The Patient Opportunity Audit

290+ things we look at before we call your website done.

Not a score out of a hundred with nothing behind it. This is the working list — every check named, every one either passing or coming back with a plain-English note on what to fix and what it costs you in patients. Open any category below to see the actual items.

How we verify the work — what a machine settles, what a person has to look at, and what a clean result does not prove.

A traditional Snellen eye chart on a clinic wall, sharp letters against a soft background.
An eye chart tests one thing. OptiSite tests 290+. Same list, same tools, same person, every month.
Short answer

What are the 290+ checks OptiSite runs on my website?

290+ individual checks across 13 areas: 160 run on every page — fast, secure, accessible, findable, readable — and 85 run once against the whole site, including whether AI names you when a patient asks for a nearby eye doctor. Every failure gets a plain-English note, and the whole thing re-runs every month.

Get My Free Audit
  • 160 checks on every page you have
  • 85 checks on the site as a whole
  • Plus deeper technical checks, logged in the same report
  • Whole thing re-runs every month
Per page160on every URL you haveRun again on each page the crawler reaches.
Whole site85run onceDomain, directories, reviews, AI readiness.
Deepertechnical checksInside the same 13 areas, logged the same way.
A 25-page practice site therefore carries about 4,000 individual per-page results, not 160.
How The Count Works

290+ is the catalog. Your report is bigger.

Most of the number is spent per page. 160 checks run on every URL you have, so the more pages your site has, the more results come back. The other 85 describe the property as a whole — your domain, your listings, your reviews — and run once.

Per-Page · 160 Checks

What we check on every page you have.

These run on every URL — homepage, service pages, doctor bios, contact, booking, blog posts. Ten categories. If your site has 25 pages, that is 4,000 individual checks per audit.

14
How fast the page loadsPerformance

A slow page loses two out of five visitors before they see anything. Google also ranks slow pages lower in local search results.

  • How long the biggest picture takes to appear (LCP)
  • Whether the page jumps around while it loads (CLS)
  • How long a tap or click takes to respond (INP)
10
Is the page safe for patientsPage security

The padlock in the address bar. Patient information sent the right way. Nothing leaking that shouldn't.

  • The padlock icon shows on every page (HTTPS enforced)
  • No forms sending patient info over an unsafe line
  • No error messages leaking how the site is built
18
Can Google understand this page?Page SEO

The tags Google reads to know what your page is about — whether it's about eye exams or roof repair.

  • Page title present and under 60 characters
  • Meta description present and under 160 characters
  • One main headline per page — not two, not zero
61
Can every patient use the pageADA / WCAG 2.2 AA

All 61 accessibility checks — the 55 success criteria in WCAG 2.2 Level A and AA, run on every page and newer than the WCAG 2.1 AA the federal deadline names, plus six site-wide checks past the standard. Each finding is reported as checked, failed, not applicable or needing human review; a register of checks is not a conformance conclusion. This is the area the lawsuits are about.

  • Meaningful pictures get accurate written descriptions; decorative ones are hidden from screen readers
  • Every form field has a name a screen reader can read aloud
  • The whole page works with just a keyboard, no mouse
10
Does it work on a phoneMobile

More than half your visitors are on a phone. If it doesn't work there, you lose them.

  • No sideways scrolling at iPhone SE width (375 pixels)
  • Buttons and links at least 24 pixels — reachable with unsteady hands
  • Text readable without pinching to zoom
12
How it looks and readsDesign & content

Consistent colors, real photos, plain-language copy. The things a patient notices without knowing why.

  • Consistent colors across pages, not a hodgepodge
  • No leftover "lorem ipsum" placeholder text
  • No overused stock photos
10
Can a patient actually bookBooking & conversion

The "Book" button has to be visible, working, and land on a scheduler that actually opens.

  • A "Book" button above the fold on every page
  • Phone number is one tap to dial (not just text)
  • Online scheduler embed loads (not a broken frame)
9
Do patients trust what they seePage trust

Doctor bios, credentials, address, hours, legal links. The signals that make you look like a real practice, not a scam.

  • Doctor credentials and bio present
  • Address matches Google and insurance directories
  • Hours match Google and Apple Maps
10
Does the plumbing workTechnical & UX

Broken links, empty pages, forms that fail silently. Small things that erode trust one click at a time.

  • No broken links (no 404 errors)
  • Forms show clear error messages when something is missing
  • No empty placeholder pages left behind
12
Can ChatGPT and Perplexity find youAI readiness (per page)

More patients are asking AI "who's a good eye doctor in [city]." We check that the AI can actually name you.

  • ChatGPT Search crawlable (OAI-SearchBot not blocked)
  • Perplexity crawlable (PerplexityBot not blocked)
  • Schema markup declares you as a Physician / MedicalOrganization
Whole-Site · 85 Checks

What we check about the site as a whole.

These run once against the whole property. Nine categories, 85 checks. The things that don't live on any single page but affect all of them.

A phone showing a Google search for eyecare beside a monitor showing an AI assistant’s answer.
Two Front Doors

Patients ask Google. Patients now ask AI.

Nearly half of the 85 exist because discovery split in two: classic search and AI assistants. We check that both can find you, both can name you, and both get your locations, doctors and services right.

12
The technical foundationDomain infrastructure

The stuff most owners never think about. SSL, DNS, email deliverability. When it breaks, patients notice.

  • SSL certificate valid, expires more than 30 days out
  • Email records (SPF / DKIM / DMARC) so your emails don't land in spam
  • HTTP redirects to HTTPS on every URL variant
14
Where you show up (and does it match)Directories & NAP

Name, address, phone. 20+ places online have your practice listed. If they don't all match, Google ranks you lower.

  • Google Business Profile claimed and active
  • Apple Business Connect, Bing Places, Facebook Page claimed
  • Doctor listed on Healthgrades, Vitals, Zocdoc, WebMD
9
What patients are saying about youReputation & reviews

Star ratings, recent reviews, whether you respond to complaints. The first thing patients look at before they book.

  • Google review count and average rating
  • How recent your most recent review is
  • Owner response rate to reviews
10
Can Google index the whole siteSite-wide SEO

The plumbing that lets Google find and understand every page — not just the ones you sent them.

  • sitemap.xml exists, valid, and linked
  • robots.txt sane (no accidental "block everything")
  • llms.txt present — an experimental AI-readiness file
8
How much Google respects your siteAuthority & backlinks

Other sites linking to you = Google's vote of trust. Whether your local competitors have more of them than you do.

  • Domain Authority (Moz)
  • Backlink count and where from
  • Local citation count
8
The legal pages a medical site needsLegal & compliance pages

Privacy, HIPAA notice, Accessibility Statement, Nondiscrimination. Federal law requires these. Being asked for one by a patient's lawyer is not the time to notice they're missing.

  • Privacy Policy page exists
  • HIPAA Notice of Privacy Practices published
  • Accessibility Statement present
8
Does the site have the right pages?Multi-page architecture

Doctor bios, location pages, service pages, reachable contact. The pages patients expect to find and Google expects to see.

  • One bio page per doctor
  • One location page per office (if multi-location)
  • Contact page reachable in 2 clicks or fewer
8
Do AI assistants recommend youAI readiness (whole site)

When patients ask ChatGPT or Perplexity "best eye doctor near me," does the AI actually name your practice?

  • Practice named in AI answers for the practice name
  • Practice named in AI answers for "eye doctor near [your city]"
  • Anthropic ClaudeBot allowlisted
8
How OptiSite tracks what got checkedReviewer workflow

We show our work. Every check gets logged, every finding gets written down, and you get a plain-English report.

  • Findings ledger indexed for later review
  • ADA Verification Sheet (spreadsheet with per-page results)
  • Doctor Audit Report (plain-English version, for you)
Questions, Answered

More on this page's topic

How is this different from a Google PageSpeed score or a free scanner?
A free scanner returns a number and a technical list. OptiSite checks 290+ items in plain English and hands you a report you can act on — with the specific rule failing, where it fails, and what fixing it means. It also covers things scanners don't: whether AI assistants can find you, whether your name and address match across 20+ directories, whether the legal pages a medical practice needs are all present, and whether your doctor bios pass Google's health-content quality bar.
How often are these checks run?
Every month, on every page. The web moves — Google changes its ranking rules, WCAG guidance moves, directories update their listings, third-party scripts you didn't install push updates that break things. A site that passed 290+ checks in January might fail 40 of them in July if nobody looks. That is why OptiSite runs the whole thing again every month and fixes what it finds, inside the monthly price.
Do I have to understand any of this?
No. You get one plain-English report a month showing what passed, what failed, and what OptiSite fixed. Every check on this page is written the way it appears in the report — no jargon, no acronyms without an explanation, no numbers without a note about what they mean. The technical version exists too, for anyone on your team who wants it.
Do I get a copy of the check results?
Yes. All three versions of the report land in your inbox every month — Doctor Audit Report, Summary PDF, and Technical PDF plus Verification Sheet. Every past month is archived, so you can look back at what has changed on your site over time.
Do I get the full list of 290+ checks?

Yes — every check appears in your report, each with a pass or a plain-English finding. The categories on this page are the same 13 areas the report uses, so nothing in it will read as a surprise.

Do the checks change as Google and AI change?

Yes. The catalog is updated as standards move — new checks join every practice's monthly re-run automatically, at no extra cost.

Two Ways In

See the 290+ check report on your own site — free.

No card, no obligation, no scheduled call. Send your website and Bryan emails your report within 1–2 business days.

Free audit

Run the 290+ check audit on your website.

Same checks OptiSite runs on its own sites. You get the plain-English Doctor Report by email. Nothing charged. No card taken. No sales call required.

Request My Free Audit

Your report emailed within 1–2 business days. No card, no obligation.

Talk to a person

Book a 30-minute call with Bryan.

Bring your current website. Bryan walks you through what OptiSite would find on it, without the report — a live conversation instead of a document.

Book A 30-Minute Call

Thirty minutes. No slides, no card. Nothing owed either way.