Case Studies

Digital Marketing

How Lens And Eyewear Boosted Leads and Visibility with SEO & Digital Marketing Services?

Introduction

Lens And Eyewear website is a UK-based optical service provider specializing in reglazing existing spectacles with new prescription lenses. The company offers a cost-effective, eco-friendly solution compared to buying new frames, an attractive proposition in today’s sustainable and budget-conscious market.

However, despite having a strong value proposition, the brand struggled to scale online visibility, attract qualified leads, and convert website traffic into paying customers. This case study explores how a carefully planned SEO, PPC, and Social Media strategy transformed them into a recognized brand in the UK eyewear reglazing industry.

Challenges

Low Online Presence

• The website lacked keyword rankings for industry-relevant searches like glasses reglazing UK, replace prescription lenses, and lens reglazing service.
• Competitors with bigger budgets dominated the SERPs.

Limited Brand Awareness

• Many potential customers did not even know reglazing was a cost-saving option compared to buying new glasses.
• Social platforms were underutilized for education and customer engagement.

Unoptimized Paid Campaigns

• Initial ad campaigns targeted broad keywords, generating irrelevant clicks.
• High CPC and low conversion rates led to wasted ad spend.

Trust Barrier

• Since reglazing involves sending glasses by post, customers needed reassurance about security, quality, and reliability before placing an order.

Goals

• Build search visibility for high-intent keywords to attract qualified traffic.
• Educate the audience and establish trust through social media campaigns.
• Launch highly targeted PPC campaigns to drive conversions.
• Create an integrated funnel that increases leads, boosts online orders, and maximizes ROI.

Strategy & Execution

1. Search Engine Optimization (SEO)

Technical Enhancements:

• Conducted a site audit to address speed, indexation, and schema markup issues.
• Improved mobile usability and reduced page load times by 30%.

Keyword & On-Page Optimization:

• Researched and implemented targeted keywords such as glasses reglazing service UK, prescription lens replacement, and cheap reglazing lenses online.
• Optimized service pages with clear CTAs, structured data, and customer FAQs.

Content Marketing:

• Created educational blogs like “Why Reglazing Glasses is Smarter Than Buying New” and “Step-by-Step Guide to Reglazing Your Frames.”
• Developed comparison pages showing the cost benefits of reglazing vs. purchasing new glasses.

Authority Building:

• Acquired backlinks from optical blogs, lifestyle websites, and eco-friendly living portals to boost trust signals.
• Partnered with student and sustainability forums where reglazing had strong appeal.

SEO Outcomes:

• 120% increase in organic traffic within 5 months.
• 18+ keywords ranked on Page 1 of Google UK.
• 95% growth in orders generated via organic search.

2. Social Media Marketing

Awareness & Education Campaigns:

• Designed infographics and explainer posts educating users on the process of reglazing and its eco-friendly benefits.
• Posted customer testimonials and before/after visuals of reglazed glasses to build trust.

Community Engagement:

• Ran interactive polls such as “Do you buy new frames or reglaze your old ones?”
• Shared behind-the-scenes videos of the reglazing process to increase transparency.

Influencer Partnerships:

• Collaborated with sustainable living and student influencers to promote reglazing as a money-saving, eco-friendly choice.

Paid Social Campaigns:

• Targeted university students, budget-conscious families, and eco-conscious audiences with conversion-focused campaigns.
• Used retargeting ads for website visitors and cart abandoners.

Social Media Outcomes:

• Social following grew by 65% in 4 months.
• Engagement rate doubled across Instagram and Facebook.
• 20% of total website traffic originated from social platforms.
• Direct orders increased from Instagram and Facebook ads.

3. Pay-Per-Click (PPC)

Account Restructure:

• Revamped Google Ads campaigns with a focus on high-intent keywords like reglaze glasses online UK and replace lenses in old frames.
• Eliminated generic, low-converting terms that wasted spend.

Ad Creatives & Landing Pages:

• Developed clear, trust-driven ad copy highlighting cost savings, eco benefits, and fast turnaround.
• Built optimized landing pages with FAQs, testimonials, and a simple order process.

Shopping & Display Ads:

• Ran display campaigns featuring customer reviews and before/after transformations.
• Tested remarketing ads offering small discounts for abandoned carts.

Bidding Strategy:

• Shifted to Target CPA bidding for efficient spend.
• Used location targeting to prioritize UK traffic.

PPC Outcomes:

• CPC reduced by 28% while increasing lead quality.
• 3.8x ROAS achieved within 90 days.
• Consistent weekly growth in online orders directly from ads.

Results

Within 6 months, the integrated SEO, PPC, and Social Media strategy delivered:

• 120% increase in organic traffic
• 95% boost in orders from SEO
• 65% social following growth and doubled engagement
• 20% of website traffic from social campaigns
• 3.8x ROAS achieved on PPC campaigns
• Improved brand awareness and trust across UK audiences

Conclusion

Their campaign showcases how a combined digital strategy can help a niche service provider scale visibility and revenue. By leveraging SEO for discoverability, social media for awareness and trust, and PPC for immediate conversions, we successfully positioned them as a top choice in the UK optical reglazing market.

What started as a brand with limited recognition is now a trusted, customer-focused, and growing online business in its industry.