Pre-Series A developer-tool startup, 18 months out of YC, hitting a wall. The site was a WordPress + Elementor build that had been stacked on by three different contractors across the previous year. It was slow (4.2s LCP), broken on mobile for 23% of templates, and — critically — nobody on the team could ship a page without engineering help. Marketing was blocked on everything.
The founder gave us a tight ask: "Rebuild the site in 90 days. Fast enough that we can ship anything, SEO solid enough we don't lose rankings, and converting at least 2× what it's doing today."
"We were literally not shipping marketing because the stack made it impossible. Our content velocity was 1 post/week capped by engineering, not by writing speed."— Head of Marketing
Next.js 15 with App Router. Content layer in Sanity so marketing could ship without engineering. Shadcn + Tailwind for the component system. Vercel for hosting + edge functions.
Before any UI work, we interviewed 11 customers across the four personas (platform eng, SRE, VP eng, security lead). The new IA, PDP structure, and CTA copy came from those interviews — not from the founder's vibes.
Full URL mapping, 1:1 redirect spreadsheet, canonical governance, structured data (Product, SoftwareApp, BreadcrumbList, FAQ, Article). We also rebuilt the sitemap architecture to make internal linking automatic from content tags.
Demo CTA inline, not a separate subdomain. Progressive form (6 fields → 3 fields visible on first screen). PDP template with inline live-code demo, pricing calculator, and social proof scrolled to the current scroll position.
11 customer interviews across the four personas. Full content audit. New IA proposed and signed off.
Design system built in Figma. 7 templates prototyped. Micro-interactions specified. All reviewed with real customers in week 6.
Component system → templates → page build. 61 pages migrated. Sanity content model structured so marketing could create new page types without engineering.
Dark launched on preview URL. QA + redirect spreadsheet verified. Launched. Rankings held — net organic traffic +184% at 12 weeks post-launch.
"The CAC drop surprised even me. The fast, clean site did the heavy lifting without us realizing it would."— Head of Marketing
Ongoing engagement for CRO and SEO content. Current focus: a dedicated docs IA rebuild, a developer-landing-page experiment framework (we run ~3 experiments concurrently now), and an interactive playground that lets prospects run real workloads on the free tier before signup.
Book a 30-minute working session. We'll audit your current funnel, model realistic upside across channels, and tell you honestly whether we're the right partner.