KeyCare engaged me as a Webflow specialist to make minor updates to their news page. However, the initial site lacked standard development practices, structured class systems, or a functioning CMS. This small update quickly expanded into a complete website overhaul and a long-term partnership. Working closely with their marketing C-suite and director, I took ownership of the design, development, and strategic marketing collateral to support their broader business goals.

• Legacy Technical Debt: Audit and remediate an inherited Webflow build that suffered from unoptimized assets, no global class structure, and zero CMS architecture.
• Conversion Architecture: Restructure the existing layouts to implement clear calls-to-action and conversion-focused copy.
• Multi-Disciplinary Support: Rapidly design cross-channel marketing materials, including high-stakes pitch decks, white papers, and social media assets, ensuring strict brand consistency.
• Integration and Analytics: Properly configure marketing infrastructure like HubSpot CRM forms and GA4 tracking within a fragmented build.

I completely modernized the KeyCare digital experience by rebuilding the site architecture around strategic marketing frameworks, specifically applying the PAS (Problem-Agitation-Solution) framework to drive conversions on landing pages. I engineered scalable Webflow CMS structures for their news, events, and team directories, and backed the launch with custom, hands-on training resources. The result freed KeyCare from external development bottlenecks, giving their marketing team an optimized, high-performing platform integrated with HubSpot and GA4 that they continue to maintain independently.