The website content is very simple: a front page, list of services, some details about the practice staff, how to find the practice and a contact form. The difference with this site was the requirement to use pictures of real customers rather than stock photos. We spent an enjoyable morning at the practice taking photos of willing customers who were happy to be shown on the website.
The site may be straightforward but this contributes well to the SEO. It is second only to Boots when you search for opticians in the area and they don’t even have an optician’s there!