Wills Eye Hospital is a top eye hospital in the world but their website lacked SEO and their service landing pages had poor UI/UX.

Challenges Identified

  • 1 – Service landing pages lacked SEO.
  • 2 – Service landing pages were outdated, the layout produced a poor UX and UI, lacked navigation, and needed call to actions.
  • 3 – Local competitors were outranking Wills Eye for Retina and Glaucoma search queries.
  • 4 – Competitors used the Wills Eye brand name in their SEO and PPC campaigns.

Actions Taken

  • 1 – Keyword research and identifying terms used by target users.
  • 2 – Implemented a keyword strategy for Retina and Glaucoma pages.
  • 3 – Competition analysis and optimization of Google Properties to improve appearance on SERPs.
  • 4 – Provided guidance for an optimal layout of the service landing pages with SEO and PPC in mind.
  • 5 – Implemented and tracked user conversions for each specialty.

Results Achieved

  • 1 – Achieved higher rankings for non-branded and branded target keywords.
  • 2 – Optimized web pages saw an increase in organic traffic.
  • 3 – Better UX and UI on redesigned landing pages produced more conversions.


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