Web Strategy & Digital Engagement

A key focus was simplifying the path from curiosity to contact. Visitors needed to understand complex safety solutions quickly, and poor navigation could easily lead to missed opportunities. I streamlined menus, restructured product categories, and built clear pathways to brochures, guides, and forms. These changes reduced the number of clicks needed to find critical information and improved engagement on high-priority product lines like Kee Guard and Kee Line. The result was a smoother, more professional online experience that guided users naturally toward requesting more information or connecting with sales.

To make the website more than static pages, I introduced interactive tools that actively involved visitors in the learning process. The Interactive Rooftop Safety Audit and Virtual Site Assessment were designed to collect key information from users while giving them instant feedback and recommendations. These tools positioned Kee Safety as a consultative partner, not just a product provider. On the back end, they generated highly qualified leads by capturing detailed project requirements, which were sent directly to the sales team for fast follow-up. By transforming education into engagement, the website began producing leads that were both more numerous and better prepared for sales conversations.

Another major improvement was the integration of automated lead capture and response systems. I designed and implemented conditional forms that adjusted based on user input, ensuring that prospects had a seamless and personalized experience. Once submitted, automated response emails were triggered, giving prospects an immediate confirmation and reassurance that their request was being handled. Behind the scenes, these tools were connected to our CRM, which meant sales received fully populated lead records without manual data entry. This mix of custom coding, automation, and CRM integration improved response speed, reduced errors, and made the website a reliable tool for capturing leads at scale.

Website performance was treated as an ongoing project rather than a one-time redesign. Using analytics, I monitored how visitors interacted with forms, calls-to-action, and landing pages. Regular A/B testing informed adjustments such as the placement of inquiry buttons, the wording of headlines, or the order of form fields. These refinements often led to significant increases in engagement and conversion rates without additional ad spend. By maintaining a cycle of testing and iteration, the website steadily improved both in customer experience and lead-generation efficiency, proving to be a critical driver of ROI for Kee Safety’s overall marketing strategy.