Kellyville Optical, 2024
Iconography
Website UX/UI
Accessibility
Wordpress Build
SEO
The work involved: evolving and extending their lean identity (a logo and base colour) into a flexible design system; content strategy and planning to optimise online precense including social media feeds, website; mapping process and workflows; and reviewing tech stack and suppliers.
Visit Kellyville Optical Brand on Instagram
We wanted to add more personality and warmth (that competitors lack), to match Pete and Jon’s human service and quirks, without losing professional trust and expertise. This strategy flows through the tone of voice, social media feed, web experience and marketing materials—tied together by a design system.
The website was rebuilt from the ground up, from information architecture to user flow—keeping interaction patterns familiar to the general public. On the technical side of things: bloated plugins were removed or replaced; website analytics was set up; appropriate schemas were marked up; pages created; and articles written (and rewritten) to improve on-page and off-page SEO—assisted by improved best practice UX and accessibility specifically for an audience who is less visually acute.
The website was rebuilt from the ground up, from information architecture to user flow—keeping interaction patterns familiar to the general public. On the technical side of things: bloated plugins were removed or replaced; website analytics was set up; appropriate schemas were marked up; pages created; and articles written (and rewritten) to improve on-page and off-page SEO—assisted by improved best practice UX and accessibility specifically for an audience who is less visually acute.
12 months after the update, the average position increased to ~15 (from ~32 ) with consistent traffic to newly created content including local area pages, resources and product/service pages.