Vu

Gros plan de mains réglant les paramètres d'un instrument professionnel de diagnostic ophtalmologique, probablement une lampe à fente, utilisé pour les examens oculaires dans un environnement clinique.

Client

Industry

Retail

Technology

WordPress

WooCommerce

API externe

Project type

Showcase website

Year

2025

Team

Founded in Montreal in 1985, VU Optométrie is an eyewear store with the largest selection of frames on the Island of Montreal, as well as a renowned optometry center recognized for the quality of its service and personalized care. See website

Mandate

Oversee the complete redesign of the website vu.ca : Eyewear and optometry center in Montreal since 1985.

Objectives

Strengthen organic search performance (SEO) to position VU as the #1 optometry reference in Montreal.
Optimize the user experience by simplifying navigation and making information easily accessible.
Increase conversions by improving the visibility and accessibility of online forms.
Translate the in-store personalized service experience to the digital environment.
Highlight VU’s differentiators to stand out from the competition.
Improve the quality of leads generated by the website.

Une personne aux cheveux lisses, foncés et longs porte des lunettes de soleil ovales brunes et une veste en jean. Elle repose son menton sur sa main et regarde pensivement sur le côté, sur un fond uni.

L'intérieur d'un magasin de lunettes moderne est composé de vitrines en verre contenant des montures de lunettes, de grandes fenêtres laissant entrer la lumière naturelle et d'œuvres d'art sur le thème du vert sur les murs. Le magasin semble propre et organisé.

Conversion Optimization

We integrated a frame catalog designed as a non-transactional online shop. This tool allows users to browse a product selection and prepare their in-store visit. Clear and strategically placed CTAs were deployed throughout the site to facilitate appointment booking in just a few clicks.

Services were structured and individualized with separate appointment forms based on the type of consultation (eye exams, styling, adjustments, etc.). This targeted approach reduces friction and increases the relevance of conversions.

Collage de captures d'écran de sites Web présentant des lunettes, des informations sur les examens de la vue, le traitement des yeux secs, une carte et une paire de lentilles d'essai sur un fond beige. Le texte est en français.

Personalized and Enhanced Support

We developed a blog focused on expert advice, conceived as a true resource to address users’ frequently asked questions, inform them on eye health, and guide their frame selection. This rich content helps vu.ca strengthen its authority in the optometry field and boost its SEO ranking.
In addition to articles and Q&A content, the site integrates several personalized features that enrich the user experience:

The team’s “favorites,” showcasing the expertise and personality of the opticians.
A presentation of team members associated with each service, humanizing the digital journey and building trust from the very first interaction.

Capture d'écran d'un site web en français sur le traitement des yeux secs, présentant une image en gros plan d'un équipement médical et des boutons permettant de prendre rendez-vous et d'obtenir un diagnostic. La page a un design propre et moderne.

A Clear Hierarchy of Services

The service structure was completely redesigned to first highlight the most essential and well-known services. More specific services are then introduced, broadening the offering while maintaining a logical priority. This journey naturally guides users toward completing an appointment form or requesting assistance, allowing specialists to provide tailored support and direct each visitor to the service best suited to their needs.