Contact lens specialist in Hamburg: a website that explains, sells and brings in appointments
- Client
- Ruge Contactlinsen
- Industry
- Optometry, contact lenses
- Services
- Web design, Local SEO
- Year
- 2025
A website for a medical service that needs explaining, which reaches patients through expert knowledge and leads them directly to an appointment or the shop.
- Pages in the sitemap, from services and products to careers
- 64
- Expert articles under "Wissenswertes" (good to know), for example on keratoconus and allergies
- 16
- Product pages, from night lenses to scleral lenses
- 11
Source: Live site and sitemap ruge-contactlinsen.de, as of 27 October 2026
Situation
Ruge Contactlinsen is a contact lens practice on Hamburg’s Mönckebergstraße, specialising in fittings that a regular optician does not offer: specialty lenses for keratoconus, scleral lenses for irregular corneas, night lenses for short-sightedness. On top of that there are care products and the “ComfortDurchblick” subscription model with lenses and check-ups for a monthly price.
The challenge
The offering is medical and needs explaining. Anyone looking for a solution for keratoconus or after corneal surgery first needs trust and clear information before booking an appointment. At the same time, existing customers should be able to reorder care products quickly. Both have to work on one website without one audience getting in the other’s way.
Approach
The site clearly separates the three paths: services, products and shop each have their own section in the navigation, and the appointment button is always at the top right.
- Services: seven pages from consultation and fitting to eye check-ups, each with a short benefit sentence in the overview.
- Products: eleven pages on lens types, from soft lenses to scleral lenses and ChromaGen lenses for colour vision deficiency.
- Wissenswertes (good to know): 16 expert articles that answer questions before they are asked, for example on keratoconus or contact lenses during pollen season.
- Shop: a dedicated section for care products and reorders.
- Local signals: structured data as an optician with address, opening hours and coordinates, so that Google reliably associates the practice with Hamburg.
Technically, the site runs on Next.js, fast and without a page builder. More about how we approach projects like this under Web design and Local SEO.
Result
Across 64 pages, the new website brings together everything a patient wants to know before the first appointment and leads from every page directly to an appointment or the shop. The expert articles build visibility for searches around specialty lenses, and the practice pages with team and careers show who is behind the fitting.
