Cabot Cape Breton's site had simply been outpaced by the brand. What started as a straightforward property site no longer reflected the elevated, luxury positioning Cabot had grown into — the design had become inconsistent, imagery hadn't kept up, and content that mattered to visitors was hard to find.

The refresh was iterative rather than a full rebuild, which meant working creatively within real constraints. The navigation was one of them — a simple five-item menu that had been in place since the site launched over a decade ago, and one that wasn't going to change. Rather than pushing against that, I focused on what could be done within it: using Google Analytics to identify the most-visited pages and highest-intent content, then bringing that content forward through homepage blocks and carousels that gave visitors a direct path to what they were looking for.

Part of the work included improving the FAQ experience — previously uncategorized, outdated, and difficult to navigate. I led the effort to restructure and refresh the content, coordinating across multiple teams to get the right information in place, and worked with Channel13 to redesign it into a categorized, scannable accordion format. It was added to the main navigation, footer, and all booking confirmation emails — and traffic to the page increased by over 60%.

Alongside the structural improvements, I worked through Channel13 to deliver visual refinements across the site — improving imagery, tightening copy, and bringing the design language in line with Cabot's refreshed brand identity. The results were tracked through Google Analytics, with traffic to key pages increasing by 35% or more.