The Challenge

• loss of high-value leads
• repeated manual client inquiries
• misaligned expectations before discovery calls
• weak search visibility
• Competitive local market required faster response

My Contributions

• Initiated and secured approval for a multi-phase digital transformation project
• Defined website architecture and conversion-focused user journey
• Selected and managed external vendors across branding, web development, SEO, and photography
• Implemented a phased delivery strategy aligned with financial and seasonal constraints
• Built integrated lead intake infrastructure connected to CRM workflows
• Led cross-functional coordination between leadership, contractors, and technical partners
• Identified and resolved post-launch performance decline through data-driven optimization

Results

• 30% increase in web traffic
• 50% increase in leads after post-launch optimization
• Reduced repetitive pre-sales questions
• Clear brand alignment across website, social, and physical space
• Improved operational efficiency via CRM-connected intake

Project Overview

Objectives

• Clarify positioning and service offerings
• Improve lead acquisition and pre-qualification
• Reduce manual administrative processes
• Strengthen search visibility
• Align digital, physical, and social brand experiences
• Build scalable infrastructure for future marketing automation

Scope

• Updated voice, messaging, taglines
• New visual identity across fonts, color palette, illustrations
• Consistent brandbook implementation

• Conversion-focused landing pages
• Full redesign of navigation and architecture
• New pages: events, hiring, partners
• Replicable page templates for scalability

• Integrated intake forms → Mindbody CRM
• Analytics setup for web & SEO tracking
• Structured CTA pathways

• Foundational SEO rebuild
• Blog strategy using repurposed newsletters
• SEO-optimized copywriting
• Updated imagery for performance & clarity

Role & Responsibilities

• Initiated project and created proposal
• Selected vendors and negotiated scope
• Led website architecture and content strategy
• Defined project priorities and phased roadmap
• Managed contractor coordination and communications
• Conducted QA testing and bug reporting
• Facilitated kickoff, status, and closing meetings
• Managed scope creep and change requests
• Maintained and iterated website post-launch

Stakeholder Management

• buffer timelines
• decision reminders
• parallel task execution
• independent decision-making within approved scope

Timeline & Phasing Strategy

• Branding + Website: March–June 2025
• Storefront Design: June 2025–Present
• SEO Optimization: Sept 2025–Jan 2026

• seasonal revenue cycles
• contractor availability
• financial constraints

Risk Management

Challenges & Iteration

• analyzed traffic patterns
• researched SEO changes
• optimized page descriptions
• replaced low-quality imagery
• monitored performance over time

Budget & Resource Management

• Website & Branding: ~$10,000
• SEO Optimization: ~$2,000
• Storefront Design: ~$5,000

• Negotiated vendor scope to remove unnecessary photography and videography services, opting for in-house photography to reduce costs
• Compared multiple SEO and storefront design vendors to balance quality and affordability
• Implemented phased delivery to align with seasonal revenue fluctuations
• Reduced ongoing vendor costs by creating reusable page templates internally and repurposing existing newsletters into blog content
• Prioritized high-impact features while deferring non-essential enhancements

Outcomes & Impact

• 30% increase in website traffic following redesign and SEO improvements
• 50% increase in lead inquiries after post-launch optimization
• Progress toward goal of doubling form submissions
• Reduction in repetitive administrative inquiries from prospective clients

• Discovery calls became more focused and efficient as leads arrived better informed about services and expectations
• Reduced time spent answering foundational questions due to clearer service descriptions and website structure
• Improved internal clarity on brand messaging, which strengthened consistency across marketing channels

• Team reported that the new brand and website were clearer, more aligned, and easier to communicate
• New leads frequently shared that information was easier to find, the website felt professional and trustworthy and lastly, offerings were easier to understand before booking a call

• Strong alignment between physical studio, social media presence, and digital experience
• Established scalable infrastructure for future marketing automation and CRM-driven lead nurturing
• Created a structured digital foundation to support future growth initiatives

Outcomes & Impact

• Early risk planning improves contractor coordination
• SEO adjustments require patience and monitoring
• Stakeholder bandwidth must be considered in timelines
• Iterative launches are essential for digital products