Portfolio Website for Dustin Kroft, Freelance Brand Strategist

Project description

I just rebuilt my own website from the ground up, and it forced me to do the thing I ask every client to do, sit in the uncomfortable middle of figuring out who you're actually for before you write a single word of copy. I started by getting honest about my audience, established companies and the agencies that serve them, not the founder-in-crisis story I'd been telling before. Everything else got rebuilt from there. The homepage went through more drafts than I'll admit to, testing what earns trust versus what just sounds good, cutting anything that read like every other strategist's site. I also went further than most people do on the technical side, structured data, clear positioning that AI tools can actually parse, because how people find a strategist is changing, and the sites that don't account for that will quietly become harder to find. It's the same work I do for clients, just aimed at myself for once, and it was harder than I expected.