With 2 years of hands-on experience in Webflow development and operations, I have helped fintech B2B, home improvement, skincare, and real estate businesses design, build, and maintain high-converting, user-friendly websites, pages, and CMS collections. My work focuses on driving engagement, connecting with customers, and ultimately increasing conversions.
I am experienced with Webflow and many other low-code platforms, I specialize in delivering customized web solutions for businesses that want to scale efficiently while maintaining a strong online presence.
I’m adept at transforming business goals into fully functional, responsive websites that are visually compelling and performance-optimized. Whether it's building a new website from scratch or improving existing infrastructure, I ensure that every project is completed with a focus on functionality, performance, and user experience.
Webflow Site Build-Out for Cross-Border Payment Platform, PingPong
As a senior marketing manager at PingPong, I played a critical role in developing and operating a complete website solution for the company international business (It is very rewarding that I can wear many hats). Here's a breakdown of my contributions:
Information Architecture:
PingPong’s product offerings were highly technical, catering to diverse customer segments like e-commerce sellers, SMB businesses, and freelancers. My challenge was to translate these complex offerings into a clean, intuitive website structure that users could navigate effortlessly.
I started by conducting sales interviews, shadowing sales onboarding calls and research and mapping out customer journeys for each segment. Based on the insights, I designed a hierarchical website navigation with clear categories and subcategories. For example, e-commerce sellers could easily find information about cross-border payment solutions, while freelancers could quickly access tools for invoicing and currency conversion on the solution pages.
Responsive Design: The company overseas business cover global audience spanning North America, Europe, and the UK, it was crucial to ensure the website provided a consistent experience across all devices and browsers. I collaborated closely with external front-end developers to implement a fully responsive design. We tested the site on over all devices, from desktops to tablets to smartphones, and across multiple browsers (Chrome, Safari, Firefox, etc.). I also ensured that interactive elements, like dropdown menus and forms, were optimized for touchscreens.
CMS Setup: To support our content and communication strategies, I built several robust CMS collection templates, including:
Blogs: For thought leadership, PR news and SEO-driven content.
Case Studies: To showcase success stories and build trust.
Partner Directories: To highlight PingPong’s network of global partners.
Help Center Resources: To provide self-service support for users.
Each CMS collection was designed with their stakeholders, aligned with their requirement and helped them to update content without relying on developers.
Custom Tracking Solutions: Tracking user behavior and campaign performance was a top priority, but the process of installing tracking pixels was time-consuming and prone to errors. To solve this, I developed a custom tracking component on Webflow. This container allowed the me to add new tracking pixels (e.g., Google Analytics, Facebook Pixel) with just one click, eliminating the need for manual coding. I also set up event tracking for key actions, such as form submissions and button clicks.
Lead Acquisition Automation: To streamline lead acquisition, I leveraged automation tools like Zapier and Make.com to integrate the Webflow site with CRM (HubSpot) and marketing automation platforms. This integration automated the entire lead flow, from form submission to CRM entry to sales team notification.
For example, when a user filled out a contact form on the website, the data was automatically synced to HubSpot, and a notification was sent to the sales team via Slack. I also set up AI powered lead scoring automation to prioritize high-value leads.
Optimizing website performance is a ongoing operational piece. One key work stream is to ensure fast loading times and smooth on-page user experiences. I set up a clear internal standard and process for each elements: Image compression (png to webp), js code minification, caching standard, and CDN integration.
SEO Optimization
A well-structured, SEO-friendly website is crucial for driving organic traffic. I like to set up work steam include optimizing site architecture, refining keyword placement, and improving on-page elements like meta tags and headers.
I ensure that every website project follows SEO best practices, from clean code to mobile responsiveness, helping business site maximize visibility in search results.
In an effort to streamline lead acquisition and improve overall operational efficiency, I implemented a robust automation framework using solution such as Zapier and Make.com. The automation enabled seamless integration between the company’s website, CRM system (such as Salesforce or Pipedrive).