Rebuilding a marketing site to turn more visitors into demos

Web Designer/Developer

The mission: make the website faster, and turn more of its visitors into demos. When I arrived, the homepage scored 65 out of 100 for performance, loaded 6.5 MB of JavaScript on every visit, and only 1 in 5 people who filled in the form went on to book a demo.

I own every web touchpoint at Instant, from design to delivery, working closely with the marketing team to optimize our funnels, increase conversion, and manage our instrumentation with Meta.

State of the website

Rebuilding the foundation: Framer to Astro

Astro renders every page to plain HTML ahead of time. JavaScript only loads for the pieces that need it. Framer shipped its full JavaScript runtime on every page, even pages with nothing interactive.

Storybook holds every component and its variants, so the team can browse and test the real thing without opening code.

The new stack
Storybook
Framer vs Astro homepage speed

Evergreen pages

Designing the pages people land on, from inspiration and wireframes to the final build.

Inspiration and ideation
Meet the agents
Interactive components
Final design: live site
How far visitors read: new vs old landing pages

The lead form, piece by piece

Two questions instead of a long form, with the checks moved behind the scenes.

The new two-step form
The checks behind the form
Demo rate before and after

What I learned

Make booking effortless. Only ask the user what we need to book a call.

Track from day one. My biggest wins came before PostHog, so they are hard to measure cleanly.

A/B test big redesigns. The new agents page looked better but did not move engagement long-term.

Build for the next person. One day someone else will work in what you built.