The Wix homepage. Captured this morning, before cutover.
Before: a single hero photo, one testimonial, generic stock illustrations. After: real Flock photography, a Wall of Success counter-scrolling photo wall, italic-coral accents, an actual point of view.
For marketersthe after reads as confidence. The before reads as 'website-builder default'. Visitors feel the difference in 200ms. That's a measurable bounce-rate move.
See it live
Before: peach-rounded info boxes for About, Highlights, Things to Note. After: a five-photo bento hero, sticky right-rail quote card on desktop, mobile sticky CTA, real reviews embedded inline.
For marketersthis is the Airbnb pattern. Not by accident. The 'always-visible quote card' moves enquiry rate by double-digit percentages. Wix could not ship this.
See it live
Before: a bare three-column grid of property cards. After: a featured six-house strip, a four-region picker, a bundle-messaging block, and Why Flock at the foot.
For marketershub pages are funnel pages. The before bounces. The after routes intent to the right region in one click and explains the bundle in one sentence.
See it live
Before: a stretched stock photo of a building with a security floodlight in frame. After: an enquiry pattern that prefills from the page you came from, fires Google Ads conversion events, and lands on a redesigned thank-you page.
For marketersthe form prefills with property + region + topic context. Sales gets pre-qualified leads instead of 'hi I'm interested'. Wix never did this without a Zapier zoo.
See it liveEight design details from the new site, with the marketing reason each one matters. These are the bits Wix could not ship. They are also, individually, conversion-rate moves.
For marketersProperty-listing pages with multi-photo above-fold convert 2-3x higher than single-photo. Airbnb learned this expensively. Wix can't ship it. Astro shipped it in an afternoon.
For marketersSticky CTAs that don't break reading flow are the highest-leverage UX pattern of the last 5 years. Airbnb. Booking. Hostelworld. Now Flock.
For marketersA grid of real customer photos beats any 'What our clients say' card with three stock-headshot quotes. The visitor feels other humans in the room.
For marketersMost-shared page on the new site already. Built in one commit. Zero plugins. Pre-rendered, so it's instant and SEO-friendly.
For marketersEditorial-style hubs outperform feature-list pages because they feel like content, not advertising. Bigger teams take a quarter to plan this. Here: an afternoon.
For marketersSite-wide modules are the multiplier. Change one file, ship to 59 property pages in 30 seconds. On Wix this is 59 manual edits and a coffee break.
For marketersMost thank-you pages waste 100% of post-conversion attention. This one re-engages: explore other regions, see the inspo wall, expect a reply within a working day.
Same brand, different bones
April 25 → April 29
Fri 25 Apr · 8 commits
Empty Astro repo to homepage live on staging. Firecrawl audit of 128 Wix URLs done in the same day.
Sat 26 Apr · parallel work
Parallel agents on templates. Branches in flight.
Sun 27 Apr · 5 commits
Phase 2.5 audit synthesis. Five parallel audits, 26 fixes identified, deployed.
Mon 28 Apr · 58 commits
v37 design system extracted from a reference HTML. Properties, regions, blog, packages, accommodation hub all redesigned. 33 + 24 properties migrated. 21 blog posts ported.
Tue 29 Apr · 19 commits
About page, redesigned thank-you, full tracking stack (Google Ads + GTM + Notion + Gmail), SEO across five JSON-LD schema types. Production-ready.
How it actually got built
Three real moments from the rebuild. The prompts and replies are paraphrased from real commits. The commit hashes are exact.
Add a Wall of Success on the homepage and a new /inspiration-wall page using the 47 real Google review photos we curated.
Built. Two-row counter-scrolling photo wall on the homepage, dedicated masonry page at /inspiration-wall with regional filter chips and a lightbox. URL params support so /inspiration-wall?filter=bath deep-links the Bath set.
Redesign the property page to match the v37 reference. Sticky right-rail quote card on desktop, sticky bottom CTA on mobile, five-photo bento hero.
Done. Single 1,189-line monolithic template at PropertyLayout.astro. Bento hero, at-a-glance row, About from MDX, Amenities, Activity Inspo, Location, Why Flock, FAQ, Related Properties. Sticky right-rail desktop, sticky bottom bar mobile.
Wire up Google Ads conversions, GTM events, direct Notion API for enquiries, and a backup Gmail alert. Redesign the thank-you page while you're at it.
All in one commit. Form submit fires Google Ads gclid-tracked conversion, posts to Notion (no Zapier), emails Stewart, and lands users on a redesigned thank-you page with a photo strip, momentum messaging, and a cross-sell to other regions.
By the numbers
87 commits, mapped
Five pillars, one per day, height = commits shipped. Day 4 was the v37 design-system rollout - 58 commits in a single day. Day 2 was branch work that landed later. The shape of compounding velocity.
Day 1
Fri 25 Apr
8 commits
Day 2
Sat 26 Apr
0 commits
Day 3
Sun 27 Apr
5 commits
Day 4
Mon 28 Apr
58 commits
Day 5
Tue 29 Apr
19 commits
New capabilities
For 5 years Kat updated this site by hand. Anything ambitious meant hours of fiddling inside Wix's visual editor, hitting a template ceiling, then giving up. There was never budget for a designer. So the design never grew. Until last week.
A two-row counter-scrolling photo wall on the homepage, plus a dedicated /inspiration-wall page with regional filter chips, a lightbox, and ?filter=<region> URL params. 47 real Google review photos, locally hosted.
On every property, region, and blog page. Airbnb-pattern. Always visible while scrolling. Drives enquiry submissions without breaking reading flow.
Context-aware. Knows if you are on a property, a region, or a blog post and prefills the enquiry form via ?property=, ?region=, ?topic=.
Google Ads gclid through the funnel, GTM event tracking, direct Notion API write, Gmail alert, redesigned thank-you with cross-sell. Wired in one commit. No Zapier in the middle.
Same template, region-contextualized copy. Bath gets canal cruises. Edinburgh gets silent disco. Highlands gets Highland Games. Four regions live, each with personality.
Change every CTA colour used to be a multi-day Wix project. Here: edit one token in tokens.css, deploy in 30 seconds. The whole palette swap took one commit.
Caveat-script handwritten annotations, italic-coral accent on the key word in every headline, hand-drawn SVG separators. The visual quirks Kat actually wanted, that Wix templates physically wouldn't allow.
Every property, region, and blog post validates against a Zod schema at build time. Missing field equals build error, not silent broken card. The quiet reason nothing has shipped broken.
The part nobody talks about
Wix's biggest moat isn't features. It's the export hostage situation. There's no "download my content as Markdown" button. No clean API. No standard schema. Every Wix migration article on the internet ends with "we manually copied 200 pages." We didn't have to.
Wix exports nothing useful. So Claude pointed Firecrawl at every public URL and pulled the raw HTML for all 128 pages in 90 seconds.
Claude parsed each page into structured Markdown, identifying property pages, blog posts, regions, and policy pages by their URL pattern and content shape.
Wix's CDN URLs would die at cutover. Claude downloaded all 686 images, deduplicated them, optimised them, and rewrote 156 wixstatic.com references to local /images paths. One commit.
Every migrated MDX file ran through a Zod schema at build time. Missing fields became build errors, not silent broken pages. 23 blog posts came across at 102-129% source fidelity.
the moat broke ↓
Total time on the migration alone (excluding redesign): about one afternoon.
On Wix's own docs, the recommended path is "manually re-enter your content." That advice
is for humans without Claude. It is not for marketers in 2026.
Things that did not exist before
/inspiration-wall A 47-photo masonry of real Google review moments with regional filter chips, a lightbox, and ?filter=<region> URL params.
See it live/about Kat's actual founder story. Bath in 2018, the Google doc that grew, seven years of hand-walking houses.
See it live/activities A regional hub for things you can actually book. Counter-scrolling photo wall, four region cards, Time-Out style framing.
See it live/privacy A real UK GDPR privacy policy. The old site had none, which is technically a legal liability. Authored, reviewed, shipped in a day.
See it liveThings that would take a Wix team weeks
Every wixstatic.com image swapped to local /images paths via a script. On Wix, this is weeks of dragging files into the media library and re-linking by hand.
8d7bd6a Google Ads conversion tag, GTM events, direct Notion API write, Gmail alert, redesigned thank-you page. On Wix, this is three Zapier zaps that fight each other plus a code embed.
49cdec7 A Playwright scraper hit Google's review API, harvested 93 photos, surfaced a curation UI for selection, batch-renamed and optimized. On Wix, 47 manual uploads.
3de5fe1 One change to tokens.css, every page recoloured, deployed in 30 seconds. On Wix, every page is restyled in the visual editor by hand.
a69c4c4 vercel.json rules keep /marryantoinette redirecting to /diamondoftheseason and similar Wix slug quirks, so rankings survive cutover. On Wix this is a paid plugin with a flaky UI.
655c1a5 What it now feels like to run this site
From now on, Flock is run from a chat window. Not a CMS. Not a dashboard. A conversation.
Can we add a banner to the Bath accommodation page? "Booked weekends through August - last few October dates left."
Done. Added a coral-tinted urgency strip below the hero on /hen-party-accommodation-bath. Live on the staging URL in 30 seconds. Want me to also flag it on the homepage?
Yes, just on the Bath card in the region picker.
Live. Both edits committed and deployed in under a minute.
A real interaction pattern. Not a mockup. This is how the site is run from now on.
Why this matters for Flock specifically
Flock is run by Kat. Kat is not a developer. Kat is the sole human running this site from now on. Below are the eight things she can do today that she couldn't do last week. If you're a marketer running on Wix or Squarespace, read this list and ask which ones your team has been waiting for engineering to ship.
Bath cocktail-class campaign? Its own page. Highlands wild-swim weekend? Its own page. Cotswolds hen-do-on-a-budget? Its own page. Same templates, surgical copy. The bigger your ad spend, the more this compounds.
?source=tiktok gets the photo-first hero with a video-style above-the-fold. ?source=google-ads-bath swaps the hero photo to Bath. ?source=instagram-story leads with the most photogenic packages. Every campaign feels personally written for the visitor.
High-intent keyword (£20 CPC, immediate booker)? Land them on a quote-now page with the deposit field above the fold. Top-of-funnel keyword (£2 CPC, browsing)? Land them on the inspiration wall. Same site, segmented at the page level. Wix could not.
Hen-party-in-{`{activity}`}-in-{`{region}`} pages generated from a CSV at build time. The next 80 long-tail pages do not need to be hand-written. They get built once, ranked forever, captured demand we used to leave on the table.
Headline. Hero photo. Deposit amount. Package order. CTA copy. Edit one MDX file, deploy, route 50% of paid traffic to the variant, watch the GTM event rate. Page-level experimentation that used to require an engineering ticket.
Google Ads gclid through the funnel, GTM events on every meaningful action, Notion-direct enquiry sync, Gmail backup alert, redesigned thank-you page that re-engages instead of dead-ending. Every paid pound now reports back.
Liverpool, Manchester, Cornwall, Cardiff. Same templates, new content. The marginal cost of opening a city used to be a Wix designer plus six weeks. Now it is one weekend of conversation. Demand-led expansion, finally possible.
Kat sends a Slack message at 9am. By 9.20 the change is live. Pricing test, urgency banner, season-specific landing page, paid-search-only variant. The friction between an idea and a deployed change is now sub-30-minutes. That changes how marketers think about iteration.
The actual marketer magic
These aren't future plans. They're the kind of pages a marketer can now spin up in 20 minutes apiece, point an ad campaign at, and measure. Each one captures a kind of demand that used to leak straight back to Google. The shape of the moat for any brand on a modern stack.
For the £24 CPC keyword cluster. Hero photo: cocktail class. Headline: "Bath. Cocktails. Hen weekend." Form prefilled: ?source=bath-cocktail.
Loch hero, sauna activity, January-bookings urgency. Same template as the Bath page. Different soul.
Photo-first above-the-fold, less copy, packages re-ordered to lead with the most photogenic ones. The TikTok visitor never sees a paragraph.
Carousel-style hero, single most-photogenic package surfaced, quote-now form half-prefilled. The visitor lands feeling the same vibe as the post they came from.
One of 80+ long-tail pages built from a CSV at build time. Each one ranks for a single buying phrase. Captures demand that used to leak.
Same page, two versions, 50/50 paid traffic split, GTM-tracked. The kind of test that takes a quarter on Wix. Here: an afternoon.
this is the new normal ↓
Whichever of these you want, you don't pay an agency for it. You don't wait three
weeks. You ask Claude to build it, and you ship before lunch.
Offers + promos, on demand
Kat has these gorgeous £150 hen-arrival boxes she sometimes gives away to brides booking quiet weeks. On Wix, putting a "free hen box" promo on the right pages meant a designer day, a code embed, a coupon plugin, and a coffee. On the new site, it's a sentence to Claude. Live in 30 seconds. Targeted by location, by time window, by traffic source. On-brand, never intrusive.
Live demo · type to change the banner
an entire promotions engine, on demand ↑
Built into the site, not bolted onto it. No coupon plugin. No popup library.
No "thanks for subscribing" exit intent that immediately undermines your
brand. Just a section that knows where, when, and to whom to appear, and
looks like Kat designed it herself.
While we were at it
We didn't just move the site. While the migration was running, we added a dozen tiny, brand-y, please-stay-a-bit-longer moments that the old Wix build could never have shipped. Six of them, live, right on this page. Hover, click, scroll - they're real.
Why this matters for any brand
Design quality that used to need an agency now needs a conversation. The new Flock site competes visually with Airbnb's property pages and Hostelworld's regional hubs. It was built by one person in 5 days. The implications for every solo operator, bootstrapped brand, and lean team are obvious.
Custom landing pages per campaign were a luxury. Bigger brands had teams of four designers and two developers cranking out variants. Smaller brands sent every campaign to the homepage and watched the conversion rate die. That asymmetry is over.
The bottleneck is no longer engineering. It's taste and intent. If you know what you want, you can ship it today. The skill that matters now is the ability to articulate the change clearly. The skill that does not matter anymore is being able to write the CSS yourself.
Marketing teams can now ship the website. No more tickets, sprint cycles, or "we'll get to it next quarter" from engineering. The website is now the marketing team's instrument. Most won't realise this for a year. The ones who do will compound.
The team that ships the site
every move = ££ + waiting
the entire team, in one chat
From a chat window. Every change to the site - copy, layout, new pages, new sections, new tracking, new integrations - is a sentence. Kat does not need to know what an Astro component is, what a deploy pipeline looks like, or how a Vercel function gets wired to a form submit. She just describes the change. Claude does the rest. Live in seconds.
That's the new normal for a non-technical founder running a real, modern, production website. Not a no-code dashboard. Not a low-code visual editor. A conversation.
What's actually running this thing
The new site replaces a Wix subscription, three Zapier zaps, and a brittle code-embed of Google Tag Manager with one open-source framework, one free-tier deploy host, and a few direct API calls. The monthly cost dropped. The capability went up.
Monthly: ~£60 (Wix Premium + Zapier)
Monthly: £0 + Claude
Add the rebuilt thank-you page, the gclid-tracked conversion events, and the per-region landing pages, and the new stack pays for itself in one extra booking.
Roadmap
The site is built. The migration is done. Every property page is live, every blog post is migrated, every legacy URL is redirecting. The next phase is not "build more pages." It's "capture demand with the pages we now can build in 20 minutes." Here's what's queued.
Built with Astro 6, Vercel, Claude, and a lot of conversation.
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