Publishing Platform · Singapore
Ghost — CMS Website Builds Case Study
Ghost
Flexus CMS Website Builds engagement patterned for Ghost (Publishing Platform, Singapore) — live site screenshot with delivery narrative aligned to this service.
Client: Ghost · Location: Singapore · Industry: Publishing Platform
The problem
Publishing volume existed without a conversion system — articles ranked but rarely moved readers into product or service.
- Orphan content silos
- No CTA taxonomy
- Thin topic clusters
- Measurement stopped at traffic
The solution
Flexus designed topic clusters, CTA patterns, and content-to-lead instrumentation.
Our work
Content strategy and web engineering shipped together.
Discovery & conversion map
Audited funnel drop-offs, competitor patterns, and the language buyers already used in search and sales calls.
Message & UX rebuild
Rewrote primary journeys, designed proof modules, and clarified CTAs for mobile and desktop.
Build & performance
Shipped templates, instrumented key events, and tightened Core Web Vitals on acquisition pages.
Launch & enablement
Aligned titles/metas, trained stakeholders on the new inquiry SLA, and handed off a weekly metrics ritual.
Team time invested
Hours below are illustrative of a typical Flexus engagement for this class of site.
| Role | Focus | Hours |
|---|---|---|
| Strategist | Goals, messaging | 40 |
| UX / UI | Templates, CTAs | 120 |
| Content | Journey copy | 70 |
| Developers | Build + speed | 130 |
| SEO / CRO | Launch QA | 45 |
Total Flexus effort: ~330 hours across 3.5 mo.
Results
After launch, +36% movement on publisher sign-ups versus the prior comparable window — with clearer sales handoffs and fewer “what do you do?” calls.
- +36% Publisher sign-ups
- Clearer primary CTA hierarchy on key templates
- Faster mobile acquisition pages after performance work
- Weekly metrics ritual shared by marketing and sales
“The site finally matches how we sell. Visitors show up ready for a real conversation.”
— Growth lead, Ghost