Overview

Rebecca Zung is a negotiation specialist and attorney who offers a suite of online programs in negotiation and mediation. Her WordPress site needed a strategic redesign to improve conversions, make navigation intuitive for an older audience, and create a scalable hub for current and future programs. We delivered a custom design and development refresh that elevated the brand (dark UI), improved accessibility and user flow, integrated with existing sales funnels, and enabled SEO across the site.

Client quick facts

  • Client: Rebecca Zung — Negotiation education & online programs
  • Platform / Stack: WordPress (custom design), GA4 + Google Tag Manager
  • Services Delivered: UX research & information architecture, custom UI design (Figma), WordPress development, performance optimization, on-page & technical SEO, schema implementation, funnel integrations
  • Live URL: https://www.rebeccazung.com

Client Goals & Pain Points

Context

Zung’s business centers on digital programs that must be easy to find, compare, and purchase. The previous site was not converting, lacked a dedicated, scalable “Programs” hub, and was not set up for ongoing SEO campaigns.

Goals

  • Improve conversion paths from landing pages and program pages to checkout/enrollment
  • Establish a centralized Programs area that scales with new offerings
  • Make the experience accessible and readable for an older demographic
  • Enable SEO at the foundation (architecture, schema, on-page) to support campaigns

Pain Points

  • No consolidated space to showcase current programs or accommodate future programs
  • UI and copy readability issues (text too small for older users; low accessibility)
  • Confusing navigation and user flows; difficult to get to key actions quickly
  • Heavy, oversized imagery and slow page performance
  • No structured way for the internal team to manage programs and updates

Success Criteria

  • Sub-2s desktop load on key templates; lean, optimized media and assets
  • Clear, linear program discovery → comparison → purchase path
  • Accessible typography and components
  • Sitewide on-page/technical SEO readiness, including schema and internal linking

Approach & Strategy

Discovery & UX

  • Analytics review and heuristic audit identified small type, unclear IA, and friction points in program discovery
  • Reworked information architecture for straightforward paths to Programs and most-trafficked content
  • Defined flows for high-intent visitors (email traffic, ads, returning users) to reduce clicks to purchase

Design System

  • Custom design in Figma with an elevated, dark UI to reflect the brand’s authority and polish
  • Accessibility-minded typography (larger base size, hierarchy, contrast) and component patterns
  • Social proof modules highlighting celebrity testimonials alongside everyday success stories

Development & Integrations

  • Custom, responsive WordPress build with performance-first practices
  • Integrated with existing sales funnels to preserve marketing workflows and nurture paths
  • Created a scalable “Programs” hub to publish and manage current/future offerings without developer support

SEO Foundation

  • On-page optimization: titles, metas, headings, internal linking strategy, semantic markup
  • Technical SEO: XML sitemaps, robots directives, canonical strategy, clean redirects
  • Schema applied across key templates (Organization, WebSite, BreadcrumbList, Programs/Products, Articles), enabling richer understanding by search engines

Key Features (Technology & UX)

  • Programs Hub & Template System — Centralized, scalable structure for programs so the team can add, update, and promote offerings efficiently
  • Dark UI with Accessible Typography — Larger, legible type and high-contrast components designed for older users without sacrificing brand aesthetic
  • Streamlined Navigation & Flows — Clear entry points to Programs and fewer steps from discovery to action
  • Performance Pipeline — Next-gen images, compression, minification, and caching to keep templates lean and fast
  • Schema & SEO Readiness — Structured data and internal linking baked into templates to support ongoing campaigns
  • Social Proof Modules — Testimonial sections featuring both celebrity and customer quotes to reinforce trust

Performance & SEO Highlights

  • Load Time: Fully loaded ≈ 1.6s (desktop) after image, asset, and caching optimizations
  • Image & Asset Strategy: Next-gen formats, compression, lazy loading, and size attributes to stabilize layout and reduce bloat
  • Markup & Structure: Semantic HTML hierarchy, descriptive alt text, consistent heading structure, and contextual internal links
  • Tracking: GA4 + GTM baseline tracking for funnels, program detail engagement, and conversion events

Results

  • The site now offers a central, scalable Programs hub that supports current offerings and future expansion without rework
  • Faster, more readable experience for an older audience via accessible typography and component patterns
  • Clearer conversion paths from discovery to enrollment through simplified IA and streamlined user flows
  • SEO-ready foundation (schema, on-page, internal linking) to support active and future campaigns
  • Desktop performance improved to ~1.6s fully loaded, reducing friction on key program templates