Website Strategy & Conversion Architecture A website strategy is the plan behind how your site is structured, what pages exist, what each one is supposed to do, and how visitors move through it toward a specific action. Most websites are built around what the business wants to say rather than what the visitor needs to do. I plan sites around real visitor behavior and the actions that matter most to your business, so the structure is working for you before a single page gets designed.

Design and development without strategic oversight produces a beautiful site that doesn’t perform. I stay involved throughout the build to make sure every decision, from layout to copy to functionality, serves the bigger picture and doesn’t just look good in a mockup.

SEO, or search engine optimization, is the practice of making your website more visible in search results so the right people can find you without you having to pay for every click. It’s a long game, but only if it’s built right from the start. I develop search strategies that improve visibility, attract the right traffic, and compound over time.

On-page SEO is the work that happens directly on your website, optimizing your page titles, headings, content, internal links, and metadata so search engines understand what each page is about and rank it accordingly. I optimize your existing content and site structure so search engines understand what you do and visitors find what they need.

A landing page is a standalone page built around one specific action, signing up, downloading something, booking a call, or making a purchase. Unlike your main website, it has no distractions and no other places to go. I build pages around that single objective, with messaging and structure designed to reduce friction and move people to action.

Technical SEO covers the behind-the-scenes stuff that affects how search engines crawl and index your site, things like page speed, mobile responsiveness, site structure, and broken links. A slow or poorly structured site hurts your rankings before a single piece of content goes live. I address the technical foundation so your site is built to be found and easy to use.

Conversion rate optimization, or CRO, is the process of improving how many of your website visitors take the action you want them to take, whether that’s filling out a form, booking a call, or making a purchase. More traffic doesn’t help if the site isn’t converting. I analyze how visitors actually behave, identify where they drop off, and make the changes that turn more of them into leads.

Website analytics is the data that tells you how people are finding your site, what they’re doing once they get there, and where they’re leaving. Without it, you’re making decisions based on guesswork. I set up tracking, interpret the data, and translate it into decisions that make your site work harder over time.