A component system that lets marketing ship new pages fast.

From an aging WordPress site to a new component-based build in six weeks

IC Project is a project management platform competing directly with ClickUp, Asana, Trello and Monday.com. The product is mature and has already found its market. The website, however, hadn't kept up.

The old WordPress site showed a fraction of what the product could do, and every change needed to go through a developer. For a marketing team running continuous campaigns, that was a major blocker.

GRAFIT designed a system of 80+ components first, and then used it to assemble 50+ new pages. All of that in just six weeks.

New pages kept getting stuck in a developer queue

The website undersold the product

IC Project ships a deep, mature product, but a visitor arriving from an ad or a search result saw almost none of it. Modules, industries and use cases were all there, just buried where nobody would find them.

Every comparison page took weeks to build

Winning traffic from ClickUp, Asana, Trello and Monday.com takes dozens of comparison and industry pages, each tuned to a specific buying intent. On WordPress every one of those took weeks and a developer.

Traffic wasn’t converting

IC Project had a decent number of visitors, but struggled to turn them into signups and booked demos. More pages of copy wouldn't have fixed that. Instead, they needed a proper conversion architecture.

So we designed components the team can build with

80 components, assembled into 50 pages

We built a design system and a component library, then assembled the whole site from it. Heroes, comparisons, pricing, social proof, FAQs. Now a new campaign page is just a matter of putting the pieces together.

Design shows what the product does

Custom product illustrations do the explaining on the homepage before anyone reads a line. The proof is there too: customer logos, testimonials and results are built into the templates and not added as an afterthought.

Navigation built around the buyer’s path

We rebuilt the information architecture around the three paths a buyer takes: capabilities, industries, and comparisons against the tool they use today. The full depth of the product is visible from the first click.

36% more demo requests

We shipped everything as one release, with no downtime: 50+ pages, Polish and English versions, with full content migration. Six months on, the same traffic is now producing 36% more demo requests and 34% more returning users.

A site that grows without a developer

IC Project can now ship new pages and run campaigns continuously, without getting blocked on technicalities.

The website properly shows the product's capabilities, earns trust with social proof, and can be scaled by a non-technical marketing team.

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