A01 chaf6542 06 se fm indd

  5 

Clear calls-to-action. Again, prominent on the left-hand side, these are likely set up as conversion goals 

in Google Analytics. Containers blend image and text to avoid banner blindness. These containers all 

highlight the site Online Value Proposition.

  6 

Common questions answered (centre panel). These ‘points of resolution’ are often hidden in an FAQ, 

interesting that Ultralase highlights them on the home page. Key concerns are also highlighted in the main 

navigation.

  7 

Prominent phone response (top right). Vital for  high-  value, complex products since conversion tends to 

be higher via the phone channel. Unique web number can be used for tracking online influence.

  8 

Social proof (right sidebar). The right sidebar is used for the map to show the scale of the company 

through number of clinics and engaging containers for customer testimonials.