not rank well. New business wouldn’t be generated from product or brand searches
- Look and feel of their sub-domain solutions is quite limited and lacking customisation
- Limited to frames only, meaning no contact lenses or accessories
EyeCarePro
A trusted digital agency focused on eyecare websites across North America.
Strengths:
- Large customer base in USA
- Offers marketing packages that also support their website solutions
Limitations:
- Websites are limited to simple brochure design only
- Does not offer eCommerce functionality, meaning you miss out on an entire additional stream of revenue
Local Website Provider
Strengths:
- Often offers an affordable website solution
- Provides one on one channel of communication with you and the site creator
Limitations:
- Not optical-specific
- Often one person or a small team, meaning slower turnaround times, less support available and overall higher risk of investment
- Will require significant input from you for set up and continuous website maintenance
Feature Comparison at a Glance
| Pillar | OptiCommerce | Optify | EyeCarePro | Local Website Provider |
|---|---|---|---|---|
| Websites | ✓ | ✓ | ✓ | ✓ |
| Digital Marketing Services | ✓ | Basic Only | ✓ | ✗ |
| Template Website Design | ✓ | ✓ | ✓ | ✓ |
| Custom Website Design | ✓ | ✗ | ✗ | ✗ |
| Professional Copywriting | ✓ | ✗ | ✗ | ✗ |
| eCommerce Functionality | ✓ | ✓ | ✗ | Generic Solution |
| Customizable Rx Module | ✓ | ✗ | ✗ | ✗ |
| Frame Database Services | ✓ | ✗ | ✗ | ✗ |
| Fast Elastic Search | ✓ | ✗ | ✗ | ✗ |
| SEO Indexable Catalogue | ✓ | ✗ | ✗ | ✗ |
| Virtual Try On | ✓ | ✓ | ✗ | ✗ |
| 3D Product Review | ✓ | ✗ | ✗ | ✗ |
| Integration with PMS & Lab | ✓ | ✓ | ✗ | ✗ |
| Online Measurements Tool | ✓ | ✗ | ✗ | ✗ |
| CL & Accessories eComm | ✓ | ✗ | ✗ | ✗ |
Buying Checklist
Consider the following questions when deciding on which eyecare website provider is right for you:
- Does the website supplier understand the specific needs of the optical industry?
- Can you receive fast and efficient support from the website provider?
- Does the website booking diary speak to your practice management software?
- Will the website provider give you regular updates and reports about how your site is performing online
- Does the website provider require extensive input from you to create content for the site?
- Does the cost reflect a premium solution with results worth the return of investment, or is it cheaper and providing you with a weaker, generic solution?
- Is expertise of the eyecare industry being incorporated into every element of the website design?
Conclusion
Eyecare professionals who understand the importance of investing in their practice’s website and online presence are those best positioned to stand out amongst competitors and future-proof the success of their optical business.
After an extensive dive into what makes for a strong optical website, it’s clear that OptiCommerce utilise a wealth of optical-specific exptertise to tailor their solution for ECPs, offering one of the best website solutions available to the optical industry.
Ready to grow your eyecare business? Contact the OptiCommerce team for a no-obligation consultation. We’ll review your current online presence and show you how we can help increase patient bookings, online sales and long-term revenue.
