Website Redesign

The Strategy Playbook

Tech Used

Adobe Creative Suite
Answer the Public
WebAIM
Figma
Wordpress - Divi

Contributions

UX Strategy
Content
Website Redesign
Website Build

Context

White Label Work
November 2025

Project Overview

Strategy Playbook had an issue with users not fully grasping what they offered. The site had a lot of random stock imagery, and verbiage that was vague and unconvincing. It was also a one page site with their nav linking to anchor links instead of dedicated pages. The goal was to improve the users understanding of what the strategy playbook had to offer them and implement stronger call to actions.

Key Result

Process Overview

The previous design had a few pitfalls for users that needed to be addressed.

Poor Copy: the copy was too ambiguous and didn't clearly communicate what this business offered their target audience. There was also a lack of active language and call to actions.
Site Structure: The structure of the site wasn't accurate. Poorly utilized H1/H2 headings.
ADA Issue: The images lacked alt tags and were generic stock images that didn't serve the user.
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What I changed & why:
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Color Palette: I created a higher contrast color palette to help grab the attention of users as they scroll to different sections with different content. The previous palette was too bland and lacked an identity.
Copy Changes: I redid the copy to help communicate what "The Strategy Playbook" does for clients. This version is clearer and uses clear call to action statements to help increase their overall conversion.
Additional Pages: the original site was a single page whose nav bar anchor links throughout the page. In order to help with their SEO and establish a user flow, I added two additional pages. One that dove into each service in-depth, and another that offers a contact form and their contact information.

The new site design helps users to better understand what they offer why users should trust them with their business strategy. It launched in November of 2025.

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