Website design, development & growth

Leading Guidebook’s website through two major redesigns

Two website redesigns, a new focus on higher education, and the content, campaign and search systems supporting Guidebook’s next stage.

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Guidebook: Website design, development & growth

Company: Guidebook · Current role
My role: Website design & development, with strategy and content
Work: Design & development, content systems, campaigns and search

Built with

Airtable

Chili Piper

Salesforce

Webflow

Two redesigns. An evolving brief.

I joined Guidebook to help redesign and develop its website. The work has since grown into an ongoing responsibility for how the site communicates the product, supports campaigns and connects visitors with the sales team.

The first redesign brought the website into Guidebook’s new brand. I created the website design system and components in Figma, then carried the design through into Webflow and custom JavaScript. That gave the marketing team a foundation for developing the site as the business evolved.

I owned almost all of the website design and development. Page strategy, structure and the initial audience and messaging work were collaborative within the marketing team, with my contribution to copywriting expanding over time.

A later shift towards higher education called for a second substantial redesign. This was the more demanding challenge: the site needed a different story, a clearer journey for university teams, and more ambitious design and animation.

Project scope

Design & development
content systems
campaigns
search

A sharper focus without losing search relevance

Guidebook had served a broad audience, from enterprise events and conferences to associations. Moving towards higher education meant helping teams such as admissions recognise their own needs as soon as they arrived.

The complication was how those teams search. Someone planning a university event may still look for an “event app” or “event management platform”. The more specific admissions and orientation terms offered less search demand.

I worked through that tension across the site’s structure, design and copy: making the experience feel relevant to university teams while keeping established event terminology in view. Protecting existing keyword visibility was a consideration throughout the redesign, alongside the aim of attracting more relevant enquiries.

The admissions page connects Guidebook’s product to the prospective student journey.

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A content system the wider team could maintain

I designed and built a shared Airtable database for the website’s reusable content, bringing organisation logos, customer reviews, FAQs mapped to specific pages and case-study material into a clear structure.

Designed for colleagues across marketing and other departments, it made adding, updating and removing content straightforward, particularly for case studies. This established a shared content workflow that hadn’t existed before, giving the wider team a practical way to keep website content organised and current.

A repeatable system for paid campaigns

I moved Guidebook’s paid campaign pages from Unbounce into Webflow, using the CMS to streamline the creation of new landing pages. Working with the growth manager, I helped connect targeting decisions with the page content, design and conversion journey.

The technical work extended beyond the pages. I developed the forms and JavaScript handling campaign attribution, conversion tracking and the transfer of lead data into Salesforce and Chili Piper.

A key requirement was keeping campaign measurement distinct from the site’s broader tracking. The scripts and launch process were designed to preserve the connection between a campaign, its landing page and the enquiry it generated.

A published higher education article informed by competitor and keyword research.

Turning search data into editorial decisions

I built an SEO intelligence dashboard using DataForSEO APIs to bring performance, rankings, keyword opportunities and competitor research into one workflow. I use it to assess what to write, which opportunities are realistic, and where the site needs more work.

That research helped shape “Best Event Management Software for Higher Education in 2026”, including investigating competing content and keywords associated with companies such as Modern Campus. I now also write articles to support the site’s search priorities.

The work extends to answer engine optimisation: deriving questions and prompts from search data, tracking how Guidebook appears across different AI tools, and using those observations to inform site content. I am also developing a backlink and outreach approach.

Connecting the website with the wider marketing effort

My remit also covers trade show materials, from messaging and design concepts to production artwork for booths, banners and print. I carry that work through to the landing pages and forms supporting each campaign, keeping the brand and visitor journey consistent.

Across the two redesigns, I have brought website design, development, shared content operations, campaign delivery and search insight into a connected body of work. The role continues as Guidebook’s positioning and marketing priorities evolve.

Leading Guidebook’s website through two major redesigns: project preview

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