Independents must 'fight back'

Web site designer EWS-Eyetex, has stated practitioners can use web sites to compete with the large chains for business. 'Independents can't compete with the multiples' advertising because they can't afford it,' said Guy Wrench, managing director. 'But they can produce an up-market web site and use the web to promote their business. 'With a good web site, practitioners can make themselves look as good as anyone in the world; they can fight back.' EWS-Eyetex has built 38 web sites for independent practitioners with its first two systems. Its latest system is the Eyetex 3 which was launched last month. The company supplies a 'template' and each practice adapts it to their own requirements. The practitioner provides information about the practice and decides what information is to be included on the web site which is then stored for future upgrades. Independent practice Golds-mith-Webb, of Corringham, Essex, was the first to order the Eyetex 3 system. Dispensing optician, Daryl Goldsmith, said: 'We now have a competitive edge over our rivals and Eyetex's guarantee of exclusivity ensures they won't work with other local practitioners.'