Web Strategy and Optimization
A website is a product with a backlog, not a project with an end date. I help you decide what it should do next, build the pages that convert, and measure whether the work paid off.
I have owned a website roadmap from the inside. At UnitedHealth Group I prioritized web projects by impact, resources and business objectives and translated them into requirements for development teams. At Polaris I wrote requirements and design briefs for consumer-facing web properties and maintained the dashboards that guided roadmap decisions. Earlier, at TN Marketing, I ran subscription web communities day to day, including CMS publishing, on-page SEO and UX.
The work follows one loop. Business goals become a prioritized backlog and technical briefs. Landing pages and templates get built against those briefs, with tracking in place before launch. A/B tests settle the questions opinion cannot. Google Analytics or Adobe Analytics dashboards report against the KPIs you and I agreed on, and what they show feeds the next round of priorities.
Web strategy and optimization services
Website Roadmaps and Requirements
A prioritized web roadmap, technical briefs and acceptance criteria that tell design, content and development teams what to build and why.
Learn moreLanding Page Optimization
Campaign landing pages planned, built and refined around one conversion goal, with tracking set up before the first visitor arrives.
Learn moreA/B Testing and Conversion Optimization
Hypothesis-led tests on pages, forms and messaging, run long enough to trust and documented so the result changes what ships next.
Learn moreAnalytics, KPIs and Dashboards
KPI definitions, tracking plans and Google or Adobe Analytics dashboards that connect website activity to leads and business goals.
Learn moreCMS Publishing and Operations
Publishing workflows, content governance and quality assurance for WordPress, Drupal and Adobe Experience Manager sites so pages go live correctly and on schedule.
Learn moreHow I approach web strategy
Goals Before Features
Every roadmap item traces back to a business objective and a KPI. If a request cannot be tied to either, it waits. That keeps the backlog short and the arguments about priority factual.
Buildable Briefs
Strategy arrives as requirements, design briefs and acceptance criteria, not slide decks. Development teams get the detail they need to estimate and ship, and I stay through user acceptance testing to confirm it works.
Measure, Then Revise
Tracking is defined before a page launches, not after. A/B tests decide between competing pages, forms and messages. Dashboards in Google Analytics or Adobe Analytics show whether the work moved the KPIs set at the start.
Three ways to engage
Every engagement starts with a conversation about goals. From there it usually takes one of these shapes, and it can move between them as the work matures.
Assessment
A fixed scope with a defined deliverable: a review of one area, findings ranked by impact and effort, and a plan your team can start on the next day.
Program
Ongoing work against a roadmap we set together, with KPIs agreed up front and a regular readout on what shipped, what moved and what comes next.
Fractional Leadership
Part-time or interim ownership of the digital marketing function: priorities, roadmap, KPIs and direction for your teams and agencies.
Where this comes from
I owned the website roadmap at UnitedHealth Group from 2014 to 2019 and ran subscription web communities at TN Marketing before that. Since 2022 I have consulted independently, including a contract at Polaris providing strategic direction for campaigns and content on consumer-facing web properties. I also build and optimize campaign landing pages for lead generation.
See my experienceWorking with Brittany is a pleasure. She's detail-oriented and works well in a collaborative environment. She helped implement our digital strategy and assisted in the creation of a cutting-edge e-commerce and subscription-based system. I look forward to working with her again.
Marketing Leader, Behavior Designer, Neuromarketer
Worked together at different companies
Frequently asked
What does a website roadmap engagement produce?
A prioritized backlog, a set of technical briefs and the KPIs each item is expected to move. The backlog ranks work by impact, effort and business objective, so the order is defensible when priorities are questioned. Each brief gives design, content and development teams enough detail to estimate and build without a second round of discovery.
Do we need a full redesign to improve conversion?
No. Most conversion gains come from testing changes to specific pages, forms and messaging one at a time, starting where analytics show visitors drop off. A redesign only makes sense when the template or information architecture itself is the problem, and the data usually says so clearly.
Which analytics platforms do you work in?
Google Analytics and Adobe Analytics. I define the KPIs and the tracking plan first, then build dashboards that report against them, so the numbers answer the questions the roadmap raised. At UnitedHealth Group I defined KPIs and reported performance through both platforms, and I can work with whichever one your organization already runs.
Can you work inside our CMS and development process?
Yes. I have worked in WordPress, Drupal and Adobe Experience Manager, and in Agile teams alongside developers. I write requirements in the form your team uses, take part in sprint planning where it helps, and handle user acceptance testing before pages go live.
Let's talk about your website
Share your site, your goals and what is not working today. I will tell you where I would start, what the first deliverables would be and how I would measure them.