What if the difference between a new patient clicking ‘Book Now’ or bouncing off your website came down to a single photo?

WRITER Paul Sallaway

In my work as a digital marketing consultant for independent optometry and ophthalmology clinics, I see it every day. The clinics getting the most traction online are the ones using real images – real people, in real settings.

In fact, a study by usability legend Jakob Nielsen1 found that generic stock images are largely ignored on websites – users focus on visuals that carry genuine meaning, like authentic photos of people and situations.

“Users want to see the person behind the site,” Mr Nielsen wrote.

Photos and short videos are the public face of your practice. They show warmth, professionalism, and trustworthiness in ways that copy alone never could.

If your clinic looks sterile, outdated, or generic online, potential patients will assume the care feels the same. Stock photos can’t fix that.

This article is a call to treat photography like the marketing asset it is – planned, purposeful, and absolutely essential.

Why would anyone choose your clinic over the one down the street? In many cases, the difference isn’t in the degrees or the technology – it’s in how you make people feel. And nothing captures that better than an honest, well-timed photo. A smiling face behind the slit lamp, a patient leaving with new glasses, your receptionist waving hello – these aren’t stock images; they’re proof that your practice is alive and human.

Photos give people a reason to trust you before they ever step inside. They also lift your online presence above the noise, helping you connect where first impressions are made: Google, Instagram, even someone’s email inbox.

Without photos, your brand risks feeling generic. Faceless. Easy to scroll past.

Which images actually make someone pause and pay attention? It’s almost always the ones that feel real. A laugh caught mid-moment, a subtle glance, someone pointing out a product with quiet enthusiasm. These tiny visual cues help people relate to your business without reading a single word.

I recommend focussing on the three essentials: people, places, and products. That means including shots of your team (both posed and candid), the clinic environment, and the eyewear products or services you offer. Selfies and group photos are great for adding personality and approachability. Professional headshots add polish. And behind-the-scenes glimpses, like setting up equipment or celebrating a birthday, keep things grounded.

For social media, expressive headshots always work best (e.g. a closeup showing relief, joy, pride, curiosity). We are all drawn in by images of people demonstrating emotion. Gesture photos also work well, especially when we’re drawing attention to something important on a website or social media post. Lifestyle images, like a team member on a bush walk or at a local café, help break down barriers.

Don’t be afraid to get creative with filters and effects (like ‘boomerangs’) or quick videos. Nobody expects magazine cover quality. You win by being visible and genuine in a way that suits your clinic’s personality. Different types of photos serve different roles, but together they create a brand that feels consistent, familiar, and worth remembering.

What should you point the camera at when everything starts to look the same? Start with the obvious, then look for the details others miss. It’s always good to begin with people – team members in action, patients (with permission), even our own family members standing in if you need to stage something. Not everything has to be spontaneous – it just has to feel true.

Shoot the reception desk, waiting area, consulting rooms, and the outside of the clinic, especially when the signage is fresh or you’ve made improvements. Showing the environment matters. It gives people a preview of what to expect and eases those pre-appointment nerves.

Capture equipment in use, especially when there’s something new to promote, like an optical coherence tomography (OCT) or intense pulsed light device. If you know a campaign is coming, plan ahead – props, poses, and all. It’s easier to capture a photo of a dry eye treatment in use now than try to recreate it later.

Social moments – birthdays, training sessions, community event days – also help break the clinical tone and show that there’s a real team behind the brand. And whenever you run a giveaway or gift something to a patient, take photos and make sure your terms and conditions cover permission to share.

The balance of posed and candid matters. That contrast is what keeps things real.

How hard is it to take a good photo that actually reflects your clinic well? Not very – if you think ahead. You can take plenty of decent shots on your phone, but the key is to remember a few basics: lighting, angles, and background. Natural light is your best friend, and clutter is your worst.

Sometimes it pays to bring in a professional photographer, especially when you’re updating a website or preparing for a media feature. If you do that, make sure you brief them properly – know what you want to use the photos for, and coordinate with your web designer or marketing person in advance.

Outfits matter more than people realise. They should reflect the image you want to project: polished, trustworthy, friendly. And a smile makes all the difference. Looking like you enjoy what you do is surprisingly powerful.

Make sure any filters or editing are consistent. That way, everything – from socials to your blog – feels like it belongs to the same brand. Subtle details like a branded polo shirt or coloured background help tie it together.

What’s the story behind the photo? That’s what people instinctively look for. It’s the difference between a picture of someone passively standing in front of equipment, and one that shows them teaching a colleague how it works. The second tells a story – growth, progress, care.

Try to capture changes in the clinic visually. When you welcome a new team member or upgrade technology, you want people to see that you’re evolving. Photos become a quiet announcement of those milestones. No caption needed.

Try to shoot ‘mood’ images. If you want patients to feel reassured, show calm settings and kind expressions. If you want to signal innovation, show your team learning or doing something.

Photos give context. But more than that, they help patients feel like they already know you, before they pick up the phone or step foot in the door.

And that familiarity builds trust.

Where do these photos actually make a difference? Pretty much anywhere a patient might encounter your brand for the first (or 50th) time. On your website, they help the practice feel lived-in, not lifeless. Use them on service pages to show what an OCT scan or dry eye treatment actually looks like. People crave clarity.

On your blog, photos make the content feel more real. A well-placed image can stop someone scrolling long enough to read what you have to say. Social media is another obvious home. Try to match the photo format to the platform – square for Instagram, vertical for Reels, and horizontal for Facebook, YouTube videos or your website banners.

Google Business Profile rewards active photo updates. Regular uploads there seem to help with local visibility, and it shows potential patients that you’re active, reliable, and proud of your work.

Email newsletters are more engaging with real images, especially when announcing team news, events, or new services.

Visuals do what text can’t. They create a spark of connection.

When is the right time to take a photo? Honestly – more often than you think. The best shots usually aren’t planned. They happen during the quiet moments between patients, while setting up a new piece of equipment, or when someone cracks a joke in the reception area.

That said, make a point of taking photos during key business events – new team members, updated technology, campaign launches, and seasonal promotions. It’s also worth setting reminders to upload fresh content to your Google Business Profile every few weeks.

The more consistent you are, the less awkward it will feel. You’re building a content archive, not waiting for perfect moments.

Snap now. Use later.

Who’s responsible for making sure the camera actually gets used? In my experience, it has to start with the practice owner. If you treat photos as a side task, so does everyone else. But when you make it clear they’re an important part of your marketing – part of how you grow – then the team pays attention.

That doesn’t mean you need to take every photo yourself. Often it pays to nominate a staff member to take the lead, especially during events or busy periods. Set expectations early: take photos, save them in the shared folder, and label them clearly. It’s a small ask that makes a big difference.

Patients can help too. We’ve seen great results where clinics incentivise patients to upload their own photos (e.g. with their favourite eyewear) and share and tag the practice. It’s relaxed, authentic, and gets seen by a wider social circle.

Participation builds momentum. But someone has to start.

If you’re waiting until everything looks flawless before you post a photo, you’ll be waiting forever. The clinics winning online aren’t perfect – they’re visible. They show up regularly, look like real people, and let their patients see behind the curtain.

So stop waiting for the ‘right time’ or the ‘next campaign’. Get the phone out. Snap the photo. Post it.

Because the best camera isn’t the one with the most megapixels – it’s the one someone’s willing to use.

And if you still feel a bit unsure? Ask your marketing person what to shoot. We’ll probably say: “You! Right now. Smile.”

‘Published’ beats ‘Perfect’. Every time.

Paul Sallaway is the founder, owner, and web strategist behind Optics Digital Marketing. His agency specialises in assisting business growth for eye care practices through conversion-optimised websites and data-driven marketing. For a free consultation, visit: opticsdigital.net.

Reference

1. Nielsen J. Photos as web content, NNGroup, available at: nngroup.com/articles/photos-as-web-content/ [accessed August 2025].