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DCC Marketing

Helping an Agency Modernize Its Digital Identity

Summary

The Client

DCC Marketing
Decatur, IL

Services

  • User Interface Design
  • User Experience Design
  • User Research & User Flows
  • Wireframing
  • Web design
  • WordPress Development
  • SEO

Mission

DCC Marketing’s previous website no longer reflected the brand’s evolving visual direction. While marketing materials like trade show booths and sales flyers had been refreshed, the website lagged behind with an outdated look and feel. Functionality was also a barrier—content updates were time-intensive due to a hard-coded backend, and case studies were hosted as static PDFs, limiting SEO potential and requiring multiple teams for every update.

Contributions

As the Lead UX Designer, I took this project through every stage of the web design process—from user research and journey mapping to responsive design in Figma for both desktop and mobile. I then developed the final site in WordPress, bringing the approved design to life. The result is a fully functional, user-centered experience that aligns with the brand’s goals and user needs.
The Process - Step 1

Website Analysis

I began with a full audit of DCC Marketing’s website, benchmarking against both regional competitors and innovation-driven agencies in major markets. Using Semrush and heat maps, I identified SEO gaps, weak CTAs, and content structures limiting discoverability.

A major issue was that case studies were uploaded as PDFs—hurting SEO performance and accessibility. I led the strategy to convert them into live, optimized pages with alt text, outbound links, and structured copy.

To boost visibility and performance, I provided SEO recommendations for headlines, metadata, and CTA placement, setting a clear foundation for redesign and CMS migration.

Key Considerations:

SEO Optimization

Information Architecture

WCAG Compliance

CMS Integration

Conversion-Oriented UX

Content Strategy

The Process - Step 2

Design + Prototyping

Guided by the client’s request for a high-tech, innovation-focused aesthetic, I initiated a light brand refresh—introducing gradients, wave motifs, and modular layouts that modernized the look while preserving brand integrity.

I began with a wireframe of the homepage to establish structure and guide early feedback around layout and content hierarchy. Once approved, I transitioned into high-fidelity design using Figma, incorporating animations, interactive carousels, and visual refinements to bring the experience to life.

After final approval, the system was expanded across key subpages, including About, Services, and Contact. Scalable UI components—like accordions, info cards, and iconography—ensured the refreshed brand remained cohesive across the full site experience.

The Process - Step 3

WordPress Development

This phase focused on building a flexible, scalable site that would serve as both an SEO asset and a business development tool. I led the transition from a hard-coded site to a fully editable WordPress framework—ensuring team-wide accessibility for quick updates, content edits, and future growth.

A major improvement was streamlining our career application process. Previously routed through a general HR inbox, applications were difficult to track and manage. I built a dynamic form system that auto-logs the submission source (job page), stores entries in the WordPress backend, and enables CSV export—saving significant time for our HR team, especially during high-volume hiring periods.

I also developed responsive, modular case study pages based on our new design system. This eliminated the need for static PDFs and InDesign edits, allowing the team to update content in real time—improving SEO, mobile accessibility, and storytelling flexibility.

The Process - Step 4

QA + Launch

Following internal review, I led a structured QA process—outlining key areas to assess across browsers and devices, coordinating team feedback, and implementing fixes to resolve issues like broken links or layout inconsistencies. For launch, I used historical traffic data to time deployment during a low-traffic window, ensuring a smooth transition with minimal disruption. Post-launch, I’ve continued to manage and evolve the site—updating case studies with fresh work and performance data, maintaining blog and news content, and conceptualizing new additions like a “Success Stories” page to showcase client impact and support future business development efforts.