Exogen: founder-led marketing site, concept redesign

What we wanted to explore

The original site was a competent v1. We wanted to explore what would change if every section earned its place against a single outcome instead of fitting a standard SaaS template.

How we approached it

Two-week design sprint, two-week build, treated as a personal sprint. Homepage rewritten around one outcome. The case for trust simplified. Next.js as the substrate because speed and durable SEO compound for marketing teams.

What we built

A concept site that reads tighter and loads faster than the original. The most interesting decisions were which Webflow URLs would have earned their keep and which would have been cut.

From Webflow to Next.js, as an exercise

Webflow ships a respectable v1. Past that, a team usually needs structured content, real performance, and SEO that doesn't depend on a no-code drag-and-drop. Next.js gives all three without a CMS rebuild.

The migration is the easy part. The harder work, even as an exploration, was deciding which existing pages would have earned their rankings and which were dragging the site down.

The two-week sprint

Week 1: positioning and wireframes. Week 2: visual design and copy locked. No scope creep, because no client. Pure exploration.

The constraints made the calendar hold even as an exercise. Single buyer on the homepage. One CTA above the fold. Pricing on its own page. Anything that didn't earn its scroll was deferred with a written note explaining why.

What we'd carry into a real engagement

The Lighthouse SEO score lifted and the median load dropped significantly compared to a typical Webflow build of similar surface area. None of those numbers are paid-client outcomes.

What we proved to ourselves: marketing-owned content surfaces work better when performance is a build-time guarantee instead of a per-page worry.