PLATFORM · LEAD GEN · CLIENT UNDER NDA
Rebuilding a B2B lead-gen site on Next.js and Strapi
A corporate B2B site moved off a monolithic WordPress installation to Next.js and Strapi, with a design system and event-based analytics built around lead generation.
- +90%
- Lighthouse performance score
- +25%
- inbound conversion rate
- +35%
- organic CTR
- Role
- Project Lead
- Duration
- 4 MONTHS
- Year
- 2024
- Client
- Under NDA
The problem
The main corporate site ran on a monolithic WordPress installation. It had become the bottleneck for organic growth and for the marketing team's work. Four things caused it:
- 01
Years of database overhead in the WordPress engine kept the time to first byte high and the Core Web Vitals scores low.
- 02
Every release carried the work of vulnerability audits and of patching a set of third-party plugins.
- 03
There was no design system. Modules were added ad hoc, so the visual style drifted and the reading hierarchy of the content became hard to follow.
- 04
The event taxonomy was inconsistent, micro and macro conversions were not tracked precisely, and user paths could not be attributed reliably.
What we built
- 01
Information architecture around the B2B funnel
I started with the sales goals. Together with Sales and Content we mapped the new targets and rebuilt the structure of the site around the funnel. That removed dead-end paths and gave each point where a visitor meets the site a clear value proposition.
- 02
A headless frontend on Next.js
The monolith was taken apart in favor of a headless Next.js frontend. It runs on a strict design system made of reusable components, which stopped the visual drift.
- 03
Strapi with Live Preview
Strapi runs with dedicated plugins. The CMS has a built-in two-way Live Preview with desktop and mobile viewports, so editors can stage content and see the result in real time.
- 04
Accessibility and structured data
The semantic structure covers contrast, ARIA landmarks and keyboard navigation. Every page carries JSON-LD schemas for Organization, Service, FAQPage and Article.
- 05
Readable for crawlers and AI agents
Each page also has an alternative endpoint that serves raw Markdown, which removes the noise of the DOM. Critical content no longer hides in nested accordions. It sits in an open, hierarchical block structure.
- 06
Rules for developers and agents
The frontend ships with a set of context rules and profiles (agent skills). They help developers and automatically check new code and content against the architectural standards we agreed on.
- 07
Event-driven analytics
The data collection was redesigned around a matrix of custom events: scroll depth, intent signals and the steps of form interaction. Conversions fire automatically depending on the path a visitor took, so qualified groups can be segmented and filtered for retargeting campaigns.
My role
I was the project lead, with a team of four. The project took four months.
Outcome
After four months of iterative delivery the monolith was replaced by a site that generates inbound offer requests directly. The Lighthouse performance score rose by 90%, the inbound conversion rate by 25% and organic CTR by 35%. Conversion came from analytics and CTR from Search Console, both compared before and after the launch. Time to first byte dropped, and the cost of maintaining outdated plugins is gone. New landing pages now take less than half the time to publish, measured by the team.
TECH STACK
Built with
LANGUAGE
- TypeScript
STACK
- Next.js
- Strapi
- React
INFRASTRUCTURE
- Vercel
- Strapi Cloud
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