“When you're running self-serve growth, the website is your primary revenue surface. A full-site rebrand and platform migration happening simultaneously risks everything. Lela held accountability for organic traffic, signups, and revenue throughout the entire overhaul, and navigated through each challenge to bring us to the finish line.”
My advisory is for VPs of Marketing and Growth at scaling SaaS and consumer brand companies with product-market fit, an existing tech stack, and resources or budget to execute.
It’s not a fit for sites with fewer than 5,000 sessions.
Do you only work on website conversion, or is the scope broader?
The scope is broader. Depending on your business, the engagement may focus on lead generation, self-serve conversion, digital engagement, or content experience — or a combination.
Web performance is the primary lens, but the diagnosis extends to where the problem actually lives: channel handoffs, on-page experience, post-submission lifecycle friction, or engagement depth for brands where return visits and content interaction matter as much as form fills. Standard engagements cover the agreed scope. More complex cross-channel or multi-property work is custom-scoped on the discovery call.
Do you handle the copy, design, and engineering execution?
As a fractional leader, I provide oversight, strategy, and operational stewardship to drive execution and results. Vendor selection and management—including agencies and freelancers—can be included in our engagement.
If you also need direct support with website management, maintenance, or project management, we can discuss these needs in a scoping call.
Additional executional services are custom scoped and priced based on the level of involvement required. Creative, development, and web platform expenses are not included.
Our Discovery Sprint and Strategy & Roadmap retainers are available at a reduced rate of $200 per hour (compared to the $295 base rate) to help you manage your budget as you get started.
In our first call, we’ll discuss your goals and challenges so that I can recommend the best-fit for your needs.
It's the structured framework behind every engagement. It's the system that replaces opinion-driven prioritization with scored, evidence-required decision-making. Every hypothesis is evaluated against 10 criteria: evidence strength, traffic volume, placement, implementation effort, and more. Each test result feeds the next backlog re-sort, so the program gets smarter over time rather than resetting after every cycle.
You get a plain-language Leadership Summary with top priorities readable in under 90 seconds. Your team and vendor gets the full scored backlog.
