Corporate site design, launch and growth optimization on the Progress Sitefinity CMS platform for Toteat, a restaurant SaaS based in Chile. It started with a much smaller in-house Vue 3 scope and grew into a core pillar of Toteat’s 2025–2026 marketing strategy, focused on organic positioning across Chile, Mexico, Peru, Colombia, and Argentina. I owned UX/UI, Analytics and CRO for this projext, working hands-on with the dev, product and marketing teams.

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The Objective

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Drive lead organic acquisition and quality, unify measurement and enable continuous CRO from the site. Establishing a solid baseline to activate Toteat’s organic traffic and acquisition at long term across all markets.

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What I learned

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The first challenge was shipping something scalable fast. I opened Figma, audited Toteat’s existing design system and site architecture, gathered feedback from key stakeholders, mapped the customer journey, documented potential user pain points, and iterated. The scope expanded into a full ecosystem with dynamic content: Pricing, Clients, Success Stories, Blog, Landing Pages, Partnerships, Personalization, and much more.

It was a beautiful challenge, and with the right team we delivered on time. Kudos to Mauricio, Aron, Laura and the LFI team. ❤️

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The Challenges

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• No prior SEO authority or initiatives
• CMS migration and reindexing volatility
• Fragmented tracking (legacy landings, blogs, sites without data)
• Help Center off-domain and unindexed
• Spam/fake leads and duplicate submissions across all channels
• SEO debt: 404s, metadata, schema, country inconsistency
• Tight timeline
• Lack of documentation
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Approach

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• UX/UI:
  Design of reusable Sitefinity components within a complex CMS enviroment, improved microcopy and phone validation, segmented “thank you” pages and content customization.
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• Technical SEO:
  New URL structure, Redirects, 404 cleanup, robots/sitemaps, dynamic metadata and schema; fixes in Pricing and Blog.
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• Data & Tracking:
  GA4 key events, submission de-duplication, UTM hygiene, PostHog dashboards.
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• Information Architecture & Content:
  Migrated benefits, referrals, partnerships sections; brought the "Ayuda Toteat" pillar onto the main domain; cleaned heading taxonomy.
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• A/B & Experiments:
  Native Sitefinity Insight A/B; country experiment, CTA validation.
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• Ops:
  Impact-based prioritization with LFI, backlog, changelogs, ongoing QA.
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• Follow ups
  Monthly site projects and updates with each country manager.
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Results
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• Organic trend up after go-live and early SEO sweeps
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• ~90% fewer 404s and consistent metadata
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• Faster, clearer forms with higher conversion rates (from 1% to 4-5%)
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• A/B testing pipeline unblocked for fast iteration
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• 2× organic visits after the third month live

CRO examples
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• Submit de-dupe + progressive button states (“Sending”/“Sent”)
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• Phone validation + country aware microcopy
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• Value-based “thank you” pages to drive next steps
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• Quick H1/CTA tests and social trust components
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• PostHog funnels to surface friction and prioritize fixes
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Stack: Sitefinity, GA4, GTM, PostHog, Clarity, Vue 3 and Next.js for legacy website.

Role: Lead UX/UI + SEO + Analytics. Website owner, hands-on with the dev team.