I researched and redesigned the page templates end-to-end, then partnered closely with SEO/SEM to refine the approach and secure sign-off. The final solution introduced a reusable, keyword-friendly structure the SEO team could populate: modular sections, granular local context (store, city, state integrated throughout), and FAQs at both the store and service level to address intent and expand coverage. From a UX standpoint, I simplified the action model so that nearly all primary CTAs (excluding coupons and Shop Tires) route users into the Quick Appointment funnel—reducing friction and better matching “book now” behavior.

To validate performance, many hi-fi comps included A/B test variants that will be user tested and validated. Smaller, lower-risk updates will run through lightweight testing and Qualtrics A/B experiments, while larger page updates will follow a pilot rollout—typically 5%–20% variant traffic against a control before scaling. Several sections (including the Store page) have already been green-lit for development, with future-scope iterations—such as the Appointment Scheduling redesign—pending user testing outcomes.