Over a period of nine months, I led a team that included web developers, a graphic designer, an in-house digital strategy guru, and key representatives from across the organization. We redetermined key audiences for the site, and changed the look, feel, and messaging. We also migrated to a new hosting platform, leaving behind an outdated system. Optimizing and recasting the website of a $120 million, 1,400-person organization like Heartland Alliance was a heavy lift. We were all pleased with the results, and knew we'd created not only a more effective approach, but also a platform for ever-changing content. Apart from overseeing the project, I served as lead content developer, writer, and editor, tapping my background in writing and experience in website development.