What OptiSite Actually Checks

245 things we look at before we call your website done.

Not a score out of a hundred with nothing behind it. 245 individual checks, each one written down, each one either passing or getting a note about how to fix it. 160 run on every page you have. 85 run once against the whole website. Together they cover disability access, security, Google, AI assistants, mobile, design, booking, trust, and the plumbing under the hood.

A traditional Snellen eye chart on a clinic wall, sharp letters against a soft background.
An eye chart tests one thing. OptiSite tests 245. Same list, same tools, same person, every month.
Short answer

What are the 245 checks OptiSite runs on my website?

245 individual items across 19 categories. 160 of them run on every URL on your site — is the page fast, secure, accessible, findable, and readable. 85 more run once against the whole property — is the domain healthy, are you listed everywhere patients look, does the AI name you when a patient asks for a nearby eye doctor. Every one gets logged. Every failure gets a plain-English note. The whole thing re-runs every month.

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  • 160 checks on every page you have
  • 85 checks on the site as a whole
  • Every failure written down in plain English
  • Whole thing re-runs every month
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, 160 checks. 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 demotes slow pages 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)
  • Total page weight in kilobytes
  • Images that were never squeezed for the web
  • Google's PageSpeed score, on mobile and on desktop
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
  • Cookies set the safe way, not the risky way
  • Passwords never travel unencrypted
18
Can Google find and understand the pagePage 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
  • Headline structure runs H2, then H3, no skipped levels
  • Facebook and Twitter preview cards set
  • Schema markup so Google knows you're a doctor's office
  • Link text says where the link goes (not "click here")
55
Can every patient use the pageADA / WCAG 2.2 AA

All 55 rules in the accessibility standard the federal deadline names. This is what the lawsuits are about.

  • Every picture has a written description for a blind patient
  • Every form field has a name a screen reader can read aloud
  • The whole page works with just a keyboard, no mouse
  • Text has at least 4.5 times more contrast than its background
  • Nothing flashes fast enough to trigger a seizure
  • Text can be enlarged without breaking the layout
  • Motion or animation can be paused
  • All 55 rules checked with axe-core plus 42 live browser probes
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
  • Pinch-to-zoom is allowed (a legal requirement)
  • Menu button works with the keyboard
  • Sticky nav bar doesn't cover the content underneath
12
How it looks and readsDesign & content

Consistent colors, real photos, sentences a middle-schooler could read. The things a patient notices without knowing why.

  • Consistent colors across pages, not a hodgepodge
  • No leftover "lorem ipsum" placeholder text
  • No stock photos used to death
  • Reading grade level 8th grade or lower
  • No dark patterns pushing people to buy
  • Grammar and spelling scan
  • Every page's picture is relevant to that page
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)
  • New-patient path signposted from the homepage
  • Cancellation / rescheduling policy published
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
  • Privacy, Accessibility, HIPAA links present in the footer
  • Doctor photo describes the person, not "portrait"
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
  • Loading states show progress, not just a stuck spinner
  • Same navigation on every page (not "About" one place, "Our Team" another)
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 crawlable (GPTBot not blocked)
  • Perplexity crawlable (PerplexityBot not blocked)
  • Schema markup declares you as a Physician / MedicalOrganization
  • Doctors described in structured data
  • FAQ block written in question-and-answer form
  • Practice name spelled consistently across pages
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.

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
  • Domain expiry more than 60 days out
  • Content delivery network detected and configured
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 demotes you.

  • Google Business Profile claimed and active
  • Apple Business Connect, Bing Places, Facebook Page claimed
  • Doctor listed on Healthgrades, Vitals, Zocdoc, WebMD
  • Address and hours match across every directory
  • Google Maps and Apple Maps pins on your actual building
  • Insurance carrier "find a provider" listings
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
  • Healthgrades / Vitals / Yelp ratings
  • Cross-directory rating consistency
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 so AI knows what to read
  • Google Search Console verified
  • Every page indexed vs discovered
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
  • Competitor overlap with the top 3 local eyecare sites
  • Toxic-link ratio
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
  • Nondiscrimination notice (Section 1557)
  • Language-assistance notice
  • Patient rights notice
8
Is the site the right shape for a doctor's officeMulti-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
  • Custom 404 page (not the ugly default)
  • Site search present if the site is big enough to need it
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
  • Google SGE surface presence
  • Featured-snippet capture rate
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)
  • Technical PDF (developer version, for anyone on your team)
  • Summary PDF (short version, for a 5-minute skim)
  • Every audit archived so you can look back later
What Lands In Your Inbox

Every check, every finding, in a report you can actually read.

Same 245 checks, three ways to look at them. Read the short one, hand the long one to whoever handles your tech, or open the spreadsheet if you want to see every row.

Owner report

Doctor Audit Report

The one written for you. Plain English. Each check, the result, what it means for your practice, and what fixing it costs. Skim it in ten minutes.

Short version

Summary PDF

Two pages. The headline numbers, the top ten problems, and what OptiSite fixed since last month. Print it, take it to a staff meeting.

For your dev

Technical PDF + Verification Sheet

The developer version — every check, every URL, every value returned. And a spreadsheet of every WCAG rule scored per page. Anyone on your team can verify our work.

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 245 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 245 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 $299 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.
Two Ways In

See the 245-check report on your own site — free.

No card, no obligation, no scheduled call. Send your website and Eli sends the report back within one business day.

Free audit

Run the 245-check audit on your website.

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

Request My Free Audit

Report back within 1–2 business days. No card, no obligation.

Talk to a person

Book a 30-minute call with Eli.

Bring your current website. Eli 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.