Making Leightons’ digital marketing more efficient
Leightons were running two websites – one for eye care and another for hearing care. Bringing both under one website was an option they asked us to explore.
We started by analysing both websites and reporting on their performance and areas for improvement for the new websites. We also considered the impact of merging both websites, for users and for channels such as SEO.
Our final recommendation was to merge both websites as this would make Leightons’ digital marketing more efficient, as well as reducing the administrative and cost burden of two websites.
Design and development was broken down into different sprints, allowing us to rapidly create the website. As designs were signed off, these pages would be integrated into the new CMS and released to Leightons for testing.
The new responsive website makes it easier for Leightons’ audience to browse their ranges, find their closest shop and book an appointment online.
A key requirement was that the CMS was simple and quick to use. Using WordPress allowed us to give Leightons full control over their pages, store locations, media and SEO.
Initial results show that mobile traffic is no longer flat, growing since relaunch and less likely to bounce – the rate has dropped by 5%.