When we redesigned our website, we decided to devote the home page to describing “functional vision problems.” We think the addition of the word “functional” can help people distinguish the types of vision problems that exist, and open the door to understanding vision therapy.
Can one word make a difference? We think so.
Consider the term “vision problem.” When you say a child has a “vision problem,” people assume glasses are needed.
But if you say “functional vision problem,” they will stop and ask, “What’s a ‘functional’ vision problem?”
That’s exactly what we need people to ask. It gets people thinking that there’s more to vision than simply 20/20 eyesight. As many people familiar with vision therapy know, typical vision screenings in schools and doctor’s offices only test for visual acuity, or 20/20 eyesight.
Functional vision problems are different. It’s why we feature the word so prominently in the headline of our new website design. Of course, it’s no accident that we associate it with an image of frustration and reference a child’s struggles.
Pain Makes People Act
Much of how the page works is based on Neuromarketing, a book (and school of thought) by Patrick Renvoise. Neuromarketing attributes consumer decisions to how the brain works. It focuses on the relationship between the “old brain” and the “new brain.” The “old brain” was the section of the brain that first developed in humans.
The “old brain” ultimately controls what you do. It’s tied into your instinctive reactions - those fight versus flight tendencies. Our “new brain” developed many, many years after that, and is what we use to process complicated information.
No matter how logically the new brain tackles problems, it is your old brain that ultimately makes the decision. For example, if the caveman’s old brain saw a tiger walk into his camp, he’d run like crazy. He knew pain would occur if he stayed, and pain prompts reactions.
The pain in the headline and picture on our website are obvious. We see it every day, and you, as a parent, feel it. Pain and a powerful headline will prompt you to read on, as something tells you that this “functional vision problem” might be something you haven’t researched or heard about.
The Story Behind Functional Vision Problems...and the Next Step
In the old days of website design, scrolling was taboo. No one liked to scroll when you got to a web page - you just clicked to the next page.
Today, smart phone technology has changed that mentality. People are happy to scroll down the page - they’d actually prefer it. So as you scroll down our homepage, you learn more about functional vision problems. You learn that a functional vision problem includes eye teaming, focus, and visualization.
You learn that typical vision screenings won’t detect these problems, and that even children with 20/20 vision can have a functional vision problem.
Most importantly, you learn that vision therapy can correct a vision problem.
We include on our home page a brief description of The Vision Therapy Center’s owner, Dr. Kellye Knueppel, including her qualifications and experience. Then we also insert a couple of our many success story videos, both of which are extremely compelling.
These not only establish our credentials and show how vision therapy works, which appeals to the new brain, but the videos also show how what we do can ease the pain that a parent of a struggling student feels. That’s good news to the old brain.
The big part of any successful website is to inspire an action, or reaction, in its visitor. Repeatedly throughout the home page, we urge visitors to take The Vision Quiz, which helps people learn about typical functional vision symptoms.
This scored, self-evaluation is an simple tool to help a person gauge if their symptoms match those of a functional vision problem.
Take a look at our new design, and please let us know what you think. Do you agree that focusing on the “functional” nature of vision problems is critical? Combined with the messaging targeted at the old brain, is it enough to inspire action? We’d love to hear your thoughts.