The Result
The Result
A successful coordinated product and website launch. Proof established a strong online presence with a high-performing, SEO-ready Webflow site that supported their mission of providing identity-assured transactions.
The Challenge
As a new product, Proof needed a website that would effectively introduce their brand to the online world within a tight turnaround window — user-friendly, high-performing, and optimized for search engines to drive new leads at launch.
Figma to Webflow
Worked closely with Proof's internal development team to build their Webflow website directly from supplied Figma files — maintaining pixel-perfect fidelity while ensuring the build was technically sound and performance-optimized.
SEO Foundation
Implemented SEO best practices from the ground up — clean HTML structure, proper metadata, and performant architecture — ensuring Proof could be discovered organically from day one of launch.
Reflections
What I Learned
Figma fidelity is a communication tool, not just a spec
On Proof, the Figma files were the primary handoff from their internal team. Reading them carefully and flagging ambiguities early — before building — prevented costly mid-build corrections and kept the timeline intact.
SEO foundations can't be retroactive
Building in metadata, semantic structure, and performance optimization from the first line of development costs almost nothing. Adding it post-launch costs significantly more.
Tight deadlines reward preparation, not speed
The ability to hit a product launch deadline came from front-loading the architecture decisions, not from moving fast under pressure. A clean system built deliberately is always faster to finish than an improvised one built in a hurry.
Coordinating a site launch with a product announcement raises the stakes significantly
There was no buffer on Proof — the website had to be live when the product went public. That dependency made QA discipline non-negotiable.
