Compamy Site Revamp - Performance, Clarity & Analytics from Scratch

The project was split into two phases: the first was a full migration to Webflow to improve performance, maintainability, and security. The second phase involved a minor design refresh to improve first impressions and better communicate what we do.

Before / After

Here is the a snapshot of the previous design archived on the wayback machine, and here is the current website, accurate as of June 2025.

Current version loads almost instantly and aligns hero messaging to top user segments. (Live as of June 2025)

Previous version lacked visual hierarchy and took 6+ seconds to load.

Context & Problem

After inheriting the company website, I began encountering a range of issues:

Slow performance, particularly on the homepage

Vulnerabilities linked to outdated plugins and poor hosting practices

Unclear messaging and visual hierarchy, leading to a weak first impression

There was also no analytics infrastructure in place, leaving us blind to who was using the site and why.

Phase 1 — Migration to Webflow

Goals

-Improve site performance and load speed

-Eliminate backend vulnerabilities

-Make content updates and maintenance easier

What I Did

Proposed a Webflow rebuild: Since there was no seamless migration path from WordPress to Webflow, I rebuilt the entire site structure manually on Webflow, preserving the visual layout to reduce approval cycles.

Improved performance and maintainability: With Webflow, we eliminated dependency on external plugins and bloated themes, improving load times and making future edits frictionless.

Design Constraints

Due to hard hosting deadlines and limited visual assets, we focused on preserving content while making structural improvements that enabled future iteration.

Phase 2 — Design Refresh

Goals

-Improve first impressions and brand clarity

-Refine the top-of-funnel content and layout

What I Did

Shortened and refined hero copy to immediately communicate what the company does, targeting new visitors and job applicants.

Redesigned key sections:

Hero section — Clearer messaging hierarchy

Header and footer — Cleaner structure, better navigation

Scoped down visual changes to accommodate a lack of project assets and reduce production overhead.

Analytics & Insights

When I took over the site, no analytics tooling was in place. I introduced:

Google Search Console — to monitor indexing and SEO visibility

PostHog — to analyze user flow, bounce rate, and behavior patterns

These tools revealed two core visitor groups:

Job applicants, exploring company background and culture

Industry visitors, typically coming from LinkedIn posts or media mentions (e.g., NVIDIA partnership)

This insight shaped our focus: improving messaging in key landing areas to better inform and engage those users.

Final Outcome

The revamp created a more performant, maintainable, and user-focused site. While the redesign was limited in scope, it effectively improved clarity and user experience for our key visitor groups. The migration also laid the groundwork for future iterations with better infrastructure, analytics, and flexibility for content updates.

Reflection

What I’d Do Differently Push for internal ownership of copywriting earlier — messaging changes came too late in the timeline

Consider collecting qualitative user feedback post-launch to verify assumptions from analytics.