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 strategic location for site seeing. I created the original brand, managed and maintained the park’s original digital presence for over seven years. It was time for a platform evolution that could strategically help their organic search ranking. The goal was to transition from a legacy informational site into a high-end digital basecamp that reflects their premium positioning and creates a more streamlined guest experience.
Website Showcase
Scope + Goals
Having designed and developed the original Squarespace site years prior, I recognized that the platform’s limitations were beginning to hinder the brand's growth. I led the initiative to migrate to Webflow to provide a more robust, scalable foundation for their RV site offerings. The scope involved a total visual elevation using tailored high-definition drone photography and the implementation of a sophisticated SEO strategy, featuring seven pages of search-optimized content developed by WF Pulse. By moving to a more flexible environment, we aimed to better capture the Chattanooga-area travel market while maintaining the search authority I have built for the brand over the last several years.
My Role
I led the strategic end-to-end migration and development of the new platform, launching in March. My process involved 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 the design, I managed the technical migration, integrated custom SEO content from a third-party vendor, and implemented a rigorous SEO cleanup to resolve errors. Since launch, I've tracked 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 successfully 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
Following the successful launch, I will provide ongoing maintenance and strategic support. My work continues with the expansion of the Local Guides and Travel Tips sections, ensuring the site remains a fresh and valuable resource for guests. Collaboration Credits: SEO Content Strategy: Seven pages of high-intent search copy provided by WF Pulse.
