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 a strategic location. I created the original brand and have managed the park's digital presence for over seven years, making this platform evolution a natural next chapter in that partnership.
Website Showcase
Scope + Goals
Having designed and developed the original Squarespace site years prior, I recognize that the platform's limitations are beginning to hinder the brand's growth. I lead the migration to Webflow, building a more robust, clear foundation for their RV site offerings. The scope involves keeping their most profitable services visible while executing a sophisticated SEO strategy, featuring search-optimized co-content by WF Pulse and myself. Moving to a more flexible environment better captures the Chattanooga-area travel market while maintaining the search authority I've built for the brand over the last several years.
My Role
I lead the strategic end-to-end migration and development, having launched the new site in March 2026. My process involves 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 design, I manage the technical migration, integrate custom SEO content, and implement a rigorous SEO cleanup to resolve errors. Since launch, I track performance monthly through GA4, Google Search Console, and Microsoft Clarity, using that data to guide ongoing priorities like image optimization and expanded local search targeting.
The Result
Two months post-launch, the data shows real, compounding growth. Local search market share climbed from 53% in May to 59% in June, while average search position improved from 11.2 to 8.5, moving the site closer to a true Page 1 average across target terms. Google organic traffic grew from 550 to 901 visits month over month, an increase of more than 60%. Visitors are also finding the site through a new channel: traffic from AI search assistants like ChatGPT tripled in June alone, a trend worth watching as more travelers turn to AI tools to plan road trips. The migration consolidated over half a decade of search history into a modern, member-first interface built for long-term scalability, and the month-over-month data confirms that foundation is paying off.
Website Support
I provide ongoing maintenance and monthly performance reports that guide continued strategic support. My work continues with the expansion of the Local Guides, ensuring the site remains a fresh, valuable resource for guests. Collaboration Credits: SEO Content Strategy, seven pages of high-intent search copy provided by WF Pulse.
