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Project Overview

Strategic Website Refresh & Content Optimization

In 2025, I spearheaded a high-impact website refresh for the UserTesting product, delivering a suite of optimized solution and use-case pages within an accelerated timeline. This project demonstrated my ability to balance complex creative production with strategic project management while maintaining my core responsibilities in podcast and content production.

Strategic Website Refresh & Content Optimization

This initiative focused on transitioning content toward high-value audiences, specifically expanding market focus toward Marketing and Customer Experience (CX) and adjacent personas.

  • Content Creation & SEO: I conducted extensive competitive research and benchmarking to write high-converting copy for 6 new and refreshed solution pages.
  • Rapid Scale-Up: Mid-project, the scope expanded to include 13 additional use-case solution pages. I collaborated directly with solution marketers to define and dial in these specific use cases.
  • CMS Management: I was responsible for the end-to-end technical execution, building all pages within the CMS to ensure a seamless launch by the end of Q1 2025.

Project Management & Creative Direction

  • Cross-Functional Leadership: I project-managed the design team, overseeing the creation of custom artwork for every page to ensure brand alignment and visual impact.
  • Efficiency Under Pressure: The initial phase of the project was completed within a three-week window, managed alongside my ongoing workload as a content producer.

Key Results & Business Impact

The strategic shift in content quality and persona targeting yielded significant performance gains throughout 2025:

  • Traffic Growth: The “Teams” solution pages saw a 62.46% increase in traffic, growing from 102,730 in 2024 to 166,895 in 2025.
  • New Channel Success: The newly created “Use Cases” directory, which did not exist in 2024, successfully captured 23,092 visits in its first year.
  • Revenue Quality: Shifting focus beyond UX demand drove higher Average Selling Prices (ASPs), exceeded pipeline goals and stronger early-funnel conversion rates.