Telling your independent story: how to highlight what makes you different
Independent opticians hold a unique place in their communities. Patients are often looking for something more personal, more trusted, and more tailored than what they might find on the high street. The key is to tell your story in a way that shows not just what you do, but why you do it – and why it matters to your patients.
Here are some ways to highlight what makes your practice stand out.
Share your history and values
Patients love to know the people behind the practice. Whether your business has been serving the community for decades or you are a newer practice with a fresh approach, share your story. Talk about:
- How the practice began and why you chose to be independent.
- The values that guide your care – such as putting patient wellbeing ahead of sales.
- Your long-standing ties to the local community.
- Who you and your staff are, and what you like to do.
Highlight your personal approach
One of the greatest strengths of independents is the time and care you give to each patient. Showcase this by:
- Talking about longer appointment times and thorough eye examinations.
- Emphasising continuity of care – patients often see the same optician each visit.
- Sharing stories of how you have gone the extra mile for patients.
- Share videos of your team giving advice in the practice to the camera.
Showcase your expertise and specialisms
Many independents offer services or expertise not always found in larger chains. Make sure your patients know about:
- Specialist clinics such as dry eye management or myopia control.
- Access to advanced technology like OCT scanners.
- Your experience and qualifications as trusted eye health professionals.
Celebrate your frame collections
Your frame ranges can be a real differentiator. Highlight:
- Independent eyewear brands or exclusive collections.
- Sustainable, ethical, or locally sourced frames.
- Styling advice as part of the dispensing experience.
Share patient voices
Testimonials and reviews are powerful tools for showing the impact you have. Ask patients if they are happy for you to share their stories – whether it’s about finding the perfect pair of glasses or detecting an eye condition early. Real voices bring your independent story to life.
Use your platforms consistently
The way you tell your story should be consistent across all channels.
- Your website should clearly explain what makes you different.
- Social media is perfect for showing the human side of your practice.
- In-practice displays and conversations should reinforce your values and services.
Make the most of World Sight Day
World Sight Day, held every October, is the perfect opportunity to tell your independent story while raising awareness of eye health. You could:
- Share a blog or social media posts linking your values to the importance of regular eye checks.
- Highlight the difference independents make in early detection of eye conditions.
- Run a community event, open day, or screening to demonstrate your commitment.
- Use the global conversation around eye health to showcase your own expertise and care.
By aligning your story with a recognised awareness day, you connect your practice with a wider movement and show patients that you care about more than just eyewear – you care about lifelong vision and wellbeing.
Being independent is something to celebrate. By telling your story with authenticity and confidence – and making the most of events such as World Sight Day – you not only attract new patients but also build stronger connections with the ones you already serve. It is not about competing with the chains on price – it is about showing the personal, professional, and community-focused care that only an independent can provide.
