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VossLighting.com Marketing Platform
A modern production marketing platform for Voss Lighting built with Next.js and Payload CMS, replacing a basic legacy website with a structured, maintainable, lead-generation-oriented web architecture.
Active — in production
Problem
The previous website functioned primarily as a basic company presence and did not adequately support modern content workflows, search visibility, lead generation, structured content, or ongoing marketing evolution.
Solution
Designed and built a modern marketing platform using Next.js and Payload CMS with structured content modeling, improved page architecture, SEO-focused content workflows, and a maintainable foundation for ongoing marketing, localization, and AI-assisted content generation.
Role
System architect and implementation lead
Technologies
Next.jsPayload CMSTypeScriptSEOAEOStructured ContentContent ModelingWeb Performance
Impact
- Replaced a limited legacy web presence with a modern Next.js and Payload CMS marketing platform
- Migrated from Magento 2.3 to Next.js RSC, reducing JavaScript payload by ~8–10x and achieving sub-second time to first byte
- Improved average Google Search position from ~15 to ~10.9, crossing into page 1 visibility
- Reached 23.1K organic clicks and 1.31M impressions in the first year across Google, Bing, and Yahoo
- Built Payload CMS architecture managing 600+ content records across 92 pages, 21 case studies, and 329 media assets
- Supports localized content for 13 physical locations across 15 metropolitan markets and 77 cities in 10 states
- Preserved 62K+ organic impressions from legacy product URLs through strategic permanent redirects