Before you greet your next eye test patient, there’s a good chance they’ve already looked at your practice’s online reviews. Your reputation now shapes where prospective patients decide: Google results, Maps listings and the review snippets beside your name. In optical retail and clinical care alike, reviews act as digital word-of-mouth, shaping both patient trust and search visibility.
The market remains highly active, as shows the Q2 2025 inSights Report by the Vision Council. Patients in the U.S. booked almost 28 million comprehensive eye exams and purchased over 15 million pairs of frames, so visibility at the moment of search materially affects who captures those appointments and sales.
Why Reviews Matter in the Patient Journey
Before they book, eyecare patients research. In 2025, a study published by Medical Economics found that 84% of patients check online reviews before choosing a provider, and 61% say they now trust reviews more than personal referrals. That’s a decisive shift from the era when recommendations travelled only through friends and family.
Beyond healthcare, consumer behaviour points the same way: BrightLocal’s 2025 Local Consumer Review Survey shows people commonly consult multiple sources for local-business reviews, even as Google dominates discovery. In practice, that means the quality and recency of your Google reviews can make or break first impressions.
Reviews Influence Where You Appear
Google’s directive notes that review count and rating can impact local ranking and it recommends replying to reviews because it shows you value customers. In other words, reviews aren’t just persuasive to people; they’re also a signal that can influence whether you appear in the Local Pack.
📚Official guidance: Tips to improve local ranking and Manage customer reviews.
Independent research aligns with Google’s numbers: across categories, purchase likelihood tends to peak around a 4.2-4.5 average rating, with trust declining as scores approach a “too-perfect” 5.0. For opticians, that means a healthy, real-world distribution of reviews beats perfection and builds credibility.
For optical practices specifically, The Vision Council’s Q2 2025 estimates confirm steady activity across exams, lenses and frames, so visibility and trust at the moment of search determine who captures more of that demand.
Where to Monitor and Why
Prioritize the two moments that move patients: your eyecare practice discovery through Google’s Search and/or Maps, then validation on one or two local review sites. Here’s a simple framework:
- Google Business Profile (GBP): Your GBP drives exposure in Search and Maps; keep details accurate, add current imagery of the clinic and frame gallery, and verify your listing. Reviews and prompt replies are ranking and trust signals.
- Facebook: Still influential in community discovery and local group recommendations.
- Other review sites: Depending on your market, monitor Yelp and any relevant regional healthcare directories. BrightLocal’s 2025 findings show consumers often check more than one source, diversifying your review footprint supports credibility.
→ Tip: Make patient feedback a weekly habit. Reply promptly and note the themes you see (such as wait times, frame selection or pricing clarity). In a few months, those insights often map to simple improvements that raise your overall rating.
How to Generate More Reviews
Most satisfied eyecare patients won’t publish an online review unless you ask. The good news is they’re receptive when you choose the right channel and timing. Healthcare data indicates patients prefer email first, SMS second, delivered quickly after the visit.
Here’s a practical, compliant workflow for maximising online reviews for eyecare professionals:
- Ask at checkout: Coach reception and dispensing teams to make a warm, human ask: “If you had a good experience today, a quick Google review helps others find us.” Keep it optional and pressure-free.
- Automate the follow-up (within 24 hours): Send a short thank-you with one clear button to your Google Business Profile review form. Same-day or next-morning messages convert best. If there’s no response, send a single reminder on day 7.
- Use an in-practice QR code: Place a clean, branded sign near the frame gallery and collections desk. Hyperlink it directly to your review page, so patients land on the form, not just your listing.
- Avoid incentives and gating: Don’t offer rewards for reviews or filter who you ask. Keep requests honest, optional, and consistent with platform policies to protect your visibility.
- Make it easy for every patient: Offer both email and SMS, and ensure the review flow is mobile-friendly. Provide a simple “how-to” line for less tech-confident patients.
- Close the loop internally. Share weekly themes with the team (e.g., wait times, frame choice, pricing clarity) and note quick fixes. Turning feedback into action steadily lifts your average rating.
If you want support, OptiCommerce can automate post-visit review emails, surface live Google reviews on your website, and help you draft and manage review responses with an AI-assisted reply tool, saving your team time while keeping every message on-brand and compliant. Reach out, and we’ll discuss the best fit for your practice.
Responding: Turn feedback Into Trust and Ranking Signals
Replying isn’t optional; it’s part patient care and part findability. Visible, timely owner responses reassure prospective patients that real people are listening, reduce uncertainty at the moment of choice, and show Google your profile is active and well-managed. Thoughtful replies also contain negatives before they spread and document service improvements for anyone comparing practices.
Best practice
- Acknowledge quickly: Aim to respond within a few days, speed signals care.
- Be specific with praise: Mirror details from positive posts (“Glad our same-day reglaze helped”).
- Handle negatives with empathy, then move offline: Apologise for the experience, invite contact, and note the fix (“We’ve added Saturday collections to reduce wait times”). Keep patient information out of public replies.
→ Related reading: See 7 Optician Marketing Mistakes that Cost You Patients for pitfalls to avoid, including debating customers in public threads.
Make reviews work harder
Don’t let great testimonials live only on third-party sites. Repurpose recent, credible quotes across the patient journey so they nudge action where decisions happen.
- Website: Place short quotes beside “Book appointment” CTAs and on key service pages (eye exams, children’s care, specialty lenses). Rotate recent reviews and include star snippets to reduce hesitation.
- Social: Pair a punchy line from a review with a relevant visual (new frame drop, kids’ clinic hours, dry-eye clinic). Keep captions concise and link to booking.
- Email: Add a context-matching quote to recalls and newsletters—especially for lapsed patients—to reassure and prompt a return visit.
- In-store: Use mini-posters or counter cards near mirrors, the frame gallery, and collections to reinforce your promise at the point of decision.
If you plan to use full names or patient images, obtain explicit consent first (written is best) and follow local advertising and platform guidelines.
Bottom line
Online reviews are today’s referral engine and an active local-ranking signal. In a market with strong exam and eyewear demand, practices that ask consistently, respond promptly, and reuse reviews across touchpoints win more searches, bookings, and sales.
Want help? OptiCommerce can automate review requests, save time with AI-assisted replies and showcase live Google reviews on your site. Reach out and we’ll tailor the best fit for your practice.
