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UX DESIGN
PROJECT TYPE
Digital & UX Design
CLIENT/BRAND
Team Kline
DELIVERABLES
Updated website
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
CHALLENGE
- Increase organic traffic
- Improve usability
- Update look and feel
- Increase form conversion
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
LINKS AND MEDIA
Team Kline’s website was outdated, difficult to navigate, and no longer reflected the company’s evolving services or tone of voice. The redesign was a strategic initiative to modernize the digital experience, improve usability, and drive engagement across key conversion points. Centered on a user-first approach and optimized for SEO and conversion, the new site evolved from a static brochure into a dynamic lead-generation tool—laying the foundation for future service expansion and brand storytelling online.
