Context
A website redesign touches everything: messaging, structure, conversion, and measurement. When GravityKit undertook a full rebuild of gravitykit.com, I led the content side of the project while also shipping two additional workstreams: an AI-powered product recommender and a complete analytics setup.
My role
I owned content strategy and copywriting across the entire site, built new landing pages, designed and implemented an AI product recommender, and set up a full analytics stack to measure performance post-launch.
Actions taken
- Audited and rewrote copy across 50+ pages on gravitykit.com, shifting messaging from feature-first to outcome-first, replacing technical feature descriptions with customer-focused language centred on what each product helps users achieve.
- Added 300 structured FAQs across products and use cases, improving on-page engagement and search visibility.
- Built an AI-powered product recommender using DocsBot, trained on GravityKit’s full product content and documentation, to guide visitors to the right product without human intervention.
- Implemented full analytics tagging across GA4, Meta Ads, Google Ads, Pinterest Ads, and PostHog via Conversion Bridge, plus Metabase integration, giving the team a reliable, multi-channel view of site performance and ad attribution for the first time.
Results
- Pricing page transactions up 167% post-launch (12 → 32 monthly), on slightly lower traffic. The new page is converting significantly better.
- Homepage conversion rate nearly tripled: 0.21% → 0.58%.
- Primary product page transactions up 15%.
- Shipped an AI product recommender that handles purchase-decision questions without requiring human intervention.
- Delivered a fully instrumented, multi-platform analytics setup enabling data-driven decisions on content, traffic sources, and ad spend.
