Freelance - MyPureEnviornmentSF 🏠
End-to-end web development for local mold removal services
Timeline
Oct 2025 - Jan 2026
Role
Designer & Web Developer
Platform
Squarespace
Tools
Figma, Curosr, Lovable, HTML
Overview
I partnered with a demolition-free mold removal service provider who was separating from a business partner and needed to migrate an existing website to a new domain—quickly, cleanly, and without losing SEO value.
What began as a straightforward content transfer evolved into a full redesign and rebuild of the site within the constraints of Squarespace.
💡 The Problem
The client needed to:
• Successfully migrate all existing content to a new domain
• Refresh the landing page to better communicate trust and credibility
• Improve conversion through social proof (reviews, work logs)
• Maintain or improve SEO performance post-migration
• Work within Squarespace's structural and styling constraints
The original ask was tactical: copy the existing site and update the text. However, the existing experience was dated, visually inconsistent, and underutilized key trust signals—critical for a service-based, in-home business.
🎯 Goals & Success Criteria
• Successfully migrate all existing content to a new domain
• Refresh the landing page to better communicate trust and credibility
• Improve conversion through social proof (reviews, work logs)
• Maintain or improve SEO performance post-migration
• Work within Squarespace's structural and styling constraints
👩🏻💻 Process
1. Discovery & Assessment
I audited the existing website to understand:
• Content structure and page hierarchy
• SEO-critical pages and blog posts
• Gaps in credibility signals (reviews, proof of work)
Through client conversations, it became clear that a simple copy-and-paste would underserve the business. I proposed a lightweight redesign focused on clarity, trust, and speed.
2. Design & Prototyping
• Rapidly redesigned the landing page Lovable to prototype layout variations
• Prioritized clear service explanations, trust badges, and review visibility
• Created new graphics and a logo system aligned with the parent brand while establishing independent identity
• Sourced and refined visual assets to match the client's services and tone
Squarespace constraints informed design decisions early, ensuring all concepts were feasible to implement.
3. Development & Implementation
Key features implemented:
• New landing page with custom sections
• Live Google Reviews integration to surface recent customer feedback
• Recent work logs embedded from LindaLocal to showcase ongoing projects
• Dedicated review submission page allowing customers to leave feedback directly on the site
All components were built natively within Squarespace using a mix of platform tools and custom HTML.
4. Content Migration & SEO Workflow
One of the most complex parts of the project was migrating and updating over 100 SEO articles.
To streamline this:
• Downloaded existing blog content into Cursor
• Batch-edited articles to update business details and contact information
• Preserved SEO structure while removing references to the former partner
• Re-uploaded articles using custom HTML blocks in Squarespace
This approach significantly reduced manual effort and minimized the risk of errors.
📊 Outcome
• Successfully launched a new, independent website on a new domain
• Delivered a modernized landing page optimized for trust and conversion
• Preserved and extended SEO value across 100+ articles
• Created a sustainable content system the client can maintain independently
📚 Learnings & Takeaways
• Constraints breed creativity: Working within Squarespace's limitations pushed me to find innovative solutions using platform-native tools and custom HTML.
• SEO is an asset: Migrating 100+ articles taught me the value of preserving content equity and the importance of systematic workflows
• Trust signals matter: For service-based businesses, especially in-home services, credibility elements like reviews and work logs are essential for conversion.
• AI-assisted workflows: Using Cursor and AI tools for batch content editing dramatically improved efficiency on repetitive tasks.
• Scope creep is a real thing: When working with client IRL, scope creep can quickly become a headache if you don't know how to manage your client's expectations.