Proudly independent, George & Matilda Eyecare are the local optometry experts providing personal service backed by the latest in eyecare technology and eyewear brands.
Selected by the George & Matilda team to guide the brand into the online space – we're proud to have crafted a fully responsive website solution and an online marketing strategy as unique as the brand itself.
Challenge
As the primary face for the launch of an entirely new brand in the competitive optometry space, George & Matilda needed a digital platform that could hit the ground running.
They faced a complex dual requirement: the website needed to reflect their "best of both worlds" approach—showcasing the personal, local feel of independent practices while demonstrating the professional scale of the larger network.
Crucially, they needed to solve the logistical headache of appointment bookings. With potentially hundreds of timeslots available across different locations, they needed a system that was effortless for users to navigate, particularly on mobile devices where traditional booking forms often fail.
Solution
We devised a strategy to build a world-class online experience from scratch, ensuring the platform was mobile-first and fully integrated with their operational systems.
Custom responsive website
We designed and built a fully responsive site that puts mobile use front-of-mind, introducing the brand’s "5-point-promise" and providing accessible health information and brand showcases.
Custom booking engine
We built a unique online booking feature from the ground up. Integrating seamlessly with their existing systems, it allows users to filter through hundreds of options to find and book the perfect timeslot in moments - no mean feat, especially for mobile users.
Localised search marketing
We implemented a strategy focused on content optimised for organic search combined with localised paid search. This ensures highly qualified traffic is driven directly to specific store pages, keeping marketing cost-effective.
Social media strategy
We developed a roadmap for social engagement to build community connections and drive further store visits.
Results
By building a robust platform that balances brand storytelling with high-end utility, we helped establish George & Matilda as a serious player from day one.
A complex booking capability that feels simple and intuitive on any device.
Localised search marketing drives "ready-to-book" customers to their local practice.
A digital foundation that allows for continuous feature updates and expansion.
Tailored search strategies that maximise ROI by targeting local intent.
George & Matilda Eyecare worked with the team at webqem to build a platform from scratch that we could continue to add and build upon to provide a world-class online experience. The team has been amazing to bring to the table; providing best-practice thinking and user experience smarts. The balance of partnership and strategic guidance is something you don't often come across and we would not hesitate to recommend them to any prospective partner.
Chris Beer CEO, George & Matilda Eyecare
If you're looking for a partner to help you build digital solutions that last, let's talk.
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