Website Redesign
VisitSanAntonio.com | TheSanAntonioRiverWalk.com
Platform migration, content strategy, information architecture, project management
The Problem
Visit San Antonio's digital presence was previously built on a WordPress site that had no connection to Simpleview, the CRM powering member and partner data. Each time a member updated their information, hours, contact details, or listings, someone had to manually replicate those changes across the leisure site, the meetings site, the Spanish language site, and more.
It was unsustainable, error-prone, and pulling time away from strategy.
Before
After
The Solution
I identified the disconnect and made the case for migrating to Simpleview's native CMS, a platform that allows member data entered in the CRM to feed directly into the website automatically, eliminating the manual update cycle across multiple properties.
From there, I owned the redesign end-to-end:
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Built the sitemap and determined which pages required migration versus retirement
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Managed the project timeline in partnership with the development team
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Led content strategy, page architecture, and quality assurance across all properties
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Coordinated the phased launch — Visit San Antonio first, followed by the River Walk
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Managed testing, review cycles, and launch day execution
The Result
Within the first 12 months post-launch, the redesigned Visit San Antonio site delivered:
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15M+ annual views, up 63% year-over-year
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8.9M+ sessions, up 71% year-over-year
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7.4M+ users, up 61% year-over-year
The San Antonio River Walk site launched shortly after and posted positive growth across all key metrics post-launch.
The CMS migration eliminated the manual update burden across multiple properties, freeing up time for content strategy and program development.
Ongoing Efforts - AI Search Optimization
Following the redesign, I identified AI search visibility as an emerging priority and began directing optimization strategy across key pages to improve discoverability in generative AI platforms. As travelers increasingly turn to tools like ChatGPT and Claude to plan trips, ensuring Visit San Antonio surfaces in those results is the next frontier of organic reach.