Web Dev · 15 min read
Web Development and Conversion Engineering
Your website is your best salesperson. Make it earn its keep. CRO-first web development where every architectural decision is made to convert, not to win design awards.
Core Impact Benchmarks
- Load time, every build: Sub-2s
- Avg conversion lift: 4x
- Post-launch support included: 90 Days
Engineering forConversion.
Wireframe-First CRO
Every page layout is mapped against conversion goals before design begins. Information hierarchy serves the funnel, not a portfolio.
Performance as a Metric
Core Web Vitals, LCP, CLS, and INP are tracked from day one. Sub-2s load is a constraint, not a goal we reach for at the end.
AI-Powered Personalisation
Dynamic content, offers, and CTAs that adapt based on visitor source, behaviour, and intent signals. Every visitor gets a different sales pitch.
Team-Usable CMS
Headless CMS built around your team's actual workflow. No developer needed for content updates, promotions, or landing page variants.
Four Systems.One Machine.
CRO Architecture
Wireframe-to-launch decisions optimized for conversion, not aesthetics. Page layouts, information hierarchy, CTA placement, and form design all stress-tested against conversion intent before visual design begins.
Performance Engineering
Sub-2s load time, Core Web Vitals green, edge-deployed assets. Performance budgets set at the start of the build, not patched in at the end. Every image, font, and script load decision is justified.
AI Personalisation
Dynamic content and offers based on visitor behaviour signals. Traffic from a Google ad sees a different headline than traffic from LinkedIn. Returning visitors see progress-based content. Every session is unique.
Custom CMS and SaaS
Headless CMS and API-first builds that your team can actually use without a developer on call. Sanity, Contentful, or custom, structured to match your content workflow and scale with your team.
The Stack WeActually Deploy
- Next.js / Remix: React frameworks with server-side rendering, static generation, and edge runtime support
- Headless CMS (Sanity / Contentful): Structured content APIs decoupled from the front end for maximum editorial flexibility
- Edge Deployment (Vercel / Cloudflare): Global CDN edge nodes serving pages from the closest point to every visitor
- AI Personalisation Layer: Real-time visitor segmentation and dynamic content injection based on behaviour signals
- Custom Payment Integrations: Stripe, Razorpay, and custom payment flows with webhook automation and subscription management
- Automated Testing Suite: Playwright E2E, Lighthouse CI, and Vitest unit tests baked into every deployment pipeline
From Brief toLaunch Day
Phase 01: Discovery Sprint
One week of structured research. Competitor analysis, conversion audit of your current site, ICP interviews, and business goal mapping. We agree on success metrics before writing code.
Phase 02: Architecture and Wireframes
CRO-first wireframes for every page, reviewed against conversion goals. Tech architecture document, CMS schema, and component library spec signed off before design starts.
Phase 03: Build and QA
Parallel development and design tracks. Weekly staging deployments, automated testing suite running on every push, and a final round of cross-device QA before launch.
Phase 04: Launch and 90-Day Support
Zero-downtime deployment with rollback ready. 90 days of post-launch support including bug fixes, performance monitoring, and one round of CRO iteration.
Four Site Types.One Standard.
E-Commerce Stores
Headless Shopify or custom e-commerce with CRO-optimised product pages, cart flows, and checkout. Every element tested against add-to-cart and completion rates.
SaaS Landing Pages
Trial sign-up and demo request pages built around the SaaS funnel. Hero, social proof, feature matrix, objection handling, and a CTA architecture that converts intent into pipeline.
Corporate Lead-Gen Sites
Multi-page corporate sites with integrated lead capture, CRM connection, and content hubs. Designed to qualify visitors and route them to the right sales conversation.
App Landing and Waitlists
Pre-launch and waitlist pages built to capture and qualify intent before your product ships. Email capture, referral loops, and qualification scoring baked in from day one.
What PeopleAlways Ask
Frequently Asked Questions
How long does a website build take?
A marketing or lead-gen site typically takes 4 to 6 weeks from discovery sprint to launch. SaaS builds and complex e-commerce projects run 8 to 16 weeks depending on scope. We always scope in detail before committing to timelines, because surprises at week 10 are everyone's worst outcome. We share a full project timeline with milestones in the proposal stage.
What CMS do you use?
We default to Sanity for content-heavy sites and Contentful for enterprise teams that need governance and approval workflows. We also work with Strapi for self-hosted setups, and Payload CMS for developer-heavy teams who want full control. The choice always comes down to your team's workflow, your content model complexity, and whether you need a multi-tenant setup. We never push a CMS for our own convenience.
Do you build e-commerce stores?
Yes. We build custom headless e-commerce on Shopify Hydrogen or Next.js with custom payment integrations, inventory sync, and conversion-optimised checkout flows. We do not install out-of-the-box Shopify themes. Our e-commerce builds start from a CRO audit of your funnel goals and work backwards from the checkout conversion rate you need.
What does CRO-first actually mean in a build?
It means every page layout, information hierarchy, CTA placement, and form design decision is made with conversion as the primary constraint, not aesthetics. We wireframe with conversion intent first, then apply visual design on top. It also means we define what we are optimising for at the start: demo requests, trial sign-ups, add-to-carts, or contact form fills. There is no generic CRO, and there is no one-size-fits-all layout.
What does post-launch support include?
All builds include a 90-day post-launch support window covering bug fixes, performance monitoring with uptime alerts, one round of CRO iteration based on live traffic data, and emergency response within 24 hours for critical issues. After 90 days, we offer ongoing retainer support for content updates, ongoing optimisation, and feature additions. We do not ghost after go-live.
Want to apply this strategy to your business?
Understanding the strategy is step one. Implementing it flawlessly is the real challenge. Tell us about your goals and we will suggest the next move in 1 working day.