Rebuilding the Represent Website, and Why We Did It
We just rebuilt our website, so if you’re reading this you’re on our brand new site 🎉
Meaning for this project, we weren’t only the agency. We were also the client. That shift gave us a rare opportunity to step back, challenge our own assumptions, and experience the process exactly as our clients do.
The result? A website that’s not just a marketing presence, but a flexible, scalable sales tool. Built on Sanity CMS and designed with our future firmly in mind.
Represent website rebuild
Why Our Old Website Was Built in Webflow
Our previous website was built in Webflow, and for a long time, it was the right tool for the job. At the time, our needs were simple. We needed a clean marketing site that explained who we were, what we did, and how to get in touch. Webflow allowed us to move quickly without introducing unnecessary complexity.
When it came time for a redesign, the initial plan was to rebuild in Webflow with a new, fresh look and feel.
When a Marketing Site Needed to Become a Sales Tool
As we started planning the new site, it became clear that a simple marketing site wasn’t enough anymore.
We wanted the site to do more than present information. We wanted it to actively support sales, adapt to different audiences, and evolve alongside the business. We wanted prospective clients to be able to enter the site and be able to visualise their future web solutions and be inspired for what they could create.
Ideas began to surface around:
- Richer content relationships
- More flexible page structures
- Deeper storytelling and interactivity
- Custom user journeys
At that point, the limitations of a template-driven system started to feel too constrictive. We needed something more flexible, something composable.
Why We Chose Sanity for a Headless CMS Solution
From a client’s perspective, the decision to use Sanity CMS came down to flexibility and future-proofing. Sanity allowed us to model content around real business needs rather than fixed page templates. We could launch with a focused MVP while knowing we had the freedom to extend functionality over time without re-platforming. Once that decision was made, it was clear who should build it. As a Sanity-first agency, Represent got to work.
Still not sure which CMS is right for you? Let’s talk through your possible options, or use the CMS advisor tool to get quick insight into which CMS could be a good fit for you.
The Sanity Website Build Process
We approached the project exactly as we would for any client. A process that we’ve honed over the years and follows these broad steps:
- Project scoping based on company goals, not rigid requirements.
- Thoughtful design considering the end user at each step.
- Iterative development, bringing in key stakeholders across the team to ensure the solution met internal needs.
- Reporting and feedback loops throughout, staying tight during design, development, and QA to ensure the solution hit the right marks.
Referring back to company goals as the process develops to keep the MVP on track and leave space for testing and further iterations down the line.
Building an MVP with a Clear Post-Launch Roadmap
As ideas continued to come from across the team, we made a conscious decision to prioritise.
Some sales-focused improvements were implemented in the MVP. Others were deliberately placed into a backlog for post-launch iteration. With Sanity, you have safety in knowing we can build “almost anything” which removes the pressure to do everything at once.
The question stops being “can we build this?” and becomes “when should we build this?”. See what’s possible with Sanity.
Migrating Content from Webflow and Notion into Sanity
Once the Sanity Studio was complete, we migrated content from both Webflow and Notion into a single, structured content system using a script to remove manual work.
This immediately streamlined content input and management. After migration, the work was mostly about refinement; content checks, image tweaks, and small adjustments to ensure everything felt cohesive.
With structured content models in place, changes were fast, predictable, and low-risk. If this is something you’re considering, request a free migration plan to get a better idea of what this entails.
Key Learnings from Building Our Own Sanity Website
Rebuilding our own site reinforced lessons we regularly share with clients:
- Selecting the right CMS is about imagining your realistic future, not just solving today’s problems. You don’t need to build everything now, but you should understand how much flexibility you may require later.
- Design deserves time. Rushing it often leads to compromises and rework. Thoughtful design upfront creates more functional, scalable systems.
- Choose the right tool first, then choose the right agency to build it. Doing this the other way around risks being pushed toward a tech stack that benefits the agency more than your business. Talking to multiple agencies gives you the clearest picture of what solution truly fits.
- Last but certainly not least, every technical decision should align with a business goals. Ask what benefit the functionality will give your team or your business before starting the work.
A Flexible Foundation Built for the Future
Our new website isn’t finished, and that’s intentional. Just like everything we do at Represent we’ll be iterating and improving the site as our business needs evolve.
Built on Sanity CMS, it’s a flexible foundation that can grow alongside Represent. New ideas are already in the backlog, and we know we can implement them without friction or re-platforming.
Experiencing this process as both agency and client reinforced why we believe so strongly in composable, headless architectures. When built well, they don’t just support where you are, they make it easier to get where you’re going. Talk to us about what’s possible with Sanity.