Eyes at Optometry
Platform: Squarespace
Copywriting: BYKP Website Design
Photography: Client supplied
Eyes@Optometry operate clinics in Australind, Dalyellup and Falcon and provide a wide range of clinical services (general eye exams, dry eye, myopia management, OCT/retinal imaging, Ortho-K, specialty hard lenses and CASA/pilot exams).
Their existing site did not reflect the quality of care on offer, performed poorly in search and wasn’t set up to support bookings, product sales or service-specific landing pages.
The brief was to deliver a clear, patient-focussed website experience that supports bookings by location, promotes specialist services and lifts SEO performance — with ongoing campaign support to bring new patients through the door.
Our Approach
We prioritised clarity, local discoverability and trust. The site was built on Squarespace to meet the client’s preference and structured so patients could quickly choose a clinic and book an appropriate appointment.
Service pages were written and optimised for patient intent, with focused content for eye examinations, dry eye, myopia control, Ortho-K and pilot/CASA assessments. Trust signals were made prominent through staff profiles, clinical equipment highlights and the happiness guarantee.
On the technical side, meta titles, descriptions and slugs were refined for local keywords and schema was used where appropriate to improve search visibility.
A conversion pipeline was established by integrating online booking, a small product shop for dry-eye supplies and analytics so we could measure performance and iterate.
How We Delivered It
The project began with user journey mapping and analytics review to identify priority pages for SEO and booking conversions. Key pages were rewritten to meet patient needs and search intent, and visuals and staff bios were added to build credibility.
The Squarespace build included clinic-specific booking integrations for Australind, Dalyellup and Falcon, a shop for dry-eye products and connection to the client’s Google Business profiles. Google Analytics and Ads tagging were implemented, and we addressed technical issues flagged in an SEO audit to improve overall site health.
The site launched alongside a Performance Max campaign to drive immediate awareness while organic rankings improved; post-launch support included weekly analytics checks, small content tweaks and ongoing ad optimisation.
Looking for a more considered approach to your website?
If you value clear thinking, thoughtful design, and a site that reflects the professionalism of your business, you should get in touch.
