About Optometrists NZ

Who publishes this site

Optometrists NZ (optometrists.nz) is built and published by Backroom Ops, a Hamilton business that builds search and AI-visibility tools for New Zealand small businesses. The director of Backroom Ops is also a co-owner of Rose Optometry, one of the practices listed, and Rototuna Optometrists is affiliated with Rose. Both are scored and ordered by the same published criteria as every other practice, using the same source: each practice's own website. How we score practices.

Why it exists

Searching for an optometrist anywhere in New Zealand returns a wall of near-identical results and very little straight information: where the practices actually are, when they open, whether you can book online, what an eye test costs and which practices offer the service you need. This site puts those facts in one place, town by town, with the source for every listing, so you can compare practices on equal terms.

Coverage and how practices are listed

• The directory currently lists 254 optometry practices in 66 towns across 15 regions. Practices are added as their details are verified from their own websites; if yours is missing or wrong, email hello@backroomops.co.nz.
• Address, phone, hours, booking links, optometrists, fees and services are taken from each practice's own website. The page we used is linked at the foot of each listing with the date it was checked (last review 4 October 2026). We do not copy content from other directories.
• "Services listed" means the practice says on its website that it offers that service. Where a website does not mention something, we leave it out rather than guess. We have not audited clinical quality, equipment or outcomes, and inclusion is not an endorsement.
• Booking and website links go directly to the practice. Links carry a referral tag so practices can see that visits came from this directory; we receive nothing for a booking made with any practice we do not own.
• No practice has paid to be listed, and no practice is labelled featured, affiliated or recommended. If enhanced listings are offered in future, they will be labelled as advertising.

Corrections and removals

If you run a practice and your details are wrong or have changed, email hello@backroomops.co.nz with the correction and a link to the page on your website that shows it; we update listings within a week. A practice can ask to have its listing removed at any time.

Medical information

This site is a directory, not medical advice. Eligibility rules, subsidies and fees change; confirm them with the practice or the official source. If you have a sudden change in vision, pain, or an eye injury, do not wait for a web page — call 111 or go to your nearest hospital emergency department.

Privacy

This site uses analytics to count visits and to measure which practices people use (including clicks on booking, website and call links), and may show advertising served by Google, which uses cookies to show ads based on prior visits to this and other sites. You can opt out of personalised advertising at Google's ads settings. We do not collect names, health information or booking details — bookings happen on each practice's own system.