The marketing site is the top of the funnel for paid and organic traffic across three markets. The marketing team needed to ship pages and run experiments without engineering sitting in the middle of every change, and customers needed answers before they had to call.

The original site converted paid traffic at around 5% and organic at 2%. Every copy tweak, hero variant, or campaign page required a developer and a deploy. There was no way to test variants, no way to spin up market-specific or one-off campaign pages, and the marketing team was stuck behind the engineering queue. Common pricing and scope questions died in the contact form or routed to a phone call that often did not happen.

• Rebuilt the funnel around a direct path to the self-serve estimating tool. Tightened the hero, social proof, and CTA structure, and stripped out the steps that were burning intent before customers got to a price.
• Extended the existing Payload CMS integration with block-based page composition so the marketing team edits hero copy, CTAs, value blocks, and full page layouts in real time without touching code or waiting on a deploy.
• Wired PostHog feature flags and A/B/C testing directly into the CMS, so any block or variant can be flagged and tested from inside the editor instead of a separate experimentation tool.
• Added market-specific page generation so hyperlocal landing pages (e.g., 'Sedgefield x Craftwork' with neighborhood-specific offers) get composed from the same block library instead of forked templates.
• Shipped the AI chatbot as a solo side exploration with no formal scope or design phase. Haiku-powered, with the system prompt, knowledge base, and in-chat tool calls (cost calculator, etc.) configured through the CMS for real-time tuning.
• Own CRO and SEO top to bottom for paid and organic traffic: tracking, A/B test design, reporting in PostHog, and the structural and on-page SEO work that compounds over time.

Conversion across paid and organic traffic moved from around 4% to around 12%. The marketing team ships CRO experiments and campaign pages on their own cadence; the site stopped being a quarterly project and became one they iterate on weekly. The chatbot deflects pricing and scope questions that used to die in the contact form, and CRO + SEO live with the same person so every paid and organic test feeds one playbook.