Goal
Product launch necessitated a digital presence that was both functional and persuasive. The legacy content structure lacked clear messaging, strong SEO, and streamlined user pathways into sales. The new website was designed to solve these problems by:
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Clearly defining target stakeholders
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Providing accessible product information and service details
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Driving users into the sales funnel through lead forms and CRM integration
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Establishing a professional, credible online presence to support the sales cycle
Responsibilities
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Gathered requirements from executives, marketing, and customers
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Created wireframes and site map aligned with product and marketing goals
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Contracted and coordinated external design specialists
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Led daily check-ins and facilitated cross-functional communication
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Developed and tested content strategy, including value propositions and service positioning
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Conducted beta demos with select customers to validate usability and clarity
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Designed feedback loops via surveys to incorporate iterative improvements
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Implemented form creation feeding directly into CRM for lead qualification
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Organized retrospectives to capture lessons and refine workflows
Process
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Adopted Scrum and Kanban hybrid approach: tracked backlog on Kanban board while organizing build cycles into sprints, adopted WordPress for build.
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Created wireframes and worked with designers for color palette and artifact sourcing
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Used SEMRush for SEO research and competitive benchmarking
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Conducted segmented customer interviews to validate messaging relevance
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Created surveys and usability tests at each iteration to capture feedback early
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Iteratively reviewed content and design with executive stakeholders to ensure alignment
Key Challenges
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Timeline Pressure: With only three weeks to launch, balancing design ambition with rapid delivery required tight scope management. I prioritized must-have functionality (clear messaging, SEO optimization, CRM integration) over nice-to-have features.
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Stakeholder Alignment: Different stakeholders had varying expectations—marketing wanted heavy brand focus, while product leadership emphasized technical credibility. I facilitated structured discussions and mapped requirements back to the sales funnel to resolve conflicts.
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Integration Complexity: Ensuring forms correctly integrated into the CRM & Stripe systems while maintaining data security and usability created technical friction. I worked closely with IT and external designers to validate the integration in test cycles
Outcome & Impact
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Delivered a new FoneTrac Go website on schedule in 3 weeks
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Improved SEO performance with SEMRush-validated keywords and structure, increasing search visibility at launch
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Created lead forms integrated with CRM, improving sales qualification efficiency
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Positive feedback from beta testers on clarity and usability
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Website became a core marketing asset, supporting the sales funnel and new customer acquisition strategy
Reflection
This project highlighted the importance of aligning digital presence with the broader product and sales strategy. I learned how to balance speed-to-market with stakeholder expectations under a compressed timeline, and how to apply Agile practices effectively to a website build. Leading this project reinforced the value of user-centered design: customer interviews and survey feedback were instrumental in shaping a website that spoke directly to user needs rather than just internal assumptions. Most importantly, I came away with a deeper appreciation for how websites function not only as information hubs but as critical conversion engines, bridging product marketing with actionable sales outcomes.
