From Webflow limitations to 40% conversion lift
OBJECTIVES
PROJECT TYPE
Website
A Series A SaaS company had outgrown their Webflow site.
15-MINUTE INTRO CALL
VISUAL OVERVIEW
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
DELIVERABLES
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
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 We migrated everything while consolidating thin posts, updating outdated content, and improving internal linking.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
+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
Audit existing site, wireframe key pages, establish design system, plan migration strategy
Configure Sanity schemas, set up Vercel deployment, establish content preview workflows
Build page templates, implement navigation, create reusable components
Migrate blog posts, update internal links, verify redirects, audit SEO elements
HubSpot forms, A/B testing infrastructure, cross-browser testing, performance optimization
Marketing team training, final QA, DNS cutover, post-launch monitoring
Book a 15-minute call about your project.
