shaping strategy for a legacy architecture firm
Troyer Architectural Group
Creative Director, Digital Director, Search & Content Strategist
Digital growth strategy, an end-to-end website redesign, and CMS migration for a legacy architectural firm in business for more than 50 years.
website redesign, digital & search stratgegy
Troyer Group
In 2025, as Digital Director at Pathfinders Advertising Agency, I collaborated with Jonathon Geels, the President of Troyer Group, a community-oriented architectural firm based in Indiana with over 50 years in business.
Jonathon and his team wanted not just to redesign their outdated website, but to reinvent their online presence as a whole, enhancing Troyer’s brand awareness and ultimately generating new leads.
Additionally, Jonathon and team wanted to create and publish thought-leadership content on their website in the future, so we knew our solution had to be scalable and include WYSIWYG content publishing tools for the client.
my Approach
Client Consultation
In collaborative discussions with Jonathon, I gained a better understanding of the company's mission, culture, and business goals.
Research & Discovery
I reviewed all available performance analytics and conducted market, consumer, and competitive research, while our Developer conducted a technical assessment, and our UI/UX Designer conducted competitor research for navigational and design opportunities.
Insights-Driven Strategy
Our content, design, and information architecture strategy was informed by insights from the Discovery phase and a deep understanding of the client’s core service offering and business goals. Awards and testimonials were incorporated throughout the site to communicate trust and social proof, and to boost discovery in AI-driven search.
Choosing a Tech Stack that Empowers the Client
Because the client wanted to maintain their own website content following launch, we recommended a custom WordPress solution, and the client agreed. We worked with the client on transitioning their previous “Blog” to “Field Notes”, which positions them as a thought-leader, giving an “inside look” into their architectural process and projects.
The WordPress site also utilized a mobile-first design and highly stylized imagery (and video) that differentiated Troyer from its competitors.
Accessibility as an Amplifier
The website was fully ADA-compliant, which ensured accessibility, improved search and user experience, and importantly aligned with Troyer’s brand values.