Freedom Vision

Freedom Vision, part of SpaMedica, is the UK's largest independent provider of NHS cataract surgery. With 21 hospitals nationwide and plans to open 20 more in 2025, the business needed a new website that could scale rapidly, support multiple new locations and services, and deliver measurable ROI through improved user experience and conversions.

We were appointed to design and develop a new digital platform that reflects Freedom Vision’s reputation for clinical excellence while positioning the brand as modern, accessible, and patient-centred.

Freedom Vision’s existing website was functional but lacked the flexibility and technical performance needed to support the brand’s growth plans.

Key challenges included:

• A legacy CMS that required technical support for routine updates.
• A design that didn’t fully reflect the brand’s professionalism or instil trust in new audiences.
• Limited scalability for new hospitals and service lines.
• Poor mobile experience, despite the majority of site visitors arriving on mobile devices.

We proposed a complete redesign and rebuild using Strapi - a modern, headless CMS that gives Freedom Vision full control of their content without the need for ongoing maintenance.

The new platform focuses on three core pillars:

• Scalable Architecture : Built to handle future growth, including the rollout of 20+ new hospitals, new treatment types, and regional content.
• Conversion-Focused Design : A clean, patient-first interface that prioritises enquiry generation, accessible navigation, and reassuring visual design.
• Performance & Accessibility : Developed to AA WCAG standards, with mobile-first layouts, optimised page speeds, and a frictionless user journey across devices.

• Significantly faster load times and improved mobile performance.
• Measurable uplift in form submissions and consultation bookings.
• Stronger organic search visibility through optimised structure and technical SEO.
• A scalable CMS framework capable of supporting new hospitals and service lines with minimal development input.

The new Freedom Vision website delivers a modern, future-proof foundation for growth - combining medical credibility with a reassuring, human-centred design. It allows the brand to scale quickly and confidently, while empowering internal teams to manage and evolve the platform as the business expands.