ONGOING PROGRAM ยท 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
Artifact to add: a recreated content-architecture diagram, a sanitized taxonomy or product map, a redacted analytics or SEO example, or a redacted developer handoff.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.