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Contents

1. Revenue systems

2. Builds

3. The operator

4. Writing

5. Journal

6. Resume

7. Appendix

195 wordsby CONNOR J. LAUGHLIN

Enterprise digital presence rebuild.

A web rebuild, a structured content system underneath it, and accessibility fixed in the templates.

Outcome

Designed a large-scale structured SEO/GEO content system across regulated verticals. Material organic growth from SEO and content infrastructure. Drove WCAG 2.1 AA remediation across web properties, including image, heading, statement, and contrast fixes.

Schema to pageThe structured content pipeline: a schema, the content record written against it, the template that renders it, a QA check that holds the page until it passes, and the published page.SCHEMACONTENT RECORDTEMPLATEQA CHECKPUBLISHED PAGE
FIG_018 [ Schema to page ]A schema produces the page. The QA check holds it until it passes.

The sites were slow, inconsistent between brands, and failing accessibility in ways that were easy to prove. We rebuilt on one architecture, then put a structured content system underneath so pages generate from schemas instead of briefs. Accessibility got fixed in the templates, which is where it stops coming back.

The case

  1. 01The problem

    Site traffic was high but unqualified. Consumer visitors mixed with enterprise prospects, and conversion measurement leaked across both.

  2. 02What I built

    I rebuilt the information architecture for enterprise buyers, separated consumer routing, set up GA4 and GTM for high-intent events, and tuned the conversion experience.

  3. 03What changed

    Qualified traffic improved. Conversion measurement stopped leaking across audiences.

  4. 04What it proves

    A digital presence that routes enterprise traffic and measures enterprise conversions.

Proof

Chapter figures

organic performance after the rebuild
Material growth. organic performance after the rebuild. Material organic growth from SEO and content infrastructure. Multiples and percentages stay gated..

Systems built

  1. Conversion-first IA for enterprise buyers
  2. GA4 and GTM instrumentation for high-intent events
  3. Strict B2B routing
  4. Measurement QA on release

Chapter details

Scope
  • UX audit
  • information architecture
  • B2B routing
  • GA4/GTM wiring.
Stack
  • WordPress
  • Elementor
  • GA4
  • GTM
Governance
  • Conversion IA standards
  • strict B2B routing
  • measurement QA

Governance notes

  • Conversion IA standards versioned
  • B2B routing enforced to eliminate consumer leakage

In the interview

I rebuilt tsico.com for enterprise conversion. Clean routing, clean measurement, measurable growth.
Email Connor

Open to VP of Marketing & GTM, Head of GTM, VP Revenue Operations, and GTM engineering roles at AI-native B2B SaaS and PE-backed growth companies that build the tools of change. Chicago, hybrid or remote.