"It's a beautiful site, but our team can't update half of it." That was Fareed's opening line — Frita's marketing lead — on our first call. The old site was a stock theme patched so many times that only its original developer could navigate it.
Before we started, we asked them for one thing: a list of everything they wanted to update weekly. That session produced 14 distinct content types — products, stories, chef profiles, video posts. That list became the architecture of the new build.
Structure: an editor built around the team
Instead of a template the team had to adapt to, we shipped 14 custom WordPress blocks, each covering exactly one case. No deep configuration, no options nobody needs — just what they asked for.
The rule: if a new hire can't update the content on day one, the CMS has failed.
Performance: before and after
Before launch, we spent a full week on measurement. Mobile results:
- LCP: from 3.4s down to 1.1s
- Homepage weight: from 2.8 MB down to 740 KB
- HTTP requests: from 87 down to 31
Conversion: a 42% lift
Two months in, the share of visitors reaching the "Order from the store" page was up 42%. No magic — faster pages, a clearer flow, and a CTA above the fold.
What we learned
Biggest lesson: spending extra time with the team before any code pays back several times over after launch. Fourteen content-mapping sessions felt excessive at the time, but the result was a site the team can run on its own without calling us.
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