Local Eye Site | Jobs in Eye Care
"The best place to search for Optometry Jobs, Ophthalmic Technician Jobs, Optician Jobs, and all employment for eye care professionals."
https://localeyesite.com/
This small business in downtown Raleigh, NC helps companies within the eye care field find quality employee candidates with ease and efficiency. Local Eye Site asked me to come up with some ideas to help improve their web presence, content-wise. I advised them to really zero in on their LinkedIn presence since they are such a niche business. I think it would be smartest to go ahead and pass by the general public and get straight to their audience--people within the eye care and job placement industry. It's really the ideal platform for such a business. Since they'd already done a great job of creating well-researched industry content, I thought I'd try to help them on the entertainment/human connection side of things. And aside from my social media proposal, I gave them a couple mock graphic ads.
Social Media Content proposal
LinkedIn employee/employer “check-in interview" articles
Follow up with employees who were hired through companies that used Local Eye Site. Do a short Q and A with them as well as their employer on how they found one another and how things are going now. Consider Local Eye Site as the e-harmony of eye care job placement. I'm sort of kidding. They don’t have to be thrilling stories (e-harmony’s sure aren’t!), they just need to give a little imagery and help bring the testimonials to life. I think video would do this best to keep it short, sweet, and effective. Since the stories themselves will probably be pretty straight forward (but who knows!), I think you need the visual to create that emotional connection before the viewer looses interest. But the main point of this, really, is by involving multiple linkedin parties at once, you're likely to make a wave in your network that you could ride on for at least a few days.
Objectives/Outcomes
a) A way to give client testimonials more emotional impact.
b) An alternative mission statement: a more comprehensive way to explain what you do by showing versus telling
c) *** A subtle way to get other companies involved by mentioning multiple parties in the same post. What I believe to be the most powerful part in all of this. It gives the company exposure, it gives the new employee exposure, and it gives you guys 3 times the exposure you'd usually get from a post.
d) A change-up from the content-dense posts that you guys usually post. It may peek curiosity within your network just because it's different.
And although you've already had someone design your site, I think a landing page redesign would do you wonders. This page takes an already complex premise and complicates it much more with unnecessary lists and buttons right from the get-go. It gives you overwhelming options before even explaining what the company does, and presents itself as simply a search engine at first glance. If you have to first scroll over the buttons to find a description of what they even mean, then what's the point of even using an icon? Icons/symbols are used to replace information, not illustrate it. I also can't read "Jobs in Eyecare" underneath the logo, which is essentially the most important information on the page. If they were paying me for design services, I'd start here.