Challenge

Before joining, I ran a full SEO audit and found structural gaps that limited growth. Headings and metadata were inconsistent, schema was thin, alt text was missing, and pages had redirect chains.

The most damaging problem turned out to be a subtle one: Google was showing the wrong dates in SERPs. Each page had two date elements in the DOM, only one visible to users, so Googlebot often picked the older, hidden date.

For a site that currates and publishes new cell phone deals daily, freshness is everything. If Google thinks a “daily deals” page is a month old, we lose clicks and trust.

Solution

After I joined, I standardized titles and descriptions, corrected heading levels, implemented schema where it was missing, added alt text where needed, and cleaned up redirect logic.

For publish dates, I removed the duplicate element and ensured only the correct, visible publish date was exposed. I also refined the “last modified” approach across templates to send clear freshness signals.

Results

SERPs reflected accurate dates, which restored perceived freshness and click-through. Combined with the structural fixes, organic Google traffic rose about 20% over three months, rankings on priority pages stabilized, and we saw richer, more accurate search snippets.

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Challenge

Our dynamic phone deal pages aggregate the best daily offers from across the web. They are some of our highest-converting surfaces because they provide users with a true comparison shopping experience.

Yet these critical pages were originally structured like long-form articles, with H2 sections such as “Best iPhone 16 deals for Verizon customers” preceding each deal block. Users had to scroll endlessly to find what they needed, especially on mobile, making the experience clunky and difficult to engage with.

Solution

As an interim fix, I added a table of contents with anchor links so users could jump directly to the device or deal type they cared about. Later, I helped drive a complete rebuild that restructured the pages into a modern, app-like experience. Instead of scrolling through article sections, users now see a short intro followed by intuitive filters: choose a device series or exact model, then refine by “switch” or “stay” deals.

To achieve this in Webflow, I extended its native capabilities by using FinSuite Attributes to filter a 300+ item CMS collection down to a clean set of eight deal cards per view. This allowed us to create a responsive, dynamic experience without custom engineering. While backend data still flows into the CMS via API, my role was to make the data usable and engaging in Webflow.

Result

The rebuild transformed our most important conversion pages into a cleaner, faster, and more modern experience. Users now engage longer and interact with deal content more purposefully, and early signals point to improved conversions.

Just as importantly, the new structure gives us a scalable foundation to keep optimizing these high-value pages going forward.

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Challenge

Some of our SEO-driven articles attracted high traffic but fewer than 1% of readers converted through our generic CTAs placed toward the end of articles. We needed to explore ways to convert more users coming to these articles.

Solution

I built a more intentional, scalable CTA system using FinSuite Attributes. I created reusable components that could be injected anywhere into a rich text article with a simple shortcode, giving the content team control without needing developer help.

On device-focused articles, CTAs pre-populated the widget with a specific iPhone model; on plan-focused articles, carrier-specific buttons launched the plan widget with the right carrier already selected.

We also tested different CTA formats—dropdowns, carousels, and button grids—to learn which designs resonated best with users.

Result

This system turned high-traffic but low-converting articles into reliable entry points for our funnel. Click-through rates into the widget increased, overall conversions rose, and the user journey became more seamless.

Just as importantly, the approach gave our content team flexibility to place relevant CTAs where they made the most sense, rather than relying on a one-size-fits-all strategy.