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Optometry · landing pages

The second biggest reason Australians skip an eye test is that they think it costs money.

It usually does not. Of the Australians who have never had an eye examination, 28 per cent say it is because they believe it is too expensive. There is no other healthcare category where the main marketing job is correcting a price misconception about a free service.

The job the page has to do

Correct the price belief, then explain the interval.

Optometry Australia's Vision Index found that 13 per cent of Australians have never had an eye examination with an optometrist. Of those, 29 per cent believe their vision is perfect, 28 per cent think it is too expensive, and 15 per cent are afraid of the results. Twenty per cent of 18 to 34 year olds have never been tested at all.

So a large share of the addressable market is not weighing you against a competitor. They are not in the market at all, for a reason that is factually wrong. That is unusual and it is an opportunity, because correcting it is a genuinely useful page rather than a sales pitch.

The second correction is the interval. Almost every chain page repeats that Medicare covers one test every three years, without mentioning that separate items exist for a significant change in vision, for new symptoms, for a progressive disorder and for diabetes, each of which permits a further comprehensive consultation inside that window. A page that explains this properly is more useful than anything the chains publish.

What each page has to resolve

Five questions, none of them about your equipment.

Will this cost me anything
Answer it in the first line, with the eligibility conditions rather than a bare free. Where you charge a gap or bill privately, publish that too, since Ahpra treats unclear or vague price information as a potential breach.
Am I due
Explain the actual interval rules, including the exceptions. The three year figure applies to the initial comprehensive consultation for under 65s, and 12 months from 65. Patients with changing vision, new symptoms, a progressive condition or diabetes may be eligible sooner.
Do you take my fund
Name the funds you are a provider for, and be precise about whether that is preferred provider status, because the patient experiences a real difference. Do not claim a network relationship you do not hold.
What about my child
Screening coverage varies enormously by state. New South Wales screens all four year olds through a statewide program. Victoria has no universal preschool program and relies on a health visit that fewer than half of eligible children attend, with a 2026 study finding 17 per cent of Year 3 children had an undiagnosed vision condition. In Victoria, that is a genuinely important thing for a parent to read.
How long will it take
For the clinical services that actually differentiate an independent, appointment length is the proposition. Say it. A twenty minute appointment and a forty five minute one are different products and the patient cannot tell from the outside.
Two pages

The commodity page and the one that converts.

What most practices publish

  • FREE EYE TEST as the headline, with no conditions.
  • Medicare covers one test every three years, stated as the whole rule.
  • A strip of health fund logos with no explanation.
  • Equipment names and brand partnerships.
  • Book now, with no indication of appointment length.

What actually works

  • Bulk billed for eligible Medicare card holders, with the conditions one click away.
  • The interval explained properly, including when you may be eligible sooner.
  • Which funds you are a provider for, and what preferred provider status changes.
  • The clinical services that need a longer appointment, and why.
  • Appointment length stated, and the next available time shown.
A myopia claim that changed in February 2026
Australian myopia management guidance written before 2026 states that the higher concentration atropine used for myopia control is off label, while the only approved product is a lower concentration the evidence suggests is barely effective. That gap appears to have closed: a 0.05 per cent product entered the Australian Register of Therapeutic Goods on 17 February 2026. Almost every myopia page in the country, including some professional guidance, has not caught up. One caution we would insist on: registration status is not the same as an approved indication, so read the product information before any copy makes a claim about who it is approved for.
Straight answers

Questions clinic owners actually ask

Should an optometry landing page say free eye test?
Not as a bare claim. Ahpra's guidance is explicit that where the cost of a free offer is recouped through other sources such as Medicare, the offer is not actually free, and that omitting restrictions such as eligibility can breach the National Law. Bulk billed eye test for eligible Medicare card holders, with the interval conditions accessible in one click, says the same commercial thing and survives scrutiny. It also performs better, because the version that names a real condition reads as more credible than the version that promises free.
How should a page explain Medicare eye test eligibility?
Properly, because almost nobody does. The commonly repeated line is that Medicare covers one eye test every three years, which is true only of the initial comprehensive consultation for patients under 65, and the interval is 12 months from 65. Separate items exist for a significant change in visual function, for new signs or symptoms, for a progressive disorder and for a mydriatic examination in diabetes, each of which allows a further comprehensive consultation within that window. A page that explains this outranks and out-converts every chain page repeating the simplified version.
What should an optometry page say about children's eye tests?
It depends heavily on your state, which is why a national template fails here. New South Wales screens all four year olds through a statewide preschool program, so the parent's question is different. Victoria has no universal preschool screening, relies on a maternal and child health visit that fewer than half of eligible children attend, and a 2026 study found 17 per cent of Year 3 children had an undiagnosed vision condition with 2.5 per cent having amblyopia. For a Victorian practice, that is a specific and genuinely important gap to speak to.
Can we advertise as a preferred provider?
If you are one, yes, and it is worth doing because the patient experiences a concrete difference, with some funds capping benefits for out of network members against full cover in network. Be precise about which relationship you hold, since being a recognised provider and being a preferred provider are different things and patients routinely conflate them. Independents have historically reached these networks through a contracting aggregator, and after one withdrew in 2020 a replacement was formed, though at least two major funds did not join it. So check your current status before publishing a claim about it.
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