The 6 winners.

The landing pages actually worth stealing from.

Winner #1: lasikplus.com

lasikplus.com/save

Eye Care landing page example from lasikplus.com
  1. 1

    What works

    Dollar saving in the headline

    Big type shows ‘$1,000 OFF LASIK’. A buyer comparing prices sees the saving first.

  2. 2

    What gets in the way

    Urgency line shows no end date

    The yellow line says ‘Limited Availability - Act Quickly Before Free Consultation Slots Fill Up’. The end date, October 31, 2026, is only in the small print above.

  3. 3

    What works

    Google score beside the offer

    A 4.9 Google rating and 91,896 reviews show under the buttons. The buyer sees proof right after the offer.

  4. 4

    What gets in the way

    Long claims list in small type

    The right column lists ratings, awards and ‘Transparent pricing with no hidden costs’ in small type. A visitor skimming the page will skip them.

  5. 5

    What works

    Insurance logos with a savings line

    The page lists Blue365, Cigna, VSP, Humana and EyeMed and says to mention insurance at the center for more savings. Buyers see their plan at once.

What to try

End date beside the urgency line

The yellow line has no date. Add the date October 31 next to it so a buyer sees how long the offer lasts.

See the original page

Winner #2: chuvision.com

chuvision.com/lp/lasik-b

Eye Care landing page example from chuvision.com

The search: lasik eye surgery maple grove mn

Sponsored chuvision.com

Dr. Chu: LASIK Leader - Advanced LASIK Care

  1. 1

    What works

    Contact form beside the headline

    The form has name, phone, email and a message box next to the headline. A visitor can reach the clinic without scrolling.

  2. 2

    What works

    First bullet repeats the ad

    The ad claims more options than anyone in Minnesota. The first bullet reads ‘More Vision Correction Treatment Options Than Anyone In MN’, so the click matches the ad.

  3. 3

    What works

    Patient quotes under the news logos

    Three patient quotes show first names and five stars below the hero. Each one is short enough to read in a glance.

  4. 4

    What gets in the way

    Glasses cost shown, LASIK price missing

    One band is about money spent on glasses and contacts, and a later line reads $8,000 over 10 years. The page never shows a LASIK price.

  5. 5

    What works

    Candidate check before the button

    ‘Who is LASIK for?’ lists three tests: over 18, healthy eyes and a fairly stable prescription. A consultation button follows.

What to try

A LASIK price beside the glasses cost

The page shows what glasses cost over 10 years. Put a starting LASIK price next to it.

See the original page

Winner #3: drkerrysolomon.com

drkerrysolomon.com/procedures/evo-icl

Eye Care landing page example from drkerrysolomon.com

The search: charleston lasik eye surgery

Sponsored drkerrysolomon.com

#1 EVO ICL Surgeon | Voted Charleston's Best 27x

  1. 1

    What works

    Separate LASIK phone number in the header

    The header lists one number for cataract patients and one for LASIK, (843) 620-2020. A LASIK buyer has the right number at once.

  2. 2

    What works

    Headline repeats the ad

    The ad is about EVO ICL. The page headline reads EVO ICL, with a plain line on seeing clearly without glasses.

  3. 3

    What works

    Six benefits with bold lead words

    Each benefit starts with a bold word such as Comfort or Removability. A visitor can scan the list in seconds.

  4. 4

    What works

    Says who the procedure fits

    The text lists ages 21 to 45 as a fit and farsightedness as a miss. A visitor learns at once if the page is for them.

  5. 5

    What gets in the way

    First booking button is at the bottom

    The first booking button, Request an Appointment, shows only at the bottom of the page. A buyer ready to book must scroll to it.

What to try

Booking button in the first screen

Request an Appointment shows only at the bottom. Add a booking button next to the headline.

See the original page

Winner #4: beachcitieslaservision.com

beachcitieslaservision.com/lp/lasik-for-you

Eye Care landing page example from beachcitieslaservision.com

The search: lasik eye surgery torrance ca

Sponsored beachcitieslaservision.com

Lasik Torrance

  1. 1

    What works

    Headline describes the result

    The headline reads ‘Wake Up and See Clearly with LASIK’. It describes the result of surgery in plain words.

  2. 2

    What works

    Contact form beside the headline

    The form has name, phone, email and a message box. Small print lists a $200 fee that applies to patients who had surgery elsewhere.

  3. 3

    What works

    Four proof boxes beside the form

    Four boxes show a 5 star Google rating, over 10,000 procedures, a top surgeon claim and Saturday appointments.

  4. 4

    What works

    Payment box matches the ad

    The ad offers Affordable Lasik Options. The page has a box called ‘Affordable Options’ with 0% in-house financing.

  5. 5

    What gets in the way

    City name only in the footer

    The search and the ad both say Torrance. The page shows the city only in the address at the bottom.

What to try

City in the headline

Torrance shows only in the footer. Add it to the line a buyer reads first.

See the original page

Winner #5: lasikvisioninstitute.com

lasikvisioninstitute.com/lasik-eye-surgery/boston-lasik-center

Eye Care landing page example from lasikvisioninstitute.com
  1. 1

    What works

    City, address and rating in the first block

    The first block shows 4.7 Stars from 1220+ reviews, a Boston headline and the street address. A local buyer knows the page is for them.

  2. 2

    What works

    Booking button and local phone together

    The hero has a Schedule a Consultation button and the Boston number 781-404-7902. A buyer can book or call without scrolling.

  3. 3

    What gets in the way

    Cost section has no price

    The section lists three cost factors and offers a custom quote, with a photo of a woman holding cash. No price or range shows in it.

  4. 4

    What works

    Four seals below the price promise

    The Price Match Promise block ends with four seals: price match, modern LASIK, LASIK experts and lifetime assurance.

  5. 5

    What works

    Table compares two unnamed providers

    A table sets the center against Boston Provider A and Boston Provider B on five rows. The center has five checks and each provider has one.

What to try

Starting price in the cost section

The cost section lists factors and a custom quote. Add a starting price so a Boston buyer has a number.

See the original page

Winner #6: chesapeakeeyecare.com

chesapeakeeyecare.com/landing/lasik-fb

Eye Care landing page example from chesapeakeeyecare.com

The search: lasik eye surgery annapolis

Sponsored chesapeakeeyecare.com

LASIK Annapolis

  1. 1

    What works

    Button wording repeats the ad

    The ad offers a free consultation. The first hero button says ‘SCHEDULE A FREE CONSULTATION’, beside a self-test button.

  2. 2

    What works

    Candidate question with a self-test

    A large question reads ‘Are you a Candidate for Laser Vision Correction?’ and points to the LASIK Self-Test. A visitor who is unsure has a way in.

  3. 3

    What works

    Cost answer with a payment plan

    The section lists laser vision correction as elective and not covered by insurance. It also lists a 6-month same as cash plan and longer financing.

  4. 4

    What works

    Surgeon photos, names and bios

    Each surgeon shows a photo, a name and a bio. One bio says Dr. Whitten has performed over 200,000 laser vision correction procedures.

  5. 5

    What gets in the way

    City name only in the address

    The search and the ad both say Annapolis. The page shows the city only in the address near the bottom.

What to try

Monthly payment in the cost section

The cost section lists financing and notes insurance does not cover the procedure. Add a monthly payment for a typical plan.

See the original page

What the 6 winners do.

  1. Keep a phone number in the first screen

    5 of 6

  2. Say the consultation is free

    4 of 6

  3. Say how a buyer can pay

    4 of 6

  4. Show a Google rating in the first block

    3 of 6

Wildcards.

Pages that break the playbook in interesting ways.

Wildcard #1: lasikvisioninstitute.com

lasikvisioninstitute.com/affordability/cost-of-lasik-prk

Eye Care landing page example from lasikvisioninstitute.com

The search: how much is lasik eye surgery in florida

Sponsored lasikvisioninstitute.com

LASIK Eye Surgery in 2025 - Average Cost Of LASIK

  1. 1

    What makes it work

    Headline repeats the search

    The page title asks how much LASIK eye surgery costs, the same question the visitor typed. The price follows right below it.

  2. 2

    What makes it work

    Price range in the first paragraph

    The first paragraph lists $2,495 - $2,895 per eye and says most patients pay closer to $1,900 after insurance discounts.

  3. 3

    What it gets wrong

    Discount button does not say the amount

    The ad offers $1,000 off. The button reads ‘CLAIM DISCOUNT & FREE CONSULTATION’, and the page never shows that amount.

  4. 4

    What makes it work

    Three ways to pay listed

    The page lists CareCredit, a tax refund and in-house financing as ways to pay. A buyer who finds the price high sees a next step.

  5. 5

    What makes it work

    Reviews are about paying

    All three reviews talk about financing, an FSA account or in-house payment. They answer the money question a cost reader has.

What to try

The ad discount on the page

The ad offers $1,000 off, and the page shows no such amount. Put the same amount on the button.

See the original page

Wildcard #2: stores.warbyparker.com

stores.warbyparker.com/pa/plymouth-meeting/500-west-germantown-pike/exam

Eye Care landing page example from stores.warbyparker.com

The search: plymouth eye care

Sponsored stores.warbyparker.com

Eye Exams & Optometrists, Warby Parker Plymouth Meeting Mall

  1. 1

    What makes it work

    Rating, button and next open times

    Under the store name, the page shows 4.8 out of 5 from 63 Google reviews, a booking button and the next two open times.

  2. 2

    What makes it work

    Address, phone and hours in one card

    The store card shows the street address, a phone number and hours for each day. A local searcher can plan the visit at once.

  3. 3

    What makes it work

    Exam price in a headline

    A headline lists comprehensive exams from $95. A buyer who searched for an eye doctor sees the cost of the visit.

  4. 4

    What makes it work

    Insurance logos with a benefits button

    The section shows logos such as UnitedHealthcare and Davis Vision and a Check your benefits button. A small note lists a limit on accepted plans.

  5. 5

    What it gets wrong

    Offers for contacts and frames on an exam page

    Two of the three save cards offer 20% off contacts or frames. A buyer who came for an exam has two other places to click.

What to try

Exam price near the first button

The $95 exam price shows below the store hours. Put it beside the booking button at the top.

See the original page

The copy bank.

Headlines

Offers

Promises

Next steps

2 pages that waste the click.

  1. pupillary distance

    Guide page for a paid click

    A visitor who searched pupillary distance reaches a guide to measuring it. The first screen shows no price or offer.

    • How-to guide as the landing pageThe page explains what pupillary distance is and how to measure it.
    • Buttons lead to a measuring tool‘Find your PD online’ and ‘Try our app’ are the two buttons in the first screen.
    • Definitions come firstThe text starts with ‘What Is Pupillary Distance?’ and ‘Why Pupillary Distance Is Important’. A buyer who has the number scrolls past both.

  2. contacts canada

    Contacts page with no brand or price

    The copy claims all the top contact lens brands. The first screen shows no brand name and no price.

    • Brands claimed, none shownThe copy claims all the top contacts brands, and the first screen lists none.
    • Generic button textThe top block has one button, ‘Shop contacts’, with no brand or price beside it.
    • Prescription upload before priceThe steps ask for an upload of a photo of a prescription once the buyer finds a brand. No price shows in those steps.

What we learned.

  1. Put a price in the first block

    LasikPlus prints ‘$1,000 OFF LASIK’ in its headline. The LASIK Vision Institute cost page lists $2,495 - $2,895 per eye in the first paragraph.

  2. Repeat the ad in the first screen

    Chu Vision repeats the ad's claim of more options than anyone in the state in its first bullet. Chesapeake's button says free consultation, as the ad does.

  3. Show proof beside the first button

    Beach Cities has four proof boxes beside its form. LASIK Vision Institute shows 4.7 Stars from 1220+ reviews in its first block.

The bottom line

Winning eye care pages here keep a phone number in the first screen, say the consultation is free and show how to pay. The losing pages send paid clicks to a how-to guide and a general contacts page.

Postclick is live

What would we find on your page?

Paste the URL your own ads point at. Postclick reads it the way we read these 23 pages, shows what is costing you calls and bookings and draws new versions to look at. Your first audit and two design directions are free.

Audit my eye care page

No card required.

Visit the live page