If you run a website for your optometry practice or a specialized eye care service, you already know how important first impressions are. A well-designed, professional website doesn’t just look good—it builds credibility, increases engagement, and ultimately drives more business.
That’s exactly why Dr. Leigh Plowman, an optometrist with a special interest in Dry Eye Disease, reached out to Optics Digital Marketing.
Leigh is the founder of Dry Eye Directory, a global resource that helps patients find specialized dry eye practitioners near them. But while his content was excellent, his website wasn’t doing it justice.
Here’s how we helped him relaunch and optimize Dry Eye Directory—and how we can do the same for you.
The Challenge: An Outdated Website Holding Back Growth
Leigh originally built Dry Eye Directory himself using WordPress in 2019. Over time, it grew into an incredible resource, with listings for dry eye specialists worldwide and an online store featuring Leigh’s personally recommended products.
However, the website had some major roadblocks:
❌ It lacked a professional, polished look, making it harder to compete with other major health directories.
❌ It wasn’t optimized for user experience (UX)—meaning visitors had trouble navigating the valuable content.
❌ Engagement levels were low because important resources weren’t easy to find.
❌ The SEO (Search Engine Optimization) wasn’t fully optimized, meaning potential visitors weren’t discovering it as easily as they should.
As Leigh put it, his wife told him directly: “Your site needs to be more professional.” That was the wake-up call.
The Solution: A Website Relaunch with a Strategic Approach
When Leigh approached Optics Digital Marketing, we followed a structured, six-step process to ensure that his relaunch provided a strategic transformation.
Here’s what we did:
✅ Brand Strategy & Goals: We helped Leigh clarify his objectives, like increasing email subscribers, boosting store sales, and improving engagement.
✅ User Experience (UX) Mapping: We redesigned site navigation to make it easier for visitors to find valuable dry eye content, practitioners, and products.
✅ SEO Optimization: We ensured that the new structure didn’t hurt existing search rankings and actually improved visibility.
✅ Knowledge Base Creation: We reorganized Leigh’s extensive dry eye articles into a structured knowledge hub, making it far easier for users to discover and engage with his content.
✅ Mobile & Performance Optimization: We made sure the site loads fast and is fully optimized for mobile users, who make up the majority of visitors.
The Results: Higher Engagement, More Traffic & Increased Conversions
Within just three weeks of launching the new site, Dry Eye Directory saw:
📈 More visitors engaging with the site.
📧 More email signups through strategically placed pop-ups and quizzes.
🛍 More online store traffic, leading to higher conversions.
📚 More engagement with the knowledge base, meaning visitors were staying longer and consuming more content.
Leigh was thrilled with the transformation, saying:
“The knowledge base has been fantastic. It makes it so much easier for visitors to find what they need, and engagement has improved significantly.”
Does Your Website Need a Relaunch?
Whether you run an optometry practice, a directory, or a healthcare website, your website should work for you—not against you. If you’re struggling with:
🔹 An outdated, unprofessional look
🔹 Low engagement or poor navigation
🔹 SEO issues that make you hard to find
🔹 A website that doesn’t convert visitors into leads or sales
…then it’s time for a strategic relaunch.
We’ve helped Leigh elevate Dry Eye Directory, and we can do the same for you.
Book a free consultation today and let’s discuss how we can help you achieve real, measurable growth with a website that works.
