My Website Projects
Rebuilding the Digital Front Door
Before I led marketing teams as well as marketing strategy and execution, I directed films and wrote for television, so I tend to think about a website the way a director thinks about a scene: what does the audience see first, where does their eye travel, and what’s the one action I want them to take before the credits roll.
These two B2B revamps put that thinking to work — taking dated, hard-to-navigate manufacturing sites and turning them into clear, fast, lead-generating front doors for the business. Same discipline both times: figure out who’s really visiting and what they need, cut everything that doesn’t serve that, and guide them toward a single next step.
American Products (amprod.us)
Snapshot
Role: Head of Marketing
Timeline: 5-month transformation
Focus: site architecture, UX & conversion
Partners: external agency + internal teams
Stack: WordPress, Google Analytics 4, Salesforce, SEMrush, Google Keyword Planner, Monday Work Management
The challenge
American Products’ site wasn’t pulling its weight as a sales tool. It had been built back in the 2010s and showed it: no cohesive sitemap structure, a layout that wasn’t designed for growth or UX, and pages that weren’t SEO-optimized. For a manufacturer selling technical products — Outdoor Enclosures, WIC Shelters, Fiber Optics — across distinct vertical markets, that meant the right buyer struggled to find the right product and had no clear path to take action. Underneath it, paid campaigns were being run blindly by an outside agency with no well-defined tracking metrics, so there was no way to tie the site’s traffic to quotes, ROI, or pipeline.
The approach
I led a full website transformation in five months, coordinating an external agency and internal teams to rebuild the site around how customers actually buy — restructuring the information architecture, sharpening the UX, and engineering clear conversion paths. I translated complex industrial product capabilities into customer-centric messaging and value propositions for each priority vertical, then rebuilt the paid strategy to match: using Salesforce data, SEMrush, and Google Keyword Planner to identify high-value keywords and restructure campaigns by product line. Rather than passively managing the agency, I shifted the relationship into an active, data-driven partnership — using performance analytics to optimize funnel inflow and lead-to-pipeline conversion.
The results
22.9% increase in average estimated conversion value
20.5% increase in web quote volume
10.7% increase in web quote value
NewStream Enterprise (newstreaming.com)
Snapshot
Role: Marketing Coordinator & Supervisor
Stack: WordPress, Google Analytics 4, HubSpot CRM, SEMrush, Google Keyword Planner
Scope: site rebuild + demand-gen architecture
Team: managed marketing team + external agencies/vendors
The challenge
NewStream’s site wasn’t built to grow the business. The design was dated, search visibility was poor, and traffic was low — and the visitors who did arrive weren’t converting into qualified leads. For a site that should have been working as a lead source, it needed three things it didn’t have: a structure designed around the buyer, a user experience that guided people toward action, and the SEO foundation to be found in the first place.
The approach
I rebuilt the site as a growth-driven platform — redesigning it with UX and SEO at the center so it could draw the right audiences and move them toward conversion. I paired that with strategic, conversion-focused ad campaigns built using SEMrush and Google Keyword Planner, and connected the whole thing to an automated demand-generation engine in HubSpot — tied to buyer’s-journey maps, ICPs, personas, and ABM strategies I developed alongside Sales. I directed the work end to end, from concept through execution, managing the budget and a marketing team.
The results
1,300% increase in website traffic
465% increase in conversions
Doubled MQLs and tripled SQLs through the connected demand-gen programs
Supporting demand-gen lift: 410% rise in event interactions and a 4.6% click-through rate, surpassing industry benchmarks
Ha Hoang Beavers 