Position: Website & Digital Performance Specialist
Firm: W.A Smith Financial Group
Location : Sheffield Village, OH
This Is Not a Traditional Digital Marketing Role
W.A. Smith Financial Group is looking for a Website & Digital Performance Specialist to own our website and help turn it into a properly measured, compliance-aware growth channel that consistently produces qualified opportunities.
We are not looking for someone who simply coordinates agencies, posts content, watches traffic numbers, or waits on a developer to make routine website changes.
We are looking for an owner.
You will personally manage and improve our website in Webflow, strengthen the user experience and conversion paths, own SEO and paid search performance, maintain accurate analytics and tracking, and ensure website leads flow correctly into our CRM.
If something is broken, you find it. If something is underperforming, you investigate it. If there is an opportunity to improve results, you bring a solution.
What You’ll Own
Website Management & Development
- Own the day-to-day management, development, and technical health of WASmithFinancial.com, working directly inside Webflow without relying on an outside developer for routine work.
UI/UX & Conversion Optimization - Continuously improve layouts, navigation, landing pages, forms, calls to action, and conversion paths using data, testing, and sound judgment.
SEO & Technical Performance - Own on-page SEO, technical SEO, site speed, Core Web Vitals, crawlability, redirects, local SEO, and Google Business Profile performance.
PPC & Paid Search - Plan, launch, manage, and optimize paid search campaigns, including targeting, ad copy, budgets, landing pages, conversion tracking, and cost-per-qualified-lead performance.
Analytics, Tracking & CRM Integration - Maintain Google Analytics 4, Google Tag Manager, and Google Search Console while ensuring website leads flow properly into Salesforce/Account Engagement with accurate tracking and attribution.
Website Rebuild & Compliance Support - Support website improvements and rebuild initiatives while recognizing when changes require compliance review in a financial-services environment.
How You’ll Be Measured - We believe effort does not equal results. Being busy isn’t the goal. Producing measurable improvement is.
- Your performance will be evaluated through outcomes including:
- Quarter-over-quarter organic search performance
- Paid search efficiency and cost per qualified lead
- Website conversion performance
- Reliable analytics, tracking, and attribution
- Quality and effectiveness of the website experience
What an A-Player Looks Like
An A-player in this position: - Can independently operate and troubleshoot a live Webflow website
- Understands how website technology, UX, SEO, PPC, and analytics work together to drive acquisition
- Measures qualified leads and conversions—not just traffic, clicks, impressions, or rankings
- Finds tracking problems, UX friction, SEO issues, and opportunities before being told
- Moves quickly without becoming careless
- Turns technical issues into simple explanations and clear next steps
- Uses data to identify priorities and make decisions
- Takes ownership when something goes wrong
- Follows through relentlessly
Most importantly, they don’t blame the agency, developer, vendor, Google algorithm, or previous employee when results aren’t there.
They own the result and figure out what to do next.
What We’re Looking For
Webflow proficiency is non-negotiable.
You should have direct, hands-on experience building, editing, maintaining, and troubleshooting websites in Webflow.
- Experience personally managing a company website or major website property
- Working knowledge of GA4, Google Tag Manager, and Google Search Console
- Hands-on on-page and technical SEO experience
- Hands-on PPC and paid search experience
- Experience with landing pages and conversion optimization
- Strong understanding of conversion tracking, lead capture, attribution, and CRM handoffs
- Ability to turn digital-performance data into clear recommendations and action
- Experience with Salesforce, Account Engagement/Pardot, local SEO, Google Business Profile, financial services, website redesigns/rebuilds, and basic HTML/CSS is a plus.
This Role Is Right for You If
You naturally notice things that aren’t working. You enjoy digging into data to understand why something happened. You get satisfaction from improving conversion rates, fixing tracking problems, simplifying user experiences, and making systems perform better.
You’re comfortable being accountable for results, and when you discover a problem, your instinct is:
“Here’s what’s happening, here’s why I think it’s happening, and here’s what I recommend we do about it.”
This Role Is NOT Right for You If
- You primarily want to create content, manage social media, or focus on branding
- You’ve managed website agencies but haven’t personally worked inside Webflow
- You need a developer for routine website changes
- You focus on clicks, rankings, or engagement without connecting them to business outcomes
- You wait for someone else to identify problems
- You make excuses when results miss expectations
- You tolerate “good enough”
- You struggle with preparation, communication, or follow-through
Our Culture
At W.A. Smith Financial Group, culture isn’t something hanging on the wall. It’s how we operate. - Client First — Serve the client before yourself. Every job affects clients, and speed builds trust.
- Accountability — Own your work, mistakes, and results. No excuses.
- Simplicity — Make it clear. Make it simple. If something is confusing, fix it.
- Hungry. Humble. Smart. — Pursue excellence, remain coachable, understand people, and put the team’s success ahead of your ego.
- Effort Does Not Equal Results — We care about quality outcomes, not how busy you are.
- Do What You Say — Your word is your bond. Follow through.
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