Helping Black and Lizars focus on their customers’ needs

Eye care specialists, Black and Lizars have appointed Innovation Digital to overhaul their current web presence.

Black and Lizars has a long heritage in eye care which spans more than 175 years. This long-standing experience has enabled Black and Lizars to develop a clear understanding of their customers' eye care needs and means they offer a trusted, competitive service.

From their head office in Glasgow, Black and Lizars work closely with European and International specialists and suppliers to ensure they are at the cutting edge of eye care technology and offer customers the latest, best quality optical products.

The new website, which is due to be launched in early December, will reflect the Black and Lizars stylish brand, core values and promote the organisation’s key services to their target audiences. The strategy behind the whole web design process focuses on delivering real value for Black and Lizars’ online users, whilst building brand awareness and encourage visitors to make the appropriate calls to action. Similarly, the improved user experience and on-going communications will also encourage return visits time after time.

Innovation Digital is currently working closely with Black and Lizars to understand their business objectives, their users and their online journeys whilst developing a user engagement model that will achieve the desired return on investment.

Once the user interface stage had been signed-off, technical development will begin and Innovation Digital will work closely with the client's marketing team. The site will incorporate a rich array of functional features including practice locator with Google Maps integration, eNewsletter, blogs, request an appointment, cross selling promotions and social media integration.

Following a final user acceptance testing, the solution will be handed over to the Black and Lizars to be fully managed in-house.