Jessica Sloane

Jessica Sloane had built a nationally recognized brand — published in Harper's Bazaar, Martha Stewart Weddings, BRIDES, and named one of the best wedding planners in the country. Her website hadn't kept pace.

The existing site was a static WordPress build — last updated in 2016 by the footer's own admission. A sidebar navigation. No CMS. No offerings page. The portfolio page was a wall of photos, no way to update services, or publish content without a developer. For a creative director whose entire value proposition is aesthetic discernment, a static site wasn't hitting the mark.

High-end clients researching a $50K+ event expect the website to feel like the work. Hers didn't — and she had no easy way to fix it on her own.

The goals going into this project were clear:

• Elevate the visual presentation to match the editorial quality of her published work
• Build a flexible CMS-driven portfolio that she could update without a developer
• Improve site structure and on-page SEO to support organic discovery from prospective clients
• Create a site experience that communicates trust and taste immediately — within the first scroll

The brief was clear: build something that matches where the brand actually is, not where it was in 2016. That meant two parallel tracks — elevating the visual design, and rebuilding the infrastructure so Jessica would never be dependent on a developer again.

The design direction came directly from her portfolio. Her events are characterized by intentionality, natural elegance, and a distinctive edge. The site needed those same qualities — editorial layouts, generous whitespace, strong typographic hierarchy, and a portfolio structure that let the photography lead.

Webflow was the right platform call. WordPress could have been redesigned, but the CMS limitations would have remained. Webflow's visual CMS meant Jessica could add portfolio entries, update offerings, and publish content herself — with full design fidelity, no theme conflicts, no plugin dependencies.

SEO was baked into the architecture from the start: semantic HTML structure, optimized meta fields, descriptive alt text conventions, and a content hierarchy that Google could actually parse — none of which the old WordPress build had in place.

WordPress → Webflow Migration — Full platform migration and rebuild, replacing a static 2016 WordPress site with a modern, CMS-driven Webflow build.

CMS Architecture — Portfolio, team, and offerings all built as Webflow CMS collections, giving Jessica complete control over her content without touching a developer.

Offerings Page — Built from scratch; the old site had no dedicated offerings structure. Services now live in a proper, navigable section of the site.

Technical SEO Foundation — Semantic markup, meta field optimization, structured content hierarchy, and image alt text conventions implemented site-wide.

Portfolio System — Individual portfolio entries with full-page layouts, supporting the editorial presentation her published work demands.

Newsletter & Lead Capture Integration — Venue checklist opt-in and newsletter signup integrated into the site flow to support audience building.

Mobile-First Responsive Design — Full optimization across breakpoints for a client base that researches primarily on mobile.

The new site gave Jessica a web presence that finally matched the caliber of her work and press coverage. As a creative director who is particular about aesthetics, she needed a collaborator — not just an executor — and the process reflected that.

Her Google review captures it directly: "Grant is so kind, creative and open to feedback. As a designer and someone particular about aesthetics, it was important to me to find someone who would be willing to collaborate. Grant was such a great fit for me and I'm really happy with my new and improved website."