I led the strategic and creative direction for Alpen’s full website redesign, transitioning the company’s site from WordPress to Webflow for improved design flexibility, performance, and maintainability. Partnering with a marketing contractor and web development team, I restructured the entire site map by consolidating outdated pages, adding new product and resource sections, and organizing the blog library for better navigation and SEO.

I co-wrote all website copy, provided design direction to the external web development team, and managed the full project timeline to ensure every page aligned with Alpen’s updated brand and marketing goals. I also curated and supplied all imagery, graphics, and technical assets while coordinating feedback across product, sales, and leadership teams.

The finished Webflow site delivered a cleaner, more strategic user experience that better communicated Alpen’s sustainability mission, showcased its full product line, and strengthened lead generation efforts. In coordination with sitewide SEO updates, site traffic increased by 38% in the first 90 days post launch.