UI&UX + WEB DESIGN
How Smart UX and SEO Turned Templates Into a High-Performing Growth Channel
CLIENT:
LEADPAGES
YEAR:
2023-2024
ROLE:
UI&UX + STRATEGY + TEMPLATE DESIGN + CREATIVE DIRECTION + WEB DESIGN
about.
Leadpages’ templates had big potential—but lacked search visibility and modern appeal. I partnered cross-functionally to establish a strategy, then led a UX, SEO, and redesign effort to transform templates into a conversion-ready acquisition engine. We made templates easier to find, engaging to browse, and more aesthetically aligned with the expectations of today’s marketers.
opportunity.
Unlock the traffic potential of a robust template library.
Leadpages had over 270 landing page templates buried in a gallery that lacked searchable content, imagery, and proper internal links. The result? Search engines couldn’t understand or rank the pages—and users hit a dead end. Meanwhile, many template designs no longer matched the expectations of tech-savvy marketers, agencies, and startup teams. This was a chance to modernize the experience and capture a new wave of high-intent traffic.
my approach.
Pairing smart UX with SEO strategy.
In partnership with our SEO agency, we saw an opportunity to turn a stagnant experience into a scalable, SEO-powered acquisition engine. I worked cross-functionally with engineers, product owners, and designers, leading the UX improvements of the gallery and designing the new template product pages experience, marrying strategic keyword planning with modular CMS fields to create search-friendly, conversion-ready content. We built out internal links, related templates, and a more intentional site structure with optimized URLs and category landing pages. I also designed 10 new templates and directed updates to 20+ others—modernizing the visuals and use cases to better attract our target audience.
Key efforts included:
Template Gallery UX: Designed a modern, filterable browsing experience with new category landing pages—helping users explore templates by use case, industry, and design style.
SEO-Driven Page Redesign: Created a customizable template page system with modular HTML content, enabling each of the 270+ templates to be indexed with keyword-rich descriptions of features, formats, and ideal use cases.
Template Design Refresh: Personally designed 10 brand-new templates for our ideal customer profile and led the redesign of 20+ legacy templates to align with the new brand direction.
result.
3,085% more organic impressions and a system built for scalable growth.
Within the year following the launch, template-related search impressions increased by 3,085%. The new designs and optimized content help prospects find the right templates faster—improving discovery, engagement, and new customer acquisition rates.
