Zocalo

Web Design, Web Development, and CRO

I led the design and development of the Zócalo food truck park website in Milwaukee, using Figma for design and Webflow for implementation. The site also integrates a CRM for private events through Zapier and Airtable.

The client needed a website capable of managing a variety of functions, hours, events, popups, private events, and job openings, while maintaining a cohesive brand image centered on the idea of belonging.

Recognizing that an effective website must prioritize its objectives, I helped the client balance their multifaceted offerings. Zócalo is not just a food park with rotating trucks; it’s also a venue for special events and private gatherings. The challenge was to communicate these diverse experiences without diluting the brand.

To address this, I developed a seasonal content strategy: during summer, the site highlights opening hours and public events; in winter, it shifts focus to promoting private event sales, directing visitors to a custom Webflow form connected to the Airtable CRM.

To ensure ease of maintenance, I used Finsweet’s Client-First structure and naming conventions, making it simple for non-developers to turn sections on or off as needed.

The seasonal strategy proved highly successful, demand for private events grew so much that the client hired a dedicated coordinator, generating significant income in the off-season. Throughout the project, I worked closely with the client, using Hotjar and Google Analytics for conversion rate optimization (CRO) and making ongoing CRM adjustments to meet their evolving needs.

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