Helping an independent business stand up to the large national chains by focusing on a personal service


Opticians Website & Photography


Williams Opticians

Williams Opticians website home page

Williams Opticians' current location on King Street in Saffron Walden, has been home to an opticians practice since 1978. So with a central location and heritage Williams is the prominent independent opticians in town.

However, with competition coming from nationally recognised brands it's been challenging for Williams to communicate their uniqueness and focus on local eye care.

We won the opportunity to design and build an entirely new website for Williams with the project scope also including photography and a brand review.

It was clear that we needed to approach the design from a simplistic point of view. Given the nature of the subject it was crucial that visitors could comfortably view and navigate the website.

“I can't speak highly enough of the guys at Rifle. We were delighted with how efficiently the project was managed and we've had some excellent feedback on the website”
Jane - Owner

Stylish on all devices

It was important the the design not only gave the impression of a professional practice but also a stylish one that reflected the range of eyeware available.

The new website makes an impact on any device. With our approach to responsive design, Williams Opticians have been able to communicate the same depth of information with little to no trade off.


On one hand we wanted to create website with depth that reflected Williams' services, but on the other we needed to make sure the content remained engaging.

The inclusion of photography in the scope of the project allowed us to generate some effective and valuable brand assets that are not only effectively utilised throughout the website, but can be used on future marketing collateral.

The website now gives Williams the online presence that reflects their ambitions and ethos.

We were delighted to work on the project and it was a great fit with Rifle's service offering, which meant we could deliver the project efficiently for the client.

We continue to work with Williams by supporting them in the ongoing development of the website as well as providing them with reliable hosting and email services.

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