Shoreline Marketing Website

Completed the full architectural redesign and development of Shoreline.io's marketing website. With guidance from our CTO and our VP of Marketing, this process transformed Shoreline.io from a legacy system into a modern, high-performance platform. The project employed a monorepo approach, utilizing advanced build optimization and content delivery strategies to enhance efficiency.

Implemented a custom CMS solution that allows non-technical team members to publish and update content quickly without developer intervention. The CMS dramatically reduced content publishing time from days to minutes, improving the marketing team's agility.

The redesigned platform delivered substantial performance gains, including 64% faster load speeds and achieving 99% Lighthouse scores across all metrics. These optimizations, combined with enhanced SEO architecture and improved user experience, significantly boosted engagement and search rankings. The site successfully supported the company through its acquisition by NVIDIA.

Key Features

• Modern monorepo architecture with Turborepo
• Custom CMS for rapid content management from the marketing team and other SREs
• Real-time content updates with live editing capabilities
• Custom animations and transitions using Framer Motion for a polished user experience
• Advanced performance optimization with 64% speed improvement and 99% Lighthouse scores.
• SEO-optimized architecture with CMS-based metadata management
• Responsive design system with consistent branding
• A/B testing framework for conversion optimization
• Analytics integration for detailed user tracking
• Automated deployment pipeline with staging environments

Technical Architecture

Built the marketing website using a modern stack designed for performance, scalability, and maintainability:

• Next.js, React, TypeScript, and Tailwind CSS for a modern front-end codebase
• PlanetScale and MongoDB for scalable database solutions
• Prisma for type-safe database access
• Sanity CMS for flexible content management
• Amazon S3 for user-uploaded media assets
• Amazon CloudFront for media asset distribution
• Vercel for global content delivery, edge caching, and serverless functions

Monorepo Strategy

The entire project embraced a monorepo strategy (using Turborepo) to streamline development and deployment processes. Here's the high-level directory structure at a glance:

This architecture enabled the reuse of components, shared configurations, and consistent development practices throughout the entire codebase. It also enabled cross-team collaboration and multi-project support, allowing the reuse of components and utilities in other projects.

Content Management System

Integrated Sanity CMS for flexible content management:

• Real-time Collaboration: Multiple editors working simultaneously
• Dev & Staging Environments: Preview and share content changes before publishing
• Version Control: Content versioning and rollback capabilities
• Preview Mode: Real-time previews and instant publishing
• Schema Validation: Structured content with type safety

Continuous Integration

Implemented a robust CI/CD pipeline with Git hooks and GitHub Actions to ensure code quality and deployment reliability:

• Code Quality: ESLint, Prettier, and TypeScript checks
• Testing: Unit tests and integration tests
• Build Optimization: Bundle size analysis and performance budgets
• Deployment: Automated deployment to staging and production

Impact & Results

The marketing website redesign delivered exceptional results, including:

• 64% faster load speeds compared to the legacy platform
• Improved SEO rankings for target keywords
• Total in-house control over the codebase, infrastructure, and feature set
• Enhanced user engagement with modern interactive elements
• Reduced content publishing time from days to minutes
• Successfully supported the company through the NVIDIA acquisition