Client: LBAN - The Latino Business Action Network, a national nonprofit supporting Latino entrepreneurs through education programs, research, and a peer network of 1,500+ alumni.

Project Type: Website optimization and redesign (subcontracted through web development partner)

My Role: Content strategy, sitemap development, and core page copywriting

The Challenge

LBAN needed to overhaul their website to improve performance, mobile experience, and conversions, particularly for their flagship programs and annual summit. But the content side was complex:

• Multiple audiences with different needs: prospective program participants, current alumni, service providers, and potential donors.

• Content-heavy organization with detailed program information that couldn't simply be cut.

• Tight timeline where everything hinged on content being finalized first so design and dev could proceed.

• Constraint to work within existing content as much as possible rather than creating net-new pages.

My Approach

I led a discovery session to understand LBAN's audiences, goals, and priorities. From there, I significantly restructured the site's information architecture around their three core pillars: research, education, and community… but with user-friendly language. For example, I renamed "Ecosystem" to "Community" and "Educate" to "Programs" so visitors could quickly orient themselves and find what they needed.

The new sitemap simplified navigation while creating clear pathways for different audiences: prospective program participants looking to apply, alumni staying connected, and donors or partners exploring involvement.

For the program pages—their highest priority—I studied the executive education examples they admired and created a new page structure that balanced their need for detailed information with cleaner user flow and stronger conversion paths.

I wrote copy for 5 launch-critical pages, working within the tension between the client's content-rich approach and the design team's preference for brevity.

The Outcome

• Delivered sitemap and copy on a compressed timeline, keeping the project on track for launch.

• Minimal revisions required on both sitemap and copy.

• Client feedback: “This looks great—thank you for your thoughtfulness and attention to detail.”

• Program pages successfully blended inspiration from top-tier executive education programs into a cohesive structure tailored to LBAN’s needs.