Website Launch for B2B SaaS
From Webflow limitations to 40% conversion lift
OBJECTIVES
PROJECT TYPE
Website
A Series A SaaS company had outgrown their Webflow site.
15 MIN · NO PREP REQUIRED
VISUAL OVERVIEW
System architecture.
OVERVIEW
A Series A SaaS company had outgrown their Webflow site. Performance issues hurt SEO. Design limitations blocked conversion experiments. Their marketing team needed autonomy without developer bottlenecks. We rebuilt their site in Next.js with a headless CMS, delivering a 40% improvement in demo requests.
THE PROBLEM
The company's Webflow site worked fine at launch. Two years and 50 blog posts later, it didn't.
Pages loaded in 4-6 seconds. Google's Core Web Vitals showed consistent failures. Organic traffic plateaued while competitors climbed. Their marketing team wanted to run experiments, but Webflow's A/B testing limitations made meaningful tests impossible.
Worse, every content update required developer help. Blog posts, landing pages, case studies—all blocked on a two-person engineering team already stretched thin building product.
They needed a site that performed well, gave marketing autonomy, and supported the conversion optimization their upcoming growth demanded.
CONSTRAINTS
- Must preserve existing URL structure (300+ indexed pages)
- Launch timing critical for investor meetings
- Marketing team has no coding experience
- Existing blog content must migrate without SEO loss
- Must integrate with existing HubSpot instance
- Budget: Fixed at $35,000
DELIVERABLES
What we shipped.
Next.js website with 40+ pages
Sanity CMS for marketing team content management
Blog system with category filtering and related posts
Case study template with dynamic metrics display
HubSpot integration for forms and lead scoring
A/B testing infrastructure using Vercel Edge Config
Documentation and training for marketing team
KEY DECISIONS
How we solved it.
Which CMS for marketing team autonomy?
Sanity Studio with custom preview
Sanity offered the best balance of power and usability. Custom previews let marketing see exactly how content would appear. Structured content types prevent formatting chaos. The learning curve was steeper than Webflow but manageable with training.
Migrate blog content or start fresh?
Full migration with content cleanup
300+ blog posts represented significant SEO value. We migrated everything while consolidating thin posts, updating outdated content, and improving internal linking. This preserved domain authority while improving content quality.
Custom A/B testing or third-party tool?
Custom solution using Vercel Edge Config
Third-party tools (Optimizely, VWO) added cost and JavaScript weight. Vercel's Edge Config allowed server-side variant assignment with zero client-side impact. Marketing could configure tests through a simple admin interface we built.
OUTCOMES
Results delivered.
+40%
Demo Requests
Monthly demo requests increased from 180 to 252
1.2 seconds
Page Load Speed
Down from 4.8 seconds, 75% improvement
+28%
Organic Traffic
Three months post-launch vs. pre-launch period
90% faster
Content Publishing Time
Blog posts from 2 days (with dev help) to 2 hours (marketing only)
All passing
Core Web Vitals
LCP, FID, and CLS all in green zone
TIMELINE
Project phases.
Discovery & Design
Audit existing site, wireframe key pages, establish design system, plan migration strategy
CMS & Infrastructure
Configure Sanity schemas, set up Vercel deployment, establish content preview workflows
Core Development
Build page templates, implement navigation, create reusable components
Content Migration
Migrate blog posts, update internal links, verify redirects, audit SEO elements
Integration & Testing
HubSpot forms, A/B testing infrastructure, cross-browser testing, performance optimization
Training & Launch
Marketing team training, final QA, DNS cutover, post-launch monitoring
Ready to build?
Book a call to discuss your project. 15 minutes, no prep required.