Website production for crypto payments processor
Context
Cryptonix needed to attract users in a tough crypto market. SEO was essential, so launching new web pages quickly and cost-effectively became a priority.
Our small team included an SEO specialist, a part-time developer, and a UX/UI designer. Without in-house copywriters, we initially used a copywriting agency.
Resource limits made it difficult to:
Launch over 100 pages within a year.
Support the release of four lead magnet tools.
Improve organic traffic and conversion performance.
Challenge
Several bottlenecks repeatedly slowed down delivery:
Inconsistent communication between SEO, design, and development.
Copywriting delays from external vendors.
Parallel workflows caused repeated revisions.
We struggled to keep up with demand due to missing content, unclear requirements, and avoidable mistakes. Launching new pages took too much coordination, and top management had to step in more than usual.
Role
I coordinated teams to align production with business goals and available resources. My focus was on balancing production speed with team capacity, avoiding unnecessary complexity.
This included:
Bridging SEO, UX/UI, frontend development, and content production.
Improving production predictability and reducing operational bottlenecks.
Introducing process improvements based on analytics and delivery feedback.
Building a scalable production system
We started by replacing our scattered, reactive workflows with a clear and structured production pipeline.
The process was reorganized into a clear sequence:
This change alone made things clearer for all teams and made outcomes more predictable.
But the biggest improvements came when we fixed our two main bottlenecks: copywriting and UX/UI production.
Reworking the content pipeline
The complexity of the crypto payments niche made generic outsourced content difficult to use without extensive revisions. To fix this, we redesigned the workflow to focus on faster internal drafts and a clear review process.
The updated system included:
Coordination with SEO requirements before drafting.
AI-assisted drafting set up with internal guidelines and writing instructions.
Factual verification of technical content.
Automated proofreading.
Together, these changes reduced production delays and made new pages more consistent.
Improving UX/UI and frontend coordination
The second bottleneck was the gap between design and development workflows.
Several recurring problems were identified:
Ambiguous task descriptions forced the team to improvise.
Parallel copy and design production led to inconsistencies.
Avoidable frontend revisions occurred due to missing implementation details.
To fix this, we set clear production requirements before starting any design work.
Task descriptions were restructured to include:
Factual product information.
Implementation constraints.
Developer requirements.
As a result, this approach reduced unnecessary revisions and prevented development handoffs from being rejected due to missing details.
Launching product tools with limited development resources
Launching new digital tools was another challenge because development resources were limited.
To improve delivery speed and reduce implementation mistakes, the workflow for product launches was simplified into a structured process:
︎Given that developers worked part-time, clear specifications were essential, allowing them to focus on implementation instead of clarifying fragmented requirements. By simplifying communication between product needs and implementation, launches moved faster without increasing developers’ workload.
Delivery
In six months, the production system became much more scalable and predictable.
During this period, the team successfully launched:
Over 60 website pages.
Three new lead magnet tools.
Multiple supporting SEO and acquisition assets.
As a result, the new workflows reduced the team’s workload and ensured capacity met objectives.
Outcome
As workflows became more predictable:
Management involvement in day-to-day website operations dropped to near zero.
Organic traffic increased alongside the growing number of SEO-focused pages.
Conversion performance doubled through ongoing iterative fixes.
The average time on page increased three times.
Most importantly, the company shifted from reacting to problems to using a repeatable system that supports ongoing growth without constant emergencies.
