Turning websites into revenue engines
A website should be a growth system, not just a marketing asset. I build and optimize marketing websites that connect strategy, analytics, and automation.
What I've built
Selected web and growth initiatives focused on business outcomes.
Aqualab Website Replatform
Rebuilt the AQUALAB website in Webflow, improving publishing speed, SEO performance, and marketing integrations.
See case study →- 134 pages transferred
- 99% Site health score
- 6 week build time
Aroya intertactive lead generation
Built interactive cultivation tools integrated with Salesforce, helping growers explore data and increasing new prospects.
Coming soon.
- 18% increase in leads
- 2 week build time
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Strategy meets execution
Websites should do more than exist. They should drive growth, simplify complex systems, and help teams move faster. That's the work I focus on at the intersection of web strategy, marketing operations, and experimentation.
I enjoy solving complex problems, simplifying systems, and connecting the dots between CMS platforms, analytics, automation, and CRM to create scalable marketing foundations. Whether it's replatforming a legacy site, running CRO experiments, or streamlining workflows. I'm comfortable moving between strategy and execution, whether that means leading a web initiative, building analytics frameworks, or shipping code to solve a problem quickly.
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The approach
I lead web initiatives at the intersection of strategy, systems, and experimentation.
Web strategy
Planning and leading websites as scalable growth platforms. Information architecture, CMS structure, and digital roadmaps.
Conversion optimization
Improving user journeys through testing, experimentation, and continuous iteration.
Digital experience
Designing fast, accessible, and intuitive web experiences grounded in UX fundamentals.
Technical web systems
Bridging marketing and engineering through scalable CMS architecture and modern web platforms.
Marketing data and analytics
Connecting analytics, attribution, and reporting to measure what actually drives growth.
Marketing operations
Building workflows, automation, and integrations that help teams move faster.
Cross-functional leadership
Aligning marketing, product, and engineering teams around web initiatives and priorities.
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The stack
The platforms and technologies I use to design, build, and optimize modern marketing websites.
Web technologies & design
- HTML / CSS
- JavaScript
- Responsive design
- HTML email
- Webflow
- WordPress
- Static sites
- CMS architecture
- Information architecture
- UI/ UX design
- Interaction design
- Web motion
- Figma
- Photoshop
- Performance optimization
- Accessibility
- VS Code
- Git
- GitHub
- Netlify
Analytics & optimization
- Google Analytics 4
- Search Console
- SEMrush
- Microsoft Clarity
- Hotjar
- Conversion tracking
- Event tracking
- Tag management
- Behavior analytics
- Session recording
- Heatmaps
- SEO tools
- Technical SEO
- A/B testing
- Experimentation
- Funnel analysis
Marketing & other
- Pardot
- Email marketing
- Marketing automation
- CRM integrations
- Lead capture
- Workflow automation
- CMS platforms
- Notion
- Asana
- AI tools (ChatGPT, Claude, Gemini)
Let's build together
Interested in talking about web strategy, digital marketing, or a project?
Email rossdallaire@gmail.com or connect with me on LinkedIn.