Modular landing page system allowed the team to create over 300 landing pages
Posters designed for a CipherHealth-hosted industry event
The company’s website had focused heavily on showcasing products, without providing much context on what problems they solved. It needed however to engage audiences at different entry points: some visitors knew the company’s products, others understood their problems but not CipherHealth’s solutions, and many weren’t familiar with either the company or the problems it solved.
Through collaborative work with sales and leadership, I redesigned the website to offer those entry points, leading with issues customers might face, then the types of business CipherHealth helps, and only then providing a product breakdown. For each of those paths, I created an internal page offering more details and encouraging outreach. This meant the messaging could meet visitors where they were at, regardless of prior knowledge. Within a year, this shift helped increase monthly traffic from <100 visitors to over 20,000, and boost conversions by 79%.
Landing page designed for a CipherHealth-hosted industry event
Promotional brochure
Example of a landing page created with modular system
The next challenge was empowering non-technical marketing team members to independently produce content-rich landing pages without relying on developers. Through interviews with the team, I was able to better understand their workflow and the types of content they most often needed.
My solution was to design and implemented a modular landing page component library using WordPress and Salesforce integrations. This allowed creators to rapidly assemble pages while consistently staying on-brand, with no coding required. The system quickly scaled, resulting in the creation of over 300 landing pages, and increasing landing page conversions by 62% within three months of launch.
In-conference app designed for a CipherHealth-hosted conference
The company blog functioned as a content repository and an important lead generator
The marketing team lacked reliable data to inform content decisions, leading to anecdotal choices about what content to prioritize and how to optimize lead generation. To overcome this, I set up an advanced analytics system leveraging Google Analytics, UTMs, and Salesforce Pardot APIs, which tracked detailed user interactions across the site.
This analytics setup delivered actionable insights that could clearly indicate which content performed best. With these metrics, the team gained the ability to optimize their content strategy in real time, significantly streamlining their process and deepening their understanding of leads as they moved through the sales funnel.
Animation created for CipherHealth's website homepage
One of the website's Product pages
One of many email templates I designed and implemented
Additionally, I collaborated closely across teams, from marketing, to sales, data analysis and leadership, to design complementary marketing materials: brochures, animations, email templates, slide decks, and event materials. Each item was carefully aligned visually and strategically, reinforcing CipherHealth’s brand narrative and credibility across different channels.