My Website Redesign

Welcome to the new Alexa B. Creative & Design

A peek into the strategy behind my website redesign & tips for evaluating if your website is reaching its full potential | Alexa B. Creative & Design

This has been in the works for the past several months, and I’m absolutely thrilled to share what I’ve been working on behind-the-scenes with you all!

At the end of last year, I would literally cringe when someone told me they looked at my website. I hadn’t updated my portfolio in several months (it was poorly organized and a time-consuming task) so the featured projects were no longer my best work. There were broken links on the home page and the navigation was completely disorganized. Most importantly, with more than a year of business under my belt, I had a clearer vision of what I wanted ABC&D to be, the types of clients I wanted to work with, and how to best connect and communicate with them.

Late last fall, I also had a massive, unanticipated change in the way my business was run and the source of more than half of my income disappeared. I plan on eventually sharing that story, but I’m not quite ready yet. In hindsight, those changes were the push I needed to move my business forward and work on achieving my “big goals” a bit faster than I had anticipated. With all things considered, my website was well-overdue for change and I truly believe my business will be better for it.

With all of these new and exciting changes, I wanted to share a bit of the reasoning behind this massive overhaul. Hopefully addressing the faults in my own website will be helpful for those of you that feel like your own website isn’t reaching its full potential.


Updated branding

With a better idea of the audience I wanted to work with, my brand identity needed a refresh. My previous brand identity was a bit “trendier” (and trends fade) and not as flexible as I would have liked. A simpler and professional design speaks to my target audience. I’ll be sharing more about the strategy behind this rebrand in the next couple weeks!

A custom touch

When I first launched ABC&D, I got a Squarespace account, uploaded my content and called it a day. With the unexpected changes last fall, I needed to look for new income streams and services. In college, I had a bit of experience with coding and loved how it incorporated design and problem-solving skills. I had been eyeing resources from Square Design Guild, and committed to a membership. I have spent a lot of time freshening up my skills, as well as learning more, and was thrilled to incorporate customization into my new website. I will also be offering Squarespace customization as a web design service in the coming months, so make sure to follow me on social media to stay posted!

A peek into the strategy behind my website redesign & tips for evaluating if your website is reaching its full potential | Alexa B. Creative & Design

Copy that connects

Considering my degree in journalism and mass communication, my own website copy should not make me shudder. On my old site, information felt scattered and unclear. I wanted to update my copy to directly communicate with my target clients, as well as sound a little less like robotic marketing-speak and instead be easily digestible and personable.

A peek into the strategy behind my website redesign & tips for evaluating if your website is reaching its full potential | Alexa B. Creative & Design

Structure and functionality

My biggest goal for my new website was to take visitors on a journey, that ended with them excited and ready to book with me. By reorganizing and restructuring the internal pages, all the information is presented clearly and the overall site has a much better flow. It was also super important to me to have a site that was easy to update, so there were no excuses not to update my portfolio.

Consistent and valuable blog posts

As much as I love writing, I’m terrible at making time to blog. But with a new website, I really want to provide readers and potential clients with helpful resources and tools to build their brands. They say that telling someone else about your goals can help hold you accountable and achieve them, so consider this my public statement. Four articles a month (minimum) — I can do this.


I’m still working out a couple kinks and adding a few additional details, but I’m pretty confident my new website will help my business as it continues to grow. I definitely recommend auditing your own website to see if there are ways to improve and help your business do the same!


A peek into the strategy behind my website redesign & tips for evaluating if your website is reaching its full potential | Alexa B. Creative & Design