UX/Product • Web Design • 2026

B2B Website Redesign

Lead designer & front-end implementation for HomeWell’s franchise development website.

18 Core Pages ~ Franchise Lead Generation Site ~ 6-Month Rollout

HomeWell’s franchise development website needed a clearer, more modern experience for prospective franchise owners. I initiated the redesign, established the visual direction, and designed and built all 18 core pages in Avada on WordPress. I worked closely with our copywriter to shape content within the page experience, then partnered with our developer on backend needs as each section moved toward launch.

The Problem

A site that no longer reflected the brand — or served its purpose

HomeWell’s franchise development site had been built years earlier by an outside agency and no longer reflected the brand or the needs of its audience. The design felt dated, reflected an older version of HomeWell’s identity, and made it harder for prospective franchisees to find what they needed.

The page structure was also inconsistent, leaving visitors without a clear path toward requesting a franchise kit, one of the site’s primary calls to action. Outdated content added to the problem, making the overall experience harder to navigate and less effective as a franchise recruitment tool.

Outdated visual design and branding
Inconsistent user journey across pages
Complex page structure with no clear conversion path
Outdated content in need of a refresh

B2B franchise development site grayscale and color mockup drafts.

Process

From design to front-end build

I led the project from initial page structure through front-end build, designing the full experience in Adobe XD and building the final site in WordPress. I worked with our copywriter, Franchise Development team, and developer at different stages to move each page from concept to launch.

Designed every core page in Adobe XD, beginning in grayscale to establish structure, hierarchy, and content flow.
Worked directly with our copywriter in the same files, refining layouts as final messaging developed.
Reviewed the visual direction and page experience with Marketing and Franchise Development before moving into build.
Built all 18 core pages in Avada on WordPress, partnering with our developer when backend support was needed.

Visual Execution

Bringing the redesign to life

A look at how the site evolved across key pages in the franchise development journey.

Homepage

Reworked a dense, text-heavy homepage into a warmer, more human introduction to HomeWell, with clearer information hierarchy, quick-answer navigation, and a stronger path toward the franchise kit.

Training & Support Page

Before and after comparison of the training and support page

Simplified a dense training page into a more scannable experience, highlighting the Learning Lab and giving prospective franchisees a clearer picture of the support available to them.

Territory Map

Rebuilt a confusing, high-maintenance territory map into a clearer, color-coded experience with a state-by-state breakdown — giving prospective franchisees a faster way to check availability while reducing ongoing upkeep.

Investment Page

Restructured dense investment information into clearly defined options, making it easier for prospective franchisees to compare paths to ownership and understand what each option included.

Collaboration & Workflow

A small, cross-functional team

This was a lean internal effort. I led the design and front-end build of the site, our copywriter shaped the content, and our developer handled backend work and launch. The Franchise Development Marketing Manager reviewed direction along the way, helping keep the experience aligned with the goals of the franchise development team.

Project Coordination

Kept the day-to-day workflow organized across design, content, development, and review, helping track priorities, open items, and next steps.

Bi-Weekly Calls

Helped keep the copywriter, developer, and Franchise Development team aligned on progress, open questions, and next steps.

Outcome

A stronger front door for franchise growth

The redesigned site gives prospective franchise owners a clearer path through the information they need most — from available territories and investment options to training, support, and next steps — while bringing the experience in line with HomeWell's current brand.

Operationally, the redesign has already made the site easier to manage, including a more streamlined approach to territory updates that previously required heavier manual upkeep. Longer-term lead and engagement data is still being collected as the new site matures.