Web Designer & Optimization Specialist Sr
Listed on 2026-10-10
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IT/Tech
SEO, Digital Marketing, Web Developer, UI/UX Design
Job Title: Web Designer & Optimization Specialist Sr.
Position Location: Raleigh, NC. Hybrid, 3 days a week in office
Job Summary:The Sr. Web Designer & Optimization Specialist leads the design, development, optimization, and performance of Coastal's public website to support digital acquisition, member engagement, and strategic growth objectives. This role owns website UX, conversion rate optimization (CRO), SEO strategy, and analytics, with a strong focus on optimizing digital funnels that drive new membership, product applications, and self-service adoption.
This is a hands‑on role responsible for the day‑to‑day design, development, maintenance, and optimization of Coastal's public website. The position works primarily within Kentico Xperience to create and update web pages, content, components, forms, graphics, and digital experiences. The role requires some practical knowledge common website coding of HTML, CSS, basic JavaScript, JSON/JSON‑LD, and other common web technologies to make website updates, implement SEO enhancements, troubleshoot issues, and support website functionality.
The role works closely with external design/development agency for more complex website needs and strategic initiatives.
The position manages Google Analytics and attribution tracking, partners with vendors to ensure end‑to‑end measurement, and provides technical leadership and backup support to digital marketing initiatives including paid search, display, and retargeting.
As a key contributor to the Coastal team, your responsibilities will be: (35%) Website Design, UX & Conversion Optimization- Lead website design and UX optimization by applying usability, accessibility, and conversion‑focused best practices;
- Design, develop and maintain website graphics and visual assets.
- Build, update, and maintain website pages, content, components, forms, navigation, and other digital experiences within Kentico Xperience.
- Work directly in Kentico Xperience to implement website updates and optimization recommendations without relying on the external agency for routine changes.
- Conduct usability testing, A/B testing, and ongoing optimization to improve member engagement and application completion rates.
- Optimize page layouts, navigation, forms, and content to drive new memberships and product conversions aligned with strategic goals.
- Coordinate with the external design/development agency on more complex website design, development, functionality, and technical enhancements.
- Monitor and analyze end‑to‑end user journeys across web, digital ads, and online applications.
- Identify friction points, drop‑offs, and performance gaps using behavioral and analytics data.
- Design and deploy solutions that streamline navigation, improve channel selection (apply now, schedule an appointment or call), and increase conversion efficiency.
- Own SEO strategy by conducting keyword research, optimizing site architecture, and implementing technical SEO improvements.
- Optimize content and structure for evolving search behavior, including AI‑driven conversational search platforms, such as ChatGPT, Grok and others.
- Monitor rankings, traffic, and search trends to continuously improve organic acquisition performance.
- Implement technical SEO elements within Kentico and other website tools, including page titles, meta descriptions, headers, internal linking, redirects, canonical tags, XML sitemaps, robots.txt, and structured data/schema markup.
- Use JSON‑LD and other structured data formats to improve search engine understanding, local search visibility, and performance in traditional and AI‑driven search.
- Work with the external agency and SEO/GEO partners to implement more complex…
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