Website Redesign & Restructure
Led the transition from disconnected websites to a unified multi-site structure that better supports patients, marketing, and future growth.
Project Information
Role
Project Manager, Strategist, Copywriter
Team
Emily Drummond - Designer, Developer
Client
Dr. Nancy Becker
Challenge
Dr. Nancy Becker is a board-certified physician operating three specialized service lines: an ENT practice, a Skin Cancer Care Center (SCCC), and Becker Cosmetic, a cosmetic medspa.
As the practice expanded, its digital presence grew into disconnected web properties. SCCC was limited to a single page on the ENT website, while Becker Cosmetic operated on a separate domain with no clear relationship to the other services. There wasn't a consistent structure or shared navigation to guide patients between services.
The objective was to unify the services under one primary domain without disrupting SEO, active marketing campaigns, or patient and client inquiries.
Project Approach
I led the project from discovery through launch, managing strategy, site architecture, copywriting, and stakeholder alignment.
Discovery & Site Structure
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Conducted a thorough discovery phase to clarify audience, brand positioning, and service hierarchy across the three practices
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Performed a content and SEO audit of the existing properties
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Designed the unified site architecture and cross-linking strategy to enhance user experience and strengthen SEO
Project Management
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Built a structured project timeline in Asana, managing tasks, stage gates, and roadblocks across a five-phase workflow
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Acted as the central point of coordination between designers and external stakeholders
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Established approval checkpoints to control scope and ensure clinical accuracy
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Navigated competing priorities across three distinct service lines while maintaining a cohesive structure
Execution & Launch
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Wrote website copy for both SCCC and Becker Cosmetic, including service pages, patient education content, and conversion-focused messaging
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Partnered with the developer to QA the sites before launch, flagging issues and tracking them to resolution
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Managed redirect mapping to preserve SEO equity and validated GA4 tracking post-launch to ensure accurate performance measurement
