Website Strategy
Strategic Leadership for Digital Transformation
Websites should never be static artifacts—they should grow with your audiences, goals, and values. I bring clarity, structure, and long-term strategy to sprawling digital ecosystems, helping organizations move from digital chaos to purposeful connection.
Starting a Conversation
At Washington and Lee University, a traditionally inward-facing site needed an overhaul to better serve prospective students and families.
I led a multi-phase digital transformation of the public website, aligning content and infrastructure with a more student-focused strategy.
From platform decisions to content tone, I helped teams shift from internal priorities to user needs—
resulting in a site that felt more like a personal conversation and less like a course catalog.
What I did:
Led implementation of a new external web strategy anchored in user experience
Established governance and editorial oversight across decentralized units
Introduced user-first navigation and more inclusive, student-centered language
Unified messaging across web, print, and social media channels
Ensured accessibility compliance and alignment with WCAG standards
Outcomes
Migrated to a more agile CMS to streamline content workflows
Created scalable governance practices for long-term sustainability
Reinforced brand consistency and trust with external audiences
Divide & Conquer
Virginia Military Institute’s existing site was more artifact than asset—outdated tech, fragmented content, and a structure that left users guessing.
A one-size-fits-all site wasn’t working for anyone—internal users were overwhelmed, prospective students were confused, and public storytelling was diluted. To address the challenge I:
Led the redesign of VMI’s digital ecosystem by segmenting a single website into three distinct platforms:
vmi.edu – Public storytelling and institutional narrative
insidevmi.edu – Recruitment-focused portal for prospective cadets and families
myvmi.edu – Internal tools and resources for current students, faculty, and staff
Implemented role-based content strategies for each platform
Worked cross-functionally to align content with enrollment, marketing, and IT goals
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vmi.edu
External audiences and public storytelling
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InsideVMI.edu
Prospective cadets and families
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MyVMI.edu
Internal audiences, tools, and resources
Results
Improved site performance and personalization
Prospective students found what they needed faster
Internal audiences gained a clutter-free space for tools and services
Boosted engagement and improved application yield
Reduced bounce rates and information fatigue
Honoring a Legacy
As the George C. Marshall Museum shifted from a physical space to a digital presence, I crafted a strategy that honored its legacy while embracing its future.
My goal was to transition a legacy museum into a modern, mission-driven digital presence that would reach and inspire a global audience.
What I Did
Developed a digital-first storytelling strategy for the Marshall Foundation’s website
Balanced historical reverence with modern design sensibilities
Created a visual identity system that translated seamlessly across digital platforms
Designed a lookbook to inspire donor engagement and communicate impact
The Outcomes
Launched an accessible, compelling website for researchers, educators, and supporters
Strengthened ongoing donor relationships through immersive storytelling
Positioned the Foundation for future digital engagement and growth
My Approach
Strategic Simplicity with a Story at the Center
Across these projects, the thread that connects them is a focus on creating meaningful connections. Whether it’s ensuring an institution’s values are reflected or turning outdated technology into modern, user-friendly platforms, I approach each project with a focus on strategy, simplicity, and storytelling.
It’s not just about having a website; it’s about making that website work harder, smarter, and better for the people who visit it. And that’s what I do—one website, ahem, one conversation at a time.