Website Design & Prototyping

I design websites that are not only visually engaging but also intuitive and user-friendly. Using tools like Adobe XD, I prototype and refine layouts that balance creativity with functionality, ensuring each design reflects the brand’s identity while improving the overall user experience. From wireframes to polished mockups, my process focuses on collaboration, clarity, and delivering designs that seamlessly translate into development.

Early Design Process

The drafting stage is where the vision of a website begins to take shape. At this point, I focus on structuring layouts, defining navigation, and mapping out key content areas to establish a clear framework. Using tools like Adobe XD, I translate ideas into wireframes—simple, visual outlines that show how users will move through the site. This stage isn’t about perfect colors or details yet, but about capturing flow, hierarchy, and functionality. It’s where I start to bring clarity to the project, aligning the creative direction with user needs and the brand’s goals before moving into high-fidelity design.

View Full Early Design
A webpage for heating services in Nashua, NH, featuring sections on financing options, heating repair services, installation services, and furnace maintenance, with images of heating equipment and service personnel.
Screenshot of a webpage advertising new construction HVAC services in Nashua, NH, provided by Joyce Cooling & Heating Inc., featuring contact info, a photo of a modern house, and promotional content.

Prototyping

The final design prototyping in Adobe XD entails transforming wireframes into polished, interactive mockups. This step unites visual identity, navigation, and functionality, ensuring the site is both brand-aligned and user-friendly before development.

A group of employees standing in front of a fleet of service vehicles, with a building and trees in the background, on a website for Joyce, a company providing home and office comfort systems.
A website homepage for Joyce Cooling & Heating Inc., a HVAC service provider in Allenstown, NH, featuring a service van, company logo, navigation menu, contact information, and service details.
View Full Prototype

In addition to design, I craft website copy that is clear, engaging, and optimized for search engines. By integrating SEO best practices—from keyword research and on-page optimization to metadata and headings—I ensure content is both discoverable and user-friendly. My approach balances technical optimization with brand voice, helping sites rank higher while delivering meaningful information to their audience.

SEO Optimization & Website Writing

Screenshot of a webpage for Joyce Cooling & Heating Inc., describing their HVAC services in Nashua, NH, and nearby areas. The page highlights their 30 years of experience, family ownership, and specialization in HVAC installations, repairs, and maintenance for residential and commercial clients.
Page 4 of a document discussing HVAC services, rebates, and energy efficiency programs in New Hampshire.
Website Rewrite Example

Complete 60-page SEO website rewrite for improved visibility and user experience.

How Does SEO Optimization Work?

Research & Strategy Overview

  • Identify relevant keywords your audience is actually searching for.

  • Study competitors to see what kind of content ranks well.

  • Align keywords with your brand’s tone and goals.

  1. Structuring Content

    • Use clear headings (H1, H2, H3) so search engines and readers can easily understand the hierarchy.

    • Break text into short, scannable sections to keep users engaged.

  2. Writing for People + Search Engines

    • Place keywords naturally in the text (no keyword stuffing).

    • Write in your brand voice so it feels authentic, not robotic.

    • Answer questions your audience might have so Google recognizes the content as helpful.

  3. On-Page Optimization

    • Add meta titles, descriptions, and alt text for images.

    • Link internally (to other pages on the site) and externally (to reputable sources).

  4. Refinement & Testing

    • Monitor site performance with analytics.

    • Adjust wording or structure based on what’s ranking and what’s not.

Want to see it put together?

After developing the SEO strategy, refining the site through prototyping, and crafting clear, engaging content, I brought the final website for Joyce Cooling & Heating to life. The result is a user-friendly, responsive site that reflects the company’s professionalism while making it easy for customers to find services, get in touch, and learn more about HVAC solutions.

View the Full Site Here!