Marketing site

I led the engagement as design lead alongside a freelance copywriter and the client's in-house developer. I facilitated positioning workshops, shaped site architecture and content design, and owned all visual design. I pushed for a single long-form homepage so first-time visitors could not skip the "why this exists" story before features, and I designed modular templates around the team's CMS-first requirement so marketing could update the site after launch without touching code.

I spent the first two weeks on positioning and competitor messaging before layout work, because building pages on unset copy would have meant rework or a confusing launch. The schedule was fixed: eight weeks, a solo developer, a copywriter joining at week three, and a public launch date. I front-loaded discovery, used a week-one messaging audit to surface a sharper differentiation angle, and kept motion in scope with CSS-only scroll reveals and a lightweight hero treatment so the site still hit under about two seconds on 4G and stayed maintainable for one engineer.

The site shipped on the public launch date while lifting demo conversion, letting marketing ship faster from templates, and landing strong Core Web Vitals-style scores.