BoldTrail Site Optimization

Building the growth design framework the whole portfolio now runs on.

Launching boldtrail.com solved the immediate brand architecture problem — but a site doesn't stay optimized on its own, and a framework built for one property doesn't scale on its own either. Once live, the work shifted from building the site to running it: continuously improving conversion rate, technical SEO, load speed, and UX as the platform, the market, and search itself kept changing — and then extending that discipline across insiderealestate.com and the rest of the BoldTrail product portfolio.

  • Design Director, Project Manager

  • Web Design / UX

    Growth Design

    CRO/AEO/GEO/SEO

    • Built the growth design framework — testing cadence, UX research process, SEO/AEO/GEO structure — now applied across the BoldTrail product suite (BackOffice, Recruit, Marketplace), with rollout planned for future product lines.

    • Partner directly with the CMO on growth strategy, prioritization, and resourcing decisions

    • Directed UX research and A/B / split-URL testing, translating results into prioritized roadmap decisions

    • Built and led the site's SEO/AEO/GEO strategy end to end, defining how the team adapts technical and content structure as AI-assisted search evolves

    • Aligned demand gen, content, and dev stakeholders around shared growth priorities

  • Erinn Farley | VP, Creative Director

    Marla Tipton | Design Director

    Keith Hille | Senior Designer (Contractor)

    Joanna Bjur | Sr. Manager of Content & Comms

    Mariah Thompson | Comms & Content Strategy

    Mark Emerson | Demand Gen

    Jacob Vig | Full Stack Developer

    Frank Dinolfo | Demand Gen

Keeping the Site Accountable to the Numbers

Optimization only works if it's routine, not reactive. I lead monthly optimization meetings that keep stakeholders aligned on priorities, review analytics to identify where the site is underperforming, and assign next steps across the team. It's less about one big overhaul and more about building a cadence the site can improve inside of continuously.

Testing What Works, Not What We Assume

Every significant change runs through A/B or split URL testing before it becomes permanent. I partner closely with our developer to get tests live cleanly, and with the demand gen team to focus testing on the landing pages carrying the most pressure — where a lift in conversion rate has the clearest downstream impact.

Search Built for How People — and AI — Find Us Now

Search itself has shifted, and technical SEO alone isn't enough anymore. Alongside traditional SEO, I lead research and implementation for AEO and GEO — making sure the site is structured to be found and cited correctly as AI-assisted search becomes a bigger share of how prospects discover BoldTrail. This work happens in tandem with the content team, pairing technical structure with content that's actually built to be understood by both people and AI.

Reflection

A launch is a moment. A framework is infrastructure. The work that doesn't show up in a single case study metric — building the system, getting it adopted beyond the property it started on, and earning a seat in how the company decides where growth investment goes — is what turned one site's optimization process into how the portfolio operates.