Case Study
Professional Website Design – Cumbria
Mark Smith Orthotics
Website design for Cumbria-based custom insoles expert, Mark Smith Orthotics.
Project Overview
Mark Smith Orthotics is a Cumbria-based specialist orthotics provider that designs and manufactures bespoke insoles tailored to the unique needs of each individual. Unlike generic off-the-shelf alternatives, their custom orthotic insoles are created to provide superior comfort, support, and performance for a wide range of foot conditions, lifestyles, and activities tailored to the individual.
The primary objective of the project was to increase enquiries and orders for their bespoke insole kits by establishing a stronger online presence capable of attracting new customers through organic search and social media.
Before working with MultiWebMarketing™, Mark Smith Orthotics had a very limited online presence, with a website consisting of a single landing page. While this provided basic information about the business, it offered little opportunity to target a wider range of search terms, educate potential customers, or guide visitors towards ordering a custom insole kit.
The business needed a modern, professional website that would showcase the benefits of bespoke orthotics, build trust with potential customers, and support ongoing digital marketing activity.
Responsive Design
We designed and developed a fully responsive website that delivers an excellent user experience across desktop, tablet, and mobile devices.
The new website was built with lead generation at its core. Throughout the site, visitors are encouraged to take the next step through strategically placed calls-to-action, including newsletter sign-up forms and prominent buttons linking directly to the bespoke insole kit ordering page.
To help build credibility and answer common questions, we created several dedicated pages, including:
- An informative About Us page
- A customer Testimonials page
- An Accreditations page highlighting professional qualifications and industry recognition
These pages work together to reinforce trust and demonstrate the expertise behind Mark Smith Orthotics' bespoke products.
Content Marketing
SEO Services
Alongside the website build, we implemented a comprehensive SEO strategy focused on increasing visibility for highly relevant search terms.
Rather than relying solely on searches for bespoke insoles, we created targeted landing pages addressing the specific problems and activities that drive customers to seek orthotic support.
This included content focused on:
- Common foot conditions
- Sports and recreational activities
- Everyday comfort and mobility concerns
- Custom and bespoke insole-related searches
By targeting these wider search opportunities, the website is positioned to attract visitors at various stages of the buying journey, helping Mark Smith Orthotics reach people actively looking for solutions to foot pain, discomfort, or performance-related issues.
To support ongoing SEO growth, we incorporated a dedicated blog section into the website. This provides an opportunity to publish helpful, expert-led content that answers customer questions, educates visitors about orthotics, and targets additional long-tail search terms.
The blog serves as an important tool for building authority and standing out from competitors within the orthotics sector and being helpful for the user while driving additional organic traffic to the website.
Social Media Management
As part of our ongoing marketing package, we manage the company's Facebook and LinkedIn presence.
Our social media strategy helps keep the brand visible to existing and prospective customers by sharing informative content, promoting blog articles, highlighting customer success stories, and reinforcing the benefits of bespoke orthotic insoles.
By maintaining a consistent presence across both platforms, Mark Smith Orthotics can engage with its audience while supporting wider brand awareness and website traffic objectives.
The Result
The new website provides Mark Smith Orthotics with a professional platform designed to generate custom insole kit orders while supporting long-term digital growth.
With a modern responsive design, strong conversion-focused calls-to-action, targeted SEO landing pages, ongoing content marketing, and managed social media activity, the business now has a digital marketing strategy that can continue attracting and converting customers well into the future.
