A stock model greets the visitor, the glasses never do.
What I sawThe homepage of thevisionfactory.co.uk opens on a cut-out photo of a model pointing at the top corner, then a row of testimonial cards. A first-time visitor scrolls the fold and still has not seen a frame, a price, or the one thing that sets you apart, that you make glasses for other opticians and sell them direct. The single strongest line you have, single vision from 20 pounds and reglazes with no fee, is buried below all of it.
What the rebuild doesThe rebuild leads with what you actually offer: a hand-drawn spectacles mark in your own colours, the headline that you are the optician who makes the glasses and sells them straight to the customer, and the starting prices in the first screen. The frames, the reglaze and the four reasons you are cheaper sit right where someone deciding whether to walk in would look.