How we work
How the work runs, from the first week to the monthly report
What happens in the first week, what the owner signs off, what a month contains, what it costs, and the things we will not do for a practice even if asked.
The first week
It starts with the ranking check.
Before a practice pays anything, we have written its search exam record: ten searches, the map and web positions for each, who holds the spots above, the profile and website findings, and a 90-day plan. If the owner wants to go ahead, the first week turns that record into a signed scope: the plan, the flat monthly fee, the 30-day notice period, and a one-page list of what we need from the practice. That list is short. The owner adds us as a manager on the Google Business Profile from their own account, gives us a login to the website's content system (not the practice management system, which we never touch), tells us which optometrist will review clinical pages, and sends photos of the office. We confirm who owns the practice before we start; if a corporate group or a private equity platform owns it, we stop there.
In that same week we fix anything in the record that is a compliance problem: a review reply that names a condition, an advertising pixel on an appointment page, a "free exam" banner that does not say what it includes. Those come before any ranking work because they are the things that can cost a practice money or a board complaint, and because the rest of the work builds on a profile and a site that are clean.
What the owner approves
An optometrist at the practice approves every page before it goes live.
We draft every page. An optometrist at the practice reads every page, marks it up and approves it before it goes live; we make the changes and send it back until the doctor is happy. No promises about results. Where a product has an FDA-approved indication, the page uses the label's words, and your doctor approves it. The FTC expects health claims to be backed by competent and reliable scientific evidence, and state boards act on "false, deceptive, or misleading" statements (Texas Occupations Code 351.403's phrase).
The owner also approves the business details: the profile description, the services list, the hours, the photos, the insurance page and the review request wording. We ask for about 30 minutes a month from one optometrist and about 30 minutes from the owner or office manager.
A month
What a month contains, in the order we plan it.
The first month is almost entirely the Business Profile and the plan directories, because they move fastest and because the profile is what the map pack shows. Categories (Optometrist, Eye care center and Optician are the ones that exist for this work, chosen for how the town searches), every service listed by name, the 750-character description, hours that match the door, a booking link, a photo set of the real office, and a profile for each doctor titled with their own name as Google's guidelines set out. The practice's name, address and hours get checked character for character against the vision plans' "find a doctor" tools, because in-network status is among the factors patients rate highest (77 percent in the Vision Council's 2024 study) and the directory is where they check it.
Months two and three are pages. One for each visit the practice wants more of, in roughly the order of the searches the record showed as 20/200: contact lens exams and fittings, children's exams, dry eye evaluation, myopia management, diabetic eye exams, emergency and red-eye visits, glasses and the optical, and an insurance page in plain text. Each one answers the questions a patient asks at the front desk (who the visit is for, what happens, how long it takes, what it costs with and without a plan, how to book) in language a tenth grader can read, with the doctor's corrections in it. Titles and headings say what the page is and where the practice is.
From the second month the review routine runs: the front desk asks every patient the same way, after the visit, by text or email the next day, with no incentive and no sorting of happy patients from unhappy ones. Google's review policy prohibits incentives and selective asking, and the FTC's 2024 rule on reviews (16 CFR Part 465) bans fake reviews, bought sentiment and suppression. If texts go through a vendor, confirm patient consent and that the vendor signs a BAA. Replies go out from a template that never confirms the reviewer is a patient and never mentions care.
Every month after that is maintenance and the next page: a post on the profile when there is something true to say (new frames in, a new doctor, holiday hours), the technical floor checked (speed, broken links, structured data), and rankings read for the ten searches plus any the practice adds. The report is one page: what we published, what moved, what did not, and what is next. Profile changes can show within days. New pages take weeks to months; Google says crawling a new page can take from a few days to a few weeks, and ranking it takes longer. We say which is which, in writing, every month.
The fee
One flat monthly fee, quoted in writing after the free check.
The quote depends on how many pages the record calls for and how many locations the practice has. It does not depend on revenue, patient count or leads: no percentage, no per-patient or per-lead charge, no setup fee. Thirty days' notice to stop, from either side. The Business Profile, the website and every page we write stay in the practice's name; we are a manager you can remove, and nothing has to be handed back when we part because nothing left your hands.
For scale: IDOC's 2025 benchmarks put median collections for an independent practice at $1.57 million with a median net of 31 percent, and the ABB and CareCredit metrics from 2019 put average revenue per patient at $484. We quote so that the fee is a small fraction of one month's new patients, and we say so in the quote with the arithmetic shown.
What we refuse
Things we will not do for a practice, and why.
Guarantee a ranking. Google's local ranking help says there is no way to request or pay for a better local ranking.
Run ads or social media. We do search only. If a practice wants Google Ads or Local Services Ads (and "Optometrist" is an eligible category, with the Google Verified badge), we will say so in the report and leave it to someone who runs them full time.
Touch patient records or the practice management system. The ranking check and the monthly work use public search data and the practice's own Google and website accounts. If a website login can see appointment requests, we use one that cannot; if that isn't possible, we sign a BAA before starting.
Promise results. Where a product has an FDA-approved indication, the page uses the label's words, and your doctor approves it.
Suggest a patient must buy from you to get their prescription. The Eyeglass Rule (16 CFR 456.2) and the Contact Lens Rule (16 CFR 315.3) require the prescription to be given to the patient after the exam or fitting, whether or not they ask.
Publish a promotion without checking your state's rules. Your state board has its own advertising rules. We check them before anything with a price or offer goes live; your doctor or counsel decides. The state detail is in the eyeglass and contact lens rules guide.
Work for a second practice in the same town. One practice per town. If we can't take on your town, we tell you straight away.
Start
The first step is the free ranking check.
Email your practice name and town. The check comes back by email, usually within two business days.