1Password was known for best-in-class consumer password management. As the business expanded into a full security suite for SMB and enterprise, the website needed to evolve from a consumer storefront to a true growth engine. The challenge: capture new B2B markets without sacrificing B2C performance.

Problem

Traffic was strong, but the website could not keep pace with 1Password’s B2B ambitions. Fragmented UX and technical SEO gaps eroded trust and created friction, driving up acquisition costs and leaking high-intent prospects.

Marketing teams were stuck in reactive mode, with no clear system for prioritizing what to test or build next. Decisions were driven by opinion rather than data, and teams could not explain what was moving the needle.

Solution

I led the rollout of a four-pillar web growth framework that bridged the gap between marketing priorities and technical execution.

• Discover: I mapped the current state and unit economics, analyzing the web funnel to pinpoint where conversions were breaking down and where data gaps existed.
• Diagnose: I surfaced the real bottlenecks—critical UX disconnects and technical SEO issues that were costing B2B leads.
• Prioritize: I implemented a RICE framework to focus on the highest-impact levers, replacing opinion-driven debates with data-backed decisions and aligning resources.
• Roadmap: We built a focused six-month plan with clear KPIs, segmented user journeys for B2B buyers, and a CMS migration that addressed trade-offs between speed, scope, and quality from day one.

Key strategies

• Aligned cross-functional teams around the most critical problems.
• Developed tailored web journeys for B2B and B2C personas.
• Rebuilt web architecture to deliver faster performance and greater flexibility.

This transformation proved that strategic alignment and a customer-first approach can turn a fragmented web presence into a foundation for sustained growth.

Results

Strategic alignment and disciplined prioritization delivered immediate, measurable business impact. The website became a predictable growth engine.

• 50% increase in incremental traffic to SMB B2B surfaces.
• 70% reduction in time-to-market for new web initiatives by eliminating legacy system blockers.
• 80% reduction in technical SEO and accessibility errors.

With a unified web growth model, 1Password captured new B2B markets . The scalable foundation now enables the team to test, learn, and iterate with confidence as they expand into mid-market and enterprise.