From Content Brief to a 50+ Page Digital Experience
From a content brief to a fully designed, AI-assisted, 50+ page WordPress lead-generation website.
The Challenge
From a brief to a complete website
The project started with a content brief outlining the general structure and information the website needed to communicate. There was no finished website design to simply recreate.
My role was to turn that brief into a complete digital experience—from establishing the visual direction and designing the page layouts to building the site directly in WordPress.
Another challenge was scale. Beyond the core service pages, the website needed 40 location-specific pages while still maintaining a consistent design, user experience, and content structure across the site.
My Approach
A consistent design built to scale
I designed and developed the website from scratch directly in WordPress using Divi, creating a visual system that could work across the homepage, service pages, location pages, and conversion-focused sections.
Rather than treating every page as an isolated design, I developed repeatable layouts and components that allowed the website to expand efficiently while keeping the experience visually consistent.
I also incorporated AI into my production workflow, using it to help generate and refine both written content and imagery. The generated assets were then reviewed, adapted, formatted, and implemented throughout the website.
This allowed me to handle a large amount of content while maintaining control over how it appeared and functioned within the overall design.
Role
Web Designer
WordPress/Divi Developer
AI Content & Image Production
QA
Technical Project Manager
SCOPE
50+ pages
40 Location Pages
5 Service Pages
Lead Generation Form
Responsive WordPress Build
Designing for Scale
40 location pages. One consistent experience.
One of the biggest parts of the project was building out the site’s location-based content.
I created and implemented 40 individual location pages, using a consistent design system while adapting the content for each target area.
Along with the location pages, I built the:
- Homepage
- 5 service pages
- 40 location pages
- Contact page
- Supporting layouts and reusable site elements
In total, the project grew into a 50+ page WordPress website designed to support both the company’s services and its local market presence.
Solving the Lead Generation Workflow
More than just a form
The site’s form became its own technical challenge.
I initially worked through how the form and lead-generation experience should function. When the final form required additional development, I helped manage its implementation rather than simply handing the problem off.
I performed QA on the form, identified issues and improvements, communicated requirements, and managed the person responsible for building it until the functionality worked as intended.
This gave me responsibility not only for the visual website, but also for helping ensure that one of its most important conversion points actually worked.
The Result
A complete, scalable website that delivers
The finished project transformed an initial content brief into a complete, scalable WordPress website with 50+ pages, AI-assisted content and imagery, localized landing pages, reusable design patterns, and a functional lead-generation system.
More importantly, the project required me to work across several disciplines rather than staying within a traditional web-design role.
I was responsible for translating requirements into design, building the site, creating and implementing content, solving technical challenges, performing QA, and coordinating development work when additional technical support was required.
What This Project Demonstrates
Web Design
Turning a content brief into a complete visual website without relying on a finished design to reproduce.
WordPress + Divi Development
Building a large multi-page website directly in WordPress and creating reusable structures that could scale across dozens of pages.
AI-Assisted Production
Using AI strategically for content and image generation while maintaining control over the final presentation and implementation.
Scalable Web Architecture
Creating a repeatable system capable of supporting 40 location-specific landing pages alongside the site’s primary service content.
Problem Solving & QA
Working through functionality requirements, testing implementations, identifying issues, and ensuring the final experience worked as intended.
Technical Project Ownership
Coordinating with another developer on the site’s form functionality, communicating requirements, reviewing the work, and managing it through QA.
Ready to Add a Reliable Partner to Your Team?
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Let’s Build Your Website
Your small business deserves a website that’s not only beautiful but also effective. Let’s create one that helps you reach more customers and grow your brand.