Scaling Supernormal’s marketing and product website by designing and building scalable CMS structures in Framer, improving SEO discoverability, and creating clearer conversion paths between the marketing site and the AI product experience.
The project focused on turning a fast-growing AI product into a structured and scalable web platform that supports content expansion, product education, and user acquisition.
Industry
Tech, AI, SaaS
Year
2025-present
Team & collab
Marketing, Product Design, Engineering, SEO, Content, Growth
Website
What was the evolution of this project?
As the product evolved quickly, the marketing website also needed to evolve. My role was to help transform the website into a scalable platform that could support product education, SEO growth, and a growing library of AI templates and resources.
BRIEF
• Designing and structuring new marketing pages and product landing pages
• Building scalable CMS structures in Framer for templates, categories, and resources
• Improving the connection between the marketing site and the Supernormal web app
• Supporting SEO growth through structured content and optimized page architecture
• Ensuring the website remained fast, maintainable, and easy for the team to manage
THE PROBLEM
• Content publishing was becoming harder as new pages and templates were added
• CMS structures were not yet optimized for scaling large template libraries
• Some user flows between the marketing site and the product experience were unclear
• SEO opportunities were not fully leveraged due to content structure limitations
• As the product evolved quickly, the website needed systems that could grow with it
THE SOLUTION
• Designing scalable CMS architectures for template libraries and content categories
• Creating SEO-ready page structures that could support future expansion
• Improving marketing → product handoff flows to reduce friction for new users
• Designing reusable components and templates to ensure consistency across pages
• Collaborating with engineering to align marketing flows with the product experience
What need to be fixed
This section explores how the project evolved, covering the challenges, my contributions, the results achieved through the implemented strategies, and how I collaborated and communicated with my teammates.
Scaling CMS without chaos
Before: what content ops looked like
Decision: how you structured fields/templates
After: how it improved publishing consistency + reduced errors
Conversion clarity
What you changed in hierarchy/CTAs
Why (evidence, heuristics, data, stakeholder needs)
What you measured / would measure
Performance & SEO wins
What was slow / unindexable / messy
What you changed (images, structured data, components, page settings)
Outcome (or expected outcome)
Tools I used for this project
Main Wins
This section explores how the project evolved, covering the challenges, my contributions, the results achieved through the implemented strategies, and how I collaborated and communicated with my teammates.
Scaling CMS without chaos
Before: what content ops looked like
Decision: how you structured fields/templates
After: how it improved publishing consistency + reduced errors
Conversion clarity
What you changed in hierarchy/CTAs
Why (evidence, heuristics, data, stakeholder needs)
What you measured / would measure
Performance & SEO wins
What was slow / unindexable / messy
What you changed (images, structured data, components, page settings)
Outcome (or expected outcome)
Impact
This section explores how the project evolved, covering the challenges, my contributions, the results achieved through the implemented strategies, and how I collaborated and communicated with my teammates.
+32%
Signups increase
93%
User satisfaction
Web Assets and Figma Files
This section explores how the project evolved, covering the challenges, my contributions, the results achieved through the implemented strategies, and how I collaborated and communicated with my teammates.
Web Assets and Figma Files
This section explores how the project evolved, covering the challenges, my contributions, the results achieved through the implemented strategies, and how I collaborated and communicated with my teammates.
Metrics
A story about collaboration and results
"Beyond that, he brought a strong UX perspective while creating our website, ensuring both functionality and user-friendliness."
Natalia M — Co-Founder and Creative Director
Circles House
"Beyond that, he brought a strong UX perspective while creating our website, ensuring both functionality and user-friendliness."
Natalia M — Co-Founder and Creative Director
Circles House
"Beyond that, he brought a strong UX perspective while creating our website, ensuring both functionality and user-friendliness."
Natalia M — Co-Founder and Creative Director
Circles House
Reflection
This section explores how the project evolved, covering the challenges, my contributions, the results achieved through the implemented strategies, and how I collaborated and communicated with my teammates.
Ready to ship a site that actually converts?
Drop me a message, jump on a quick call to align on the plan, and turn your website or product into a high-converting asset.
