Context
Describe the business situation in plain language. What did the company need? What was underperforming, missing or unclear? Give enough context for a visitor to understand why the work mattered.
Example direction: “The digital presence needed to support both product discovery and ongoing marketing activity. My role connected the website, content, search visibility, campaign execution and measurement rather than treating each area independently.”
Approach
Explain how you thought about the problem before listing tasks. This is where you show judgment: priorities, tradeoffs, sequencing and how the channels supported one another.
- Improve the website experience around actual user intent.
- Create content and visuals that support both discovery and conversion.
- Strengthen organic search foundations and identify high-value topics.
- Use paid media where it can add qualified demand.
- Set up measurement so activity can be evaluated and improved.
Execution
Be concrete about what you personally did. Mention the platforms, deliverables and responsibilities that matter, but keep the page focused on the problem rather than turning it into a tool list.
- Website updates, landing pages and technical improvements.
- SEO research, on-page optimization and content support.
- Visual content and campaign creative.
- Paid campaign setup or optimization where applicable.
- GA4, Search Console, conversion tracking and reporting.
Results
Replace the boxes below only with real figures you can verify. Strong metrics might include organic traffic, non-brand clicks, qualified leads, conversion rate, cost per lead, ROAS, ranking visibility or revenue contribution.
Finish with what changed because of the work and what you learned. A believable case study with a modest, well-explained result is much stronger than an impressive number without context.