A complete digital relaunch for Houston based HOA

Triquest Management

Background

TriQuest Management, a Houston-based HOA management company, faced a critical business challenge: their digital presence had effectively disappeared after their legacy WordPress site went offline. This left the company invisible to potential clients and unable to support existing residents through digital channels.I was brought on as the sole freelance designer and developer to lead a full digital relaunch. The objective was to design and build a modern, automated website that would restore credibility, streamline internal operations, and serve as a reliable growth channel for new HOA management contracts.

Challenges

With their previous site non-functional, TriQuest was operating with a massive digital handicap. Their online credibility was gone, and they were missing out on significant business opportunities. The core challenges were clear:

Zero Online Functionality: The company had no online payment options for homeowners, no system for purchasing HOA documents, and no clear communication channels for support inquiries.
‍Complete Lack of Visibility: Without a functional website, their SEO presence was non-existent. They were invisible to new communities searching for management services.
‍Brand Misalignment: The memory of their outdated site hurt their brand perception, making them appear less capable than their tech-forward competitors.

To succeed, we needed to rebuild TriQuest's online presence from scratch with a focus on achieving key business goals: generating new leads, enabling e-commerce, and modernizing their brand to project trustworthiness and professionalism.

Date

09/07/25

Location

Houston, TX

Timeline

2.5 Months

Client

Triquest Management

Role

Qualitative Research Conceptualization
Design
Usability Testing

Tools

Notion
Figma
Adobe CC

The Discover

My process began by facilitating a hands-on discovery workshop with the TriQuest founders and their entire team. This collaborative session was essential for pinpointing core business objectives and defining the two primary user groups: HOA Board Members (potential clients) and existing Residents (current users). Together, we distilled our findings into the answers for three fundamental questions, which formed the strategic foundation for the entire project.

Business Goals
What is the core business objectives?
The workshop confirmed the #1 business priority was to generate new leads for HOA management contracts.
#1
Opertional Drag
Where is the team losing the most time?
The team was buried in manual document sales and payment processing that could easily be automated to save valuable time.
#2
User Friction
What is the biggest Pain point?
Residents were frustrated by the constant need to call for basic information that should have been instantly accessible online.
#3

Approach
& Strategy

Based on the insights from our discovery workshop, I crafted a four-part strategy to guide the project. This approach ensured that every design and development decision was directly tied to solving a core business or user need.

Prioritize Lead Generation
Since the primary business goal was attracting new clients, the design needed to prioritize clear calls-to-action, benefit-led content, and a seamless proposal request process to convert visitors into leads.
#1
Automate Manual Work
To reduce the team's administrative burden, we planned to integrate an AI chatbot for common inquiries and build a full e-commerce system for automated document sales and online payments.
#2
Design for Trust & Usability
To address user friction and rebuild brand credibility, the focus was on creating a clean, professional, and intuitive UI. This included developing a consistent design system and ensuring the site was fully responsive.
#3
Build a Scalable Foundation
I chose a modern tech stack (Webflow, Make.com) and implemented a clean SEO structure from day one. This ensured the new site would be scalable, easy to manage, and visible to search engines.
#4

The Pivot

During an early design review with the TriQuest founders, we realized a critical flaw in the initial wireframes. The homepage gave equal weight to both "Existing Residents" and "Potential Clients."While serving residents was important, this 50/50 split diluted the impact for our primary business goal: generating new leads. We made the strategic decision to pivot the homepage hierarchy. The new design would now prioritize the journey for the HOA Board Member, featuring a prominent call-to-action for proposal requests "above the fold" and moving resident-focused links to a secondary position. This ensured we were laser-focused on the user who would drive business growth.

The Solution

With a clear strategy and a key refinement made during the design process, I moved into building the final, polished solution that would serve as TriQuest's engine for growth and support. The final solution is a modern, conversion-focused platform that functions as both a sales engine and an operational tool.

A Lead-Driven Homepage Experience

The homepage clearly speaks to HOA board members withconcise value propositions, social proof, and prominent calls-to-action.Visitors can quickly understand TriQuest’s services and request a proposalwithout friction.

Automated Resident Services

Residents now have access to self-service tools,including online payments, HOA document purchasing, and instant answers via anAI chatbot—dramatically reducing inbound calls and manual processing.

Trust Through Design & Performance

A consistent design system, modern typography, and clean layouts reinforce professionalism and credibility. The site is fully responsive, fast-loading, and optimized for accessibility.

SEO-Ready & Scalable

From launch, the site was structured for searchvisibility with clean URLs, semantic markup, and scalable CMScollections—allowing TriQuest to grow their content and visibility over time.

Locale-Aware, Inclusive Experience

Given Houston’s diverse population—and the fact thatSpanish is the second most spoken language in Texas—the site dynamically adaptsbased on the user’s browser locale. Spanish-speaking users are automaticallyserved translated content, creating a more inclusive and accessible experiencewithout adding complexity for administrators.

Typography
Colors
Buttons
Logomark
Font Selection

Inter Variable

Heading Selection

Triquest Management

Subheading Selection

Triquest Management

Paragraph Selection

To rebuild TriQuest's credibility, I developed a new visual identity centered on professionalism and trust. The system features a clean color palette, modern typography, and a consistent set of reusable components to ensure a cohesive and intuitive user experience across the entire site.

Color Palette
primary
#030abc
Secondary
#f2b705
Dark
#232323
Netural
#9c9c9c
Iced Gray
#f6f7f9
White
#ffffff
Buttons
Request a Proposal
Request a Proposal
Request a Proposal
Request a Proposal
Logo

The Outcome

The relaunch restored TriQuest’s digital presence and positioned the company as a modern, trustworthy HOA management partner. By combining clear lead-generation flows with automation and localization, the site now supports both business growth and operational efficiency—turning what was once a liability into a competitive advantage

Previous ProjectNext Project
© 2026  AJ Williams Portfolio
GumroadLinkedin