The brief
A multi-doctor optometry practice founded in 1978 by Dr. Melvin Carlson, MD, now led by his son Dr. Matt Carlson, OD. The previous iMatrix-template site fought the brand at every turn. They needed editorial medical clarity that respected both the founder-emeritus heritage and the working clinical practice across two offices.
The build
Studio-tier bespoke build with clinical slate-blue palette (Pacific Teal as primary), cedar accents, Source Serif italic-mixed display headlines, marina-iris brand mark, and dedicated per-doctor + per-service + per-location pages. Schema.org coverage: MedicalOrganization + Physician + MedicalProcedure + LocalBusiness for each office. AI-SEO stack passes seo-audit clean.
Client
“The site finally looks like what the practice actually is — careful clinical work, multi-generational, taken seriously.”
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