Behind the Build: Custom WordPress Site for a SaaS Startup 🚀
Every SaaS startup needs a strong digital foundation—and that starts with a fast, scalable website. In this edition of Behind the Build, I’m breaking down how I developed a custom WordPress website for a growing SaaS company focused on user experience, performance, and conversions.
This wasn’t a cookie-cutter theme job. It was a full-stack, pixel-perfect build tailored to the startup’s product, goals, and brand voice.
🧠 Project Overview
Client: A B2B SaaS startup in the productivity space
Goal: Launch a high-performance website that converts trial users into paid customers
Solution: Custom WordPress theme, reusable Gutenberg blocks, performance-first design, SEO-optimized content architecture
🧰 The Tech Stack
We chose WordPress not for its default themes, but for its flexibility. Here’s what powered the build:
- ✅ Custom WordPress Theme (built from scratch, no bloated code)
- ✅ Advanced Custom Fields (ACF) for dynamic content
- ✅ Gutenberg Blocks for client editing ease
- ✅ Tailwind CSS for fast layout styling
- ✅ WP Rocket and Cloudflare CDN for performance
- ✅ Yoast SEO for content structure and on-page optimization
💡 Design with Conversion in Mind
The homepage design focused on:
- Clear CTA buttons (Free Trial, Demo)
- Product benefits above the fold
- Trust indicators (testimonials, client logos)
- Performance stats and visual UX walkthroughs
Every section was crafted with conversion copywriting, not just design aesthetics.
⚙️ Development Highlights
1. Reusable Blocks for Scalability
We built Gutenberg blocks for:
- Pricing Tables
- FAQ Accordion
- Feature Grids
- Customer Logos
- Case Study Cards
This empowered the client to scale pages without touching code.
2. SEO Foundation Built-In
Using Yoast SEO, we structured:
- Proper heading hierarchy (H1 → H3)
- Metadata and schema for SaaS keywords
- Internal linking across product, blog, and support pages
- Optimized URL structure (
/features/,/pricing/,/support/)
3. Performance Optimization
From day one, we optimized:
- Lazy loading images and icons
- Minified JS/CSS via WP Rocket
- Tailwind’s utility-first approach for minimal CSS bloat
- CDN integration with real-time cache purging
Result: 93+ PageSpeed score on desktop and mobile.
🚀 Results After Launch
- Page load time dropped to under 1.2 seconds
- Bounce rate reduced by 23%
- Trial signups increased by 38% in the first 4 weeks
- SEO visibility grew by 2x within 3 months
🔚 Final Thoughts
Building custom WordPress sites for SaaS companies is about performance, flexibility, and conversions—not just themes and templates. With the right tools and a strategy-first approach, WordPress can be a powerful platform for modern startups.
If you’re a SaaS founder or marketer looking to revamp your website, let’s talk. ⚡