Adwerx's web presence was split across six separate sites — homepage, enterprise/mid-market, self-service, help center, blog, and corporate — running on four different CMS platforms with no shared navigation, sitemap, or domain logic. Search engines couldn't parse the sprawl, and neither could customers: prospects couldn't tell which product line was right for them and dropped off, enterprise leads moved through disconnected form tools with no path from request to demo, and a retail segment that Inside Sales was specifically staffed to support wasn't being captured at all.
Led the strategy and architecture to consolidate all six properties into a single Webflow environment, partnering with an SEO-focused web design firm on execution. That included a refreshed brand architecture and product-marketing framework — persona, voice, and a product brief for each offering — carried through one consistent navigation built by engineering across the entire site.
In-house, I worked to build the systems behind the experience: an engineering-built Webflow-to-application handoff that drops self-service customers mid-funnel into checkout, a HubSpot workflow that routes inbound demo requests to an SDR within 10 minutes for qualification and booking, and an updated Product framework. I co-wrote the site content with our Director of Corporate Marketing from agency wireframes, then handed it to our web partner for SEO and readability passes.