Optometry Marketing & Website Design
The eye test fills the diary. The frames pay the rent.
Independent optometry competes against national chains with enormous ad budgets and against online eyewear sellers on price. The way through is usually clinical depth plus a retail experience that doesn’t feel like an afterthought. We build both.
What’s different about optometry
A clinic, a shop, and a hard deadline every December.
Optometry has a seasonality almost no other healthcare business shares. Private health optical extras reset annually, and a substantial volume of eyewear purchasing clusters into the weeks before that deadline as people use benefits they’d otherwise lose. Practices that plan campaigns, stock and appointment capacity around that cycle do considerably better than those treating December as an ordinary month.
The competitive position is also unusual. Independents are up against national chains spending heavily on brand advertising, and against online sellers competing purely on frame price. Neither can easily replicate clinical depth — myopia management for children, dry eye treatment, diabetic eye assessment, behavioural optometry, complex contact lens fitting. Those are the pages that differentiate an independent, and they’re frequently the pages that don’t exist on an independent’s website.
Then there’s the recall cycle. Routine eye examinations typically run on a two-year rhythm for many patients, which is long enough that people simply forget and short enough to be worth systematising. A practice with a few thousand patient records and no automated recall is sitting on predictable revenue it isn’t collecting — and unlike most marketing, that revenue comes from people who already chose you once.
What we offer
Everything an optometry practice needs, under one roof.
Clinical pages that differentiate you from the chains, an eyewear store that earns, booking that works, and recall that runs itself.
01 — Design
Practice website design
Clinical credibility the chains can’t buy, with retail that looks like it belongs.
Clinical pages
- Myopia management
- Dry eye treatment
- Diabetic eye assessment
- Children’s vision
Retail
- Frame range presentation
- Health fund clarity
- Branding & visual identity
- Conversion-focused design
02 — Develop
Eyewear store & booking
Sell frames, contacts and repeat lens orders online instead of ceding them.
Contact lens repeat orders are the easiest ecommerce win in optometry — a recurring, predictable purchase most independents still handle by phone.
Retail
- Ecommerce development
- Contact lens subscriptions
- Click & collect
- Prescription verification
Clinic
- Eye test booking
- Appointment type routing
- API & integrations
- Practice-software connections
03 — Market
Competing with the chains
You won’t outspend them. You can out-specialise them locally.
Local visibility
- Google Business Profile
- Specialty service SEO
- Suburb-level SEO
- AI SEO
Seasonal
- Health fund expiry campaigns
- Email marketing
- Meta Ads
- Analytics & CRO
04 — Automate
Two-year recall, handled
The most predictable revenue in your practice, and the most commonly left on the table.
Patient cycles
- Two-year eye test recall
- Contact lens reorder prompts
- Appointment reminders
- Lapsed-patient reactivation
Seasonal & back office
- Benefit-expiry reminders
- Workflow automation
- Reporting & data automation
- AI chatbots & assistants
Clients
Trusted by businesses across Australia.
Meta
Shopify
Microsoft
Klaviyo
TikTok
WordPress
WooCommerce
Google Ads
Google Analytics
ChatGPT
Growth Digital
Digital agency, based in Australia
Tell us whether you run automated recall on your patient database, and whether contact lens reorders still come through by phone. Those two answers usually point straight at revenue you already have but aren’t collecting.
Optometry marketing in Australia, done properly
Independent optometry faces a squeeze from two directions: national chains with brand budgets no practice can match, and online sellers competing on frame price alone. Neither can replicate genuine clinical depth or a two-year relationship with a local patient base — which is exactly where an independent’s website should be doing its work.
Read more
How do independent optometrists compete with the big chains?
Not on advertising spend or frame price. The durable advantage is clinical specialisation — myopia management for children, dry eye treatment, complex contact lens fitting, behavioural optometry, diabetic eye assessment. These attract patients actively seeking expertise rather than a cheap test, they’re far less price-sensitive, and the chains generally don’t compete for them in local search. The problem is that most independents offer these services and never give them a page.
When is the busiest time of year for optometry?
The weeks before private health optical benefits reset. A significant share of annual eyewear purchasing clusters there, as people use extras they would otherwise lose. Practices that run a deliberate reminder campaign to patients with unused benefits, and plan appointment capacity and stock around it, capture far more of that peak than practices treating it as an ordinary trading period.
Should an optometry practice sell online?
Contact lenses almost certainly — it’s a recurring, predictable purchase that online retailers have taken largely because ordering from them is easier than phoning a practice. Frames are more nuanced, since fitting matters and the in-store experience is part of the value. A sensible middle path is selling lenses and accessories online while using the site to drive frame selection into the practice.
How much revenue is lost to poor recall?
More than most practices realise, because it’s invisible. With examinations on roughly a two-year cycle, a practice carrying a few thousand patient records has a predictable number due every month, and without automated recall a large share simply never return — not from dissatisfaction, but because nobody reminded them. It’s the cheapest revenue available, since these patients already chose you once.
What should an optometry website prioritise?
Online booking first, because an eye test is a low-friction decision that people abandon if it needs a phone call. Then pages for each clinical specialty you genuinely offer, since those are what distinguish you locally. Health fund and pricing clarity next. Frame photography matters, but it’s rarely the thing deciding whether someone books.
Why Growth Digital
More than a digital agency. Your growth partner.
We’re more than a digital agency. We become an extension of your team—bringing strategy, design, development, marketing and AI together to solve problems, unlock opportunities and drive measurable business growth.
01
Results Before Everything
Every decision we make is guided by outcomes, not opinions. From websites and digital marketing to AI automation, we focus on the metrics that matter—qualified leads, conversions, revenue and long-term business growth.
“If you can’t measure it, you can’t improve it.”
02
Faster Execution. Smarter Delivery.
Traditional agencies lose momentum in meetings, approvals and internal processes. We keep communication focused, decisions fast and projects moving—so more time is spent delivering results, not discussing them.
“Ideas are easy. Execution is everything.”
03
AI Built In, Not Bolted On.
AI isn’t an extra service—it’s part of how we work. We use AI and automation to streamline workflows, accelerate delivery and help your business operate more efficiently as it grows.
“The best way to predict the future is to invent it.”
04
Different by Design.
Growth Digital was built to challenge the traditional agency model. No expensive offices. No unnecessary overheads. No sales-driven culture. Just an Australian-led team supported by experienced global specialists, delivering premium digital solutions with better value, faster turnaround and greater flexibility.
“The significant problems we face cannot be solved at the same level of thinking that created them.”
05
Your Long-Term Growth Partner
We’re here for more than a single project. As your business evolves, we continue to optimise, improve and support your digital ecosystem—helping you adapt, scale and grow with confidence.
“Success is the sum of small efforts, repeated day in and day out.”
Why us for optometry
Clinic and store, built by one team.
Ecommerce is a core specialism
Shopify and ecommerce development is one of the main things we do. For a practice wanting contact lens reorders and accessories online, that’s the difference between a real store with subscriptions and a product gallery that never converts.
We’ll build the recall, not just the site
Two-year recall and benefit-expiry reminders are the highest-return automation in optometry and the most commonly skipped. We build those workflows against your practice software rather than handing over a website and wishing you luck.
Reviews
What our clients say on Google.
Excellent
4.9
Urszula Kelly
We’re really happy with Growth Digital. They built our new website and now take care of our SEO. The team was great to work with — professional, responsive, and easy to communicate with. The website looks clean, modern, and represents us perfectly.
Calamvale Medicine
We started Google Ads with Growth Digital for our pharmacy, and it’s made a real difference. More people are finding us online, and the ads actually bring in local customers. Very happy with their work.
Georgia Smith
They helped me build and customise my Shopify website exactly the way I wanted it. I had plenty of requests and lots of back and forth along the way, and they were always so patient, responsive, and accommodating. The end result is even better than I imagined.
Werner Obermeier
I signed up with Growth Digital to replace my website with a new design after about 20 years of mixed experiences with other IT companies. Jignesh and Heath exceeded all of my expectations and I am extremely happy with the outcome and their timely responses to all issues.
David Finnimore
The team at Growth Digital went above and beyond to deliver our project on-time and on-budget under testing circumstances including pushing through non-working hours. The results speak for themselves but the effort and energy put into our project was more than expected.
Bessette Bridal
My brand required a completely new website which had many moving parts. Jignesh, Heath and their team are calm, diligent, and prompt to assist. Nothing was ever a problem — very happy with how the new site has come together.
Maylene Slater-Burns
We are a First Peoples company and required a lot of time to facilitate community consultations. This company has been so supportive and patient and accommodating; we cannot brag up about them enough.
Sandy Prasad
I have used Growth Digital to set up my medical clinic. Heath has been the main IT specialist. He has been exceptional. Extremely talented. Very efficient and very high quality service.
Alison C
They took my idea and put it into a website that I am proud to go live on. They have been a great source of support during this time and I will continue to utilise their services further as my company grows. Highly recommend.
Jane Dunning
I recently worked with Growth Digital to create the new website for my business, Best in Show Photography, and I couldn’t be happier with the results. As a fine art photography company focused on the deep emotional bond between people and their dogs, it was incredibly important to me that the website felt warm, inviting, and premium. Growth Digital delivered exactly that. They beautifully showcased my portfolio, creating a clean, elegant layout that allows the images and stories to truly shine. Beyond the stunning design, the website is highly functional, easy to navigate, and perfectly set up for clients looking to invest in lifelong family portraits. The communication throughout the project was seamless, and their attention to detail made the entire process stress-free. If you are looking for a digital agency that listens, understands your brand identity, and delivers a high-quality product, I highly recommend Growth Digital!
Courtney Atkins
Growth Digital were amazing; they were very quick and so helpful. Heath was so great to work with and put together our website, very professional and highly recommended for anyone wanting to complete a website!
LA Accounts
Was a pleasure working with Heath to create a fantastic website. He was very helpful and prompt in answering any questions that we had. We can’t recommend Growth Digital enough.
Karin McInerney
The Growth Digital team did a fantastic job fixing up my website and were great to work with – endlessly patient and accommodating. I’m very happy with the end-result. Highly recommended!
Klara Truden
Working with Growth Digital on our new website was an incredibly smooth and positive experience. The entire process was clearly explained, well-organized, and professionally guided from start to finish. The end result is excellent — we’re truly proud of our new site. The team was professional, courteous, and a pleasure to work with. A special thank you to Heath for his patience and support throughout the project. I can wholeheartedly recommend Growth Digital and would not hesitate to work with them again in the future.
Bunarong Aquarium
Growth Digital is very professional and exceeded my expectations for an updated website. Great communication with Heath through out the process and was completed in said time frame. Can highly recommend.
Peter M
Very happy, they kept in good contact with me throughout, were well priced and provided exactly what I was after. Well done Growth Digital.
Travis Mcnaught
I’d definitely recommend this company for building a website and SEO. I had dealings with Jignesh & Heath and our company couldn’t be happier with the design and layout of our website. They made the process extremely easy and smooth, with explaining and answering questions that we had throughout the process. Heath was great to deal with and always quick with his work and with prompt response to my questions.
Dealivered
We recently worked with Growth Digital to set up our website and were extremely pleased with the entire experience. From the initial consultation to the final launch, Heath was professional, knowledgeable, and incredibly supportive. He took the time to understand our needs and ensured everything was running smoothly before going live.
YL
Big thank you to Heath and Jignesh! They were able to cater to my needs and freshen up my shopify store. From start to finish they were very transparent, knowledgeable and also competitive with pricing. Would definitely recommend them to anyone.
Kwong Keet Chan
This team is fantastic from first encounter to finished project. It was a pleasure to deal with Jignesh and Heath in the whole process. They were friendly, professional, patience and get things done promptly and to-the-point. We got our e-commerce store moved from Ecwid to Shopify and nothing is too big or too small to enquire or explore. More than satisfied with the result.
Lea Simmonds
Was very happy with Heaths service and setting up our Website.
Tendai Makanyanga
It was an excellent experience working with Growth Digital. Jignesh, Heath and the team were responsive to our needs setting up our business website, Tutum Mental Health. They were great teachers along the way as well. We would highly recommend this company.
Dave Sullivan
Jignesh and Heath provide an excellent service. My new website professionally reflects my product. One of my core requirements was the website needed to be easy to navigate and understand. My expectations were exceeded. All of my requests were promptly responded to and communicated back to me. I am not all that Tech savvy however, I was respected, and time was taken to explain some of the more complex issues with me. They are patient.
Leathercare Melbourne
Huge thanks to Growth Digital for an awesome website and SEO work! The team was super easy to work with, and the results speak for themselves — our site looks great, and we’re getting way more traffic. Highly recommend!
Antoinette Braybrook
Very thorough, responsive and supportive. I am new to Shopify and learning a lot from Heath. Thank you.
Karen Wykes
I’m thrilled with my new website from Growth Digital! It’s professional, easy to navigate, and loads quickly. The customer service was outstanding — every request was met with patience and efficiency. I highly recommend Growth Digital for website development!
Ioanna Panou
Growth digital has exceeded my expectations. I am very happy with my ecommerce website. Heath has always been very professional and I feel that it is a company that I can rely on for ongoing support.
Numbers
Real results. Real growth.
Behind every number is a successful partnership, measurable results and years of digital marketing expertise.
$580M+
Revenue Generated
Tracked across client stores and campaigns.
55,000+
Sales Generated
Orders driven through ecommerce builds and ads.
15,500+
Leads Generated
Qualified enquiries delivered to client inboxes.
$150M+
Ads Spend
Managed across Google, Meta and more.
250+
Clients Engaged
From sole traders to national brands.
20+
Team Members
Australian-led, with global specialists.
18+
Years of Experience
Senior people on every project.
10+
Years of Business
And still growing every year.
Work
Real work, real businesses.
Evo Tile & Stone
Shopify store with a built-in box and square-metre tile calculator
WooCommerce to Shopify migration, redesign and conversion work for Evo Tile & Stone, with a calculator that turns square metres into boxes on tile product pages.
Joondalup Foot Clinic
Website content, AI SEO, Google Business Profile and Google Ads for a local podiatry clinic.
Wellcare Physio
A WordPress website plus Google Ads, Meta Ads, SEO, AI SEO and Google Business Profile support for a physio clinic.
Wallaby Storage
230 leads at approximately A$22 per lead
Google Ads, Meta Ads, landing pages and lead automation for Wallaby Storage, with reported results of 230 leads at approximately A$22 per lead.
Westpac
Gift card and flower requests automated end to end
A confidential n8n workflow for Westpac that takes gift card and flower requests from submission through approval, fulfilment and delivery notification.
BigPurplePhone
Shopify store redesigned around trust and conversion
A Shopify homepage and product page redesign for BigPurplePhone, built around clearer product education, stronger trust signals and a more conversion-focused buying journey.
Ready to grow your practice?
Tell us about your clinical services and your retail side. We’ll come back with a plan — no jargon, no pressure.
FAQ
Questions, answered.
Can you build an online store for frames and contact lenses?
Yes. Contact lenses and accessories work particularly well as a store with repeat ordering and subscriptions, including prescription verification. Frames can be presented online to drive in-practice fittings rather than sold outright, if that suits how you work — we’d talk through which model fits your practice.
Can you integrate our practice management software?
In most cases, yes — for online booking, appointment types and recall data. What’s possible depends on the system you run and what it exposes, so we confirm compatibility with your actual setup before quoting rather than assuming.
How do we make the most of the health fund season?
Plan it rather than react to it. Identify patients with unused benefits, remind them well before the deadline, make booking effortless, and ensure appointment capacity and stock can handle the surge. The practices that do best start weeks earlier than the ones that notice the rush once it’s already underway.
Should we have pages for specialty services?
Yes, and it’s the strongest differentiator available to an independent. Myopia management, dry eye, children’s vision and complex contact lens fitting each attract patients looking for expertise rather than price — and they’re searches the chains largely don’t compete for locally.
Do you work with multi-practice optometry groups?
Yes. Each practice needs to rank in its own suburb with its own profile, while one store and one patient database sit behind them. See also our Shopify development page, or the wider healthcare overview.