The mission

• Create a new website that positions Leightons as an authority on eye care and hearing
• Improve the mobile experience
• Increase online appointments and help drive phone and store foot traffic

Seeing more clearly

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.

Creating visual impact

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 CMS

A key requirement was that the CMS was simple and quick to use; the existing platform meant many wasted hours for the marketing team when trying to edit content or manage products.

Using WordPress as the CMS allowed us to give Leighton’s full control over their pages, store locations, media and SEO, whilst the WooCommerce plugin for the products has allowed for huge flexibility when controlling the stock.

The result

The new responsive website makes it easier for Leightons’ audience to browse their ranges, find their closest shop and book an appointment online.

Initial results show that mobile traffic is no longer flat and, since the relaunch, is now starting to grow. The data is also showing that users are much less likely to bounce, with the rate dropping by 19%.