Piedmont Eye Center
Custom Website and Marketing
Project Overview
Piedmont Eye Center is the only multi-specialty ophthalmology clinic serving Central Virginia. In 2017, the medical practice wanted to invest in a website redesign and digital marketing strategy. Their original website had a high bounce rate, was difficult for staff to update, and lacked conversion elements – such as landing pages and calls-to-action – altogether.
Our Solution
We began working with Piedmont Eye Center in 2017 and launched their site three months later. Our process started with market research, which included our signature buyer persona research methodology, digital analytics review, and customer feedback surveys. After collecting data, we built a custom, mobile-friendly website for Piedmont Eye Center developed on the WordPress CMS.
The refreshed website was designed to quickly relay the medical practice’s service areas while pointing web visitors to lead conversion points. Leads generated through the website were segmented in a back-end marketing automation system to enhance the prospect experience and follow-up. We also completed the initial SEO set-up to help improve the organization’s search rankings, wrote and edited web content, and pulled all of the content into the new platform.
- Digital Research
- Buyer Persona Research
- Customer Feedback Surveys
- Net Promoter Score Survey
- Design and UX Strategy
- Mobile-friendly and Fluid Responsive Design
- Backward Compatibility for Browsers
- ADA Compliant Layout
- Initial SEO Strategy
- Web Content Transfer
- Team Training Sessions
- Lead Management Platform Integration
- Content Strategy and Development
- Local SEO Strategy
- Web Hosting and Support
- Lead Management Platform Support
Project Outcomes
Since Piedmont’s new website launched in 2017, it has attracted nearly 400,000 unique visitors – reflecting a 300% increase in daily visits. The website has generated more than 11,500 leads since the launch, including 9,000 from organic search traffic and 260 from pay-per-click advertising.
Targeting A Unique Audience Segment
Piedmont Eye Center wanted to raise awareness for its LASIK surgery services. We built out digital content and a public relations strategy, which has resulted in 1 million impressions and 6,000 goal completions.
