Long established Scarborough optician Pagan & McQuade provides high quality eyecare and prides itself on its customer service. As we age, our eyesight requires a little more help, and for most people there is some hearing loss, so it made sense for the practice to offer hearing care to its loyal customers.
The main provider of hearing aids offered to create a custom website, however it didn’t appear very high in the search engines and was very product-led.
In discussion with Websites That, it made sense to apply Pagan & McQuade’s people-focussed care to the online experience and create an entirely new website to apply those values and discuss the customer experience of hearing loss, what it means to people, and how it feels to be able to hear more clearly again.
To that end the new Scarborough Hearing / Pagan & McQuade Hearing Care website delivers strong copy that emphasises the day to day frustrations of hearing loss, the feeling of missing out, the misunderstandings, that creep up on most of us as we get older and of course, it offers a way forward, illustrated by photographs of people (not products).
More than that, it tackles relationships. Often it’s the rest of the family that feel the frustration of living with someone who has hearing loss, and the person who has hearing loss doesn’t realise.
Essentially, it’s very much not an array of hearing products. It’s a website about people.
There’s also a really good cartoon.
Results-wise, as at 21 November 2020 it’s still early days but the new site has a better search position than the site it replaces, its position and traffic are rising and we can measure search appearances, clicks and bookings.
