Optometry Practices Website Structure Guide
A well-structured site for optometry practices organizes around symptom pages, exam/procedure guides, insurance guides, eyewear guides — with clear navigation to each, not buried behind a generic "Services" menu.
What the top-level navigation should include
Each of these deserves its own clear place in navigation, not a sub-menu three clicks deep:
- symptom pages
- exam/procedure guides
- insurance guides
- eyewear guides
Where most sites get the hierarchy wrong
No symptom-level content distinguishing routine issues from urgent ones (sudden vision change, eye pain), leaving anxious searchers unanswered.
URL structure
Keep URLs short, descriptive, and matched to the page's actual content — a URL that matches the page's real topic (rather than an internal project code or generic ID) helps both visitors and search engines understand the page before they even click.
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