Homepage Before
Homepage After
Industry: Vision Care
Client: Village Optometry
Location: Ottawa, ON
1. Challenge & Goals
Village Optometry’s original site presented basic hours and services but didn’t guide patients toward booking an exam or highlight the practice’s expertise.
- Primary pain point: Visitors spent too long finding appointment info and doctor credentials.
- Business goal:
- Create a book appointment form for patients to schedule appointments directly online
- Improved user experience & modernized design
- Creating a patient information page for frequently asked questions to reduce front staff’s workload
- Explain the services that are offered
- Adding an “Our Doctors” page to showcase doctors’ skills and help create familiarity
Logo Before:
Logo After:
2. Before
Snapshot description:
The legacy site featured a narrow header with a generic clinic photo, lengthy text blocks about services, and a footer-only contact link.
- Design issues:
- No hero section or clear message hierarchy
- Long paragraphs without imagery or section breaks
- “Book an Exam” buried in the footer—you had to scroll to find it
- Technical issues:
- Unoptimized JPEG banners causing slow page loads
- No mobile-first layout—menus overlapped on phones
- Missing meta descriptions and local-business structured data
3. After
Key changes made:
The revamped site is a mobile-first, conversion-driven experience that showcases expertise and makes booking immediate.
- Full-width hero banner with crisp imagery of an eye chart, headline (“Clear Vision Starts Here”), and a prominent “Book an Exam” button
- Sticky header with logo, simplified menu, and direct phone link
- Service cards for Eye Exams, Contact Lens Fittings, and Pediatric Vision showing concise descriptions and icons
- Meet the Team carousel featuring photos, credentials, and short bios of each optometrist
- Inline booking widget on every page so visitors can schedule with one click
- Footer with embedded Google Map, clinic hours, and an easy “Email Us” form
4. Key Improvements & Impact
| Metric | Before | After |
|---|---|---|
| Page load time | ~5.1 s | ~0.7 s |
| Mobile Lighthouse Performance | 45 / 100 | 94 / 100 |
| Bounce rate (service pages) | ~70 % | ~35 % |
| Appointment click-through rate | 1.0 % | 4.0 % |
5. Client Feedback
“Our new site immediately conveys our professionalism and makes booking an exam so simple. We’ve seen a 4× lift in appointment requests!”
6. How We Did It
- Discovery & Audit: Traced visitor paths on the old site to uncover high-dropoff pages
- Wireframing: Mapped a mobile-first layout with streamlined CTAs
- Design & Development: Built with semantic HTML5, CSS Grid/Flexbox, and minimal JS for smooth animations
- Performance Optimization: Converted banners to WebP, enabled gzip, and set long-cache headers
- SEO & Accessibility: Added meta titles/descriptions, LocalBusiness JSON-LD schema, ARIA labels, and alt text
7. Ready to Improve Your Vision Care Practice?
If you’re an optometrist or vision clinic looking for a high-converting website:
- Email: [email protected]