Sydney Troxler

The Strategic Website Design Roadmap


The Challenge:

Sydney is a performer who transports her audience to a new world every time she is on stage. She needed a website and personal brand to help her make connections in her industry.The website features a photo gallery, media page, resume, and bio. It is clean and easy to use, appealing to an audience of creative minds and businesses alike. The logo is a simple S.T. text surrounded by a sketched circle, representing the performer in personality and appeal.

Sydney had never had a website, but needed something to include on her resume when attending auditions and reaching out to potential agents. While the website didn't need complicated functionality, it did need to highlight her talents. It also needed to be easy to update as she performed in more shows..


THE process:

Sydney did not have a website when we began designing and many of her colleagues had only simple templates, so we had to craft a design that would stand out but still fit her field.

I started by learning about the industry and what pages needed to be included. Then, I gave Sydney a guide to begin gathering content.

I mocked-up the major pages for her to review and we refined the design and once the design was approved, I developed each of the pages, including a downloadable PDF resume.

Before launch, I tested the entire website and made sure the mobile version of the website reflected the desktop design.


  • Squarespace website
  • Press page with links to featured articles
  • Downloadable PDF resume


Sydney has continued to perform in New York and other theaters throughout the United States and has signed with an agent. She has been able to earn more and make connections in the industry.

  • Website Visits up 18%
  • Unique Visitors up 18%
  • Pageviews up 41%
  • Driving 65% of traffic from social media
  • Hired to perform on a cruise line
  • Performed in 3 new shows

"This was one of the simplest, quickest, and most helpful processes I have been through. Everything was spelled out easily for me (someone who has no idea how to make a website!)

The correspondence between us was always quick and communicated well. I enjoyed collaborating and being able to make some of the design decisions myself while still having such strong guidance.

I really feel like this will be a long-lasting tool for my career and it all happened so fast!"


Like what you see and want to work together??