BotsCrew Internal: Building a Website with Claude

For BotsCrew, the website is where the pipeline begins. Most marketing-sourced leads discover the company through organic search and arrive on the homepage or blog. So when we at BotsCrew began repositioning around AI consulting and digital transformation, the ability to publish quickly became critical. New positioning meant new pages, sharper messaging, and continuous SEO work. Every bottleneck on the website created a bottleneck in growth.

The challenge

At BotsCrew, the marketing pipeline starts on the website: most marketing-sourced leads find us through organic search and land on the homepage or blog. That made the website more than a brochure — it was the front door to the business.

But the old botscrew.com ran on an outdated WordPress setup. It worked, but it was slow to work with and placed a developer between marketing and almost every important update.

☹️ Every page was one of a kind. Pages had their layouts and styles, so there was no single template.

☹️ New pages took too long to produce. Each page needed design and development support. When engineering was busy with client work, website projects were pushed back.

☹️ Even small changes required technical help. Sales pages were custom-coded, so marketing couldn't make routine updates independently.

☹️ Blog publishing was unnecessarily slow. A new post took 2–3 hours to format within WordPress's design and element limitations.

☹️ SEO work was constrained by the same bottleneck. New landing pages, on-page improvements and content updates all competed for scarce developer time.

The result was a familiar problem for growing teams: marketing had ideas ready to ship, but the website couldn't keep up.

Our approach

The goal of building a website with Claude was to take the platform out of the critical path, so marketing could own the site day to day. Four principles shaped the rebuild:

#1. Let marketing publish on its own. Cut blog publishing time and lift the old platform's design and element limits.

#2. Unblock SEO. Fix outdated on-page SEO and ship new, keyword-aligned pages on demand.

#3. Support the new positioning. Stand up the pages needed to tell the AI consulting and digital transformation story.

#4. Work in parallel, and faster. Let several people work on different pages at once, and deliver faster pages, longer engagement, and lower bounce rates than the legacy site.

Why Claude?

Choosing Claude wasn't a leap into the unknown. As an Anthropic Select Partner, BotsCrew knows Claude through and through: it is the team's default tool, our developers rely on it daily, and we build client projects with it, including projects like this one. That made it a natural fit for the website. Claude turns plain-language requests into designs, pages and CMS updates, giving the marketing team a direct way to shape and ship the website.

The solution

A large archive of posts, many with unique custom elements, had to be rebuilt in the new stack without losing anything along the way. Done by hand, a migration like this means long stretches of repetitive, error-prone work. Building a website with Claude Code changed that: custom skills handled the repetitive rebuilding, so nothing was lost and no one had to do it by hand.

To the visitor, it’s now a faster, sharper botscrew.com. Behind it is a headless architecture with two clear jobs: Sanity holds the content, and Claude builds and improves the front end. Building a website with Claude fits how BotsCrew already works as a “Claude organization,” using Claude Projects, Claude Code and custom skills across its workflows.

1/ Migrating the legacy site with Claude Code

Instead of migrating pages one by one by hand, we built custom AI skills and defined a dedicated workflow for Claude Code. The skills capture how legacy content maps to the new Sanity structure, including unique page styles, images and custom blog elements. The workflow sets the steps Claude follows for each piece of content. With both in place, Claude Code migrated the pages, images and the full blog archive to Sanity, and the team focused on reviewing the result instead of doing the transfer.

2/ Handing content control to marketing

Sanity is the content and control layer. It runs the blog, the case-study pages, and the rest of the website's content, and marketing creates, edits, and publishes directly. A blog post now takes about 30 minutes instead of 2–3 hours, and several people can work on different pages at the same time.

3/ Designing and building pages with Claude

The old process needed a designer and a developer for every page, and either one could become the bottleneck. Now Claude Design produces the page design, and Claude Code builds the actual page. Designers and developers review the output instead of producing it, so they no longer block delivery. The website's custom article elements were built the same way.

4/ Replacing the ticket queue with clear briefs

Once the CMS was live, improvements stopped waiting in a developer backlog. The team writes concise, Claude-ready specs, and the developer passes them straight to Claude to implement front-end components, custom article elements and CMS fixes. The clearer the request, the faster Claude turns it around, which lets a small team keep the backlog moving without a full-time developer on the site.

The result: marketing runs the website

The time savings are already measurable. SEO and traffic impact is still being tracked, since the new website went live recently.

Under the hood

When your website depends on developers for every update, marketing becomes a waiting game. New landing pages stall, SEO opportunities pass by, and simple changes compete with higher-priority engineering work. Over time, the bottleneck isn't just the website — it is growth. A better setup gives marketing the ability to publish, test and optimize without adding another developer to the team.