Case Study
Oliver Optometrics
Henderson, KY
Both Doctors Have LinkedIn Buttons on the Site — and Both of Them Link Back to the Practice Homepage. They Go Nowhere.
Oliver Optometrics built its practice on personal relationships. Two doctors, one community, patients who come back year after year. The website reflects that personal approach — bios for both doctors, LinkedIn buttons to connect. Except the LinkedIn buttons don't link to LinkedIn. They both route back to the practice homepage. Every patient who clicks them to learn more about the doctors lands exactly where they started.
Both LinkedIn buttons on the physician bio pages link back to oliveroptometrics.com — not to any LinkedIn profile. Clicking them goes nowhere new.For a practice that depends on personal trust, this is the wrong signal. A patient who wants to verify credentials, see professional history, or simply confirm that the doctors are engaged professionals clicks the LinkedIn button and gets sent in a circle. The button's presence implies professional transparency. The broken link delivers the opposite.
The Practice
Oliver Optometrics is a Henderson, Kentucky optometry practice with two doctors serving the community. Henderson is a smaller market where reputation and personal relationships drive referrals. Patients choose their eye doctor the same way they choose any local professional — by feel, by trust, by what they can verify.
The practice clearly understands this. They have physician bios. They have social links. The intent is right. But broken social links — links that exist but go nowhere — undermine the trust-building effort they were designed to support.
What We Found
Social links that signal openness but deliver nothing — on the pages specifically designed to build patient trust.
LinkedIn Buttons That Loop Back to the Homepage
Both physician bio pages on oliveroptometrics.com display LinkedIn button links. Both buttons have the same destination: the practice homepage. This is a configuration error — placeholder links that were never updated with actual LinkedIn profile URLs.
A patient clicking the LinkedIn button to do due diligence on their prospective eye doctor lands on the homepage with no explanation. The implicit message: we either don't have LinkedIn profiles, or we can't be bothered to link them correctly.
Trust-Building That Backfires
Broken links are trust-damaging in any context. Broken links on the pages where patients are specifically evaluating whether to trust you are worse. The presence of the LinkedIn buttons raises expectations. The broken destination dashes them.
A patient who never clicked would have no negative signal. A patient who did click now has a small but real reason to wonder what else on this site is broken.
The Personal Relationship Is the Product
In a smaller market like Henderson, patients aren't just buying vision care. They're choosing a doctor they'll see every year, whose name they'll tell their friends. Every touchpoint that says “this practice is professional and attentive” builds the case. Every broken link chips away at it.
What We'd Build
A practice site that actually delivers on the personal, professional trust it's trying to build — with every link going where it's supposed to go.
Physician Bios That Work
Full bios for both doctors — education, certifications, areas of focus, and social links that actually connect to real profiles. The personal, transparent presentation the practice is clearly trying to achieve.
Patient-Centered Homepage
A homepage that leads with why patients should choose Oliver Optometrics — the doctors, the experience, the services — rather than burying the trust-builders behind navigation.
Online Scheduling That Converts
An appointment request form visible from the homepage. Henderson patients who are ready to book shouldn't have to hunt for the contact page.
Spec Redesign Deliverables
- ✓Responsive homepage — modern, mobile-first design
- ✓Physician bios with functioning professional profile links
- ✓Services overview: exams, contact lenses, specialty care
- ✓Patient reviews and community trust signals
- ✓Appointment CTA on every page — no dead links, no loops
The Opportunity
Henderson is a community where word-of-mouth still drives decisions — but patients still verify online before they call. The practice doing the verifying needs to pass. Oliver Optometrics is doing most things right. The bio pages exist. The LinkedIn buttons are there. The intent is clearly to build personal trust.
Two broken links are a fixable problem. But left unaddressed, they quietly undermine every patient who does due diligence before booking. That's a patient acquisition leak the practice doesn't have to live with.
We've built the spec redesign. Oliver Optometrics can see exactly what it looks like before committing to anything.
Want to see the spec redesign?
We built a full redesign for Oliver Optometrics — bios that build real trust, links that actually work, and a homepage that reflects the personal, professional practice this is. Book a 30-minute call to walk through it — no commitment, no pitch deck. Just the site.
See what we'd fix on your site
We'll review your website top to bottom, record a 10-minute Loom walkthrough of exactly what's broken, and deliver a PDF report with prioritized fixes — in 48 hours.
No commitment. No pitch deck.