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WEBSITE DESIGN
PROJECT TYPE
Digital & UX Design
DATE
July 2024 - Present
ROLE
I led the redesign process from discovery through deployment, including:
- User experience (UX) strategy and content restructuring
- SEO enhancements and technical optimization
- Visual design alignment with the brand’s new tone
- Wireframing, content planning, and performance tracking
STRATEGY & EXECUTION
I evaluated pain points in the original site architecture and restructured it to better support service discovery and calls to action. I also rewrote service page copy for clarity, SEO, and conversion, while designing a responsive layout that emphasized user flow and accessibility across devices. Technical site health was addressed using SEMrush audit tools.
RESULTS
- 300+ new marketing subscribers within 4 months
- 30+ qualified form submissions per month (up from zero)
- 140% increase in organic search traffic
- 10% increase in contact page views
- SEMrush site audit score improved from 60 → 85
TAKEAWAY
With a user-first mindset and a focus on SEO and conversion, this redesign transformed the site from a static brochure into a dynamic lead-generation tool. It laid the foundation for future service expansion and brand storytelling online.
Team Kline’s website was outdated, hard to navigate, and misaligned with the company’s evolving services and tone of voice. This redesign was a strategic initiative to modernize the digital presence, improve usability, and increase engagement across key conversion points.
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