The website had been built in Webflow without the internal expertise needed to manage or optimize it. Despite multiple attempts to prioritize a redesign, the site had gone largely untouched for nearly two years.

Beyond the operational challenge, the website wasn’t structured around how prospects researched and evaluated the solution, limiting its ability to generate organic traffic, capture demand, and contribute to pipeline.

I treated the redesign as more than a website project. The goal was to turn the site into a measurable growth channel by connecting the user journey, content, SEO, and conversion strategy.

With ownership of the project from strategy through launch, I mapped the site architecture and user journeys around how prospects searched for information, evaluated the product, and moved toward conversion.

I led the redesign and migration from Webflow to HubSpot, creating a site the internal team could manage and continuously optimize after launch.

The work included:

The fully redesigned site launched within three months.

The redesign transformed the website from a largely static digital presence into an active demand-generation channel. Within the first month after launch, website-generated MQLs increased 74%, demonstrating an immediate improvement in the site’s ability to capture qualified demand.

More importantly, the improvements extended beyond lead volume. Lead-to-close conversion increased nearly 6x, showing that the redesigned experience was not only generating more leads but contributing to stronger customer acquisition.