The Content Strategy that Generated $2m in Revenue for a Specialty Optical Lab

Introduction

An optical lab that specializes in wearable MedTech devices for low-vision patients enlisted Organic Growth Lab to develop and execute a content marketing plan to generate awareness, educate doctors on product benefits, and increase revenue. 

While the brand enjoyed name recognition for one product in particular, existing content did not contain easy-to-understand information that doctors needed to help patients get the right device. Low-vision sufferers often missed out on partial vision recovery due to their doctors’ knowledge gaps.

Further, the website itself needed to be overhauled for usability, search engine visibility, and accessibility, particularly on mobile devices.

To help the lab maximize inbound marketing efforts, our team deployed a three-prong approach that ultimately resulted in $2m in revenue within one year and a 633% increase in organic traffic through search queries within 6 months.

Today, the brand continues to enjoy significant search engine traffic and a library of resources that help doctors pick the best products for their patients.

Strategy 1: Analyzing Existing Assets

We began by evaluating the client’s existing website assets to understand what was currently available to people seeking more information about their low-vision solutions.

We found that much of the content was in the form of dated pamphlets, incomplete webpages, and disjointed videos. While these assets contained a wealth of information, it was hard for doctors to understand the process of obtaining the device for their patients. 

It was even harder for patients to decipher the industry jargon and technical terms, often leaving them frustrated and without a way forward.

During our analysis, we also discovered that the website was not optimized for user experience or search engine traffic. This hindered the client’s ability to show up for conversion-oriented queries and made it harder for people who landed on the website to find what they needed.

To ensure that we could reuse every asset to its fullest potential while creating a cogent path for doctors, we cataloged each piece of content by type, user action, and purpose. 

This allowed us to easily identify content gaps (see more below) and position the brand as the go-to resource for doctors who wanted to help their patients address vision loss.At this stage we also performed market analysis and keyword research to get a deep understanding of how doctors were looking for information on the disease our client’s device addressed. 

We also researched the language patients used to describe their symptoms and to find more information on their diagnosis.

Strategy 2: Updating, Organizing, and Expanding the Existing Website 

Once we knew the scope of existing assets, we worked with the client to clearly delineate the doctor’s journey from

  1. being unaware of available devices for addressing their patient’s condition to

  2. getting the device into their patient’s hands to

  3. training their patient on best use practices

By laying out the journey, we identified content gaps across types and goals that needed to be filled in order to fully educate doctors. We created a content plan for filling these gaps once the site was updated.

Then we mapped out a new website structure that would organize and present all content in a clear, easy-to-find way.

After gaining client buy-in and finalizing our plan, we overhauled the website. This entailed:

  • Redesigning the site so it was aesthetically pleasing and user-friendly

  • Ensuring the site was mobile-friendly across multiple devices

  • Fixing technical issues that crippled its ability to rank on search engines

  • Building a new menu to streamline navigation and make it easier for visitors to find critical information

  • Reorganizing existing content around specific diseases to educate both patients and doctors

The result was an almost immediate increase in Google search engine traffic from roughly 30 clicks a day to 220 clicks a day within the first 6 months of optimization

 

Today the site enjoys an average of 400 clicks a day just from Google search results, an increase of more than 1,233%.

Strategy 3: Developing New Content

When we began, the website had some disparate content on one of the major diseases treated by specialty lenses in the form of articles and images.

However, my client was missing content on other major diseases they helped address as well as what set them apart from other labs.

After updating the site from a technical and design perspective and identifying content gaps, we created content libraries around each of the major products our client manufactured.

By starting with the end point in the patients’ vision struggles, we were able to create meaningful content that educated both patients and doctors while offering life-changing solutions.

When creating content, we focused on ensuring it was:

  • Engaging Across Media Types: we used videos, custom graphics, and various written formats (from articles to downloads to ebooks) to ensure visitors could access material across their preferred media type 

  • Findable Across Channels: by diversifying our traffic approach across Google, YouTube, social media, and email, we significantly expanded our client’s visibility and reached a huge pool of previously untapped audience members

  • Educational Before Salesly: the goal in creating content to help each of target users overcome common product hurdles, whether the challenge was a lack of knowledge of how to use recommended solutions or lack of awareness of what solution was best 


By targeting our audience with different types of content that was meaningful to them across their journey toward working with us, we were able to dramatically increase not just traffic, but also sales.


The company went from $3m earnings in 2020 to over $5m earnings in 2021, in large part to the increased visibility and authority that accompanied our content development strategy.

Conclusion

The client’s investment in me led to an ROI of over 1,900%. Developing content that helped patients and doctors find solutions that restored vision to those with impairment played a significant role in establishing the brand as an authority and trusted source for top-tier products.

Within the last year alone, the brand has appeared in searches 3.87 million earned more than 141,000 clicks just from organic content on Google.

The rewards of creating meaningful content have proven long-lasting and profitable for this business.

Ready to Grow Your Business with Strategic Content?

Whether you’re just starting out or have reams of material, I can help you develop an effective content strategy that generates new leads and drives outrageous business growth.



[Contact me today to learn more! →]