Northwind · B2B SaaS · Project management
Turning a leaky demo funnel into a growth engine
- Client
- Northwind
- Year
- 2025
- Timeline
- 3 weeks
- Services
- Web Design, Development, CRO
+142%
Demo conversion rate
0.68s
Largest Contentful Paint
-38%
Cost per qualified demo
3.1×
Pipeline from organic search
// The challenge
Where they started
Northwind had everything a Series A startup is supposed to have: solid product, healthy traffic from content marketing, and a sales team hungry for demos. What they didn't have was a website that could close the gap. Demo conversion sat at 0.9%, and every paid campaign was subsidizing a leaky funnel.
The existing site had grown organically over two years: six competing CTAs per page, feature screenshots instead of outcomes, and a demo form with nine required fields. Prospects were arriving interested and leaving confused.
// The approach
What we did about it
- Interviewed 8 recent customers to map the real buying triggers and objections
- Rebuilt the information architecture around one primary action: book a demo
- Replaced feature-first copy with outcome-led messaging and proof at every scroll depth
- Cut the demo form from 9 fields to 4 and added calendar scheduling inline
- Rebuilt on Next.js, taking LCP from 3.4s to 0.68s
// The solution
What we shipped
We designed a focused narrative for every page: problem, outcome, proof, action. Interactive product tours replaced static screenshots, so visitors could feel the product before talking to sales. Social proof was moved from a forgotten wall-of-logos to contextually placed quotes beside every claim.
Under the hood, a fresh Next.js build with a headless CMS means the marketing team now ships landing pages in hours, not sprints. Every element is instrumented, so CRO experiments continuously build on the new baseline.
// The results
What happened next
- Demo conversion rate rose from 0.9% to 2.18% within 60 days of launch
- Cost per qualified demo dropped 38% across paid channels
- Organic pipeline grew 3.1× in two quarters on the new content architecture
- Marketing ships 6–8 landing pages per month without developer help
“DevLoop treated our website like a product, not a brochure. The new site books more demos in a week than the old one did in a month — and our team can finally move at the speed of our roadmap.”
// Ready when you are
Let's build a website that pays for itself
Book a free 30-minute discovery call. We'll audit your current site live, sketch a plan, and give you a fixed quote — whether or not you hire us.
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- 3-week delivery guarantee
- Fixed price, no surprises