Transforming Web Management to Allow Quicker SaaS Growth
Goals
We spotted Urban’s vision for giving more autonomy to content marketers as a thoughtful business move. This came as an ideal starting point!
01
Integrate a flexible & intuitive headless CMS
Urban needed a headless CMS that would provide their marketing team with the autonomy to manage and update content without relying on developers, thus improving efficiency and flexibility.
02
Boost sites’ customization, localization, and SEO capabilities
To improve their search engine rankings, Urban wanted a system that allowed for better SEO strategy implementation, particularly in terms of content localization and personalization for different markets.
03
Upgrade user experience and website speed
We aimed to offer a better user experience with improved website performance, making it easier for visitors to find treatments and interact with the site.
Challenge
Urban’s monolithic architecture was limiting their efficiency and flexibility, and they expressed this frequently. This made us all the more focused on maintaining a successful transition.
Elsa Favario
Marketing Director at Urban
Our monolithic website architecture was starting to cause serious inefficiencies.
Urban, a leading provider of at-home wellness treatments, faced significant challenges with their traditional monolithic website architecture. Content and website updates were slow and required developer intervention, hindering the marketing team’s efficiency.
Additionally, the tightly coupled front end and back end made it difficult to implement changes quickly, affecting their SEO and user experience.
Other Challenges:
Performance and Hosting Scalability Issues: The existing monolithic architecture wasn’t optimized for speed and effective cloud deployment.
Localization: Needed a system that allowed for easy content localization and targeted SEO strategies (important due to local markets tending to be diversified in many ways).
Design Consistency: Balancing freedom for content marketers with maintaining a consistent design system.
Content Migration: Efficiently migrating content to the new Storyblok CMS while maintaining structure and integrity.
Integration: Ensuring the new system worked seamlessly with their existing booking system and be expandable with new services in the future.
With all these factors, the challenge became somehow bigger than usual. But… totally doable!
Approach
To recommend an optimal solution, we analyzed how both engineering and marketing teams work and what they’d require from the future tool.
Elsa Favario
Marketing Director at Urban
Naturaily’s willingness to listen to feedback and incorporate it into their work was greatly appreciated.
To address Urban’s needs, we recommended transitioning to a Jamstack architecture, implementing Storyblok as the headless CMS, and using Next.js for the front end. This combination provided the flexibility and performance improvements they required.
What This Aimed to Enable:
Intuitive content management with a visual editor with a preview for quick modification checks
Efficient content localization with folder-level translations
Consistent design system with creative freedom for marketing teams
Inside-CMS web builder, intuitive for content marketers and reliable for the technical team
Flexible user access levels for components and features
Reusable components that can be easily copied, moved, and modified for the web-building process
Easy editing of SEO elements like meta titles, descriptions, and social media tags
Enhanced customer support with Salesforce Live Chat integration
Improved code creation and integration processes for developers
Results
All challenges considered, seeing the results of our work with Urban was incredibly rewarding. This couldn’t have been done without the mutual understanding felt all along the way.
Elsa Favario
Marketing Director at Urban
Naturaily has been instrumental in helping us migrate to a system that gave us the autonomy we needed to effectively manage our content.
The transition to Jamstack and the implementation of Storyblok CMS led to notable improvements in Urban’s web performance and content management processes.
Higher Operational Efficiency
The marketing team gained full autonomy, reducing their reliance on developers and enabling faster content updates and A/B testing
The time required to create and publish content was significantly reduced, enhancing overall efficiency
Improved User Experience
Performance scores improved dramatically, leading to a faster and more engaging user experience
Core Web Vitals saw significant improvements, boosting SEO and user satisfaction
Scalability
The new architecture provided a scalable foundation, allowing Urban to easily expand and integrate new features
Localized content and SEO strategies resulted in better engagement and higher search rankings
Outcome
We supercharged Urban’s website and gave their marketing team the tools and autonomy they needed, all while significantly improving web performance and SEO capabilities
Before
Slow performance and inefficient content management constrained the company’s plans for growth. The old stack led to the imperfect allocation of the development team’s resources.
After
A quick, flexible, and scalable website gives Urban more capabilities to drive their ambitions and provide body & health treatment to as many people as possible.
Improvements
Our work resulted in:
Faster & easier web management
Marketing teams can now manage and update content without developer intervention, increasing efficiency.
Greater focus on key tasks
This decreased the amount of work needed around the website for the engineers, letting them focus more on Urban’s core SaaS product.
Faster delivery times
The new system enabled quicker content updates and deployments, significantly reducing lead times.
Scalability for future growth
The flexible headless architecture allows Urban to easily scale, test out, and integrate new features as needed.
Improved SEO rankings
The ability to localize content and implement targeted SEO strategies resulted in higher search rankings.
Enhanced performance metrics
Improved website speed and performance, leading to a better user experience and higher engagement.
Some numbers (we all like numbers!)
0%
reduction of the web devs’ involvement
0
Performance (Lighthouse)
0.8 s
LCP (reduced from 3 s)
0%
improved organic impressions
Most interesting features
Effective content management
Storyblok Visual Editor
Storyblok enabled content marketers to design and customize pages on their own, ensuring consistency and freedom.
Easier market expansion
SEO & Content Localization within the CMS
Enhanced SEO capabilities and folder-level translations allowed for targeted content and improved search rankings.
New features added rapidly
Composability & Easy 3rd-Party Integrations
Tasks that required developers a full month to be completed can now be finished within days.
The team
As always, our dedicated team ensured seamless development and implementation. We provided strategic guidance and technical expertise throughout the project.
Elsa Favario
Marketing Director at Urban
The Naturaily team demonstrated a strong ability to push for answers that allowed us to fine-tune the CMS to meet our specific needs. One of the key things that stood out about Naturaily was their ability to communicate with non-technical project managers on our side.
These great professionals worked on this project for our client:
Mateusz HadryÅ›
Software Engineer
Tomasz KordyÅ›
Head of Delivery
About the client
Founded in the UK, Urban connects wellness practitioners with clients through an efficient and user-friendly digital platform.
Project
Custom Web Development
Industry
SaaS Health & Beauty
Web
UrbanUrban is an online booking system for treatments from the spa and the clinic, like massages, beauty treatments, osteopathy, and physiotherapy, delivered at home in 60 minutes. For busy professionals in the city, it’s a smart, simple way to fit relaxation and self-care into a hectic schedule.
For the practitioners using Urban to connect with clients, it’s a new way to work on their own hours and on their own terms. Urban's there to support them along the way, offering pay when they need to take time off sick, and helping them manage their finances. Since its founding in 2014, Urban has grown to over 4,600 therapists across four cities.
I would highly recommend Naturaily for their commitment to delivering a good product.
Elsa Favario
Marketing Director at Urban
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