Ali Z Strategies
Ali Zelenko ran communications for NBC News, CNN, and TIME across thirty years before starting her own firm. The site had to carry that record without reading like a résumé. Squarespace underneath, custom CSS and JavaScript for the motion. Live at alizstrategies.com.
What we built
A single scrolling page built around three core capabilities: strategic communications, crisis response, and building connections. Below them sits the biography that backs the claims, and a separate page for the team she brings in.
The problem with a credentials page
The firm's strongest asset is a long record: a decade at NBC News, primarily as Senior Vice President of Communications and Chief Spokesperson for the News Division, and before that TIME, FORTUNE, and CNN. Put all of it on screen at once and it stops reading as a record and starts reading as a list.
Crisis work sells on composure. A page that drops everything in the visitor's lap at once is working against the pitch it is making.
Our approach
Pacing, mostly. Custom JavaScript ties the section reveals to scroll position and custom CSS handles the transitions, so the page arrives one idea at a time: capability, then evidence, then the ask. Squarespace sits underneath so she can edit copy and add new work herself.
The platform's own animation presets were not precise enough for this. The reveals are written by hand on top of Squarespace, which is why the timing holds together on a page this long.
How it's built.
Squarespace
The platform underneath, chosen so the firm can update its own copy and add new work without us.
Custom CSS
The typography, spacing, and transitions, tuned past what the template's controls expose.
JavaScript
Scroll-triggered reveals that pace the page, section by section.
Squarespace Forms
The inquiry form, kept short on purpose for a firm whose clients often arrive mid-crisis.
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