MARK D MCHALE & ASSOCIATES / VANGUARD PROPERTIES
Turn a Website Into a Hard-Working Agent
A full-funnel digital refresh designed to convert attention into conversations. I led a website redesign for a San Francisco Realtor team. I focused on clarity, speed, and lead capture, supported by a recurring email newsletter, SEO-driven blog content, and ongoing social media support. The system was built to scale, track performance, and support multiple property and neighborhood narratives without reinventing the wheel every time.
SCOPE OF SERVICES
Website Redesign (Squarespace)
Content Strategy and Planning
Blog Copywriting
Social Media Content
Email Marketing
Website Redesign Process
Site Audit
The MDMA.com redesign began with a structural audit of the existing site to identify friction points in navigation, content overload, and search visibility. The original site contained strong long-form content but buried it under dense pages, unclear hierarchy, and limited pathways for users at different stages of the buying or selling journey .
User Experience Enhancements
I re-architected the site around intent-based journeys. Buyers, sellers, and investors each gained clearer entry points, with long content broken into scannable sections, progressive disclosure, and more intuitive calls to action. Page layouts were simplified to reduce cognitive load, improve readability on mobile, and guide users toward next steps without overwhelming them. The result is a calmer, more confident experience that mirrors how clients actually make real estate decisions.
SEO & Discoverability Improvements
The redesign aligned content structure with modern SEO best practices. Pages were reorganized around high-intent search topics, with clearer H1–H3 hierarchies, improved internal linking, and neighborhood and service content positioned for long-tail search visibility. This set the foundation for ongoing blog content, FAQs, and neighborhood guides to perform as a connected ecosystem rather than isolated pages.
Content Architecture
& Information Design
Rather than trimming content, I reorganized it. Core topics were grouped into modular, reusable sections with consistent headings, internal linking, and visual rhythm. This allowed deep expertise to remain intact while making the site feel significantly lighter and easier to navigate. Supporting pages now ladder up to clear parent themes, reinforcing authority without redundancy.
Email Marketing
Email marketing was introduced as a new channel for Mark D McHale & Associates, activating an existing but unused mailing list of 450+ contacts. I established the foundational structure for newsletters and campaign emails, with clear sections for market insights, featured listings, and direct calls to action.
The system was designed to be repeatable and efficient, turning a dormant audience into an owned communication channel that drives traffic back to the website, blog content, and listings while reinforcing trust and expertise over time.
Social Media
Social media was formalized as a supporting channel to extend website and email content into ongoing, lightweight touchpoints. I established a clear content framework focused on market insights, new listings, and neighborhood context, translating longer-form blog and email content into concise, platform-appropriate posts.
This approach prioritized consistency and relevance over volume, reinforcing brand credibility while driving traffic back to core website pages and email signups.
