Brand site & campaign hub
Rebrand, faster pages, marketing-owned publishing
Client
Growth-stage product company (~90 people), marketing team of four, engineering focused on the app—not marketing pages.
How we engaged
Websi led IA, build, and launch; creative director supplied brand assets and copy sign-off. One engineering contact for DNS and subdomain decisions.
Stack & tooling
- Framer (site + component variants)
- Cloudflare (DNS, proxy, caching, SSL)
- Existing analytics stack + named CTA events
- 301 map from legacy WordPress URLs
After a positioning refresh, marketing needed a site that matched the new story and could spin campaign landers without a ticket queue. Built in Framer, fronted by Cloudflare, with a simple analytics event map on every primary CTA.
Starting point
The old WordPress theme had been patched by three different agencies. Mobile performance was poor, and the messaging still described a product line they’d sunset. Marketing was exporting static sections into Unbounce for every campaign because they didn’t trust the main site.
Challenge
Tight window before a major conference. Legal needed cookie/consent language consistent with the main app. Engineering wanted no ongoing WordPress maintenance burden.
Approach
Locked IA and primary conversion paths in a short doc before design polish. Rebuilt core templates in Framer with reusable sections and a small set of approved type scales. Cut over DNS through Cloudflare with staged 301s, tested forms to the existing marketing automation connector, and named every hero and footer CTA in analytics so post-launch reporting wasn’t guesswork.
Outcomes
- ✓Marketing published three campaign variants in the first month without developer tickets
- ✓Largest Contentful Paint improved materially on key templates (field-tested on 4G throttling)
- ✓Cleaner Open Graph defaults so shared links stopped pulling the wrong image
- ✓Handover doc: who owns DNS, how to roll back a bad publish, and where components live
Constraints & non-negotiables
Limits shape what ships now vs later — these were ours on this job.
- · Brand fonts had licensing limits for web—subset files and fallbacks documented
- · No change to backend auth; gated content stayed on the app subdomain only
Phases
Order and emphasis change by client — this is how this one ran.
- 1
Week 1 · IA & spec
Sitemap, redirect inventory, conversion map, analytics naming sheet.
- 2
Weeks 2–5 · Build
Core pages, resource hub pattern, campaign template, responsive QA on real devices.
- 3
Week 6 · Pre-launch
Staging review with legal, form spam checks, Search Console property prep.
- 4
Week 7 · Cutover
DNS switch, monitor 404s for 48h, fix stray links from old blog posts.
What actually worked
Agreeing the redirect list and event names before build meant launch week wasn’t a scavenger hunt. Framer’s publishing model matched how marketing actually wanted to work.
Real delivery patterns; names and details blended for confidentiality. Happy to walk through a comparable scope.