MRIOA

Problem

Prospective clients needed a faster way to understand the service offering and trust the organization enough to reach out.

Responsibilities

• Aligned stakeholder input with the site structure, service clarity, and conversion goals.
• Organized the information architecture around the questions prospective clients needed answered first.
• Designed responsive service, resource, and contact experiences that supported trust and lead generation.
• Collaborated on analytics and CRM integrations to support tracking and follow-up.

Challenge

The site needed to explain complex healthcare services clearly while still building trust and supporting multiple browsing intentions.

Approach

I restructured the information architecture, designed responsive layouts, and improved conversion pathways across service, resource, and contact areas.

Selected Work

• Resolved UX issues affecting user flow and clarity.
• Connected Salesforce and website journeys through Zapier.
• Implemented Google Analytics, Facebook Pixel, and Pardot tracking.

Outcome

The site became easier to scan and trust, which helped prospective clients understand the service offering faster and gave the team clearer insight into conversion behavior.