Problem

Division 32 is a Chicago landscape architecture firm that had just been through a rebrand — new logo, new styling, a sharper point of view. The only thing that hadn't caught up was the website.

It was an old two-page site the founder had built himself, and it was quietly working against him in three ways: it looked nothing like the new brand, it was a pain to update, and it was basically invisible on Google. For a firm whose best sales tool is the work, that last one really stings.

How I knew

I didn't have to guess at the problem — the founder was living it.

The clearest tell: prospective clients kept asking to see examples of his work, and every single time he'd dig through his files and email a batch of images. Over and over. That's the kind of small, repeated friction that quietly costs you deals. The second tell was just as concrete — search for a Chicago landscape architect and he simply wasn't there.

So the brief wrote itself: make the work easy to show, and easy to find.

What we did

Two non-negotiables shaped the build. First, everything had to live inside the new brand — this was a site to match the rebrand, not reinvent it. Second, it had to be built in Wix. The founder didn't want to leave the platform he already knew, and a site he can't maintain isn't a site worth shipping. So the real challenge wasn't "make it pretty" — it was making something editorial and polished within Wix's guardrails, while keeping the back end simple enough that he'd actually keep it updated.

A few calls I'm happy with:

• Moved the portfolio onto Wix's CMS so adding a new project or blog post is a form-fill, not a redesign. That meant bending a few design ideas to fit how the CMS actually works — a fair trade for a site he fully owns.
• Organized the work around his three real client types: Private Gardens and Rooftops (the two most common in Chicago) lead, with Public projects to show range.
• Built the whole thing around one job: see the work, then click contact. Simple, clean, focused.

Outcome

The best measure of this project is what's happened since: nothing, from me. The founder uploads his own projects, writes his own posts, and runs the site as his main contact funnel — I haven't had to touch it since launch.

On visibility, he now lands on the first page for "Chicago landscape architecture," and the old "let me email you my work" ritual has been replaced by a single link.

What's next: rankings are strong for "landscape architecture," but there's room to push "landscape design" too — a good reason to revisit the SEO with fresh eyes.