Case Study: eyecarecenter Growth From New Website & Digital Strategy Helps To Secure Acquisition
Overview
eyecarecenter specializes in the eye care and health industry. With over 52 locations spread across the southeast, they are one of the areas leading providers for optometrists, eye exams and prescription glasses. We were approached by eyecarecenter to design and develop a new responsive website that is location driven. Their previous website had a separate mobile version, was developed on Drupal and it was just time for an upgrade.
Eyecarecenter
Industry: Optometrist
Location: Rocky Mount, NC (Corporate)
Size: Over 50+ locations
Services Provided
- Web Design
- SEO
Company Bio
eyecarecenter doctors are highly trained to address the specific needs of their patients and give you the quality care you deserve. They are committed to offering you the latest and best technologies. Our eye doctors take the time to complete a thorough exam and answer questions you might have regarding your eye health.
In addition to prescribing glasses and contact lenses, our eye doctors also diagnose, treat and manage different eye diseases such as cataracts, glaucoma, macular degeneration and diabetic retinopathy.
The Challenge
When Gregg Perdue approached DesignLoud we were competing against other agencies for the website redesign. Ultimately, we believe eyecarecenter chose to work with us because of how agile and "hungry" we were to show our value. eyecarecenter had a website developed on Drupal CMS but as the practice and the locations grew, they found it difficult to keep the website updated, struggled for how to implement a blog on their website and wanted to rank higher while converting more users into leads and customers. They were looking for an agency that would take a strategic approach to develop their new website.
The Approach
After reviewing the client's analytic reports with them, our team discovered their users were most interested in the following sections: locations, promotions and able to search by location or doctor. From this, we knew we would need strong call to actions for the above. Our client also wanted to implement a blog so we knew WordPress was the best platform for our client to manage their website, blog and content all in one place.
We decided to move forward with DesignLoud because we could tell from the first meeting how committed they were to our needs. We were leaving a much larger agency where we felt like a number instead of a partner.
- Gregg Perdue, Marketing Director eyecarecenter
The Solution
Our team provided a sitemap of the overall website and website wireframes based on data gathered from their web traffic and analytics. Once we designed a user flow, we proceeded to design, making the top most requested pages/sections of the website displayed "above the fold". Once we reviewed these flow charts and after receiving approval, we designed several concepts for eyecarecenter. Once our team provided the client with graphic mockups of their homepage, location pages and interior pages we developed a custom website and plugins to handle the website, brands offered, locations and several others.
Users were able to quickly and easily navigate to the sections that were most important to them. We set each location up with their own "micro" site that allowed them to easily edit information, post blogs and display social feeds. Web-users were able to bookmark their favorite location which would allow them to return to the website at a later date and load that location as the website's home screen. The website also uses geotargeting to make it easy for them to quickly search for a location, including contact info, directions and order information.
The Results
eyecarecenter began to rank on the first page for all 52 of their locations and search terms. We saw that the bounce rate went down on the website while the time spent on the website went up. Our primary goal with the website redesign was to have the website rank well, improve the time spent on-site and make it easier for eyecarecenter to manage their locations and promotions. With these improvements we made to the eyecarecenter corporate and locations web presence, we helped add value to a deal where eyecarecenter was acquired by Eye Care Partners in 2017.
About DesignLoud
We believe in operating with transparency and integrity (our moms raised us right). And we work with you to make sure you have the tools and knowledge you need to grow your business and meet your objectives. We’re not your ‘smoke and mirrors’ type of agency; performing mystical acts of SEO and PPC in a dark room somewhere. And we won’t overwhelm you with a bunch of tech-speak and expect you to know what we’re saying. Instead, we uncomplicate things. And make your online life easy.
So you can do better things with your time. Your website will be beautifully designed and completely optimized to meet your objectives. But, you’ll also have insight into our methods - we’ll explain why certain things work, and we’ll answer your questions.