Case Study
Berry Eyecare
Nashville, TN
The Two Most Important Nav Buttons on the Site — “Contact Us” and “Order Contacts” — Both 404. Built on an HTML-Table Site That Hasn't Changed Since Around 2005.
Berry Eyecare is a Nashville optometry practice on a website that hasn't changed in roughly two decades. That alone is a problem in a market like Nashville. But the specific problem is this: the two navigation buttons patients click most often — “Contact Us” and “Order Contacts” — both return 404 errors. The paths don't exist. Patients hit dead ends where the most important actions on the site should be.
“Contact Us” and “Order Contacts” — both primary navigation buttons on berryeyecare.com — return 404 errors. Both broken, both still live in the nav.A patient who wants to reach the office hits a dead end. A patient who needs to reorder contact lenses — recurring, predictable, high-value business — hits a dead end. These are not edge cases. These are the two things patients visit an eye care website to do most often. Both are broken.
The Practice
Berry Eyecare serves Nashville patients for comprehensive eye exams, glasses, and contact lenses. Nashville is one of the fastest-growing cities in the country — new residents, new patients, a competitive healthcare market with no shortage of optometry options.
Contact lens reordering is recurring revenue. A patient who reorders annually is worth more than a one-time exam visit. The “Order Contacts” button exists because the practice knows this. But a broken button doesn't capture that revenue — it sends it to a competitor whose ordering page actually works.
What We Found
An HTML-table site from the mid-2000s where the two highest-value patient actions are completely broken.
“Contact Us” Returns a 404
A patient who visits berryeyecare.com and clicks “Contact Us” in the navigation gets a 404 error page. The link exists in the nav. The page it points to does not. There is no contact form, no address, no phone number accessible from the standard path a patient would take.
Some patients will hunt for a phone number elsewhere on the site. Many will not. They will close the tab and call the next practice on the list.
“Order Contacts” Returns a 404
The “Order Contacts” button — the link to the practice's recurring revenue stream — is equally broken. Patients who need to reorder their annual supply click through and get an error page. The ordering path they expected does not exist.
Contact lens patients often reorder on autopilot. A broken ordering link doesn't just fail one transaction. It breaks the habit and routes patients to online contact lens retailers who are one Google search away. Recurring revenue, gone.
HTML Table Layout — a Site From 2005
The underlying site is built on HTML table-based layout — the web architecture of the early 2000s, before CSS positioning and responsive design existed. On a mobile device, the layout breaks. In Nashville in 2026, every prospective patient who finds this practice on their phone encounters a site that predates their smartphone by more than a decade.
What We'd Build
A modern Nashville optometry site where every link works, every patient can reach the office, and every contact lens patient can reorder without friction.
Contact Page That Actually Works
Address, phone, online contact form, hours — all accessible from the nav in one click. The basics that every practice site needs to have working.
Contact Lens Reordering — Functional and Prominent
A working reorder path that captures the recurring revenue this practice is currently routing away. Whether that's a direct ordering integration or a clear path to call in a reorder, it needs to work.
Responsive, Mobile-First Design
A site that actually works on the device every Nashville patient is carrying. No table-based layout. No broken stacking. A homepage that looks like a professional practice in 2026.
Spec Redesign Deliverables
- ✓Responsive homepage — mobile-first, no HTML table layout
- ✓Working contact page with form, phone, address, and hours
- ✓Contact lens reorder path — functional, prominent, no 404
- ✓Services page: exams, glasses, specialty contacts
- ✓Online appointment booking CTA on every page
The Opportunity
Nashville is a growing market with patients actively searching for eye care providers. A practice with broken contact and ordering links is turning away patients at the moment of peak intent — when they've already searched, found the site, and clicked through ready to act.
The fix isn't complicated. But it requires moving off a 2005-era table site to a modern foundation where links can be maintained and pages can be updated. That's the work. The result is a site that captures patients instead of losing them.
We've built the spec redesign. Berry Eyecare can see exactly what it looks like before committing to anything.
Want to see the spec redesign?
We built a full redesign for Berry Eyecare — with a working contact page, a functioning contact lens reorder path, and a modern homepage that works on every device. Book a 30-minute call to walk through it — no commitment, no pitch deck. Just the site.
See what we'd fix on your site
We'll review your website top to bottom, record a 10-minute Loom walkthrough of exactly what's broken, and deliver a PDF report with prioritized fixes — in 48 hours.
No commitment. No pitch deck.