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Website Development

A website is either compounding your marketing spend or quietly setting it on fire.

Hale builds websites and landing pages around strategy, conversion, and measurement, so the traffic you're already earning actually turns into something.

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What this covers

  • Landing pages
  • Conversion rate
  • Site speed
  • Tracking

Built for brands where the website is the actual bottleneck

  • Outdated sites. The current site no longer reflects the brand, the services, or where the business is trying to go.

  • Traffic without conversion. Visits arrive from paid, organic, email, or referral. Leads, sales, and bookings aren't keeping pace.

  • New offers or campaigns. Landing pages, product pages, or new site sections needed to support something that doesn't exist yet.

  • Scaling ahead of the foundation. Media spend or SEO investment about to increase, but the site underneath isn't ready for the volume.

  • Unclear performance data. Nobody can confidently say how people behave on the site or which pages are doing their job.

Strategy, design, and development, built as one process

Website strategy

Clarify the audience, conversion goals, page structure, and what the site actually needs to accomplish before any design work starts.

UX planning

Map the user journey, navigation, content flow, and the friction points most sites never bother to find.

Design & development

Clear, brand-aligned pages built to be fast, responsive, and technically sound.

Landing pages

Focused pages for paid campaigns, launches, and specific conversion goals, each built to match its offer.

Technical optimization

Site speed, mobile performance, and the structural details that affect both usability and search visibility.

Tracking setup

Analytics, conversion tracking, events, forms, and tag management, all configured before launch.

The problems website development should actually solve

  1. Poor user experience

    Visitors can't find what they need or don't understand what to do next, so they leave.

  2. Slow performance

    Pages load slowly, especially on mobile, hurting conversion and search visibility at the same time.

  3. Weak conversion

    Traffic is arriving. Too few people are taking action once they do.

  4. Confusing messaging

    The site doesn't clearly say who it helps, what it offers, or why to choose it over the alternative.

  5. Poor tracking

    Nobody can confidently measure leads, purchases, or which pages are actually contributing.

Strategy. UX. Design. Development. Tracking. Optimization.

1

Strategy

Define the goals, audience, conversion priorities, and measurement plan before anything gets designed.

2

UX

Plan the journey, navigation, and content hierarchy around how people actually decide.

3

Design

Balance brand, clarity, and conversion, in that order of priority when they conflict.

4

Development

Build for performance, responsiveness, and technical quality.

5

Tracking

Analytics, events, and conversion tracking live from launch day.

6

Optimization

Review what's actually happening post-launch and keep improving from there.

A website built to support marketing outcomes

SEO readiness

Clean structure, proper headings, metadata, and crawlability, so people can find the site through search.

Conversion pathways

Clear calls to action, simple navigation, and message hierarchy that makes the next step obvious.

Mobile experience

Responsive design and simplified conversion paths built for how most traffic actually arrives now.

Page speed

Technical performance that affects both user experience and search visibility at once.

Analytics setup

Tracking that shows which pages and campaigns are working.

Platforms

We build on the platforms you sell on.

Shopify isn't the only answer. We work across the major ecommerce and content platforms, and recommend the one that fits how you sell.

  • Shopify
  • BigCommerce
  • WooCommerce
  • Adobe Commerce (Magento)
  • WordPress
  • Webflow
  • Squarespace
  • Wix
  • Headless (Next.js)
  • Contentful

Before and after

Speed and quality you can measure.

We benchmark every site with Google Lighthouse before we start and again after launch: performance, accessibility, best practices and SEO. You see the difference in numbers, not adjectives.

Featured project

Wilder Institute / Calgary Zoo: a new bilingual website

  • Discovery, stakeholder sessions and content strategy up front
  • A design system and detailed comps for every page
  • Custom interactive maps, built in-house
  • English and French sites, launched on time
Review: client permission, and the real before/after Lighthouse scores
Example Lighthouse scores, before and after a rebuild. Real project scores to come.

How do you know if your website is actually working?

Four questions worth asking. If several answers are no or not sure, there's usually something worth fixing.

  • Are you happy with how many visitors become customers?
  • Do your pages load quickly on a phone?
  • Do your campaigns send people to pages built for them?
  • Can you see where visitors drop off?

Start your Growth Audit application

Three questions now. You'll finish the rest on the next page, and you can change anything.

Which channels are running now?

Website development FAQs

What makes a website performance-focused?
It's built to do a specific job. Strategy, conversion paths, and tracking are part of the build from day one.
Does Hale build full websites or just landing pages?
Both. Full site rebuilds and standalone landing pages for specific campaigns or offers.
Can Hale improve an existing site without rebuilding it?
Yes. A full rebuild isn't always the answer. Sometimes the fix is UX, conversion paths, or technical cleanup on what already exists.
How does website development support paid media performance?
Paid traffic is only as good as the page it lands on. A site built for conversion makes every paid dollar work harder.
How does it support SEO?
Technical structure, page speed, and content architecture all affect search visibility, and most of that comes down to how the site is built.
Do you set up analytics and conversion tracking?
Yes, as part of every build.
How do you measure whether a website is performing?
Conversion rate, page speed, user behaviour, and how well the site supports the campaigns pointing at it.
When should a brand rebuild versus optimize what exists?
Depends on how much of the foundation is salvageable. We'll tell you honestly which one actually makes sense before recommending the bigger project.