Elementor without the Elementor tax.
Foldline is a Series-A workflow SaaS for design teams. Their marketing site lived on Elementor and was failing CWV badly enough that paid traffic was suffering. We rebuilt the build inside Elementor — container layouts, custom widgets, render-aware loading — without forcing a platform migration. LCP 4.2s → 1.6s, CLS 0.31 → 0, and signups up 22% in the quarter.
Outcome
Signups
Stack
Engagement
The brief
Fix the Elementor build without forcing a platform migration.
Foldline's marketing team had built the original site in Elementor and were fluent in it. The team did not want to relearn a different builder, and engineering did not have capacity to absorb a custom-theme build into the product team's roadmap. The brief: rebuild the site inside Elementor with the discipline that makes Elementor good — container layouts, custom widgets, render-aware loading — and fix the CWV problem that was hurting paid traffic.
What we hear most
The starting state.
CWV was failing badly
Real-user LCP at 4.2s on mobile. CLS at 0.31. Search Console flagging 'Poor URLs' on every key landing page.
Paid traffic was suffering
Quality Score on key Google Ads campaigns had dropped. CPC was rising. Team suspected landing-page experience.
Layout was legacy sections
Site built before Elementor's container layouts. Mobile responsiveness was improvised. Updates broke layout.
Sitewide widget loading
Every widget loaded on every page. JS bundle 1.2MB before content shipped.
Editor controls drifted the system
Marketing had access to every Elementor setting. Type, spacing, and colour wandered across pages.
What we deliver
What we shipped.
8-week rebuild inside Elementor, with selective loading, custom widgets, and editor discipline.
Layout system
- Container-based rebuild of every template
- Mobile-first patterns reworked from 375 up
- Global colours, type, spacing tokens (locked from editor)
- Section presets for marketing's recurring patterns
- Heading-order discipline enforced in templates
Custom widgets
- 8 custom Elementor widgets matched to design system
- Selective widget loading (per-page, not sitewide)
- Replaced 5 third-party widgets with custom equivalents
- Custom JS bundle, idle-loaded and tree-shaken
- ACF Pro integration for dynamic content
Performance
- Critical CSS extracted and inlined per template
- Render-blocking assets deferred
- Web fonts subset, preloaded, swap-controlled
- Image policy: AVIF/WebP, srcset, fetchpriority on LCP
- Real-user CWV monitoring 30 days post-launch
Editor discipline
- Editor controls scoped to what marketing should change
- Section presets locked to global tokens
- Loom-led walkthroughs for marketing
- Documented Elementor conventions
- Quarterly review cadence
Process
How this service runs end to end
The same six-step shape we use across every Haxtiv project — adapted to the specifics of this scope.
01
Discover
Audit, intent, and the part nobody is saying out loud
We open with a working session — not a deck. We pull analytics, crawl the existing site, audit the brand, and interview the people closest to revenue. We surface the friction inside the team, not just the friction on the screen.
02
Define
Sitemap, story, and the metrics that actually matter
We define the audience journeys, the commercial pages we are willing to defend, the SEO architecture, and the measurable outcomes. You get a shape of the project that survives feedback because it was built on evidence.
03
Design
Editorial system, art-directed, never templated
Type, grid, motion, and tone built as a system. We design the hero, the long pages, the unloved corners, and the empty states. Every screen looks like it belongs to the same studio. Nothing is parked for later.
04
Build
Production code your team can keep
WordPress, Shopify, or page builder — we build clean, accessible, performant, and documented. Component-led, naming you'll recognize next year, and a changelog your in-house team can read.
05
Launch
Migration without losing rankings or sleep
Pre-launch crawl, redirect map, schema and metadata cutover, performance baseline, and a launch playbook. We run the deploy with you, not at you.
06
Grow
Care plan, CRO sprints, and quiet improvements
We stay involved. Monthly performance reports, security and core updates, and CRO sprints that compound. The site gets better the longer you keep us.
What this looks like in production
Numbers we earn, not numbers we round up.
Sites shipped
across 27 countries
Studio hours
delivered since 2019
Avg conversion lift
post-redesign clients
Client retention
into year two
In their words
Senior teams who chose us.
Haxtiv replatformed our marketing site without losing a single ranking. We saw organic leads up 38% inside the first quarter and the editorial team finally has a layout system they don't fight.
Mara Iglesias
VP Marketing · Lumenwave Health
Headless WordPress redesign
Our previous Shopify build was a Frankenstein of apps. The Haxtiv team simplified the stack, rebuilt the PDP and CRO patterns, and our store is faster and more profitable than it has ever been.
Daniel Korver
Founder · Northbound Goods
Shopify Plus rebuild
Frequently asked
Answers worth asking for.
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Where to go next
Brief us
Got a Elementor or builder-based site that needs discipline? Let's talk.
30-minute call. We'll review the live CWV data and share a fixed quote.