DevTools · Marketing site · 2024
Orbital Cloud
Lighthouse 72 → 98, and demo requests up by half.
The challenge
Where the numbers stood.
Orbital sells edge infrastructure on speed — from a marketing site scoring 72 on Lighthouse. Developers noticed, and said so on Hacker News. The site also buried the product: fourteen pages of features, no pricing, and a demo form nobody found.
The approach
Three moves, in order.
Make the site the benchmark
Static-first rendering, zero client-side frameworks on landing paths, and a self-imposed 50KB JavaScript budget. The site became the company's favorite latency demo.
Write for engineers
We replaced feature prose with copy-pasteable quickstarts, real latency numbers per region, and transparent pricing. The docs got the same design language as the homepage.
Route intent, not traffic
One CTA per page, tied to reader intent: quickstart for builders, benchmark report for evaluators, a short demo form for buyers. Attribution finally became legible.
The outcome
What changed.
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