Trust & Will offers online estate planning services, providing families with support as they plan for their future.
After years of struggling with a Vue-based website and an overly complex Contentful implementation, the Trust & Will team recognized that their web experience wasn’t equipped to support the scale and speed required by a fast-growing brand like theirs.
That’s when they turned to LeadPulse to build a stronger foundation. Here’s the story:
The problems:
Why Trust & Will turned to LeadPulse
Marketing bottlenecks
The original site was essentially a direct port of Truth & Will’s old WordPress site. This meant it wasn’t rethought for flexibility or usability, and while Contentful was implemented, the site didn’t take advantage of what it had to offer. Even the simplest tasks became complex and developer-dependent:
Building a basic landing page took 1 - 2 hours
Some blocks let you add bold text while others required dev tickets
Duplicating a page meant manually copying every nested component one-by-one
Even something as simple as flipping an image required a dev ticket
With the dev team focused on the product first and foremost, marketing/website tasks had to take a backseat.
This made pagebuilding and ongoing maintenance incredibly frustrating. It also meant the team was often forced to deliver subpar work they weren’t proud of due to technical constraints.
Developers were already stretched thin
Developers were essential for even routine updates, but they lacked the bandwidth to support both the product and the site.
They would’ve needed to invest significant time into understanding the code behind it, and with a product to support, that was time they simply didn’t have.
Performance gaps
The site’s Vue-based architecture was another problem—it was limiting for both performance and ongoing maintenance. There was no clear release/versioning system, and performance and user experience were poor overall, with:
High latency
Caching issues
Inconsistent designs across components
No structured design system for marketing pages
Solutions overview
A collaborative rebuild from the ground up
The Trust & Will team collaborated with LeadPulse to completely rebuild their website to be faster, more flexible, and a better experience for their team and their customers.
Transitioned to React
By moving from Vue to React, the site gained improved scalability and hiring flexibility
Implemented Next.js
This allowed for performance gains via static site generation
Restructured their Contentful model
We rebuilt their Contentful implementation to be modular, intuitive, and marketing-friendly
Introduced reusable components
Adding reusable components with smart guardrails made page building much faster and easier
Created a shared design system
This ensured visual consistency throughout the site
A True Embedded Partner
According to the Trust & Will team, LeadPulse was the first agency that truly grasped the pain and limitations caused by their site.
From day one, we established a true partnership. LeadPulse team members joined daily stand-ups and worked closely with the Trust & Will team. Our goal was to feel like an extension of their team, not just an external agency partner.
As we worked together, we helped rebuild the trust between their marketing and engineering teams, helping them understand each other and the challenges they were facing. As connections were rebuilt, solutions became easier to identify.
The results
The reinvigoration of Trust & Will’s web presence
Page builds in minutes, not hours
Thanks to the intuitive CMS structure of Trust & Will’s new site, page building now takes 30 minutes compared to the 2 hours it took before. The process has been simplified to the point where anyone can now build pages. __ Not to mention, the team is now able to test and iterate faster, and build pages they’re genuinely proud of.__ They can finally focus on strategy rather than working around component limitations.
1-second drop in latency = big gains
Performance was the top priority for the Trust & Will team, and the new site surpassed their expectations.
Latency was improved by 1,000 milliseconds—a staggering improvement. The site now has:
Far fewer dev console errors
Smoother performance across all browser types
Improved compatibility with ad pixels and third-party tools
The developer experience finally works
Gone are the days when Trust & Will’s developers had to choose between working on marketing tickets or the product. The new site has a developer experience that truly works, and when something breaks, they know exactly where, when, and why.
Better folder structure and architecture
The new site has a significantly more intuitive developer experience and faster onboarding for new engineers
Addition of reusable components
This saves time and reduces bugs
Clear versioning and error tracking in place
Developers can now quickly spot and fix issues
LeadPulse is here to help
With a faster, more intuitive site that’s easier for both marketers and developers to use, Trust & Will finally has the ability to strategically use their site as a powerful marketing tool.
While we’re absolutely thrilled about what we accomplished together, this isn’t a special occurrence. It’s what we do, and we can do it for you, too.
Let’s see how far we can go. Contact us to get started.
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