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Gabriela Castillo-Londono
  Projects
Professional case studyMaterials technology startup

A full digital and content system for BioBond.

I led BioBond's digital experience, growth marketing, SEO, content, and visual communication across a rapidly evolving portfolio of adhesives and protective coatings. My work connected technical research and development with customer-facing experiences across web, search, content, campaigns, and brand systems.

+329%
Website activity
2.8K to 12K tracked events
+64%
Active users
1.4K to 2.3K documented growth
~10/week
Inbound inquiries at peak
From virtually no consistent inbound activity
6.07%
Organic search CTR
3.4K+ impressions and 207 clicks

01

The challenge

A digital system built for continuous change.

The startup operated in a highly iterative research and development environment. Product formulations, commercialization timelines, claims, audiences, and market positioning changed as technical performance evolved.

The work was not simply a website redesign. It required an adaptable publishing, measurement, and conversion system that could respond to shifting products and business priorities.

  • Product messaging needed frequent revision.
  • Pages and campaigns changed direction as formulations evolved.
  • Technical accuracy had to remain aligned across channels.
  • Search equity and conversion paths needed protection through every change.

02

Original data visualization

Growth, demand, and the limits of commercialization.

Three trend views connect the digital foundation to measurable audience growth, website activity, and inbound demand. The visual treatment separates documented anchors, historical reconstruction, and modeled estimates.

01 / TREND

Audience growth

Active users accelerated through 2025, reached a sustained peak, and remained comparatively strong before a gradual modeled decline in 2026.

+64%

Documented growth · 1.4K to 2.3K

Audience growth. Jan 2025: 450. Peak: 2,500 in Oct 2025. Jul 2026: 1,650. Historical monthly trend reconstructed for 2025, with modeled estimates for 2026.

  • Historical reconstruction
  • Modeled estimate
  • Documented anchor
Jan 2025
450
Peak · Oct 2025
2.5K
Jul 2026 · modeled
1.6K
Monthly trend reconstructed from historical marketing reports, documented analytics snapshots, and known platform changes.
Review monthly values
Monthly values used for Audience growth
MonthActive usersData status
Jan 2025450Historical reconstruction
Feb 2025575Historical reconstruction
Mar 2025720Historical reconstruction
Apr 2025900Historical reconstruction
May 20251,050Historical reconstruction
Jun 20251,200Historical reconstruction
Jul 20251,400Documented anchor
Aug 20252,300Documented anchor
Sep 20252,400Historical reconstruction
Oct 20252,500Historical reconstruction
Nov 20252,450Historical reconstruction
Dec 20252,350Historical reconstruction
Jan 20262,300Modeled estimate
Feb 20262,250Modeled estimate
Mar 20262,200Modeled estimate
Apr 20262,100Modeled estimate
May 20262,000Modeled estimate
Jun 20261,850Modeled estimate
Jul 20261,650Modeled estimate

02 / TREND

Website activity

Tracked events show the clearest shift from a passive website to an active digital acquisition and education channel.

+329%

Peak growth · 2.8K to 12K

Website activity. Jan 2025: 1,100. Peak: 12,000 in Aug 2025. Jul 2026: 6,500. Historical monthly trend reconstructed for 2025, with modeled estimates for 2026.

  • Historical reconstruction
  • Modeled estimate
  • Documented anchor
Jan 2025
1.1K
Peak · Aug 2025
12K
Jul 2026 · modeled
6.5K
Monthly trend reconstructed from historical marketing reports, documented analytics snapshots, and known platform changes.
Review monthly values
Monthly values used for Website activity
MonthTracked eventsData status
Jan 20251,100Historical reconstruction
Feb 20251,350Historical reconstruction
Mar 20251,600Historical reconstruction
Apr 20251,900Historical reconstruction
May 20252,200Historical reconstruction
Jun 20252,500Historical reconstruction
Jul 20252,800Documented anchor
Aug 202512,000Documented anchor
Sep 202511,500Historical reconstruction
Oct 202510,800Historical reconstruction
Nov 202510,200Historical reconstruction
Dec 20259,500Historical reconstruction
Jan 20269,200Modeled estimate
Feb 20269,000Modeled estimate
Mar 20268,700Modeled estimate
Apr 20268,300Modeled estimate
May 20267,900Modeled estimate
Jun 20267,300Modeled estimate
Jul 20266,500Modeled estimate

03 / TREND

Inbound demand

Inquiry volume grew alongside the digital program and connected audience activity to observable business interest. Inquiries are not presented as equivalent to qualified leads.

≈10/week

Inbound inquiries at peak

Inbound demand. Jan 2025: 3. Peak: 42 in Sep 2025. Jul 2026: 12. Historical monthly trend reconstructed for 2025, with modeled estimates for 2026.

  • Historical reconstruction
  • Modeled estimate
Jan 2025
3
Peak · Sep 2025
42
Jul 2026 · modeled
12
Monthly trend reconstructed from historical marketing reports, documented analytics snapshots, and known platform changes.
Review monthly values
Monthly values used for Inbound demand
MonthEstimated inquiriesData status
Jan 20253Historical reconstruction
Feb 20255Historical reconstruction
Mar 20258Historical reconstruction
Apr 202512Historical reconstruction
May 202518Historical reconstruction
Jun 202525Historical reconstruction
Jul 202532Historical reconstruction
Aug 202540Historical reconstruction
Sep 202542Historical reconstruction
Oct 202540Historical reconstruction
Nov 202536Historical reconstruction
Dec 202532Historical reconstruction
Jan 202632Modeled estimate
Feb 202630Modeled estimate
Mar 202628Modeled estimate
Apr 202626Modeled estimate
May 202622Modeled estimate
Jun 202618Modeled estimate
Jul 202612Modeled estimate

03

Website + UX transformation

A clearer path through complex products and markets.

The work combined WordPress redesign and migration, information architecture, responsive UX, technical SEO, metadata, schema, redirects, HubSpot forms, analytics instrumentation, product education, and landing-page development.

Interactive system map

Explore how the architecture evolved.

Swipe / select / use arrow controls

Archived public site

The starting point mixed every audience into one long page.

Company information, product education, news, leadership profiles, partner details, and contact content competed inside one experience. This audit established the need for clearer audience paths and reusable content types.

Architecture decisions

  • 01Separate company and product stories
  • 02Create reusable page patterns
  • 03Make conversion paths easier to find

1 / 6

Archived startup homepage combining a product hero, sustainability information, news, team profiles, partner details, and contact information in one long page.
Explore the complete baseline capture

The active system view is described in the surrounding headings, summary, and architecture decisions.

04

SEO + content strategy

Complex technical questions turned into useful, search-led stories.

Search was where highly specific customer questions met a complex product story. I built an editorial system that translated coatings chemistry, facilities risk, and product comparisons into practical guidance for contractors, facility leaders, and technical buyers. Public links are intentionally omitted.

30+

SEO articles planned or developed

The strongest articles began with a real decision or operational concern, not simply a keyword. Each combined a distinct editorial angle, credible technical context, original long-form writing, sourced imagery, on-page SEO, and a useful next step.

Editorial thesis

The keyword was only the beginning.

Behind every query was a more useful question: What could go wrong, what should I compare, and what should I do next? I used that question to shape the headline, evidence, pacing, visuals, internal links, and conversion path.

Garage floor coating comparison article introduction beside a finished residential garage, supporting a discussion of installation control and lifecycle value.

Original editorial · 01

February 5, 2026

Why Polyaspartic Isn’t the Upgrade It’s Marketed to Be for Garage Floors

Search intent
Commercial investigation
Search focus
Garage floor coatings and polyaspartic alternatives
Audience
Contractors, property owners, and product specifiers

Editorial angle

Challenge a familiar category shortcut by comparing installation control, long-term performance, and lifecycle value.

Selected writing excerpt

Polyaspartic garage floor coatings promise fast drying speeds, but fast is not always better. The alternative coating system offered a longer working time that made controlled application easier while supporting long-term value.

  • Original writing
  • Stock imagery sourcing
  • On-page SEO
  • Conversion path
Read the complete article capture

The full article ends with a contact form and related content. The article title, search strategy, audience, excerpt, and conversion role are described in the surrounding HTML.

Commercial floor coating article introduction visualizing persistent contaminants to frame five operational and compliance risks.

Original editorial · 02

January 24, 2026

5 Hidden Contamination Risks Lurking on Commercial Floor Coatings

Search intent
Informational and risk awareness
Search focus
Commercial floor coating contamination risks
Audience
Facility managers, operations teams, and compliance stakeholders

Editorial angle

Make invisible operational risk concrete before contamination becomes a visible floor failure.

Selected writing excerpt

Many floor coatings introduce hidden contamination pathways that affect product quality, inspections, and compliance long before visible failure occurs.

  • Original writing
  • Stock imagery sourcing
  • On-page SEO
  • Conversion path
Read the complete article capture

The full article ends with a contact form and related content. The article title, search strategy, audience, excerpt, and conversion role are described in the surrounding HTML.

Public restroom flooring article introduction showing a worn commercial floor to frame hygiene, maintenance, and safety risks.

Original editorial · 03

February 7, 2026

Why Public Restroom Floors Are One of the Highest-Risk Surfaces in Any Facility

Search intent
Informational and facilities planning
Search focus
Public restroom floors and protective coatings
Audience
Facility managers and public-space operators

Editorial angle

Reframe an everyday space as a combined hygiene, air-quality, maintenance, and safety challenge.

Selected writing excerpt

Public restrooms are one of the few spaces where moisture, biological contamination, harsh chemicals, and heavy foot traffic intersect every day. Unlike most interior environments, restroom floors are continuously exposed to water, organic matter, and repeated cleaning cycles.

  • Original writing
  • Stock imagery sourcing
  • On-page SEO
  • Conversion path
Read the complete article capture

The full article ends with a contact form and related content. The article title, search strategy, audience, excerpt, and conversion role are described in the surrounding HTML.

Editorial conversion system

Each article connected search discovery to a useful next step.

I wrote each article, sourced the supporting stock imagery, structured the page for search and scanning, and closed the experience with a contact form. Together, these articles became a strong source of traffic and inbound leads.

  1. 01

    Discover

    Search-focused questions and comparisons matched customer intent.

  2. 02

    Understand

    Long-form education translated technical risks and product differences.

  3. 03

    Respond

    A relevant contact form provided a direct path from reading to inquiry.

3,412
Google Search impressions
207
Organic clicks
6.07%
Organic CTR
76
Tracked search keywords

Lead generation

Traffic moved deeper into the funnel.

The redesigned experience moved the startup from virtually no consistent inbound website activity to approximately 10 inquiries per week at peak. Several inquiries converted into identifiable leads, while 554 documented contact-page views demonstrated deeper customer intent.

554
Contact page views

05

Visual communication

One brand system across digital and physical touchpoints.

A focused selection of packaging, labels, AI-assisted video, advertising, and supporting materials shows how the website and content operated inside a larger communication system.

Packaging + label system

Technical detail adapted across industrial and consumer packaging.

I designed packaging that connected product identity, use cases, performance benefits, application guidance, safety information, and required details without overwhelming the front panel. The landscaping adhesive demonstrates a complete front-and-back information system, while the school adhesive shows how the same brand could become simpler and more approachable for classrooms and families.

Front landscaping-adhesive label on a one-gallon container, using green landscape imagery, material examples, benefit statements, a bio-based percentage, and a United States manufacturing mark.

Industrial front label

Product recognition, use cases, primary benefits, and shelf-level scanning.

Back landscaping-adhesive label on a one-gallon container, with product description, application instructions, safety warnings, coverage information, barcode, and supporting application photography.

Industrial back label

Technical explanation, application guidance, compliance content, and manufacturer details.

Three school-adhesive bottles with green caps and coordinated blue, green, and white labels that emphasize classroom use and concise product benefits.

Consumer packaging

A simpler classroom-facing hierarchy with recognizable benefits and a more approachable scale.

Social + advertising video

Short-form product education built for square campaign placements.

I used Pictory AI to turn garage-floor product positioning and installation education into concise social and advertising videos. The square format combines branded on-screen copy, product benefits, process explanation, visual pacing, and direct calls to action for mobile-first campaign use.

  • AI-assisted production
  • Campaign messaging
  • On-screen copy
  • Square social format
  • Conversion CTA

Garage-floor product positioning

00:21 · 1080 square

The video introduces an alternative to polyaspartic garage-floor systems, highlights durability, stain resistance, UV stability, warranty, and decorative options, then closes with a product and website call to action.

Transform your garage

00:26 · 1080 square

A five-step installation story moves from concrete preparation and primer through the 100% solids epoxy base coat, decorative flakes, mica, or quartz, and a UV-resistant urethane top coat, with an additional no-odor benefit.

Social content system

One editorial idea adapted from feed post to mobile story.

I translated product launches and search-led articles into branded social graphics, supporting captions, and vertical story frames. The system gave each topic a recognizable entry point while adapting the hierarchy, copy length, and call to action to the format.

  • Content repurposing
  • Caption writing
  • Image selection
  • Feed graphics
  • Story highlights
Published startup Instagram post announcing a biobased industrial adhesive for mobility and defense markets, with a branded press-release graphic and a caption explaining the product positioning.

Product launch post

A technical announcement condensed into a market-specific headline, supporting caption, keyword context, and clear path to the full release.

Published startup Instagram post promoting an article about five hidden contamination risks in commercial floor coatings, with a branded article graphic and an educational caption.

Search-led article post

A long-form facilities topic reframed as a concise risk statement that directs the audience toward the article and its conversion path.

Story highlight examples

Vertical graphics preserve legible headlines and a direct article prompt within a touch-first story format.

Vertical startup story graphic promoting an article titled The ROI Framework for Upgrading Your Facility's Coating System, with an upward-growth background and a Read About It Here prompt.

Business-value framing for facility decision-makers.

Vertical startup story graphic promoting an article titled 5 Hidden Contamination Risks Lurking on Commercial Floor Coatings, with a magnifying-glass image and a Read About It Here prompt.

Risk-led framing that connects social discovery to deeper educational content.

Technical communication

Technical information translated into two clear document systems.

I designed a three-page technical data sheet and a two-page customer case study for different reading needs. The data sheet organizes material properties, preparation, application, and storage into a dense reference, while the case study pairs a concise implementation narrative with project photography and outcome context.

  • Document design
  • Information hierarchy
  • Technical content
  • Data presentation
  • Case-study storytelling
First page of a protective-coating technical data sheet, using a two-column layout for product description, physical properties, general information, and surface preparation.Technical data sheet
First page of a startup customer case study, combining a finished facility photograph with project facts, retrofit-team information, and an implementation overview.Customer case study
Explore the three-page technical data sheet

The complete technical data sheet covers product characteristics, physical properties, surface preparation, application directions, storage guidance, conversions, and legal information.

Explore the two-page customer case study

The complete customer case study documents the facility context, retrofit team, installation sequence, product layers, project photography, and finished result.

06

Business context + outcome

Digital growth within a constrained commercialization environment.

The startup operated in a rapidly evolving research and development environment where repeated product reformulations and changing commercialization timelines frequently interrupted the final stages of the sales funnel.

The digital program demonstrated measurable growth in audience, activity, organic visibility, inbound inquiries, and customer intent before broader product and business constraints increasingly limited performance.

Across UX, web development, growth marketing, SEO, content, analytics, and visual communication, I transformed an underperforming digital presence into an active acquisition channel while building systems that could absorb frequent product and messaging changes.

UX / Web development / Growth marketing / SEO / Content strategy / Analytics / Visual communication