Website Rebuild & Conversion Platform

Adzooma was a B2B SaaS platform helping small and medium businesses manage and optimise their digital advertising across Google, Facebook and Microsoft. As Principal Front-End Developer, I was responsible for architecting and delivering a complete rebuild of the company's web presence — from the brochure and product pages through to the core sign-up and conversion platform through which new customers discovered, evaluated and joined the product.

I owned the solution from architecture through to delivery, leading a junior developer throughout, and worked in close collaboration with a web designer — translating designs into a high-quality, production-ready Next.js codebase while contributing technical input to implementation decisions throughout.

Architecture and technology

I introduced Next.js and Prismic as the technical foundation — a deliberate architectural choice that enabled both CMS-driven content management for the brochure site and the dynamically configurable sign-up flows the business needed. This was a greenfield decision: I evaluated the options, proposed the approach to leadership, and drove its adoption alongside the existing WordPress blog which remained as a separate standalone property and continued to be maintained in parallel.

The brochure and product website

The new website replaced the existing web presence with a modern, performant Next.js and Prismic implementation built to the web designer's specifications. Marketing teams gained full content ownership for the first time — able to maintain core brochure pages and create fresh landing pages in response to new campaigns without engineering involvement.

The sign-up and conversion platform

The centrepiece of the work was a highly configurable multi-step registration and checkout system. The core flow was consistent, but the stages, fields, and branding could be varied through the CMS — allowing marketing and sales teams to launch entirely new sign-up flows for different channels, campaigns, audience segments and partnership arrangements without any engineering intervention.

This meant a new sub-branded sign-up flow for a partnership deal, or a campaign-specific variant with different steps and fields, could be launched by the marketing team directly — dramatically reducing the time and engineering resource previously required.

Stakeholder collaboration

The project required close collaboration with both leadership and marketing stakeholders. I worked with leadership to align the architectural approach with the company's broader commercial strategy, and with marketing to understand the channel-specific requirements that would shape the system's configurability. The result was a platform that served both technical and commercial needs — flexible enough for marketing to operate independently, robust enough to scale across multiple use cases.

Outcome

The rebuild transformed how Adzooma presented itself digitally and acquired customers online. Marketing teams gained the autonomy to respond to new opportunities quickly, maintaining content and launching targeted sign-up flows without dependency on engineering. The architecture also provided a foundation that could scale with the business's growth and partnership activity.