Professional case · company not disclosed
A website reorganized around a new positioning.
Redesign of the WordPress website of a B2B technology and data analytics company. I led the project on my own, from content structure to theme code.
- Scope
- Web · SEO · content
- Role
- Sole lead, from content to code
- Timeline
- One month, in four weekly phases
The positioning changed and the website had to follow.
The company adopted a new institutional positioning. The work was to rebuild the homepage and the company page around it and, in the same project, review the technical foundation of the theme.
Content structure for the homepage and the company page, a custom WordPress theme, organization of editable fields, technical SEO and image performance. The company name, internal data and numbers are left out of this case.
A reading order for the homepage.
The homepage was organized into four blocks, in this order:
Technology comes last, as an explanation of how the work gets done, rather than as the opening of the page.
A custom theme, with rules to keep it easy to maintain.
- Editable fields with criteria: only content that changes often became a field in the admin panel.
- Page-scoped CSS: isolated styles and no
!important. - Fewer dependencies: the third-party carousel library was replaced with native scrolling using scroll-snap.
- WebP images: served through URL replacement, after confirming that rewriting the HTML broke CSS selectors.
- Technical SEO in scope: metadata, structured data, redirects for removed pages, caching and CDN.
One month, four phases and a staging environment.
The schedule was split into four weekly phases. Changes went through a staging environment before reaching the live website.
This case describes scope, decisions and responsibility. Traffic numbers and internal company data are left out, as a rule of this portfolio.