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KestrelDeveloper tools
A marketing site that stopped fighting its own content team
Rebuilding a slow, unmaintainable site into something the marketing team can ship on daily.
- Engagement
- 8 weeks
- Team
- 1 designer, 1 engineer
- Stack
- Next.js, TypeScript, static export
- Year
- 2023
Results
- Largest Contentful Paint, p75
- 0.7s
- Organic sign-ups quarter on quarter
- +58%
- Content updates shipped per month
- 12×
Kestrel's marketing site took eleven seconds to load on a mid-range Android phone and required an engineer for every copy change. Marketing had quietly given up and moved their campaigns to a third-party landing page builder.
Fewer pages, better pages
We cut 40 pages to 12, rewrote the positioning around what developers actually asked in their community Slack, and rebuilt the whole thing as a statically generated site with page-weight budgets enforced in CI.
- Component-based page composition marketing can rearrange
- Content in version-controlled files with preview deploys
- Page-weight and Core Web Vitals budgets gating every merge
- A documentation theme that matches the marketing site
Organic sign-ups rose 58% the following quarter. More tellingly, marketing now ships around twelve content updates a month without opening a ticket.