Lindus Health is a healthtech company operating in a highly credibility-sensitive space, serving multiple high-intent audiences including clinical sponsors, partners, and candidates. As the company grew, the website and brand needed to scale in a way that supported visibility, trust, and acquisition without fragmenting messaging across channels. The objective was not a one-off redesign or campaign, but to turn the website into a reliable growth asset while ensuring brand storytelling extended consistently beyond the site.

As Creative Lead for Web Experiences, I owned the direction and execution of Lindus’s web presence and contributed to broader brand and growth initiatives. My role spanned web experience strategy and prioritization, UX and information architecture decisions, hands-on implementation and iteration in Webflow, and creative leadership for content, video, and campaign work. I partnered closely with the marketing team while operating end-to-end, translating growth goals into concrete, shippable outcomes.

Rather than treating the website, content, and campaigns as separate efforts, I aligned structure across touch points, reduced cognitive load for high-intent users, and reinforced trust signals consistently across digital and physical experiences. The goal was to ensure that increased visibility translated into comprehension and action, not just traffic.

In early 2024, I led and shipped a major website update that included site-wide UX and information architecture improvements, clearer navigation and hierarchy, scalable page templates and components in Webflow, created technical and on-page SEO system that grew with scale and established stronger pathways between informational content and high-intent actions. Throughout 2024 and 2025, I continued refining the web experience to support new campaigns, content growth, and improved discoverability across audiences.

Alongside web initiatives, I led creative for an evergreen brand video that amassed 100,000+ views, supporting brand awareness and education. I also led creative for a physical advertising campaign in Boston, translating Lindus’s digital messaging into real-world placements while maintaining consistency with the on-site experience.

Following the January 2024 website update, measurable engagement and conversion improvements were observed. The yearly average engagement rate increased from 57.28% in 2023 to 79.71% in 2024. In the three months following launch, key conversion events increased by 89.8% compared to the prior quarter, reflecting clearer messaging, improved pathways to action, and stronger user comprehension.

These improvements continued to compound through 2025. Active users increased 97% year over year, sessions increased 103%, engaged sessions increased 24%, and average engagement time per engaged session increased 27%. Growth was distributed across the site, including the homepage, commercial pages, editorial content, and newly launched pages, indicating a healthier and more scalable web foundation.

Organic discovery became a major growth driver during this period. Organic Search sessions more than doubled year over year (+105.9%). Newly launched pages were also able to attract meaningful organic traffic shortly after launch, demonstrating that the site structure and content organization supported sustained discovery and performance.

By 2025, the Lindus Health website and supporting brand efforts functioned as a cohesive growth system rather than a collection of isolated initiatives. Leadership could rely on the web and brand presence to support acquisition across multiple audiences, scale content and campaigns without eroding clarity, translate awareness into meaningful engagement, and reduce reliance on reactive redesigns or short-term fixes. This work reflects my approach as a Creative Lead: aligning UX, web execution, and brand storytelling to deliver outcomes that compound over time.