Website Development Case Study: Boosting Traffic, Conversions & ROI with a Premium Website

The Challenge

Based in the prestigious area of St John’s Wood, London, this high-end optician offers more than standard eye care. With advanced diagnostic services, specialist treatments for conditions like red and dry eyes, and exclusive designer eyewear collections, they wanted a website that reflected their luxury positioning and clinical expertise.

Their goal was to:

• Design and develop a brand-new website with a sleek, luxury aesthetic that reflects their premium in-store experience
• Showcase their accolades, qualifications, and awards
• Present a wide range of high-value services, including advanced eye tests, children’s eye care, and express glazing
• Build credibility as a leader in specialist eye health
• Feature individual pages for each designer brand they carry, enhancing SEO and user navigation
• Create an SEO website that improved ROI and conversions on Google ads

Our Approach

We approached the project with a dual focus: strong brand presentation and performance-driven functionality.

• Designed a modern, elegant website layout with white space, premium typography, and visual emphasis on patient care and designer eyewear
• Ensured mobile-first responsiveness for a seamless user experience across all devices
• Created detailed, SEO-optimised service pages for:
  • Specialist eye exams
  • Children’s vision care
  • Chronic dry/red eye treatments
  • Express/emergency glazing
• Developed individual pages for each designer brand carried in-store (e.g., Tom Ford, Lindberg, Gucci) to highlight brand prestige and help capture branded keyword searches in Google
• Built out a blog section focused on eye conditions and treatments, helping patients understand their symptoms and options to help support the clinic’s positioning as a healthcare authority, not just a retailer
• Ensured fast load speeds, strong technical SEO, and schema markup
• Integrated online booking, contact forms, and Google Maps for easy access

The Results

Since launching the new website, the client has seen strong traction across both organic and paid channels:

• 4,400 active users and 4,400 new users over the past 12 months
• Visitors are spending 1 minute 32 seconds on average per session, engaging with content more deeply than before
• Organic search is the top traffic driver, generating 2.9K sessions, followed by direct and paid search traffic
• The site achieved 347,000 impressions in Google search over 12 months, with 3,530 clicks

The sleek design and UX improvements have made a noticeable difference in paid ad performance:

• Landing pages are now fully aligned with ad copy, improving relevance and reducing bounce rates
• Simplified navigation and quick-access CTAs are turning more paid clicks into real bookings
• Clients report a higher quality of enquiries, particularly for premium services

For this client, the new website isn’t just a facelift – it’s a performance engine. It now reflects the brand’s premium positioning, supports their SEO and advertising efforts, and converts at a higher rate by providing a clearer, more polished user experience.