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

Context

Linker supports executives and high-profile leaders on issues of visibility, credibility, and public speaking through LinkedIn ghostwriting, LinkedIn coaching, public relations, and media training.

Before the project, the website did not clearly communicate:

• the agency’s real positioning (LinkedIn? PR? both?)
• the structure of the offer
• which services were intended for which type of client

The website’s image was also misaligned with the level of strategic support provided:
an overly familiar tone, loosely controlled visuals, and a lack of clarity in messaging.

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The site failed to play its strategic role — neither as a credibility signal, nor as a clear presentation of the offer, nor as a solid base for organic visibility.

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Challenges

Clarify positioning

Assert Linker as a LinkedIn & PR agency dedicated to executives and high-visibility profiles.

Structure a multi-service offer without dilution

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

Address multiple audiences with clarity

Build distinct user journeys for different client profiles without fragmenting the message.

Increase perceived credibility

Align the website’s image with the agency’s professional and strategic posture.

Optimizing the existing SEO foundation

Structure the site for organic visibility and integrate blog content migration.

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Our Approach

1. Strategic Framework & SEO Structure

The project started with a deep clarification of Linker’s positioning and scope.

The objective was to define a single, clear strategic axis — executive visibility and credibility through LinkedIn and the media — without stacking disconnected services.

This phase resulted in:

• a clearly defined website structure
• an SEO-optimized sitemap
• precise page selection and hierarchy
• prioritization of strategic keywords per page

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Strategy, information architecture, and SEO were designed as one unified system.

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2. Information Architecture (Integrated into Strategy)

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

• Clearly hierarchy messages
• Separate offers without isolating them
• Create coherent journeys for different client profiles
• Enable immediate understanding within the first seconds

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Each page answers a specific intent (positioning, service, credibility), with no redundancy or content overload.

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3. UX/UI & Web Identity

The visual and UX direction was completely redesigned to correct the gap with the agency’s reality.

Objective: move from an overly familiar image to a professional, clear, accurate, and premium interface.

• Clean, structured, and readable interface
• Removal of unnecessary visual noise
• Message and value prioritized over visual effects
• Reading rhythm designed for executives and decision-makers

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

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4. Webflow Development & SEO Migration

The website was fully developed in Webflow.

• Clean, scalable technical foundation
• Structured and usable CMS
• Full autonomy for internal teams

A specific focus was placed on SEO blog content migration:

• recovery of existing articles
• preservation of strategic URLs
• clean reintegration into the new architecture
• continuity of organic visibility

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The website is built to evolve without technical debt.

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Results

• A clear and assertive LinkedIn & PR positioning
• A structured and easily understandable offer
• Stronger perceived credibility from the first interaction
• An autonomous and scalable Webflow website
• An SEO-optimized structure, including migrated content
• A marketing tool aligned with the agency’s real business challenges