Finding 01 Fifty years of optometry, hidden below three stock photos.
What I saw
The single strongest line of copy on the current site is in the About section, more than a full screen below the fold on mobile: "Our optometrists Kieron Johns and Charles Dickens have over 50 years experience combined." Above it, the homepage hero is a stock Unsplash photo of a frame wall (lensabl, Aug 2025 upload). The two real photos of Kieron at the slit lamp and the workshop bench load further down. A patient comparing Cwmfelin to a Specsavers ten minutes away on Carmarthen Road will not scroll long enough to find out the practice is partner-run.
What the rebuild does about it
Both practitioners named on the first viewport, with the real interior shot of the mint frame wall behind the hero copy. A short heritage block names the move from The Optical House at Caebricks Road in February 2021, and the 1986 founding year is on the hero eyebrow.
Finding 02 The Wales Eye Care Service is the strongest differentiator on the site and the homepage does not name it.
What I saw
Cwmfelin Opticians sits across a single shared car park from the Cwmfelin Medical Centre & Pharmacy. A GP receptionist sending a same-day red-eye, flashes-and-floaters or foreign-body case across the tarmac is a real referral flow you already serve. WECS is mentioned once in the services paragraph, with no dedicated entry point, no walk-in language, no "Wales Eye Care Service" name. A patient searching "urgent eye appointment Swansea" lands on Specsavers and the NHS 111 Wales directory entry before they land on you.
What the rebuild does about it
A dedicated WECS block above the fold on the second scroll, naming the service in full, naming the symptoms it covers (red eye, sudden vision change, flashes and floaters, foreign body), and naming the free-at-point-of-care fact. The phone number is one tap away.
Finding 03 Three of the homepage photos are Unsplash stock while real photos of the practice are buried.
What I saw
The Aug 2025 WordPress rebrand by Brandspace Healthcare ships three stock Unsplash files in the uploads folder (lensabl frame wall, david-travis eye exam, zahra-amiri lens detail) alongside the real shop photos of the slit lamp test room, the workshop bench with the Norville lens drawers, and the Burlais Brook Business Hub shopfront with the practice signage. Stock photography in healthcare reads as a chain identity. The real photos you already have are the asset.
What the rebuild does about it
Stock removed. The mint frame wall, the slit lamp, the workshop bench and the shopfront carry the visual story, captioned with what is actually being shown (Nidek autorefractor, Norville lens stock, the Carmarthen Road A-board).