Fractional or part‑time web leadership for companies whose website needs to perform.
I'm Clare Fromme, a fractional Head of Web. I've led web at Zendesk, Talend, and BILL, and started out at Apple, VMware, and AppDynamics. I'm equally at home with engineers and marketers, so nothing gets lost in translation and your website finally starts bringing in pipeline.
I work alongside a very furry, 125-pound Chief Customer Officer. One of us does the actual work. Let's talk.
You probably need me if
- The redesign is stuckYour agency is waiting on decisions nobody inside the company feels able to make, and the launch date keeps moving.
- There's no web teamMarketing owns the site on paper. In practice it belongs to whoever touched it last, and half of those people don't work here anymore. Nobody can figure out what they did.
- Everyone complains about itYou keep hearing how hard the website is to update and how bad it looks. That stings, especially when you're swimming in technical debt you inherited.
- Traffic, but no demosPeople land on the site but don't convert. I figure out why and keep testing until that changes.
- AI search skips youAsk ChatGPT or Perplexity about your category and your competitors show up. You don't.
How we'd work together
- Fractional VP of WebHiring a web leader takes months, and your website can't sit still that long. I run the function until your permanent hire starts, then hand it off.
- Advisory retainerYour team does good work but needs someone senior making the calls. That's me. I'll put in more time during a launch and less when things are quiet.
- ProjectsWhen you already know what needs to get done, we scope it as a project with a fixed fee. You'll know the price and what you're getting before we start.
- Hands on the keyboardMore web maintenance and page requests than people to handle them? I'll do it myself in your CMS, for a single launch or a few hours a week.
What it's looked like before
- PE-owned customer service platformGrew direct pipeline from the website 147% and moved 8,000 pages off WordPress. Email enrichment on forms lifted conversion another 22%.
- Data integration software companyRebuilt and redesigned the entire site on a new platform without disrupting the business. Afterward, pipeline was up 60% and leads 77%.
- Fintech for small businessesBuilt an A/B testing program that lifted conversion 14% and MQLs 17%.
Quick answers
What is a fractional Head of Web?
A senior web leader who works with your company part-time or on a fixed project. You get someone who has done the job at scale making real decisions, without paying for a full-time executive.
What does Rook Web Consulting do?
Fractional web leadership and web consulting: website audits, web governance, CMS and platform strategy, web team and org design, vendor selection, and conversion optimization.
Who is it for?
Anyone who needs help with their website, from a full redesign to a site that just isn't pulling its weight. My background is B2B SaaS, but none of this is limited to it.
How is this different from hiring an agency?
An agency builds what you ask for. I help you figure out what to ask for in the first place, and then I hold whoever's building it to the plan.
Can you work with our current agency or developers?
Yes. Most of my work happens alongside the people you already have.
How do I get started?
Book a 30-minute intro call. I'll give you my honest first impressions of your site and a few insights you can act on, whether we end up working together or not.
Will Rook be on our calls?
Sometimes. He lives in New Jersey and has been known to crash a Zoom. He's very supportive and offers no strategic input.
What does Rook get paid?
He gets paid in Dentastix. He's currently negotiating to double his pay from one a day to two, pending approval from his dad.