Web · Lead gen · Content ops
A marketing site the growth team can run without waiting on dev.
The legacy site was slow, hard to update, and sent form leads into a black hole. We rebuilt the public surface on Next.js with structured content, clear CTAs, and routing that sales actually sees.
Real estate marketing
The constraint
- Page loads hurt mobile conversion — hero assets and legacy WordPress plugins stacked latency.
- Marketing could not publish project updates without agency turnaround on every copy change.
- Lead forms emailed a shared inbox with no source attribution or SLA tracking.
- SEO structure was flat — no clear hierarchy for projects, locations, or commercial intent pages.
What we shipped
- 1
Audited analytics and search queries to define page hierarchy: hub, project types, and location landing patterns.
- 2
Migrated to Next.js with image optimization, static generation for listing pages, and a headless CMS for copy.
- 3
Wired forms to a structured pipeline — source tags, project interest, and instant Slack notification to sales.
- 4
Implemented metadata, canonical URLs, and internal links from blog and service pages into project hubs.
- 5
Ran Lighthouse and Core Web Vitals checks before launch; deferred non-critical scripts below the fold.
Outcomes
- Mobile LCP improved from multi-second loads to sub-3s on key landing pages.
- Marketing publishes project and offer updates same-day through CMS — no deploy for copy edits.
- Sales receives attributed leads with project tags within minutes, not end-of-day inbox sweeps.
- Organic impressions grew on project and location queries within the first quarter post-launch.
Stack
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