Ad Personam — Marketing & Wedding Agency

Project overview

A Surry Hills agency selling social content to businesses and wedding content to couples — two audiences that want opposite things from the same homepage. One cookie-set attribute switches emphasis, palette and visual order between them, while both audiences' content stays in the DOM in the same order so crawlers still read a single document. Case studies, journal and testimonials are published from a studio dashboard.

The challenge

Ad Personam sell two things to two audiences who want the opposite of each other: social media and content marketing to businesses, and wedding content creation to couples. The existing site treated them as one, opening with no H1 and a 1.7 MB hero image, and the domain carried nothing to build on — a Domain Rating of 0, no organic keywords, no traffic, and 95 referring domains of pure spam accumulated in a single month.

What we did

• 1Built on Next.js and Supabase with every public route static or hourly-revalidated, read through a sessionless client so no page touches cookies and all of them stay CDN-cacheable
• 2The path mechanism — one attribute, set before first paint from a cookie, switches emphasis, palette and visual order between the business and couples journeys. Everything downstream is CSS, and both audiences' content stays in the DOM in the same order, so a crawler and a returning visitor read the same document
• 3A studio dashboard where case studies, journal posts, clients, testimonials and settings are published with on-demand revalidation, guarded twice: a session check at the edge and an admin-profile check in the layout, because being signed in is not the same as being an admin
• 4A WebGL signature effect that mounts only after load and refuses to run on reduced motion, Data Saver, four cores or fewer, or a small touch screen — the hero is complete without it
• 5Verification through real-browser scripts rather than assertions: Lighthouse, an SEO audit checking h1, canonical, description, alt text and JSON-LD on every page, an admin CRUD run that publishes a case study through the actual UI, and a diff isolating what the WebGL layer costs
• 6Positions taken deliberately and documented — no thin per-suburb landing pages from a DR 0 domain, no Review or AggregateRating schema for a business with no reviews yet, and a disavow filed for the 95 spam referring domains rather than treated as a crisis

The results

Services delivered

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Summary

Splitting a two-audience business into two websites halves the authority of each and doubles the maintenance. Serving both from one document, with a cookie deciding only what gets emphasis, keeps every link and every crawl working for the same domain — while the visitor sees a site that appears to have been built for them. The restraint matters as much as the build: on a domain with no history, the pages that were not created and the schema that was not fabricated protect the ones that were.