Business Enterprise Institute (BEI) exitplanning.com Case Study
Overview
BEI needed a clearer, more strategic brand and marketing presence to support the growth of its SaaS platform, training programs, and advisory services. I led initiatives across product, marketing, and user experience to modernize their positioning, align their messaging with their audience’s needs, and implement AI-driven systems to scale smarter.
Challenge
BEI’s existing website and marketing infrastructure were limiting growth and confusing prospects. The messaging did not clearly explain what products or services were offered, how software, training, and services related, or why potential customers should engage.
User journeys were fragmented, SEO was underdeveloped, and critical lead-generation mechanisms like CTAs and HubSpot integrations were broken or missing. The deeper strategic issue was a lack of alignment around BEI’s ideal customer and how to clearly articulate the value of its offerings across the full experience.
Approach
I designed a multi-layered strategy focused on brand clarity, user experience optimization, and scalable marketing operations:
Brand and Messaging Strategy
Redefined BEI’s value proposition and messaging architecture, clarifying the relationship between its software, training, and services for a diverse advisory audience.
Website Redesign and UX Optimization
Led a ground-up redesign of the homepage (upcoming launch) and product pages, creating intuitive, conversion-optimized user flows. Simplified navigation, focused messaging, and corrected SEO fundamentals to drive better organic performance.
Lead Generation System Repair and Optimization
Audited and repaired broken CTAs, form captures, and HubSpot workflows, rebuilding a reliable lead capture foundation across the website and digital channels.
AI-Enhanced Content and Marketing Workflows
Integrated AI-driven tools to accelerate content production, create more personalized audience segmentation, and optimize campaign performance. Developed prompt systems and editorial workflows that maintained human voice while increasing efficiency.
Throughout, I balanced creative thinking with strategic structure — ensuring that every design and marketing decision tied directly back to user needs and business outcomes.
Before
Website Overhaul
After
Results Overview
Built a new strategic foundation for BEI’s digital presence, clarifying products, services, customer value, and user journeys.
Designed and launched updated product pages and a redesigned homepage to improve UX, messaging clarity, and SEO.
Repaired and optimized lead generation infrastructure through HubSpot and website integration.
Developed AI-enhanced content workflows, enabling faster, more targeted content creation without sacrificing brand authenticity.
Results
13,000+ website visitors/month to homepage
in 3 months
1000% increase in sales discovery booking
in 3 months
10x increase in brand perception, including 2x internal brand perception
in 14 days
250% landing page traffic increase
in 1 quarter
Key Contributions
Brand and messaging strategy leadership
Website and UX design leadership
Digital marketing infrastructure repair and optimization
AI-driven content workflow development
Cross-functional collaboration across marketing, product, and leadership teams