Webflow Website for Linker to Structure a LinkedIn & PR Offer for Executives

Context

Linker supports executives with their visibility, credibility, and public speaking needs through LinkedIn ghostwriting, LinkedIn coaching, public relations, and media training.

Before the project, the website failed to clearly communicate:

• the agency's actual positioning (LinkedIn? PR? both?)
• the structure of the service offering
• who exactly the various services were intended for

The website's image was also out of sync with the high standards of the services provided:
a tone that was too informal, poorly executed visual elements, and a lack of clarity in the messaging.

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The site was not fulfilling its role as a strategic asset: it failed to build credibility, explain the offering, or drive organic visibility.

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Challenges

Clarify the positioning

Establish Linker as a LinkedIn & PR agency dedicated to executives and high-profile individuals.

Structure a multi-service offering without diluting the brand

Present ghostwriting, coaching, PR, and media training within a clear and cohesive framework.

Address multiple target audiences with a clear message

Build distinct user journeys for different profiles without creating conflicting messages.

Elevate perceived credibility

‍Align the web presence with the agency's professional and strategic posture.

Preserve existing assets

Migrate previously published content without losing established search visibility.

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Our approach

1. Strategic scoping & site architecture

The work began by clarifying Linker's positioning and scope of services.

Goal: establish a clear central focus, leadership visibility and credibility via LinkedIn and the media, without piling on unnecessary services.

This framework helped define:

• the overall site structure
• the sitemap
• the selection of key pages
• the prioritization of service offerings

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Strategy and architecture were developed in tandem, as a single system.

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2. Information architecture (integrated into the strategy)

Based on the strategic framework, we designed a multi-page architecture to:

• Clearly prioritize messaging
• Separate offerings without artificially isolating them
• Create consistent user journeys based on client profiles
• Ensure immediate clarity from the first few seconds

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Each page serves a specific purpose (positioning, service, credibility), without redundancy or clutter.

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3. UX/UI & web identity

The design has been completely overhauled to bridge the gap with the agency's actual reality.

Goal: shift from an image perceived as too casual to a professional, clear, precise, and premium interface.

• Clean, structured, and readable interface
• Removal of distracting visual elements
• Prioritizing messaging and value over aesthetics
• Reading pace tailored for executives and decision-makers

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UX and UI serve the message: credibility, expertise, clarity.

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4. Webflow Development

The site was developed entirely on Webflow.

• Clean and scalable technical structure
• Implementation of a clear and user-friendly CMS
• Full autonomy for the teams

Existing blog posts were migrated into the new architecture, preserving their strategic URLs. The subsequent SEO and GEO strategy is detailed in a dedicated case study.

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The site is designed to evolve without technical debt.

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Results

• A clear and confident LinkedIn & PR positioning
• A structured, understandable, and readable offering
• Enhanced perceived credibility from the very first contact
• An autonomous and scalable Webflow site
• A solid foundation for what comes next, leveraged in our SEO and GEO support
• A marketing tool aligned with the agency's real-world challenges