Platform & Web Engineering
Marketing teams keep getting handed websites their stack outgrows in 18 months. Frontends that lock vendors in, CMSes that fight content workflows, deploys that take a meeting.
We engineer marketing platforms the modern way — composable, headless, performant, and owned by the team that uses them. Built to last, built to ship.
What we do
Does this sound familiar?
Your storefront and your commerce engine are the same monolith
Catalog, checkout, CMS, and front-end are all welded into one platform. Every storefront experiment risks the checkout. Every checkout patch risks the storefront. Innovation throttles to whatever the vendor ships next.
Monolithic commerce made sense when a templated theme was the whole brand. Today, it costs you conversion, SEO, and the ability to differentiate above the fold without a vendor ticket.
We decouple the storefront from the commerce engine — Shopify Hydrogen, BigCommerce, Commerce Layer, Saleor on the back, your own Next.js front-end on top. Best-in-class for catalog and payments, fully owned for everything the customer actually sees.
Diagnosis:When the storefront and the checkout share a codebase, every experiment is also a checkout risk.
Marketing has outgrown what a template can do
Personalisation, gated calculators, member portals, partner dashboards, lead-gen apps — every new initiative collides with the limits of a page builder. The wishlist is product engineering; the stack is a theme.
Marketing teams now ship software, not pages. Trying to deliver that on a CMS plugin or a no-code patchwork means brittle UX, no test coverage, and a roadmap held together by goodwill.
We build real product engineering for marketing — TypeScript-first Next.js, React, Node — designed, tested, observable, and owned. Built so your team can keep extending it once we hand it over.
Diagnosis:Marketing is shipping software now; a templated CMS is the wrong toolchain for the job.
A hero swap takes a sprint and a deploy
Editing a hero needs a ticket, a code review, and a three-week wait. Marketing can't ship without engineering, and engineering hates being a content factory for landing pages.
Legacy CMSes couple content to code, so every editorial change is a deployment. Speed dies, frustration builds, and the most ambitious marketers either route around the CMS or leave.
We implement headless CMS (Sanity, Contentful, Storyblok, Payload) where editors compose pages from typed building blocks — and engineers ship new blocks, not landing pages.
Diagnosis:If editing a hero needs a deploy, the CMS is the bottleneck — not your marketing team.
Your site is slow and the conversion data shows it
Core Web Vitals are red. LCP is past three seconds. Lighthouse sits at 47. Mobile conversion is half of desktop. The dev team is busy with features, perf is somebody else's problem.
Performance is the SEO and CRO multiplier nobody invests in until it's an emergency. Every hundred milliseconds of load time is revenue, and the compounding cost only shows up in retrospect.
We run focused perf sprints — bundle audits, server-component refactors, image pipelines, edge caching, perf budgets — and embed monitoring so regressions get caught in CI, not in a post-mortem.
Diagnosis:Performance is the only SEO and CRO investment that compounds — and the one nobody funds until it's bleeding.
Deploys are a ceremony, so deploys are rare
Releases happen on Wednesdays. Deploy involves Slack approvals, a backup database, and someone refreshing prod. The team ships less because shipping is scary, and reverts are scarier still.
Without proper CI/CD, preview environments, and feature flags, fast iteration is impossible. Marketing waits, engineering procrastinates, and pace tanks across the org.
We implement modern delivery pipelines — GitHub Actions, Vercel, Cloudflare, AWS — with automated tests, preview envs, feature flags, and automated rollback. Deploys become unremarkable. Multiple a day, low risk, fast to undo.
Diagnosis:If deploys are a ceremony, deploys will be rare — and the team will optimise for never shipping.
How we run platform engineering
Three principles, applied relentlessly
Composable
Best-in-class for each capability — commerce, CMS, search, payments — wired together cleanly via APIs. No monolith. No vendor lock-in. Swap components as the market evolves.
Performant
Performance is a feature, not an afterthought. Core Web Vitals, bundle budgets, server components, edge caching — embedded in the build, not bolted on later when SEO complains.
Shippable
Pipelines, preview environments, feature flags, automated tests, observable production. Your team should be able to ship multiple times a day without fear — and roll back in seconds if needed.
Make it work, make it right, make it fast — in that order, but actually all three.
Frequently asked questions
Platform engineering, demystified
Next.js + TypeScript + headless CMS (Sanity, Contentful, Payload) + composable commerce (Shopify Hydrogen, BigCommerce) hosted on Vercel, Cloudflare, or AWS. We pick the best fit for the workload — and document the tradeoffs.
Yes — most engagements are co-build, not full-handover. We embed alongside your team, ship together, and leave behind a stack your team owns. Pair programming, code review, and handover docs are non-negotiable parts of the engagement.
Months not weeks for a full replatform. We typically argue for incremental migration over big-bang replatform — moving capabilities (CMS, commerce, search) one at a time so you stay live and de-risk delivery.
We design and implement the deployment pipeline and infrastructure-as-code. We can run ongoing DevOps as a managed service or hand it off to your team. Either model is fine — both are documented.
Accessibility (WCAG 2.2 AA) and technical SEO are baked into every build — semantic HTML, structured data, performance, sitemap, robots. We test and document compliance and remediate anything that regresses.
Ready to start with platform & web engineering?
Tell us where you are today and what you're trying to fix. We'll show you exactly how we'd plan, execute, and measure.
- No commitment required
- Speak to a senior architect
- Get a rough timeline estimate
