Laser eye surgery is a big and sometimes scary decision for users. We needed to understand the worries and key decision-making factors. We did this by conducting both secret shopping – visiting the clinic for an appointment and chatting to both patients and staff.
With three consultants already having established websites, we needed a meticulous migration strategy to retainer rankings from all three sites.
We designed a modern and visually classy and attractive site that was significantly better than competing brands. With prices being on the higher end, we created a premium look and feel to attract wealthier customer.
The launch was well planned and went smoothly. Despite the complexity merging three sites onto one domain posed and new brand launch, we still saw an 82% increase in organic traffic to the site compared to the older sites.
We use PPC to capture quality leads with campaigns targeting people either searching for procedures in OCL’s clinic locations. Our unique adverts and landing pages are tailored to each procedure and optimised for conversions through heatmapping and session recording tools, and A/B tested.
Our lead-driving SEO work also focuses on building awareness in the competitive market. We conducted careful and detailed keyword research and reviewed the existing content from the three surgeons’ previous websites to form a content optimisation strategy to improve our rankings for core, competitive terms.
As a result we saw an 141% increase in organic conversions and 152% increase in PPC conversions YoY.
It isn’t easy being a new company in the highly competitive eye surgery industry as there are a variety of established brands offering cheaper prices. To stay ahead of competition we put a lot of work into positioning OCL as a challenger company, offering a higher price point justified by their excellent results, world-wide known surgeons and use of the latest available technology. We’ve created engaging content and PPC landing pages highlighting OCL’s unique selling points, and finance options.
To build up the website’s authority and improve the backlink profile we use link-building campaigns and PR tactics to improve our organic visibility and close the gap between OCL and competitors.
Assisting such an innovative and passionate startup with their launch strategy has been an incredibly exciting and fulfilling project. We aimed to create a best-in-class site compared to competitors who are more well established and so far we have had great success