01 · The problem
A new promo every week, and half the week gone.
A new promo went live almost every week, and each one took 2–3 days of the work week: replacing the old promo across the site, building a new marketing page for it, and checking all of it. Each promo has a copy code that appears on buttons all over the site, across several pricing pages, and the only way to change a code was to find every one and edit it by hand.
And it kept taking longer. Everyone was in a hurry, so every last-minute request was just made to work without looking at the structure. The site got slow, full of custom and inconsistent classes, with sections recreated or copied from page to page, and every new promo was harder to ship than the one before.
02 · The approach
One switch for every promo.
I started by adjusting what was there and bringing the classes in line with Finsweet’s system. It helped, but the real answer came while I was learning MAST, a Webflow framework that has since become my main way of working: build everything from components.
So the promo became one main component with a global switch. Change it once and the new code shows everywhere. If a test or a campaign needs something different, that single instance can be changed on its own.
03 · Components
Change anything without being scared of breaking it.
The home page, the call to action, the footer and the buttons are all components now, and they’re easy to reuse and rebuild. Everything that changes is a prop: the heading, the text, the button label, the discount, the link and the copy code.
Whoever edits a page fills in a few fields, and the layout and styling stay out of reach.
04 · The result
A page in a day, and a site that stays consistent.
A page used to take one developer two to three days with QA. Now it takes a day. The site looks the same everywhere, because every page draws from the same parts.
It also changed who can work on it. Marketers can make simple pages and updates without calling anyone, and AI agents like Claude can go in, understand the structure and get the job done.
