A sixty-page SaaS site rebuilt so marketing stopped filing tickets

Ravel had a good product and a website that took three weeks to change a headline on. Marketing wanted to test messaging. Engineering wanted to ship the product. Both were losing.

Scope: Discovery, UX/UI design, Webflow build, ongoing support

The problem

Sixty-two pages built as bespoke React templates, none of them documented. Nine near-identical solution pages, four different button styles, and a blog that had been abandoned because publishing required a pull request.

What we did

We started by throwing pages away. Of the sixty-two, nineteen had received no meaningful traffic in a year and eleven were duplicates of each other with different headlines. The new sitemap had twenty-four pages.

Nine solution pages became one template

The solution pages differed only in copy, screenshots and testimonial. That is a CMS collection, not nine builds. We modelled it as one, with optional sections marketing can switch on per item, so a new vertical launches in an afternoon.

A class system with rules

Everything was built on a documented naming convention with a fixed type scale and spacing scale. There is one button component with four variants, not four buttons.

The blog came back

Posts move through draft, review and published inside Webflow. No repository, no deploy, no engineer.

Where it landed

Ravel now publish without opening a ticket. The marketing team ships landing pages the same week they are briefed, and the engineering team has not touched the marketing site since handover, which was the entire point.