How we doubled organic appointment bookings with Specsavers UK

Content Strategy Gap Analysis Search Listening
Increase in glaucoma related keywords
Number of organic appointment bookings
Increase in traffic to glaucoma pages
Content Strategy Gap Analysis Search Listening

Specsavers Optical Group is a multinational optical retail chain, with the largest market share of optometrists in the UK. One of their ongoing brand goals is nurturing the perception of being eye health experts. Not only to maintain market share through online eye health education but to ultimately grow the volume of appointments booked through their website.

Here's how we did it

Aligning brand goals with strategy

Using our Gap Analysis methodology, we uncovered a real lack of in-depth editorial content that answered the questions people were asking in the context of glaucoma. Specsavers wanted to be seen as eye health experts, but they weren’t providing any consumer-friendly content to help them do this

From understanding glaucoma causes and diagnosis methods, to glaucoma treatment options, all we found was dry, clinical overview-type pieces of content that only covered the basics. Where was the accessible content that helped people manage the condition, or that understood the emotional impact a life-changing eye condition can have?

Meeting customer needs

Using our search insights derived from Gap Analysis, we designed a content hub to meet this need. To support the goal of increasing appointment bookings, the hub content sat within its own marketing funnel.

Find out more about our content strategy process here

Creating valuable content

Each piece of content we developed was linked to how Specsavers are ideally placed to help people either suffering from glaucoma or who believe they are symptomatic. A unique tone of voice that aimed to clearly and simply answer questions also supported this.

We positioned Specsavers as market leaders by showcasing their specialist equipment and state-of-the-art facilities, as well as the best-in-class training Specsavers optometrists receive — placing them front and centre of each educational article.

“I’ve had the pleasure of working with Simon and the Curated team since early 2015 and in the last five years we have forged a close professional relationship. They initially made waves at my former employer with a meticulous approach to guiding content strategy through qualitative insights. Together, we’ve spent the last year working on various content initiatives across all of the various businesses within Specsavers, firmly cementing Curated to our agency roster. The team have gone above and beyond contributing to our ongoing strategy discussions, championing not just content but an insight-centric approach to all of our digital output. Put simply: Curated know what they’re doing and quickly get to the heart of any problem put in front of them.“

Adam Kennedy

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