FYEO
& Pageking
Getting your eyes lasered isn't something you do at the first clinic you come across. However, with more than 10 locations in the Netherlands, chances are there is an FYEO clinic nearby. They are not only the largest, but also the most highly rated clinic in the Netherlands. Also online.
Challenge
With over 50,000 clients, FYEO has long earned its reputation as the eye clinic of the Netherlands. Because clients are also ambassadors; from Dutch celebrities to thousands of reviewers on TrustPilot. The brand identity looks mature, modern and trustworthy. Google also recognizes FYEO as an authority and rewards them with high search positions.
Collaboration
In the search for a trusted clinic, online resources play a big role. FYEO asked us to express the trust in their brand also digitally with an upgrade of the online strategy, with a user-centered website. Local visibility and findability, social proof and accessible help for all audiences are very central to this.
Target group in view
Reading to your (grand)children without reading glasses? Playing sports without contact lenses? FYEO has different target groups, with different needs. One is looking for help for far away, the other for near. Some are hesitant, others are already convinced but are still looking for the right treatment or provider. We take this into account in the navigation structure and wireframes; every visitor must find the right answer quickly.
What is valuable for all visitors: the experiences of over 5,000 clients. Influencers, personal stories and thousands of reviews on TrustPilot: FYEO does not have to tell their clients that they are a good choice. So those stories have been given their own stage.
"Pageking broadens our view of the possibilities of digital, in which everything revolves around the client's story. Meanwhile, the website offers us enormous new insights about the target group. This forms the basis for making FYEO the eye expert of the Netherlands."
FYEO
Stop by 'eye clinic near you'
FYEO has clinics nationwide. We know from research that many clients start their search on Google. FYEO had fortunately built up quite a reputation on Google over the years. In the migration to the new website, we monitored that these were not lost.
Look Ahead
FYEO may rightfully claim the ambition to become the authority in eye knowledge. For this, knowledge sharing about the eye and treatments is enormously important. The website and the renewed strategy around it open the way to realize this ambition.
Because with a new website, it really only begins. Gratefully, we use the user data we extract from the website to make adjustments. We use insights into website visitor behavior to optimize user flows and enrich them with new content.
Kings & Queens on the job
Daan van den Eeden
Lars Blankers
Fleur Timmerman
