STRATEGY CONNECTED TO THE WORK

Web SEO + Digital Marketing
Portfolio

A look at how I lead website redesigns, connect website strategy and content, and support growth through SEO, web marketing, and customer retention.

These case studies show the work behind the strategy—from moving a stalled agency project to launch to connecting educational content with products and repeat purchases.

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01 / WEBSITE REDESIGN, AGENCY COORDINATION & SEO

Restarting a Stalled Website Redesign—and Building a Stronger Digital Marketing Engine

3 monthsto complete the stalled redesign after I joined
178%increase in top three organic keyword rankings
2×organic traffic following the redesign

The Goal

Restart and complete a stalled website redesign for a multi-location equipment rental and sales business, then build a website marketing strategy that supported visibility, inquiries, and growth across its brands, products, and locations.

The Problem

The business had started a redesign before I joined full-time in-house. Its internal team lacked the bandwidth to supply the agency with the content, decisions, and information needed to keep the work moving. The project came to a complete stop while the agency waited for responses, and miscommunications made progress more difficult.

The existing website also offered limited support for the changing business. Sales equipment was represented by a basic page rather than a searchable product catalog. Customers needed clearer paths to distinguish sales from rentals, find the right equipment, and contact a store.

My Strategy

I took ownership of the entire redesign, acting as the website strategist connecting the business, its stakeholders, and the agency. I worked internally to obtain what the agency needed, established weekly agency meetings, checked progress throughout the week, and kept stakeholders informed. The redesign reached completion within three months of my joining.

My website content strategy began with understanding how the business had operated, how it was changing, and what it wanted to achieve. I translated that knowledge into the sitemap, product categories, content, photography, and design direction. SEO and user experience were planned together so visitors could find the business through search, land on a relevant page, and take a clear next step.

I then connected the website with paid media, email, social, video, and local visibility. The redesign provided a stronger foundation for the broader marketing work, while internal processes helped keep equipment availability and pricing current.

What I Built

  • Led the redesign from requirements, sitemap, and design direction through testing and launch
  • Coordinated weekly agency meetings, regular progress checks, internal requests, and stakeholder updates to restart the stalled project
  • Created the website and blog content, product photography, and graphics myself
  • Redesigned and upgraded the Drupal 8 website, addressing website issues in structure, navigation, SEO, and user experience
  • Transformed a basic equipment-sales page into an online store-style catalog showing brands, product types, pricing, and financing information
  • Separated sales and rentals and created taxonomies for filtering and searching by availability type, brand, and categories such as arbor equipment, tractors, and landscaping equipment
  • Expanded a basic five-page main menu into a mega menu with detailed paths to equipment and services
  • Built location-specific landing pages, rental category pages, keyword-focused product pages, blogs, and internal links
  • Added product videos, technical specifications, Spanish-language support, and clear calls to action
  • Improved equipment inquiry pathways with click-to-call and email actions that could be tracked
  • Planned URL redirects, preserved important URLs, and checked tracking during launch
  • Established internal processes for updating available equipment and price changes
  • Led ongoing web marketing across SEO, paid media, content, email, video, billboards, and social
  • Restructured Google Ads campaigns and budgets; introduced Video, Gmail, and Local campaigns; and built custom audiences using customer email data
  • Managed and grew social channels, including building TikTok from scratch
  • Optimized Google Business Profiles and introduced a review acquisition process using checkout QR codes and email requests

Results

Website redesign and SEO

The redesign was completed within three months after I joined. The following organic improvements were reported following the redesign:

  • 178% increase in top three organic keyword rankings
  • 300% increase in top ten organic rankings
  • Doubled organic traffic

Broader digital marketing

These additional results reflect the wider marketing work across search, advertising, email, social, and local visibility:

  • 46% increase in referring domains and 182% increase in backlinks
  • 50% increase in pages per session and 200% increase in time on site
  • 642% increase in Google Ads impressions
  • 212% increase in conversions and 300% increase in store visits
  • Cost per conversion reduced by 55%
  • Email audience grew by 50%, open rates increased by 12%, and email volume increased by 300% within 3 months
  • Social media following increased by 150% with reach up 8,631%
  • Website visitors from social increased by 528%
  • Google ratings increased from under 4.3 to 4.9 stars across all locations
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02 / WEBSITE CONTENT STRATEGY, WORDPRESS REDESIGN & RETENTION

Connecting Website Content Strategy, a WordPress Redesign & Customer Retention

~$400 → $86,000monthly revenue growth over two years
Shopify → WordPresscontent and customer-program migration
SEO + retentionorganic discovery connected with repeat purchases

The Goal

Build organic visibility and repeat purchases for a small CBD brand, improve its website and shopping experience, and support a Shopify-to-WordPress redesign while protecting the search visibility and customer programs developed along the way.

The Problem

When I joined, the business generated approximately $400 per month and relied on financial support from the owner’s other business. Customers struggled to find the brand online, and the website had little in place to encourage them to return.

Traditional paid advertising options were limited for the brand. Growth needed a clearer website content strategy, useful educational content, and retention journeys connecting the first purchase with reviews, subscriptions, and repeat orders.

My Strategy

I first took over the existing Shopify website, improving its content, structure, product pages, and user experience. Keyword and competitor research informed product titles, descriptions, categories, on-page copy, and educational articles. I also used that research to identify product opportunities, including recommending CBD gummies, which became the top-selling product.

For web content development, I started with the questions people were asking about the products. I wrote articles to answer those questions, linked them with relevant products and related articles, and included clear next steps to explore or purchase. This connected organic discovery with the shopping experience.

I built retention into the website and post-purchase journey through product reviews, email requests, rewards, and subscriptions. When the business moved from Shopify to WordPress, I supported the agency-led redesign by migrating content, contributing design direction and product photography, re-establishing those customer programs, and helping protect important URLs and organic visibility.

What I Built

  • Managed the existing Shopify website and improved SEO, site structure, engagement, and product content before the redesign
  • Used keyword research to guide product titles, descriptions, categories, page content, and blog topics
  • Created educational articles answering product questions, with internal links to products, related content, and purchase or exploration calls to action
  • Implemented product reviews and post-purchase email requests for reviews
  • Introduced checkout email signup prompts and follow-up messages encouraging another purchase after 30 days
  • Set up a rewards and loyalty program and product subscriptions to support repeat purchases and recurring revenue
  • Supported the Shopify-to-WordPress redesign by moving content, helping the agency with design, and supplying product photography
  • Re-established reviews, rewards, and subscriptions on the new website and helped preserve major URLs and organic keyword visibility
  • Provided website manager support across content, analytics, product pages, SEO, and ongoing improvements
  • Recommended and supported development of CBD gummies based on keyword and competitor research
  • Created visual assets, including product photography, videos, and testimonials
  • Developed influencer campaigns and participated in influencer live events
  • Built and managed Instagram, Facebook, YouTube, and TikTok channels
  • Created audience-specific value propositions, headlines, messaging, and calls to action
  • Launched a distribution campaign placing products in Airbnb properties
  • Supported product research, development, launches, budgets, and marketing plans

Results

Growth over two years

Revenue growth occurred alongside increases in organic traffic, improved keyword rankings, product subscriptions, and a growing collection of customer reviews. The result reflects the combined website, SEO, product, and retention work—not the redesign alone.

  • Revenue grew from approximately $400/month to $86,000/month over two years
  • Best-selling product line developed directly from keyword research insights
  • Built a loyal customer base through subscriptions and rewards programs
  • Achieved sustained growth without reliance on paid advertising platforms
  • Established a scalable, organic-first marketing foundation
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03 / SEARCH INTENT & ORGANIC PERFORMANCE

From Low Visibility to Meaningful Organic Growth

2.6% → 5.4%organic CTR, month over month
88%increase in organic clicks
40 → 14improvement in average organic position

The Goal

Improve organic performance by increasing click-through rates, driving more qualified traffic, and significantly improving average search position across key pages.

The Problem

The site was underperforming organically, with low CTR, poor average position, and limited visibility for high-intent search queries. SEO fundamentals were present but not fully optimized or aligned to user intent.

My Strategy

I applied a structured SEO framework focused on improving relevance, clarity, and technical health. The goal was not just more impressions, but stronger alignment between search intent, on-page content, and how pages appeared in search results.

What I Built

  • Refined keyword targeting to better match user intent
  • Improved internal linking to strengthen topical authority
  • Optimized title tags and meta descriptions to improve CTR
  • Addressed technical SEO issues identified through auditing
  • Enhanced on-page content structure for clarity and relevance
  • Applied structured data and modern SEO enhancements where appropriate

Results

  • Organic CTR increased from 2.6% to 5.4% month over month
  • Organic clicks increased by 88% (5,934 → 11,208)
  • Average organic position improved from 40 to 14
  • Visibility for focus keywords increased by 245%
  • Significant gains in both visibility and engagement quality
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