Act in the role of an experienced digital marketing strategist, website analyst and B2B lead-generation consultant who understands the Australian independent optometry market.

I run Optics Digital Marketing, a specialist digital marketing agency serving optometrists, ophthalmologists and audiologists.

I am researching independent optometry practices as potential clients.

For every business URL I give you, I want you to:

1. Research and qualify the business using the 28-point framework below.
2. Identify the strongest genuine marketing opportunities.
3. Decide whether the business is worth prospecting.
4. Develop a highly personalised outreach strategy.
5. Give me a practical plan for a personalised approximately 5-minute Dubb video.
6. Draft the short email that will contain the Dubb video.

Do NOT produce generic agency outreach. Everything should be based on specific evidence you find about the individual practice.

PART 1 — WEBSITE AND BUSINESS AUDIT

Research the website thoroughly.

Do not rely only on the homepage or search-engine snippets. Where possible, inspect the homepage, About/Team pages, Contact page, footer, Privacy/Terms pages, service pages, blog/news archive, individual articles, social links and other relevant pages.

Pay particular attention to source-code clues when they are available.

If something cannot genuinely be established, say "Unable to verify" rather than guessing.

Answer these 28 questions in a table with columns:

| Test | Finding

1. Business name

What is the name of the business?

2. Principal

Who is the principal/owner/director of the business?

Give first and last name.

Distinguish between an owner/principal and an employed optometrist.

3. Locations

How many physical practice locations does the business have?

4. Staff photos

Does the website contain photographs of staff/team members?

Check About, Team and Our Practice pages rather than only the homepage.

5. Phone number at top

Is a contact telephone number visibly displayed at or near the top/header of the website?

6. Clickable phone

Is the telephone number clickable?

Look for a tel: link.

If the source contains a tel: attribute, assume the phone number is clickable.

7. Location

Which city, town or suburb contains the principal practice?

8. Testimonials/reviews

Does the website itself contain patient testimonials, reviews, Google reviews or a Google star rating?

Do not count external Google reviews unless they are displayed or integrated into the website.

9. SSL

Does the site have a valid SSL certificate and load normally over HTTPS without a browser security warning?

10. WordPress

Is it a WordPress website?

Look for evidence including:

• /wp-content/
• /wp-includes/
• WordPress-specific generator tags
• WordPress-specific themes/plugins
• Divi
• Elementor
• WPBakery
• Beaver Builder
• Avada
• other unmistakable WordPress source-code clues

For example:

<meta content="Divi Child v.1.0" name="generator"/>

is sufficient evidence that the site uses WordPress.

Do NOT assume that a site is WordPress simply because its structure resembles WordPress.

11. Probable website launch date

Estimate when the CURRENT website was probably built/launched.

Look particularly for dated source assets such as:

/wp-content/uploads/YYYY/MM/

or equivalent structures such as:

/app/uploads/YYYY/MM/

Site-specific assets are particularly useful, including:

• favicon
• logo
• branded homepage graphics
• website background graphics
• theme/build assets

For example:

/wp-content/uploads/2018/07/favicon-100x100.jpg

would strongly suggest that the current website was built around July 2018.

Likewise:

/wp-content/uploads/2026/06/[new-brand-homepage-image].jpg

combined with evidence of a July 2026 rebrand would strongly support a June 2026 website build.

Do not treat old photographs or migrated content as definitive launch evidence.

Cross-check against old articles, copyright information, rebrand dates and other evidence.

Always describe this as a PROBABLE launch date unless there is explicit evidence of the actual launch.

A recent website or rebrand is NOT a negative prospecting signal. It can be a VERY POSITIVE signal because:

• the business has demonstrated willingness to invest;
• it may already understand the value of professional marketing;
• a new brand needs awareness;
• a new website needs traffic and content to produce a return;
• a rebrand may create demand for SEO, content, paid advertising, social media and patient communications.

12. Location in <title>

Does the literal homepage <title> tag contain the city, town, suburb or meaningful geographic location?

This is a strict test.

Do NOT count:

• H1 text
• body copy
• meta descriptions
• Google snippets
• page headings

Only the actual <title> counts.

For example:

<title>Home - Eye Bright Optometry</title>

FAILS even if "Gold Coast" appears extensively elsewhere on the homepage.

13. Existing agency/developer

Does the website contain attribution such as:

• Website by...
• Site created by...
• Designed by...
• Developed by...
• Site made by...
• Powered by...

Check the footer particularly carefully.

If found, report the agency/company and its website if available.

IMPORTANT PROSPECTING INTERPRETATION:

Do NOT automatically regard an existing agency or professional web developer as a negative signal.

Generally treat it as POSITIVE.

It demonstrates that the practice:

• is willing to pay professionals;
• has previously allocated money to marketing/web development;
• does not insist on doing everything internally;
• understands that outside expertise has value.

Optometry practices also change agencies. The incumbent agency may provide web design but not content, SEO, paid acquisition or the specialist optometry marketing support that Optics Digital provides.

Only regard an incumbent agency as a significant negative when there is strong evidence that it already provides substantially the same specialist service and the practice appears deeply committed to it.

14. Privacy Policy

Does the website have a Privacy Policy page?

CHECK THE FOOTER CAREFULLY.

Legal links are frequently located there.

15. Terms

Does the website have a Terms of Service, Terms & Conditions, Terms of Use or equivalent page?

Again, inspect the footer carefully.

16. Facebook

Does the WEBSITE link to the business's Facebook account?

17. Instagram

Does the WEBSITE link to Instagram?

18. YouTube

Does the WEBSITE link to YouTube?

19. LinkedIn

Does the WEBSITE link to LinkedIn?

20. Clinical services on homepage

Does the homepage clearly present clinical eye-care services?

Examples include:

• myopia management
• dry eye
• children's vision
• behavioural optometry
• vision therapy
• Ortho-K
• specialty contact lenses
• keratoconus
• binocular vision
• glaucoma
• macular disease
• OCT
• IPL
• other meaningful clinical services

Identify particularly marketable specialist services.

21. Eyewear imagery

Does the homepage show examples/images of eyewear or frames that the practice sells?

22. Modern aesthetic appeal

Does the website have a modern, professional aesthetic?

Give a concise judgement such as:

YES / MODERATE / NO

Explain briefly where useful.

Do not assume that an older website automatically means a bad business.

23. CTA

Is there a clear call to action at or near the top of the homepage?

Examples:

• Book Online
• Book an Appointment
• Request Consultation
• Call Now

24. Copyright

Does the website have an OUT-OF-DATE copyright year?

The current year is 2026.

If the footer says © 2026, answer NO.

If it says © 2024, answer YES.

If there is no year, report "No copyright year shown" rather than calling it outdated.

25. Email

Does the website visibly provide a contact email address?

Give the email if found.

26. Franchise/group affiliation

Does the practice belong to a franchise, corporate optical group or other network?

CHECK THE FOOTER VERY CAREFULLY.

Look for phrases/logos such as:

• Proud to be part of...
• Member of...
• Powered by...
• part of the ... group

Do not rely solely on claims elsewhere that the practice is "independent" if footer branding suggests otherwise.

For prospecting purposes distinguish between:

Independent

Generally a good prospect.

Eyecare Plus

SPECIAL CASE.

Although Eyecare Plus has franchise/network characteristics, its practices retain considerable local marketing latitude.

For my purposes, treat it more like a buying/marketing consortium than a tightly controlled franchise.

An Eyecare Plus practice can therefore still be a GOOD PROSPECT.

Do NOT automatically disqualify it.

ProVision or similar independent support networks

Membership alone does not necessarily mean the practice is a franchise.

Investigate the actual ownership/marketing autonomy.

Corporate/tightly controlled groups

Examples include businesses where marketing decisions appear centrally controlled.

These are generally POOR prospects for Optics Digital because the local practice may have little authority to appoint its own agency.

Report the category as:

INDEPENDENT / EYECARE PLUS / NETWORK-AFFILIATED BUT AUTONOMOUS / FRANCHISE-CORPORATE

rather than reducing everything to a simplistic Yes/No where that would hide an important distinction.

27. Blog/content

Does the website contain blog, news, articles or other ongoing editorial content?

Where source information is available, <meta property="og:type" content="article"> can help identify article content.

Distinguish genuine educational/editorial content from:

• static service pages
• staff profiles
• product listings
• purely promotional pages

A News/Promos archive can still count as content, but identify it as predominantly promotional where appropriate.

28. Latest article

If a blog/news/article section exists, determine when the most recent article was published or updated.

Look for:

• article:published_time
• article:modified_time
• og:updated_time
• JSON-LD datePublished
• JSON-LD dateModified
• visible article dates
• blog/news archives

Distinguish PUBLISHED from UPDATED dates.

Where available, cross-reference the site's post sitemap to identify the latest article candidate.

Report:

• article title
• publication date
• most recent meaningful update if relevant
• whether the content programme appears ACTIVE or INACTIVE

An abandoned blog is a STRONG prospecting signal.

It shows that the practice has previously accepted the value of content but may no longer have the time, resources or agency support to maintain it.

PART 2 — PROSPECT QUALIFICATION

After completing the audit, classify the practice:

VERY HIGH / HIGH / MODERATE / LOW / DISQUALIFY

My ideal prospects are generally:

• independent optometry practices;
• 1–3 locations;
• clinician-led;
• approximately 4–10 staff where this can be established;
• metropolitan/suburban Australian practices;
• businesses offering interesting clinical services;
• businesses that appear willing to invest professionally.

Positive signals include:

• recent rebrand;
• recent new website;
• existing professional agency/developer;
• old website that clearly needs attention;
• abandoned blog;
• no meaningful patient education/content;
• interesting clinical services that are barely being marketed;
• weak local SEO;
• poor homepage title;
• weak social/content presence;
• strong clinical expertise that isn't visible online;
• evidence that the practice has previously invested in marketing.

Do not mechanically assume "new website = bad prospect" or "existing agency = bad prospect."

Both can be buying signals.

Explain in a short paragraph WHY this practice deserves its prospect rating.

PART 3 — IDENTIFY THE REAL OUTREACH ANGLE

Do NOT simply find faults.

Identify the ONE strongest commercially meaningful reason why Optics Digital should be talking to this particular practice.

Examples:

New brand/rebrand

The opportunity may be brand awareness.

The practice has invested in creating a new identity, but the local market now needs to learn the new name.

Potential opportunities include:

• local brand awareness;
• SEO;
• Google Ads;
• Meta;
• content;
• social media;
• patient communications.

Abandoned content

The practice has already demonstrated that it values content, but publishing stopped.

The opportunity may be restarting the programme without adding workload to the clinicians.

Strong clinical expertise but no content

The clinicians possess expertise patients would find useful, but almost none of it is being converted into discoverable content.

Old website

The practice has a well-established business but a digital presence that may no longer represent the quality of the practice.

Weak local SEO

The practice may offer excellent services but fail to communicate its location/relevance clearly to search engines and potential patients.

Do not force every practice into the same angle.

The outreach reason MUST be specific to that business.

Give me:

Primary outreach angle:
One concise sentence.

Why it matters:
2–4 sentences explaining the commercial opportunity.

PART 4 — SELECT THREE THINGS FOR THE DUBB VIDEO

I intend to record a personalised approximately 5-minute video for selected prospects using Dubb.

Dubb is similar to Loom but allows an animated video thumbnail in the email.

The purpose is to make it immediately obvious that I personally looked at their business rather than sending generic agency spam.

Do NOT turn the 5-minute video into a 28-point website audit.

The 28-point audit is MY research and qualification tool.

The prospect should only see the handful of observations that matter commercially.

Choose THREE talking points.

Ideally:

1. Something genuinely positive about what they are already doing.
2. The strongest missed opportunity.
3. A practical example of what Optics Digital could do about it.

For each provide:

Talking Point:
What I should say.

Show On Screen:
Exactly which webpage, section, search result or element I should display while discussing it.

Why This Works:
Why this point should matter to the owner/principal.

Avoid trivial criticism.

Do not make things like an old copyright date the central pitch unless it demonstrates a broader problem.

PART 5 — WRITE THE 5-MINUTE DUBB VIDEO PLAN

Create a practical video plan using approximately this structure:

0:00–0:30 — Personalised opening

Their website should be visible immediately.

Explain why I specifically looked at THEIR practice.

Do not start with a generic description of Optics Digital.

Make it obvious within the first 15 seconds that this is a one-to-one video.

0:30–1:30 — What they're doing well

Identify something legitimate.

This is NOT empty flattery.

The objective is to demonstrate that I understand the business and am not using the usual agency tactic of manufacturing problems to sell services.

1:30–3:45 — The opportunity

Show the strongest marketing opportunity visually.

Examples:

• abandoned blog;
• weak local search positioning;
• specialist service with little supporting content;
• new brand requiring awareness;
• expertise that isn't being turned into content;
• weak conversion pathway;
• outdated digital presence.

Explain the BUSINESS consequence, not merely the technical website issue.

3:45–4:40 — Show what Optics Digital does

Recommend the most relevant proof/example I could show from another optometry client.

The point should be:

The clinician provides the expertise.

Optics Digital does the heavy lifting.

Where appropriate explain that we can:

• interview the optometrist;
• extract their expertise;
• turn it into useful articles;
• create videos/social content;
• optimise content around patient searches;
• distribute the content;
• run paid campaigns;
• build local awareness.

Do not cram every service into every video.

Only show what's relevant to this prospect.

4:40–5:00 — CTA

Keep the CTA low-pressure.

Preferred direction:

"I don't know whether you're looking for help with this at the moment, but I thought it was worth showing you. If it looks useful, just reply and we can have a quick chat."

Another CTA I like is:

"Would that be something you could use?"

Do NOT ask them to book a 30-minute strategy session, download a lead magnet, complete a form or sit through a formal sales presentation.

The objective is simply to start a conversation.

PART 6 — DRAFT THE EMAIL

Draft the short email that accompanies the Dubb video.

The email should be approximately 60–120 words.

Its job is NOT to sell Optics Digital.

Its job is to create enough curiosity for the recipient to click the personalised animated Dubb thumbnail.

Requirements:

• Address the principal by first name.
• Mention the practice by name.
• Make clear that I personally looked at their website/business.
• Give them a legitimate reason to believe the video is specifically for them.
• Create curiosity without using clickbait.
• Do NOT explain everything I found in the email.
• Do NOT include a long list of services.
• Do NOT use generic agency language such as "we help businesses grow their digital presence."
• Do NOT offer a "free website audit."
• Do NOT criticise or embarrass them.
• Do NOT imply their existing agency is incompetent.
• Do NOT use fake urgency.
• Do NOT use excessive compliments.
• Keep it conversational and Australian in tone.

Use a subject line that looks like a genuine one-to-one email rather than marketing automation.

Examples of the TYPE of subject line I prefer:

"[First name] — noticed something on the [Practice] website"

"Quick thought about [Practice]"

"[First name] — made this for you"

But create a subject appropriate to the specific practice rather than mechanically copying these.

Insert:

[DUBB VIDEO]

where the animated thumbnail should appear.

PART 7 — GIVE ME THE RECORDING CHEAT SHEET

Finish with a compact section I can have beside me while recording.

Format:

PROSPECT:
Practice + principal

PROSPECT RATING:
Very High / High / Moderate / Low / Disqualify

DUBB HOOK:
One sentence.

PRAISE:
One genuine positive observation.

SHOW FIRST:
The first thing I should have on screen.

MAIN OPPORTUNITY:
One sentence.

SECONDARY OPPORTUNITY:
One sentence.

PROOF TO SHOW:
What kind of Optics Digital client example would be most persuasive.

CTA:
The exact sentence I should use.

IMPORTANT STYLE RULES

Be direct.

Do not flatter me or the prospect.

Do not manufacture weaknesses just to give me something to say.

Do not use generic "digital marketing agency" language.

Do not assume every business needs a new website.

Do not assume every business needs SEO.

Do not assume an existing agency is a negative.

Do not assume a recent website/rebrand is a negative.

Look for commercial opportunities rather than merely technical faults.

Distinguish facts from reasonable inferences.

If evidence is weak, say so.

Prioritise observations that a practice owner would actually CARE about.

Remember that the purpose of this exercise is NOT to demonstrate how clever our website audit is.

The purpose is to answer:

"Why should this particular optometrist spend five minutes watching Paul's video?"

and then:

"What can Paul show them in those five minutes that makes replying feel worthwhile?"

The outreach should feel as though I chose THEM specifically, because I did.

BUSINESS TO RESEARCH

[INSERT BUSINESS WEBSITE URL HERE]