Kellyville Optical, 2024
Iconography
Website UX/UI
Accessibility
Wordpress Build
SEO
The work: evolving their existing lean identity into a flexible design system with guidelines; content strategy to grow their online presence across social and web; process and workflow mapping; and a full review of their tech stack and suppliers.
Visit Kellyville Optical Brand on Instagram
We wanted to add more personality and warmth, something their competitors lacked, to match Pete and Jon's human service and quirks, without losing professional trust and expertise. That strategy runs through the tone of voice, social feed, web experience and marketing materials, tied together by the design system.
REBUILD —
The website was rebuilt from the ground up: information architecture, user flow, interaction patterns kept familiar for a general audience. Bloated plugins were stripped out or replaced, analytics set up from scratch (there was none before), schemas marked up, and content written and rewritten for both on-page and off-page SEO, backed by accessibility and UX best practice for an audience that skews less visually acute. Year on year, the site's overall active users are up 148.8% and new users up 144.9%.
REBUILD —
The website was rebuilt from the ground up: information architecture, user flow, interaction patterns kept familiar for a general audience. Bloated plugins were stripped out or replaced, analytics set up from scratch (there was none before), schemas marked up, and content written and rewritten for both on-page and off-page SEO, backed by accessibility and UX best practice for an audience that skews less visually acute. Year on year, the site's overall active users are up 148.8% and new users up 144.9%.
ACCESSIBILITY WORK—
Accessibility wasn't a checkbox here, it shaped the brand palette itself. The audit combined PageSpeed and Lighthouse with manual keyboard-navigation and contrast checks, feeding straight back into the visual identity. Result: 99/100 Accessibility, 100/100 SEO and 95–97/100 Performance on PageSpeed Insights, across mobile and desktop.
BOOKING FLOW—
Redesigning the booking experience started on the ground: observing the front desk, working shifts, talking to staff and patients, and benchmarking existing booking patterns against a site that had never tracked analytics before.
Two years on, online bookings grew 38%, nearly three times faster than total appointment growth (13.5%) over the same period. New patients booking online grew even faster, up 76%, and around 41% of online bookings now happen after hours, when nobody's on the phone or in-store. The redesign gave patients a way in outside business hours, and gave staff their time back during the day. The dedicated booking page saw views up 14.7% and active users up 30.5%, with the "Book an Eye Test" prompt driving a 101% jump in views and 114% more active users.
CONTENT STRATEGY—
Front-desk conversations kept surfacing the same gap: patients didn't know the breadth of services on offer, bringing your own frames, eye health checks, and more. That insight, plus Google Trends data and staff-reported FAQs, shaped a content plan built around what patients were actually asking. It paid off in ways we didn't fully expect: an explainer on "how many fps can the human eye see" pulled in over 1,700 views (up from 79) and 94,000+ search impressions, and a practical guide on how to read your eye prescription went from 64 to 499 views with 15,000+ impressions.
Organic search sessions overall grew 156% across a 10-month period, with organic new users up 217.7% in the same window, and branded searches for "Kellyville Optical" and "Kellyville Optometrist" up 71% and 86% respectively.
Data and insights from Google Analytics 4 and Google Search Console, myhealth1st (online booking platform) and Optomate (practice management system).
Kellyville Optical was already selling optical products over the counter, but none of it existed online. Bringing those products onto the website was part of the digital experience and SEO strategy. It meant more pages for search to index and more ways for people to find the practice, with online sales as a bonus rather than the goal.
Introducing an online shop meant operations had to be worked out too. The fulfilment flow covers stock checks and backorders, click-and-collect or delivery, customer notifications, and recording each sale in both WooCommerce and Optomate. Returns follow the same logic, with clear refund windows, condition checks and room for discretion on edge cases.
The draft flows were talked through with Pete and Jon. The aim was to balance how they already worked and the systems they already used with a smoother experience for customers. The final flows include ready-to-send SMS and order-note copy, so anyone on the team can follow them without guessing.