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Tools & Tech
- Figma
- Webflow
- Client-First methodology
- Webflow Components with Variants
- Component-based page slots
- Custom documentation & training materials
- Claude AI
Tell Me More
Digital Resource, a full-service digital marketing agency, needed a website rebuild that could keep pace with their evolving service offerings, marketing campaigns, and maturing brand voice. As the primary developer, I was honored to take on this rebuild (my second for the company) working within the Client-First framework to create a scalable, maintainable site that would serve both the brand and multiple internal teams.
The project required balancing creative vision with technical feasibility, marketing goals with SEO requirements, and executive expectations with practical development timelines. Working from mockups provided by the creative team, I built a design system and component library using Webflow's native component system with variants, ensuring consistency across the site while maintaining the flexibility needed for rapid iteration.
As development progressed, I often found myself bridging the gap between design and functionality. When mockups weren't technically feasible or didn't align with evolving marketing objectives, I collaborated with direcrtors and the marketing team to refine designs or created new layouts directly in Figma. This adaptive approach kept the project moving forward even as objectives shifted.
A key focus was empowerment: I created comprehensive documentation and trained marketing professionals on the component system, building pages with modular page slots so content and marketing teams could launch new pages and campaigns independently. This "teach them to fish" approach transformed the website from a developer bottleneck into a marketing asset.
Highlights
- Double the honor: Second website rebuild for Digital Resource, demonstrating continued trust and successful past delivery
- Component library mastery: Built extensive Webflow component system with variants for maximum consistency and scalability
- Cross-functional collaboration: Coordinated with creative, marketing, SEO, and TechOps teams plus executive leadership
- Empowering autonomy: Created documentation and training that enabled non-technical teams to manage content and launch pages independently
- Adaptive design approach: Contributed to Figma files and created new layouts when creative mockups needed adjustment for feasibility or marketing alignment
- Client-First excellence: Leveraged Client-First methodology for clean, maintainable, and scalable code architecture
- Modular page construction: Designed component-based page slots for rapid marketing page creation without developer intervention
Challenges
This wasn't just a rebuild, it was a high-stakes juggling act. Coordinating input from creative, marketing, SEO, TechOps, and executive leadership meant balancing competing priorities and keeping everyone aligned. The big boss (president of the company) also kept a hand in final approvals and big-picture decisions, despite not being involved in the daily project discussions.
One of the trickiest aspects was integrating the site with multiple sales funnels and marketing campaigns running simultaneously. Each campaign had unique requirements, and the site architecture needed to support them all without becoming a tangled mess.
Training non-technical users to confidently manage a complex component system required patience and crystal-clear documentation. I developed training materials using Scribe for step-by-step walkthroughs and leveraged AI to convert Zoom meeting transcripts into comprehensive procedural guides. I had to make the technical approachable without oversimplifying. Marketing teams needed real power, not just surface-level editing capabilities.
Perhaps the most challenging aspect was momentum management. Development paused after about two months so the marketing team could align on a clearer strategic direction. Keeping teams engaged, maintaining context, and being ready to jump back in required proactive communication and detailed documentation. Sometimes the hardest part of development isn't the code, it's keeping everyone resourceful while the vision crystallizes.
Project Gallery
Results
- Component Efficiency: Reduced new page build time, and increased flexibility of page layouts, enabling marketing team to launch new campaign pages in hours instead of days
- Team Empowerment: Trained the marketing team, who can now independently create and edit pages, reducing developer dependency and increasing productivity for the Web Team
- System Scalability: Built 44+ reusable components with variants, all organized in the Components Panel in neat folders, providing the foundation for hundreds of potential page layouts
- Cross-Team Satisfaction: Received positive feedback from 5 departments on improved workflow and site flexibility
- User Experience: Many design directions were implemented based on data analyzed in GA4 and Microsoft Clarity. Although the project hasn't launched yet so we don't have conversion data yet, we expect users to have a smoother experience navigating the site and landing into relevant funnels.