Derek Ling Consulting (Website Redesign & Marketing Strategy)
Black Flower Design Studio
Link to live site: https://www.dereklingconsulting.com
Overview
Derek Ling Consulting (DLC) is a career coaching and talent management agency that helps leaders create more qualified leads in their job search, have higher success rates in the interview process, and design roles that leverage their strengths, career goals, risk tolerance, and financial interests.
Derek Ling, the CEO and founder, brings 20+ years of global talent management and offer negotiation expertise as a founding Head of Talent at three companies, partnering with CEOs to shape recruiting, compensation, and people strategies for publicly traded tech companies and high-growth startups that have collectively raised over $2 billion.
Challenges
When we met Derek, his energy and expertise in HR, tech, and biotech recruiting stood out—but his website didn’t reflect his skills or high-end services. The DLC site had technical glitches, accessibility gaps, and lacked strong branding. Without a solid marketing plan, Derek also needed better strategies for email and social media to boost the company’s presence and attract more leads.
The original website had inconsistent font sizing and readability issues. Some of the pages had large voids, broken formatting, and even a pop-up that appeared off screen.
Objectives
Identify and communicate DLC’s unique value proposition clearly.
Redesign DLC’s website (modern, clean feel) and improve the user journey and accessibility.
Develop a consistent and professional brand identity across all digital platforms.
Create a content strategy that highlights DLC’s expertise and passion for helping people navigate their careers.
Develop a lead generation strategy to start bringing in leads from marketing channels in addition to referral/word-of-mouth.
Scope of Work/Approach
Website Redesign
Redesigned the DLC website to improve the user experience, messaging, and overall brand identity.
Content Strategy
Developed an omnichannel full-funnel content strategy, including DLC’s content goals, market positioning, value proposition, target audience and personas, content pillars, channels, content calendar, and key performance indicators (KPIs).
Email Marketing
Developed and launched a weekly newsletter on career tips and job search strategy, consistently delivering value and developing trust with his email list.
Social Media Marketing
Developed and executed a LinkedIn content strategy, creating and publishing diverse content types, positioning DLC as a leader and authority in career development and offer negotiation.
Lead Generation
Created and executed an organic content strategy for LinkedIn and created and launched a series of lead magnets, including DLC’s flagship digital product and several partner webinars, generating a pipeline of qualified leads.
Marketing Operations
Conducted an audit, streamlined workflows, and onboarded critical tools to help DLC scale their business, including project management, CRM, and marketing platforms.
The new website design focused on better accessibility, card style sections to improve information organization, and proper CTAs and guidance for the users.
The services section now displays services packages, pricing, and details clearly for the user. Testimonials and FAQs were added to help the user feel more confident and answer common questions about Derek's services.
Consistent design styling, spacing, and image placement helps elevate the new site.
The user's journey is placed at the forefront of the new website allowing the user to easily view all services offered, navigate the site properly, and offer Derek a proper home for his business.
Results
Created a holistic brand identity
Increased website traffic by 236%
Increased brand awareness, influence, and authority on LinkedIn
Started bringing in new leads organically, in addition to word of mouth
Enabled DLC to sustain and scale their business
“Black Flower Design Studio has been a critical partner in helping me break through my own imposter syndrome to get my story out there of how I help my clients. I have completely leveled up in my ability to sell and now have more leads than I can handle.”
- Derek Ling, CEO & Founder, Derek Ling Consulting
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Posted Jul 28, 2025
Full website redesign for career consulting agency. Created holistic brand identity, increased website traffic, brand awareness, and authority on LinkedIn.
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Timeline
Aug 17, 2024 - Sep 21, 2024
