As a communication strategist and designer, I believe that a website isn’t just a collection of pages – it’s a conversation with your audience. When BCW Builders approached me to rethink their online presence, they weren’t looking for bells and whistles; they needed clarity.

Let’s say a nonprofit in Lincoln, NE, wants to launch a campaign to increase volunteer sign-ups for a community garden project. They don’t have a full-time marketing person, but they do have a clear goal and a passionate team. A fractional marketing professional could...