All American Eyeglass Repair · From walk-in to multi-channel

AAER had built something real, and the website was not telling that story. The homepage was undersized for the brand and undersized for the business. The mail-in service was buried mid-page, which meant any customer outside walk-in range was bouncing before they understood the option existed. Location pages were not internally linked from the brand pages, which left meaningful local SEO upside unrealized.

On the technical side, a sweep of the site surfaced exactly the kind of issues that quietly cap a multi-location business: a broken heading hierarchy on brand pages, schema gaps, image filenames that hurt both performance and search, and weak internal linking between the brand layer and the location layer.

The work was structured in two parallel tracks: redesign the surface that customers see, and clean up the technical foundation the surface sits on.

• New homepage designed and launched, with refreshed brand carousels, repositioned mail-in CTAs, and a hero structure built around the dual-channel reality of the business.
• Mail-in CTA promoted from a buried mid-page block to a top-of-funnel offer with prominent placement across the homepage and the location pages.
• Updates across all 16 location pages, including address corrections, mail-in cross-promotion, and updated copy where needed.
• Technical SEO audit and remediation: heading hierarchy fixes on brand pages, FAQ schema implementation, image optimization (WebP conversion, descriptive file names, fetchpriority hints), and internal linking work that connects brand pages to the 16 location pages with proper anchor text.
• Shippo and WooCommerce integration set up for the mail-in side of the business, so customers can ship in their repairs and get them back without anything breaking.
• Meta Pixel and lead conversion tracking instrumented so the team can finally see what is actually working across walk-in and mail-in channels, not just guess.

The new homepage is live and matches the business AAER actually runs. The mail-in service is positioned as a national offer, not a buried feature, and the conversion infrastructure is in place to track what happens when a customer outside walk-in range lands on the site.

The technical SEO work closed the quietest leaks: brand pages now feed traffic into the right location pages, schema is in place where the SERP rewards it, and the team can see the data that tells them where to spend next.