Kellyville Optical, 2024



Design System
Iconography
Website UX/UI
Accessibility
Wordpress Build
SEO

Peter and Jonathan wanted to set their business apart from other independent optometrists, who all looked the same. Analysing their business landscape, it’s apparent the industry presents low hanging fruit opportunities, particularly for independant optometry practices.

The work involved: evolving and extending their lean identity (a logo and base colour) into a flexible design system; optimising their social media feeds, existing website, tech stack; and firing their “SEO agency”.

After the update, Google search insights showed a 20% increase in overall rankings, (including terms previously not ranked for): ranking in the top 5 results for “kellyville optometrist”, “bring your own frames” and “best optometrist near me”; top 10 results for local area searches, “independant optometrist” and “prescription glasses”.

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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.