Northbound
Core Web Vitals in the green, 2.1× more demo signups.
A full marketing site and web app rebuild on Next.js, replacing a legacy platform that was losing search visibility.
MRR
$48.2K
+19%
USERS
12,841
+34%
CHURN
2.1%
−0.4%
Northbound's previous marketing site was built on a legacy CMS that had accumulated five years of technical debt — slow load times, no mobile optimisation, and a CLS score that was actively costing them Google ranking.
Beyond performance, the conversion funnel was broken: the demo request flow required four form fields and a calendar embed that didn't render on mobile. We rebuilt both the marketing site and the app's public-facing pages from scratch, with conversion as the primary success metric.
The work
Next.js with ISR for marketing pages
All marketing pages use Incremental Static Regeneration with a 60-second window, giving near-instant loads with always-fresh content. Sanity CMS lets the marketing team publish without a deploy.
Rebuilt demo request flow
The demo form was reduced to two fields plus a Calendly embed that works on mobile. A/B tested against the original four-field form: 2.1× more completions within three weeks of launch.
Motion-first design system
Subtle entrance animations on each section, scroll-triggered counters, and a hero that animates on load — all under 200ms budget, none that trigger layout shift. Built with CSS transitions rather than a heavy animation library.
The result
Lighthouse scores hit 96 on mobile within the first deploy. Organic search impressions grew 38% in the two months post-launch as Google re-indexed the faster pages. Demo requests more than doubled — the client attributed this directly to the simplified form and improved mobile experience.
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