Travis Brant

ONGOING PROGRAM · DIGITAL EXPERIENCE

Rebuilding Webbula's Digital Experience

An ongoing program that treats website strategy, content architecture, SEO, conversion paths, measurement, and technical coordination as one connected system, not a single site rebuild.

Capability
Digital experience & website strategy
Lifecycle status
Ongoing program
Role & ownership boundary
Leads marketing-side strategy, content architecture, copy, SEO, conversion design, measurement, and technical investigation, partnering with development and IT for infrastructure and engineering implementation.
Collaborators
Executive leadership, Development / IT, Sales, Customer Success, Demand Generation, Marketing Operations
Tools
WordPress, Google Analytics 4, Google Search Console, Microsoft Clarity, SEMrush, SurferSEO

Overview

This is an ongoing digital-experience program, not a one-time website rebuild. Website strategy, CMS operations, content architecture, landing pages, copy, SEO, internal linking, conversion paths, analytics, technical investigation, QA, and developer handoffs are run as one connected system rather than as separate tasks.

Problem

The digital experience had grown in pieces. Page structure, taxonomy, and product mapping were inconsistent; content and search decisions were made without a shared model; conversion paths and measurement were not consistently defined; and technical issues surfaced without a clear way to move from symptom to evidence to a developer-ready request.

My role

I own the marketing side of the digital experience: content architecture and taxonomy, page and landing-page planning, copy and messaging, SEO and internal-linking recommendations, WordPress content production, conversion-tracking goals and lead-quality definitions, and marketing-side reporting.

I investigate technical issues, gather evidence, identify likely causes, and turn them into scoped requirements. Infrastructure and engineering implementation belong to development and IT; I partner with them on those requirements and validate the marketing experience after changes ship.

Approach

Establish a shared content and page model first, so individual changes are consistent rather than isolated. Connect content and search decisions to product mapping and conversion goals. Use analytics and session behavior to locate friction, then separate a content or UX fix from a technical one. For technical issues, move deliberately from symptom to evidence to a scoped, developer-ready request.

What I built and did

  • A content and page architecture with a consistent taxonomy and product mapping
  • Landing-page planning, page structure, and copy aligned to that architecture
  • SEO and internal-linking recommendations tied to the content model
  • Conversion-path definitions, tracking goals, and lead-quality definitions
  • Analytics review across GA4, Search Console, and Clarity to locate friction
  • Technical investigations that produced evidence and scoped developer handoffs
  • Marketing-side QA and post-implementation validation

Selected artifacts

Content and page architecture system diagram Taxonomy and product mapping feeds pages and copy, which feeds conversion tracking, which feeds measurement; measurement feeds back into taxonomy. A separate branch shows a technical symptom becoming evidence, becoming a scoped developer request, crossing into development and IT. Taxonomy & product mapping Pages & copy Landing pages, SEO, internal linking Conversion tracking Goals & lead quality definitions Measurement GA4 · Search Console · Clarity informs the next taxonomy decision MARKETING-OWNED DEVELOPMENT & IT Technical symptom Evidence gathered Scoped developer request Development / IT implementation
Recreated system diagram illustrating the operating model described above, not a screenshot of any internal tool.
Webbula homepage, showing the current site structure and hero messaging.
The current public Webbula homepage, one surface this work maintains.

Outcome

The program established one content and page architecture, defined conversion paths and measurement, and a repeatable path from a technical symptom to a scoped developer request. It now guides content, search, and conversion decisions and the coordination with development. Performance measurement against the changes is ongoing.

Tools

WordPress, Google Analytics 4, Google Search Console, Microsoft Clarity, SEMrush, SurferSEO. Tools are implementation context; the competency is the system.

Reflection / key takeaway

A website improves fastest when content, search, conversion, and technical coordination share one model. The most useful contribution is often not a redesign. It is giving the people who operate the site a consistent way to make the next decision.

Let’s talk

Want to talk through work like this?

Pittsburgh, PA · Professional conversations welcome.

travisbrant1@gmail.com