W E B S I T E S T R A T E G Y
Starting a Conversation
I believe great web strategy feels like a thoughtful conversation—one that's interesting, clear, and welcoming. By emphasizing simplicity and authenticity, I help institutions tell their stories in ways that engage, inform, and invite meaningful connections.
Washington & Lee University
At W&L, I led web strategy and content development for the key university site wlu.edu, leveraging bold, authentic imagery and streamlined navigation that resonated with prospective students and internal stakeholders alike.
I enhanced usability, ensured compliance with accessibility standards, and unified messaging across web, social media, and print, making sure the university's online presence consistently reflected its values and mission.
Virginia Military Institute
When VMI’s website struggled with outdated technology and scattered content, I developed a clear vision focused on audience-friendly navigation and modern, easy-to-manage technology.
By creating dedicated digital spaces like VMI.edu (for the public), My.VMI.edu (internal audiences), and InsideVMI (personalized admissions content), visitors could quickly find exactly what they needed—improving engagement and boosting application yield.
George C. Marshall Foundation:
A Digital Legacy
As the George C. Marshall Museum transitioned from a physical space into a fully digital platform, I stepped in as a freelance consultant to help bring their vision to life. The goal was clear: preserve Marshall's legacy and inspire global audiences—digitally.
In short, we created not just a digital presence, but a meaningful digital conversation—one that continues to preserve and inspire.
Vision Alignment
I guided the Foundation in choosing and collaborating with the right digital vendor, ensuring their strategic vision aligned seamlessly with technical capabilities. Together, we launched a redesigned website that was engaging, user-friendly, and clearly communicated the Foundation’s story and mission.
To support the campaign and engage key donors, I created a visually compelling lookbook—turning Marshall’s powerful narrative into a tangible piece that resonated with supporters and encouraged lasting investment.
Results
Successfully secured a trusted digital vendor, setting the stage for long-term collaboration and digital innovation.
Launched a fresh, engaging website that expanded donor outreach and global audience interaction.
Delivered a cornerstone lookbook that effectively captured donor interest, laying a solid foundation for ongoing financial support and future fundraising initiatives.