Contentful’s early website spoke primarily to developers, reflecting the technical audience driving adoption of headless content management. As the business grew, I helped evolve the story to serve marketers responsible for delivering digital experiences and executives who needed to understand the business case for investing in a digital experience platform.

The strategy started with making the most of our own product: using Contentful’s headless CMS to organize content as reusable, flexible components rather than style-constrained pages. We built page configurations that could reference the same assets, figures, and articles, connecting related information throughout the site.

That structure let us update a shared item once and carry the change everywhere it appeared, helping keep frequently cited figures and featured items consistent. Clean layouts and flowing visuals reinforced the idea behind the platform: content that moves across experiences without being recreated for each one.

Editorial care mattered just as much as the architecture, and I sometimes used a few minutes before a meeting to search the CMS for misspellings of Contentful or errors spell-check could miss, such as “manger” for “manager.”

The evolution brought product storytelling, reusable content, and careful editing together to make the site more useful to technical evaluators, everyday users, and executive buyers.