Next.js Rebuild of a B2B SaaS Marketing Site for Speed and Pipeline
A growth stage B2B SaaS team asked us to rebuild their marketing site and content system to improve performance, search visibility, and lead conversion. We migrated from a plugin heavy CMS to a Next.js and TypeScript stack with a structured content workflow, shipping faster pages, cleaner SEO, and a measurable increase in demo requests.
Confidential engagement. NDA available upon request.
95
Lighthouse Performance
42%
Organic Traffic Lift
28%
Demo Conversion Increase
9
Weeks to Launch
About the Client
Industry
B2B SaaS
Company Size
60 to 90 employees, growth stage
Background
A B2B SaaS company selling to mid market teams. Their marketing site was the primary acquisition channel but suffered from slow load times, inconsistent SEO structure, and brittle publishing workflows.
Challenges We Walked Into
Slow pages and inconsistent Core Web Vitals
Heavy scripts, unoptimized images, and a fragmented component system resulted in poor performance and inconsistent user experience.
Content production bottlenecks
Marketing needed engineering support for routine changes, and blog publishing lacked templates, redirects, and guardrails.
SEO technical debt
Missing structured data, inconsistent metadata, and broken internal linking limited organic growth despite strong content.
Lead tracking gaps
Event tracking and attribution were incomplete, making it hard to tie site changes to pipeline outcomes.
The Mission
Rebuild the website to improve speed, search visibility, and conversion while creating a maintainable TypeScript codebase and a content workflow that marketing could run independently.
How We Approached It
01. Audit and architecture
Week 1- Performance and SEO audit with prioritized remediation plan
- Information architecture and URL mapping with redirect plan
- Component inventory and design system alignment
- Analytics and event tracking requirements definition
02. Build and migration
Week 2 to 6- Next.js app router build with TypeScript and reusable components
- Content modeling and migration for pages, blog, and resources
- Structured metadata, canonical URLs, and sitemap validation
- Image optimization and edge caching strategy
03. SEO and conversion hardening
Week 7 to 8- Schema.org structured data for core pages
- Landing page templates with A B testing readiness
- Form validation and spam protection improvements
- Event tracking implementation for critical funnel steps
04. Launch and stabilization
Week 9- DNS and deployment cutover with rollback plan
- Redirect verification and monitoring setup
- Post launch bug fixes and performance tuning
- Documentation and handoff to internal team
Vulnerabilities Discovered
0
CRITICAL
2
HIGH
3
MEDIUM
1
LOW
Unoptimized client scripts affecting load time
Multiple third party scripts loaded on every page without prioritization, increasing blocking time and delaying interactivity.
Multiple third party scripts loaded on every page without prioritization, increasing blocking time and delaying interactivity.
Broken redirects and inconsistent canonical URLs
Legacy URL patterns produced duplicate content and lost equity during content updates.
Legacy URL patterns produced duplicate content and lost equity during content updates.
Metadata gaps across key landing pages
Missing Open Graph, inconsistent titles, and absent structured data reduced click through and indexing quality.
Missing Open Graph, inconsistent titles, and absent structured data reduced click through and indexing quality.
CMS workflow required engineering involvement
Publishing and updating pages required code changes, slowing iteration.
Publishing and updating pages required code changes, slowing iteration.
Incomplete event tracking
Funnel events were not consistently captured, limiting attribution confidence.
Funnel events were not consistently captured, limiting attribution confidence.
Inconsistent component styling
Legacy pages used one off styles that were hard to maintain and test.
Legacy pages used one off styles that were hard to maintain and test.
How We Fixed It
Next.js and TypeScript rebuild
Implemented a modular component system with a clean routing structure and strict TypeScript types for reliability.
Performance optimization
Introduced image optimization, script loading strategy, caching, and bundle tuning to improve Core Web Vitals.
SEO foundation
Implemented canonical rules, redirects, structured data, and consistent metadata patterns across templates.
Content workflow improvements
Enabled repeatable templates and a publish flow that marketing could operate without engineering for routine updates.
Measurable Outcomes
The rebuild improved speed and search visibility while making the site easier to iterate on, resulting in more qualified leads from the same traffic.
42%
Organic Traffic Lift
28%
Demo Conversion Increase
95
Lighthouse Performance
35%
Bounce Rate Reduction
Lighthouse Performance
58
95
Largest Contentful Paint
3.8s
1.6s
Demo Request Conversion
2.9%
3.7%
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