Senior Brand & Web Designer · 20+ Years
Websites built to be measured, not just admired.
I connect UX, design systems, and SEO into digital experiences that move real business numbers — traffic, conversion, cost per lead. Twenty-plus years, fifty-plus sites shipped, teams led along the way.
Traffic, conversion, and CPL figures from the ECMD digital ecosystem redesign — full case study below.
Identity systems that hold up in production
Visual identity, design systems, and front-end execution built together — so the brand survives contact with a real CMS, a real dev team, and a real launch date.
Usability work tied to a number
Information architecture, flow simplification, and interface decisions made against a specific metric — engagement, lead quality, or funnel drop-off — not taste alone.
Structure that search and people can both read
Site architecture, metadata, and content hierarchy built for organic visibility first, so design and discoverability are never fighting each other.
Three engagements, three different problems
Brand and UX work for building-products, home services, and B2B clients — each shipped with a dev team, not just a mockup.
ECMD Digital Ecosystem
Full redesign across a multi-brand building-products company — UX, SEO structure, and employer branding for a national contractor network.
Read the case study
Product & Category Experience
Enhanced product presentation and user experience for a national stair-parts manufacturer's e-commerce and dealer-facing site.
Read the case study
Conversion Flow & Landing Pages
Optimized conversion flow and landing-page performance for a B2B tenant-screening service.
Read the case study
Overview
ECMD serves both contractors and homeowners through several product brands under one company. I led the redesign and ongoing evaluation of their digital ecosystem — bringing brand presentation, user experience, and search visibility into one coherent system across product categories, plus a stronger presence for their own hiring efforts.
Challenge
The brand lacked a narrative that communicated craftsmanship and value to two very different audiences — trade contractors and homeowners — in one experience. SEO structure was weak enough to limit organic visibility on high-intent product searches, and the outdated UX was working against engagement rather than for it. On top of that, the site did almost nothing to support ECMD's own hiring and employer-branding efforts.
Approach
Two audiences, one architecture: rather than splitting the site into separate contractor and homeowner tracks, I restructured navigation and content hierarchy so both could find what they needed without the other's information getting in the way — simplifying the B2B and B2C paths without duplicating the site.
SEO was treated as a design constraint, not an add-on — metadata, heading structure, and internal linking were built into the information architecture from the start, targeting the specific high-intent product searches ECMD was losing to competitors.
- Rebuilt page hierarchy and navigation around how contractors vs. homeowners actually search for product categories
- Rewrote metadata and heading structure across key product pages for organic search visibility
- Aligned messaging across web and marketing so brand voice stayed consistent off-site
- Folded employer-branding content into the main site rather than isolating it on a separate careers microsite
Execution
Full front-end redesign and implementation, built mobile-first and handed off in close collaboration with ECMD's development team rather than as a static comp — the kind of build that has to survive a real CMS and a real launch date, not just a presentation deck.
Overview
Crown Heritage Stairs manufactures stair systems and parts for dealers and homeowners nationwide, including a growing cable railing line. I redesigned their digital presence end-to-end — product presentation, video, SEO, and ongoing social media — to match a premium stair brand.
Challenge
The existing site felt outdated for a premium stair brand — products weren't displaying correctly and site search was cumbersome. On top of that, Crown Heritage was launching a new cable railing line with no strong way to showcase it.
Approach
Modernized the visual language and product presentation so the site read as a premium, design-forward brand rather than a parts catalog — fixing product display issues and streamlining search along the way.
Railing is hard to sell as a static photo, so I introduced video content showing the new cable railing system in real installations, and rebuilt on-page SEO structure to strengthen organic visibility as the new product line launched.
- Modernized visual design and product presentation for a premium, ecommerce-style experience
- Fixed product display issues and streamlined site search
- Introduced video content to showcase the new cable railing line in real installations
- Rebuilt on-page SEO structure around the expanded product catalog
- Took on ongoing social media management to keep brand presence consistent beyond the site
Execution
Delivered as a responsive redesign across the full product catalog, with video integrated directly into key product and category pages, plus ongoing SEO and social media management post-launch.
Results
Sales increased meaningfully following the relaunch, and organic search visibility improved significantly — momentum I've kept going through ongoing SEO and social media management.
Overview
TenantCreditChecks.com provides fast tenant credit and background reports for independent landlords. I modernized the site's design and rebuilt how its credit-check plans were presented, closing a trust and credibility gap against SaaS-category competitors.
Challenge
The existing WordPress site felt outdated and didn't read as a modern SaaS product, which hurt trust against competing tenant-screening services — and made it harder for landlords to understand and choose between plans.
Approach
Rebuilt the front end within WordPress using custom HTML and CSS rather than a generic theme, giving the site a more credible, SaaS-grade look and feel.
Restructured how credit-check plans were presented so options were easier to compare and choose between, and improved on-page SEO to strengthen organic visibility.
- Rebuilt front-end templates in WordPress with custom HTML/CSS for a more credible SaaS-grade look
- Redesigned plan and pricing presentation for clearer comparison
- Improved on-page SEO structure to strengthen organic visibility
- Addressed trust and credibility gaps against competing tenant-screening services
Execution
Delivered within WordPress using custom HTML/CSS templates, with plans and pricing restructured for a clearer, more intuitive path to signup.
Results
Sales increased significantly following launch, and the site's SEO performance has remained strong since.
I've spent twenty-plus years on the part of design most portfolios skip: what happens after launch.
My work sits at the intersection of UX, brand execution, and SEO — because a well-designed page that no one finds, and a well-optimized page no one wants to use, fail for the same reason. I've led design and digital strategy for teams and brands including Lennar Homebuilders, Papa John's, Captain D's, and ECMD, and I regularly collaborate directly with development teams on complex builds, including ASP.NET platforms, rather than handing off a static file and walking away.
I'm looking for a senior or lead web design role where design decisions are expected to be accountable to a result — not just a review.
Hiring a senior web designer? Let's talk specifics.
Open to senior and lead web/brand design roles. Happy to walk through process on any project above, or talk through how I'd approach yours.