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Building A High Converting SaaS Website in Under a Week

September 15, 2025 • By Dave Kearney • 9 min read

We built a complete SaaS website from scratch in 5 days. Not a simple landing page or a basic WordPress site, but a highly optimized marketing website complete with a fresh design, bespoke copy, SEO optimization, and audience specific landing pages. This wasn’t a rush job. Every piece was thoughtfully crafted, tested, and optimized. The difference wasn’t cutting corners, it was using a fundamentally different approach to building a company website powered by the AI tool Claude.

What we achieved

We went from project conception to a website deployed in production that includes everything you’d expect from a high converting SaaS marketing site in under a week. Our measurement goal for the project was to 2x our time on site for visitors and to 5x our inquiry rate through the contact form. Early indications are that we have achieved this goal successfully.

The site included:

  • Hero sections: clear value propositions and conversion focused messaging
  • On brand copywriting: benefit driven and customer focused
  • Feature descriptions: derived from actual working code
  • Pricing psychology: strategic positioning and value anchoring
  • Audience specific landing pages: tailored messaging for each of our customer segments
  • SEO Optimisation: unique titles, descriptions, OG images and keyword rich copy on every page
  • Brand voice consistency: across all touchpoints and customer journey stages
  • Best practice UI copywriting: for buttons, forms, error states, and user feedback
  • Technical implementation: proper meta tags and structured data
  • Accessibility compliance
  • Deployment scripts and version control

The content alone would typically require weeks of copywriting, multiple rounds of revisions, and collaboration between marketing teams, product managers, and external agencies. We generated all of this original, on brand, conversion optimized copy in hours, not weeks.

Step One: Teaching Claude Our Brand DNA

Before Claude could write a single line of code or copy for us, we needed to teach it who we are. The breakthrough wasn’t just using AI. It was creating a comprehensive CLAUDE.md file that served as our complete brand specification.

“A concise, structured guide in the form of Claude.md always outperformed simply wiring in documentation tools.” LangChain Blog

This setup phase was crucial. We included everything that differentiates Glitch:

  • Our voice and tone: Direct, confident, benefit focused, exactly how we speak to customers
  • Our visual identity: Brand colours, typography, iconography, visual style and layout guidelines
  • Localisation details: UK English spelling, sentence case formatting, and regional conventions
  • Sample copy: Real examples of past company messaging so Claude could match our style
  • Technical specifications: File naming conventions, responsive breakpoints, accessibility requirements

But we went much deeper than basic brand guidelines. We created comprehensive specifications that covered every aspect of our identity:

Brand Voice Framework

We didn’t just say “be professional.” We quantified our brand personality using established frameworks like Nielsen Norman Group’s voice dimensions and others. We specified exactly where Glitch sits: 70% Serious (not playful), 70% Formal (professional but accessible), 80% Respectful (fact based comparisons), and 80% Matter of fact (confident without hype). We included real examples of correct vs incorrect messaging for each dimension.

Complete Visual System

Beyond just colour codes, we documented our entire visual system: official brand gradients with specific angles (315° for dynamic Cobalt gradients, 135° for subtle backgrounds), typography hierarchy with exact font weights and usage rules, button specifications down to pixel dimensions and padding measurements, and even semantic status colours for different UI states.

Technical Development Standards

We included comprehensive development guidelines: our custom css and animation libraries with predefined effects like `.text-glitch` and `.gradient-cobalt-quartz`, our complete WordPress development workflow including Docker setup and build processes, file naming conventions (dash separated, lowercase only), and accessibility compliance requirements meeting WCAG guidelines.

Content and Copy Rules

We documented specific content patterns: our Problem → Solution → Outcome structure, benefit first messaging (never lead with features), standardised CTA language (“Start Free Trial”, “Launch Campaigns”), and even strict brand rules like “NO EMOJIS allowed anywhere on the website.” This was something Claude needed to know and enforce.

This wasn’t just documentation. It was programming Claude to think like our brand. We included CMYK values for print, RGB codes for digital, specific gradient formulas, real copy examples showing what to do and what never to do, and even our brand positioning statement: “Think of us like an agency in a box. But built for speed. Priced for scaling companies. Powered by AI.”

Once this foundation was set, every piece of content and code Claude generated was immediately on brand and technically correct. No constant corrections, no brand inconsistencies, no explaining context over and over. Claude understood not just what we wanted, but how we wanted to communicate our brand to the world at every level.

Generating Site Copy

With our brand DNA programmed into Claude through the comprehensive CLAUDE.md file, we could move incredibly fast. Here’s exactly how the process unfolded over those five days.

First, Claude analyzed our entire Glitch product codebase. This wasn’t just skimming documentation. Claude went deep into our code to understand exactly what our product does, how it works, and what makes it unique. It then translated that code directly into marketing copy that would emote with our target audience.

Conversion focused copy was create for every page with audience specific value propositions for each customer segment. Every piece of copy contained that hard to find balance well written for SEO and actually human readable at the same time, all while reinforcing our brand values because we’d trained Claude on exactly how we communicate.

Implementation and optimization were streamlined. Claude converted our HTML prototypes into proper WordPress templates, added animations using our predefined animation library, and implemented comprehensive SEO optimizations. We even built deployment scripts to iterate faster. This was all completed in under half a day.

Finally, testing and launch. We ran accessibility audits to ensure WCAG compliance, optimized performance, reviewed everything for consistency across all content, and deployed to production.

Getting Dozens of Design Ideas Fast

Here’s where Claude really shined. Traditional design processes are limited by human bandwidth. You get a few ideas (often 3 are presented), maybe some variations, and you pick the best one. But what if you could explore dozens of creative directions in minutes?

That’s exactly what we did. For every major section of our website (hero sections, value propositions, testimonial layouts, pricing presentations) we asked Claude to generate 12 completely different approaches. Not minor tweaks, but fundamentally different creative directions.

The result was remarkable. We consistently chose final approaches that combined the best elements from multiple variations. Instead of settling for the first good idea, we could cherry-pick the strongest concepts and blend them into something better than any single iteration would have produced.

This wasn’t just about quantity. It was about exploring creative territory that would be impossible to cover in traditional agency timelines. We could test experimental approaches alongside safe, proven formulas, and then make informed decisions about what worked best for our brand and audience.

Building for the AI-First Future

We’re not just building websites faster, we’re building them to be discovered by both humans and AI. With AI search becoming as important as traditional search for product discovery, we’ve optimised our site for AI agents using structured data, FAQs, and structured snippets. Our content is designed with clear value hierarchies and benefit focused messaging that AI can parse and understand when researching solutions on behalf of users. As this field rapidly evolves, we’ll continue to stay on top of best practices in the coming months to ensure our site remains discoverable across all search modalities.

What We’re Building Next

This is just the beginning. Our roadmap includes several cutting edge applications of this approach:

Competitor Alternative Pages

As we roll out the ability to create Google Ads campaigns focused on winning market share from competitors in Glitch, we’re building dedicated landing pages that analyze competitors and create targeted comparisons. These pages will be automatically generated based on competitive intelligence and positioned for both human visitors and AI agents researching alternatives.

Dynamic Help Documentation

We’re planning to trawl our entire codebase again to automatically generate help center documentation, tutorials, and FAQs. This will be implemented in a bot that can answer customer questions with current, accurate information pulled directly from the product itself.

Continuous Value Proposition Testing

Rather than guessing what resonates with customers, we’re building systems to test different value propositions and copywriting styles continuously. This will give us real data on what customers want, combined with our existing personal onboarding conversations.

What Changed: Three Breakthroughs That Transformed Our Process

Six months ago, this approach didn’t exist. What we’ve demonstrated represents three specific breakthroughs that fundamentally changed how we can deliver outcomes:

First, comprehensive brand programming through CLAUDE.md files. Instead of explaining our brand over and over, we created a complete specification that programs Claude to understand our voice, visual identity, and strategic positioning. This eliminated the constant back and forth of traditional creative processes and ensured every output was immediately on brand.

Second, automated product intelligence extraction. Claude can analyze entire codebases to understand actual product capabilities, then translate technical features into customer focused marketing copy. This saves days of copywriting time and eliminates the disconnect between what you build and what you market. Your website copy stays aligned with your actual product capabilities automatically.

Third, scalable creative exploration. We can generate dozens of creative approaches for every section, then cherry pick and combine the best elements. This gives us creative breadth that would be impossible with traditional agency timelines and budgets.

Together, these breakthroughs mean we’re not just building faster. We’re building with better brand consistency, deeper product alignment, and more creative exploration than traditional processes allow. The constraint is no longer time or creative bandwidth. It’s strategic thinking and knowing what outcomes you want to achieve.

See the complete new site https://www.glitchads.ai.