Black and Lizars have appointed Innovation Digital to overhaul their current web presence.

The new website, which is due to be launched in early December, will reflect the Black and Lizars’ core values and promote the organisation’s key services to their target audiences. The strategy focuses on delivering real value for Black and Lizars’ online users, whilst building brand awareness and encourage visitors to make the appropriate calls to action.

Innovation Digital is currently working with Black and Lizars to understand its business objectives, their users and their online journeys whilst developing a user engagement model that will achieve the desired return on investment.

Once the user interface stage had been signed-off, technical development will begin and Innovation Digital will work closely with the client's marketing team. The site will incorporate a practice locator with Google Maps integration, Enewsletter, blogs, the ability to request an appointment online, cross selling promotions and social media integration.

Graeme Fletcher, Innovation Digital’s marketing manager, said: “We are looking to engage the broad audience groups of Black and Lizars by developing a stylish and fashionable online brand that promotes the organisation’s clinical excellence and heritage in quality eye care whilst offering a simple yet engaging user journey.”