marketingwebsite

Live

1 day

Time to first working version

~19,000 WordPress files reduced to under 100, with roughly 10x faster performance

Roger Fisk: Political Analyst

A ground-up rebuild of the personal brand site for Roger Fisk, a political, leadership, and messaging strategist who worked on two of President Obama's campaigns — migrated off WordPress and built with AI in a single day.

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Roger Fisk is a political, leadership, and messaging strategist who worked for President Obama during two of his campaigns. We had built his original website years ago, and it was time for a refresh. Rather than patch the aging platform, we decided to move off WordPress entirely and build the new site with AI.

The bigger shift wasn't just technical — Roger was moving from a company brand to a personal brand. Much of the underlying substance carried over, but nearly all of the content needed to be rewritten to reflect a more focused, personal voice. We also enrolled Roger as a pilot for Kastro, our digital marketing platform, adding a mailing list capture system that currently collects emails into a Google Sheet.

The results speak for themselves: we collapsed a site that required roughly 19,000 WordPress files down to fewer than 100 — including images — while adding more content. Performance improved by about 10x. And because we let our website builder agent lead the design, the launched site looks about 95% identical to its very first attempt.

Screenshots

Features

What it does

Responsive website design

A fully responsive layout that adapts cleanly across desktop, tablet, and mobile.

Fully rewritten content

New copy throughout, repositioning Roger from a company brand to a personal brand.

Diplomatic visual identity

A visual design that leans diplomatic rather than overtly patriotic, matching Roger's strategist role.

Lead generation with automated email

Lead-gen forms paired with instant notifications and confirmation emails to new contacts.

Mailing list capture

A subscriber capture system, piloted through our Kastro platform, that currently routes emails into a Google Sheet.

Process

How we built it

Strategy and positioning sessions

We ran working sessions to align on messaging, look and feel, and the shift from a company brand to Roger's personal brand.

Refined information architecture

We proposed a new site structure that stayed familiar but was noticeably more focused than the original.

Agent-driven creative direction

We fed strategy documents, meeting transcripts, and supporting material into one of our agents to generate the overall creative direction.

First draft via the sitebuilder agent

Our sitebuilder agent produced the first full draft of the site, using placeholders for images that could be swapped out later.

Content, layout, and imagery pass

After reviewing and refining content and layout, we replaced every placeholder with final imagery.

Lead gen and mailing list integration

We wired in automated email responses to lead-gen form submissions and connected the mailing list capture system.

SEO tuning, launch, and re-indexing

We optimized the entire site for SEO, launched it, and submitted it to Google for re-indexing after testing.

Reflections

What we took away from this project.

Static speed came with trade-offs

A completely static HTML site performs incredibly fast because there's almost no overhead to serve the content — but that speed comes with limitations. To bring in dynamic features, we had to lean on JavaScript, server-side functions, and AJAX. This was our first time assembling those pieces this way, so it took some trial and error to get everything working smoothly.

The agent nailed the design

We let our website builder agent create the design outright. After more than two years of training it, we wanted to see what it could produce given the right brand direction, design strategy, and content strategy. The result was striking: the launched site looks about 95% like the agent's very first attempt.

Separating marketing sites from apps

We're now actively separating marketing websites from the online services or apps they connect to. Since we can prompt content changes directly, we don't need the overhead of a CMS — so we've trained our website builder to handle content elegantly and to deploy features like lead-gen forms through a lightweight framework that avoids heavy processing overhead.

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