THE PROBLEM
Our own platform had the same disease we fix for clients. The site positioned us as a WordPress maintenance shop while our real work was custom systems and integrations. Pricing was scattered across pages that disagreed with each other. Enquiries arrived as unstructured emails with no way to tell an agency partnership lead from a $150 fix request. Legacy URLs from the old site were 404ing traffic we’d already earned. And deploys were manual file copies — one interrupted upload took the whole site down.
WHAT WE DID
We treated ourselves as a client and ran the full engagement — strategy, engineering, and deployment — with AI-assisted development (Claude) accelerating every phase while a senior developer reviewed and shipped every change.
- Repositioned the entire platform — new information architecture, service hierarchy, and a pricing structure rebuilt around engineering engagements, including two new service lines (AI for Business, Fractional CTO).
- Engineered the lead funnel end-to-end — every CTA on the site routes to a single spam-hardened enquiry pipeline with eight tagged enquiry types, so an agency partnership lead and a quick-fix request are distinguishable the moment they land.
- Instant lead response — every enquiry gets an immediate branded confirmation with a reference number; failed sends are captured with diagnostics instead of vanishing.
- Conversion analytics that name the lead type — GA4 events carry enquiry type, form status, and submission reference, so marketing spend can be judged against the kind of lead it produces, not just raw submissions.
- SEO recovery and hardening — 60+ managed 301 redirects including recovered legacy URLs that were quietly 404ing, structured data, and per-page metadata across the funnel.
- Deployment tooling — idempotent, slug-keyed deploy scripts that survive database drift between environments, after diagnosing and fixing a mid-transfer failure that had taken the site down.
RESULTS
- Every lead now arrives pre-classified into one of eight enquiry types, with an instant confirmation to the sender and a tagged notification to us
- Conversion tracking distinguishes agency, project, retainer, and fix leads in GA4 — spend and effort can follow the leads that matter
- 60+ legacy and campaign URLs permanently redirected — previously lost traffic now lands on working pages
- Full repositioning shipped: new hero, service hierarchy, pricing architecture, and two new service lines live end-to-end
- Deploys are now scripted and re-runnable — the failure mode that once took the site down can’t recur
- The whole engagement ran AI-assisted — the same Claude-based workflow we offer clients through our AI for Business service
WHY WE PUBLISH OUR OWN REBUILD
Because it’s the one case study where we can show you everything. Client work comes with confidentiality; our own platform doesn’t. Every claim on this page is inspectable — the enquiry routing, the tracking, the redirects, the site you’re reading right now. If you want the same treatment for your business, start a conversation or see what AI-assisted engineering looks like applied to your systems.
