A new look for a seaside optometrist’s website

A new look for a seaside optometrist’s website

Holdfast Bay Optometry


Holdfast Bay Optometry’s existing online presence was dated and not mobile responsive. Whilst filled with wonderful information about common vision problems, the site needed some graphic design love and was a tad thin on company information and customer engagement functionality.


Our first step was to capture the essence of the Jetty Road practice with beautiful photography. Photos would succinctly communicate the location, breadth of product available in the retail store, friendly customer service, range of equipment and professionalism of the service on offer.
Website copy was rewritten to highlight the experience of practice staff and emphasise the small business focus on Adelaide family eye health.


We designed and had a WordPress website built, complete with an integrated online store. This is not your typical WordPress plugin store, but an industry specific solution provided by ProVision, Australia’s largest association of independent optometrists. This unique solution allows our client to sell eyewear and other products online with maximum ease.

We also delivered a customer booking form which encourages prospective and existing patients to book an appointment time with minimum effort. Practice staff can then follow up to schedule a consultation time.

The new website launched with immediate impact. Improved search engine rankings include the site ranking at the top of page one for optometrists in Glenelg and near the bottom of page one for optometrists in Adelaide. An outstanding result in a short time for a small business with some very large competitors.

Furthermore, the optometry industry has since provided proprietors Ian and Joanne with some very positive feedback. The site has become a leading example of how independent optometrists can use online, local and social media to market their businesses and compete with the large market competitors.

The beautiful photography we art directed was captured by Hardimage Photography and has also been identified by Provision as a prime example of small business branding.

What the client says…

“Hi Flux, we really appreciate your help with our website! Our photos get used as ‘best practice’ by our industry support organisation (Provision) trying to encourage other Optometry practices to get professional with their websites—one way and the other we are doing well with our website in terms of driving business to our door and in google searches!”

— Joanne Thomas, Optometrist

Holdfast Bay Optometry wordpress website by Flux Visual Communication