ECMD Digital
Ecosystem
Brand, Web Design, UX, SEO & Digital Strategy
Overview
ECMD is an employee-owned national building products company serving both contractors and homeowners through multiple brands.
I led the redesign and ongoing evaluation of their digital ecosystem, focusing on improving user experience, aligning brand presentation, and increasing search visibility across key product categories as well as employment efforts.
Role: Lead Designer & Digital Experience Strategy
The Challenge
Brand lacked a compelling narrative to communicate craftsmanship and value and the weak SEO structure limited organic visibility. ECMD's website did not support hiring efforts or communicate company culture effectively, plus the outdated UX reduced engagement and usability
My Role
Led website redesign and UX strategy
Directed SEO and content optimization
Designed and implemented front-end experiences
Full website redesign
Mobile optimization
SEO-focused content structure
Strategy & Approach
Optimized site architecture and content structure
Improved metadata, headings, and internal linking
Increased visibility for high-intent search queries
Simplified experience for B2B and B2C users
Aligned messaging across web and marketing
Improved page hierarchy and user flow
Execution
Full website redesign
Mobile optimization
SEO-focused structure
Proven Results across web, SEO, and digital campaigns
+65%
TRAFFIC
+28%
CONVERSION INCREASE
-32%
COST PER LEAD
Increased organic traffic and search visibility
Improved user engagement across key pages
Strengthened brand consistency across ECMD's ecosystem
Supported hiring and employer branding initiatives