Situation Summary: Eye Care in Southwest Florida

snead eye group marketing healthcare redesigned website for eye doctor in Fort Myers and Naples, FL

Snead Eye Group is a premier eye care provider with locations in Fort Myers, Naples, Cape Coral and Bonita Springs, FL. With a long-standing reputation for precision and compassion, they specialize in premium cataract surgery. Snead Eye Group has always made its patients a top priority. That commitment was clear when they invested $1 million in advanced diagnostic equipment. However, while their technology evolved, their website didn’t keep up. That’s where we came in.

Fresh Eyes Review: Healthcare Website Design Agency’s Marketing Situation

When we took on Snead Eye Group’s website, we focused on one vital question: What do their patients care about most? Using our in-depth Voice of the Patient research, we uncovered several key values:

  • Snead Eye Group patients are typically 55+ and are proactive about their health.
  • Patients’ main concerns are preventing vision loss and preserving their quality of life.
  • It’s most important for the eye doctor to be thorough, provide a high level of care and be responsive to patients’ concerns.
  • Patients choose their eye care clinic based on the expertise of the doctor, advanced diagnostic equipment and whether the medical staff answers questions in a clear way.

This insight shaped the structure, strategy, content and creative direction of Snead Eye Group’s redesigned website, and it helped guide us toward an exciting new tagline.

Marketing Campaign Objectives

  • Page Speed: Site performance was overhauled, significantly improving load times, especially for mobile users who are looking for immediate solutions when conducting healthcare-related searches.
  • Strengthen Navigation: We streamlined the website navigation to make it easier for patients to find the services they’re looking for. We also made conversion actions, such as Make Appointment buttons and Call buttons, more visible to increase new leads. To measure the impact of enhancements, we designed and installed tracking for website metrics.

  • Redefine the Brand: The fresh tagline is prominently displayed on every page throughout the site. It starts with their updated logo, which now includes the tagline, and it’s reinforced by a Core Values Section further down the page.

  • Design for Today’s Users: We updated the site’s color palette for improved contrast, modern appeal and higher patient trust. Layouts were fully optimized for the most commonly used screen sizes across mobile, tablet and desktop devices. Interactive elements, such as buttons and videos, were also enhanced for accessibility and ease of navigation, particularly for older patients who are a key demographic for Snead Eye Group’s cataract surgery specialty.

Marketing Solution: Brand Messaging

Expertly Equipped. Perfectly Precise. Clearly Caring.

This new tagline guided every aspect of the new site. We aimed to reinforce that Snead Eye Group:

  • Is equipped with state-of-the-art technology and uses the latest procedures to ensure the best outcomes for its patients.
  • Are skilled, precise and knowledgeable in everything they do.
  • Take the time to reassure, educate and relate to each patient.
snead eye group marketing healthcare redesigned website location page for eye doctor in Fort Myers and Naples, FL

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