The College of Optometrists are a professional body for optometrists with over 16,000 members. The College delivers the route to qualification for the profession and provides guidance, resources, and development opportunities to give its members the ability to offer the highest-quality care to patients.
Alongside their commitment to the profession, their remit includes education of the public on matters relating to eye health. As such, their public-facing Look After Your Eyes website gained traction thanks to accessible content aimed at a wide audience.
Powered by WordPress and featuring a rich body of content, the existing website was a great resource for the public – so much so that NHS Choices often linked through to it. However, when the NHS Choices website moved to in-house content over external links, traffic to Look After Your Eyes dropped. The College knew they were providing great content, but needed to ensure the public could find it.
The College required a complete redesign and refresh of the website, as the old design was dated, slow and offered a poor user experience (UX) overall. Content managers had to create image tiles for every new block of content, which was both laborious and time-consuming. The College wanted to include new landing pages all in HTML and focus on creating clearer content for public consumption. Components such as headings needed to be strong, and the layout had to be easier to understand.
The College approached Cantarus to deliver a brand-new website which was both contemporary and user-friendly. Accessibility was a key element of the project as the website had to meet very high standards.