Look After Your Eyes, the consumer-facing website we designed and built last year for the College of Optometrists, has been named website of the year by MemCom, an industry body for membership marketing professionals.

The site was produced for members of the public who are interested in their eyes and eye health, and provides information on how the eye works, eye conditions, how to care for eyes and the role of the optometrist. The site also encourages the public to find their local optometrist using a postcode search feature.

Selected from a record number of entries, the website was singled out for its creativity and effectiveness. Judges said:

The College of Optometrists has refreshed its website with the public very much in mind, and this increased traffic to the site by over 50%.

We were particularly impressed by the clear and accessible design of the site, as well as the engaging and occasionally humorous approach to the content. For example, the Old Wives’ Tales section managed to both inform and entertain, and across the site the tone is re-assuring without being patronising. This is reflected in the Look After Your Eyes having gained the Internet Crystal Mark from the Plain English Campaign.

Importantly, users with a range of eye conditions who tested the site called it “clear, friendly and easy to use”.

Collecting the award on behalf of the College, Ian Humphreys, Director of Member Services and Communications, said:

The College continues to work hard to increase understanding among the public about the importance of eye health and the role optometrists play. This award recognises that Look After Your Eyes provides an engaging and informative resource which is valued by fellow professionals and the public.

The responsive web design that we created with Angela from Design By Day and Robin from Ultrasimplified was really well received when we conducted usability testing on the website just prior to launch.

We are delighted to be working with the College on this clear and accessible website for the public. You can take a look at it yourself at: www.lookafteryoureyes.org