Beth Underhill

Beth’s team came to us with a specific brief. They needed a complete website redesign, a move to a faster hosting provider, better SEO integrations, and a CMS that her team could manage without technical help.

The biggest constraint was timing. The redesign had to happen while the existing website stayed live. Beth was active during peak equestrian season, and her site was seeing consistent traffic. The old website was built in HTML, difficult to update, and had no real SEO foundation to build on.

We built a 50-day roadmap covering every stage of the project, from content planning to final deployment.

Before any design or development work began, we researched similar websites in the equestrian and personal branding space. We mapped out the main characteristics of comparable profiles, identified what worked and what did not, and used those findings to define clear positioning for Beth’s website. This gave us a solid reference point for design decisions, content structure, and how to differentiate her online presence from others in the field.

We then audited the existing website content and reviewed Beth’s personal archive. Our content team identified the most important sections of her biography and achievements, and worked closely with her team to define how her public image should be presented throughout the site.

Once the content was agreed and signed off, we moved into design. Every page was designed in Figma for both desktop and mobile. We built high-fidelity prototypes to present our approach to Beth and her team before any development began, keeping the approval process clear and efficient.

We built the new website using WordPress and Elementor Pro and handled the full hosting migration in a staging environment, so the live site remained unaffected throughout. All designs approved in the prototype stage were developed in full.

In the final phase, we integrated advanced SEO extensions and converted the entire media library to WebP format, keeping page load times fast despite a large volume of images tied to Beth’s career history. We also set up automated contact forms with new submission notifications and a direct reply-to option, so her team can respond without logging into the CMS.