Cutting a 40-page website down to 9 — and lifting demos 52%
Verity's site explained everything and convinced nobody. We rebuilt it around a single argument and let the product do the talking.
- Industry
- B2B SaaS
- Year
- 2025
- Duration
- 7 weeks
Client
Verity Analytics
- Demo requests, quarter over quarter
- +52%Demo requests, quarter over quarter
- Pages in the core site
- 40 → 9Pages in the core site
- Lighthouse performance score
- 98Lighthouse performance score
- Developer tickets to publish a page
- 0Developer tickets to publish a page
Where they were starting from.
Six years of accumulated pages meant four different descriptions of what Verity sold, three competing calls to action, and a homepage hero that could have belonged to any data company. Traffic was healthy; demo requests were not. The marketing team could not publish a landing page without a two-week developer queue.
Four decisions that shaped the outcome.
- 01
Decide what the site is arguing
A half-day positioning workshop produced one sentence the entire company agreed on. Every page after that either supported it or was cut.
- 02
Structure before surface
Nine templates, wireframed and reviewed with sales before any visual design. We tested the narrative order against real objections from lost deals.
- 03
A system, not a set of pages
Eighteen composable CMS blocks with locked spacing and type rules, so marketing can build new pages that cannot drift off-brand.
- 04
Protect the search equity
Every retired URL mapped to its closest surviving page, with four weeks of post-launch monitoring in Search Console.
Verity's marketing team has shipped eleven campaign landing pages since launch without engineering support, and organic rankings improved despite the page count dropping by three quarters.
Built with
- Figma
- Next.js
- Tailwind CSS
- Sanity
- Vercel
- GA4
The first thing they did was talk us out of half the pages we asked for. The site is smaller, clearer, and demo requests are up 52% quarter over quarter.
Website Design
Brand-led marketing sites and e-commerce experiences designed around one job: making the next step obvious.
Tell us where it hurts.
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