Leadoo

The Background

The digital landscape for B2B SaaS companies has never been more competitive. A company’s website is often the first, and most critical, touchpoint in the buyer journey, and for a business built around converting website visitors into leads, the bar is set especially high.

Leadoo is a leading conversion platform that helps businesses identify and engage website visitors, turning anonymous traffic into actionable leads. With a strong product and a growing international presence, the team came to Pragmatic Digital with a clear ambition: their existing website no longer reflected the quality of their platform or the sophistication of their brand.

The challenge wasn’t just cosmetic. The old site lacked the content editing flexibility their marketing team needed, the performance their audience expected, and the technical foundation required to scale. Every campaign, every product update, and every new market entry was constrained by what the old CMS would allow.

The Challenge

For a company whose entire value proposition is built around website performance and lead conversion, running a slow, inflexible site carries a compounded cost. The Leadoo team identified several critical pain points:

Their marketing team needed to build rich, visually complex pages (animated feature showcases, scroll-driven storytelling, embedded video content, and dynamic carousels) without relying on developers for every update.

Their existing codebase made consistent brand application difficult, with no design system enforcing typography, colour, or spacing across pages.

Page performance was suffering, impacting both user experience and organic search rankings, a costly problem for a SaaS business that depends heavily on inbound traffic.

And as Leadoo expanded into new international markets, the need for a robust, maintainable multilingual-ready platform became increasingly urgent.

Our Solution

A modern WordPress platform engineered for performance, flexibility, and scale

We rebuilt the Leadoo website from the ground up using a carefully chosen modern stack, combining the editorial familiarity of WordPress with the engineering rigour of a contemporary web application.

Rather than a standard WordPress install, we built on Bedrock, a modern boilerplate that brings environment-based configuration, Composer dependency management, and a clean separation between the application and WordPress core. This alone resolved a significant portion of the maintenance overhead the team had been carrying.

The theme was built on Sage 10 with Acorn, bringing Laravel’s service container architecture into the theme layer. This meant cleaner, testable PHP with proper dependency injection, a meaningful step up from traditional WordPress theme development.

For the front-end build pipeline, we used Bud (a WordPress-optimised asset bundler) with TypeScript, React, SCSS, and TailwindCSS all processing through a single, well-configured pipeline. The result was a type-safe, component-driven codebase with hot reload in development and fully optimised, minified output in production.

Custom Gutenberg Blocks: the editorial engine

The centrepiece of the build was a suite of purpose-built Gutenberg blocks that gave the Leadoo marketing team complete editorial control over even the most complex page layouts. Built entirely in TypeScript and React, each block was designed to feel native to the WordPress editor whilst delivering experiences far beyond what standard blocks could achieve.

Interactive Carousels: A fully custom carousel block with drag-to-scroll support, dot navigation, accessible keyboard controls, and dynamic height adjustment as slides change. Editors can manage between two and five slides entirely within the block editor, with per-slide image, headline, and rich content fields.

Scroll-Pinned Feature Showcase: Using GSAP’s ScrollTrigger, we built a graphic carousel block that pins itself to the viewport as the user scrolls, cycling through feature panels with animated progress indicators. On mobile, it gracefully degrades to a click-accordion with no dependency on scroll pinning.

Video Splash Block: A visually striking component that displays a gradient banner with an overlaid video thumbnail and play button. On click, it opens a full-screen modal player with support for YouTube URLs, Vimeo URLs, and directly uploaded video files, with auto-embed URL resolution handled transparently for editors.

Logo Carousel, Background Sections, Video Filler Tabs: A further suite of blocks handling brand partner showcases, full-bleed background sections with controlled colour and content, and tab-switching video content panels.

Performance and infrastructure

The entire application runs in Docker locally, giving every developer an identical, reproducible environment. Production deployment runs on AWS Elastic Beanstalk, with automated pre-deploy hooks handling Composer installs and theme asset builds on every push, eliminating manual deployment steps and reducing the risk of environment drift.

TailwindCSS was configured with Leadoo’s full brand colour palette (twelve custom colours including sky, navy, baltic, teal, and mint) alongside a custom typography and spacing scale. Every component in the design system draws from these tokens, ensuring brand consistency is enforced at the tooling level rather than relying on convention.

The Result

A platform that moves as fast as the marketing team

The rebuilt Leadoo website gave the team the autonomy they had been missing. Content editors can now build rich, animated, visually complex pages in the block editor without writing a line of code or opening a support ticket.

Page performance improved significantly as a result of the optimised asset pipeline, with smaller JavaScript bundles, properly purged CSS, and lazy-loaded media across all custom blocks.

The engineering team gained a clean, maintainable codebase. TypeScript’s strict mode catches errors before they reach production, the component architecture makes adding new blocks straightforward, and the Bedrock structure keeps WordPress core fully separated from application code.

Deployment (once a manual and error-prone process) is now fully automated. Every push to the repository triggers a clean build and deploy on Elastic Beanstalk, with no manual steps required.