Website Transformation


Consumer website

With 25,000 daily visits, my job was to complete a full SEO audit and organized the site map in a proper manner.   This critical site serves one million citizens across 88 municipalities.   


Lead the overhaul of a key citizen-facing website and improve core attributes.  Focus areas: on-page and off-page SEO, optimize content for better findability.  



  • Poor user experience

  • Navigation and sub-navigation confusion

  • Non-functional modals

  • Mobile viewable, not mobile optimized

  • Content heavy

  • Multiple content management systems

  • SEO challenges - title tags, meta descriptions


  • Screaming Frog, Raven, Xenu, Google Search Console

  • Audited 25,000 SEO issues

  • Created a new sitemap for indexable pages

  • Redirected outdated pages correctly



  • Immediate SERP improvement with Google re-crawls

  • Clean and concise page descriptions and title tags

  • Alt tag attributes, broken links, 301 redirects, 404-page errors, and pages blocked by robots.txt

  • Updated sitemap with 1,200 pages versus 2,500 pages

  • Page speed improvement

  • Time on page, page visit depth, bounce rate


Validation Research

  • Focus groups

  • Contextual inquiries

  • Task-oriented usability studies

Working Cross Functionally

  • Working across all key stakeholder groups and departments ensured buy-in and support

  • County Council, 40 County departments, legal, and compliance. 

  • Development of a new content governance process    

Today's Site

These improvements laid the groundwork for a new site and a new CMS (Mura).  The transition was smooth as a result of the cleanup work.  With an improved look, tone, and feel the site offers a more intuitive feel and the analytics point to new levels of success.