I worked full-time on the Brentwood Baptist Communications Team for roughly two years as Web Development Manager, responsible for designing, building, and maintaining content across over a dozen websites.

Mini Case Studies

Landing Page Design & Homepage Layout Optimization

Throughout my full-time position and internship, I’ve been tasked with building out numerous landing pages for different ministries across our organization.

For each landing page, I reviewed project goals with key stakeholders, consulted with our Digital Strategy team to ensure alignment with our web standards, and continually pushed the boundaries of our WordPress environment to create visually appealing webpages and landing pages with a strong focus on solid UX, high conversion, and effective SEO.

During my internship, I was tasked with monitoring our homepage analytics in Crazyegg, and conducting A/B tests to validate new design ideas. As I grew in my understanding of our analytics, I began to conduct more in-depth tests and draw richer conclusions.

After discovering Microsoft Clarity, I led an initiative to implement it across all Brentwood Baptist websites, allowing us to replace Crazyegg with richer, deeper insights, for a lower cost. This switch gave us a much more granular look at pieces of our online presence, driving the next evolution of the project.

Later on, after discussing the idea of utilizing video headers and replacing our primary CTA with a dual-button option, we moved forward with the change. Since we had the quantitative data to show our two most popular CTAs, for our two most important audience personas (new visitors and frequent repeat visitors), we were able to boost the effectiveness of our homepages, for over 10000 weekly visitors.

Christmas Concert Landing Page

Brentwood Baptist Optimized Homepage Layout

Core Web Vitals Optimization

40% of people abandon a website that takes more than 3 seconds to load.

—Neil Patel

Load times are a massively important aspect of UX, SEO, and CRO all at the same time, but for some reason, website speed is often totally overlooked.

Many of our existing ministry websites were built using heavy WordPress page editors, oversized image files, and lacked solutions for CSS/JS optimization, caching, or lazy loading.

As a result, many of these pages took multiple seconds to load, which is terrible by all possible metrics.

So, I decided to learn exactly why our websites were so slow, and how to fix them.

Google Pagespeed was an invaluable tool here, as it ranks your website load times on a score from 0 to 100, and it also offers very detailed explanations of the score, along with possible steps for improvement.

After utilizing different tools and strategies to reduce the page loading times, here are some results:

Deaf Theological Center
- Mobile score: 30 → 70
- Desktop score: 75 → 93
Station Hill Mother’s Day Out
- Mobile score: 35 → 70
- Desktop score: 78 → 90
Middle Tennessee Leadership Institute*
- Mobile score: 38 → 73
- Desktop score 83 → 90

*has since been migrated to the main Brentwood Baptist website

Important to note, however, is that benchmarks don’t tell the full story. A real-world test of these pages reveals that the effective load times are drastically faster than before, which has direct translations to overall effectiveness and conversion rates.

Project Intake Form Automation Build

Coming soon

On-Page SEO Initiative

Coming soon

Navigation Menu Redesign

I was responsible for the total overhaul of our previous website navigation menu, where I conducted extensive competitor research, audited our analytics, iteratively designed a new menu, and had our developer implement the menu in production, for tens of thousands of weekly visits.

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