Hawkins Pointe
COMPANY BACKGROUND
Hawkins Pointe is a premier, executive-grade RV park and storage facility located just minutes from Chattanooga, Tennessee. Catering to high-end motorcoach owners and long-term travelers, the park offers a blend of amenities and strategic location for site seeing. I created the original brand, managed and maintained the park’s original digital presence for over six years. It was time for a platform evolution that could strategically help their organic search ranking. The goal was to transition from a legacy informational site into a high-end digital basecamp that reflects their premium positioning and creates a more streamlined guest experience.
Website Showcase
Scope + Goals
Having designed and developed the original Squarespace site years prior, I recognized that the platform’s limitations were beginning to hinder the brand's growth. I led the initiative to migrate to Webflow to provide a more robust, scalable foundation for their RV site offerings. The scope involved a total visual elevation using tailored high-definition drone photography and the implementation of a sophisticated SEO strategy, featuring seven pages of search-optimized content developed by WF Pulse. By moving to a more flexible environment, we aimed to better capture the Chattanooga-area travel market while maintaining the search authority I have built for the brand over the last several years.
My Role
I led the strategic end-to-end migration and development of the new platform. My process involved selecting a professional Webflow template and heavily customizing it to align with the brand identity I originally established. I restructured the design assets in Figma to ensure a seamless, responsive build, replacing standard elements with tailored assets and custom modular components throughout the site. Beyond the design, I managed the technical migration, integrated custom SEO content from a third-party vendor, and implemented a rigorous SEO cleanup to resolve any errors. To drive long-term growth, I introduced a scalable Local Guide and Activities CMS along with a comprehensive Basecamp Guest Guide featuring maps and FAQs to enhance the on-site customer experience.
The Result
The final site is a high-performance, responsive platform that positions Hawkins Pointe as the premier choice for RVing and exploring Chattanooga. By migrating Google Search Console and GA4 immediately at launch, I can track real-time data to measure the success of the new structure, monitor new keywords, and track organic rankings. The migration successfully consolidated over half a decade of search history into a modern, member-first interface designed for long-term scalability.
Website Support
Following the successful launch, I will provide ongoing maintenance and strategic support. My work continues with the expansion of the Local Guides and Travel Tips sections, ensuring the site remains a fresh and valuable resource for guests. Collaboration Credits: SEO Content Strategy: Seven pages of high-intent search copy provided by WF Pulse.
