Urban: Transforming Web Management to Allow Quicker & Easier SaaS Growth
Challenge
Background
Urban is a wellness platform that allows users to book treatments — from spa to physiotherapy — delivered at home in as little as 60 minutes. Their website is a key channel for acquiring and serving customers, but the old setup created bottlenecks: content changes required developer support, and the monolithic architecture made scaling difficult.
Challenge & Goal
Urban’s content team needed more autonomy to create, target, and update pages for different user groups. At the same time, performance issues negatively affected SEO and user experience.
Background
Urban is a wellness platform that allows users to book treatments — from spa to physiotherapy — delivered at home in as little as 60 minutes. Their website is a key channel for acquiring and serving customers, but the old setup created bottlenecks: content changes required developer support, and the monolithic architecture made scaling difficult.
Challenge & Goal
Urban’s content team needed more autonomy to create, target, and update pages for different user groups. At the same time, performance issues negatively affected SEO and user experience.
Solution
The goals were clear: redesign the site for speed and flexibility, migrate away from a monolithic setup, and introduce a headless CMS that empowered marketers without relying on developers. We migrated Urban’s website to a Jamstack architecture with Next.js and TypeScript, pairing it with Storyblok as the headless CMS.
Technologies Used
- Next.js
- TypeScript
- Storyblok
- Cloudflare Pages
The goals were clear: redesign the site for speed and flexibility, migrate away from a monolithic setup, and introduce a headless CMS that empowered marketers without relying on developers. We migrated Urban’s website to a Jamstack architecture with Next.js and TypeScript, pairing it with Storyblok as the headless CMS.
Technologies Used
- Next.js
- TypeScript
- Storyblok
- Cloudflare Pages
Results
- Storyblok’s visual editor and modular blocks gave the content team the ability to preview and publish changes instantly, cutting the page-building process from a month to just a week.
- Performance improved dramatically, with Lighthouse scores jumping from 30 to 96.
- Developers were freed from daily content tasks, while marketers gained full control over SEO and content strategy.
- The new setup ensures scalability, autonomy, and a better user experience.
Read more: https://naturaily.com/portfolio/urban
- Storyblok’s visual editor and modular blocks gave the content team the ability to preview and publish changes instantly, cutting the page-building process from a month to just a week.
- Performance improved dramatically, with Lighthouse scores jumping from 30 to 96.
- Developers were freed from daily content tasks, while marketers gained full control over SEO and content strategy.
- The new setup ensures scalability, autonomy, and a better user experience.
Read more: https://naturaily.com/portfolio/urban