PipeRun Page & Campaign Creation System
Building a scalable system to turn technical pages and recurring campaigns into clearer, more consistent and conversion-driven experiences.
The context
The PipeRun website has more than 1,000 published pages, many of them with meaningful traffic and an important role in the conversion journey.
Those pages were a strategic part of the company's organic acquisition, but they had no consistent visual and narrative structure.
In many cases, pages covering similar themes — product features, target segments and customer pain points — followed different formats and felt disconnected from one another.
The challenge was to find a way to evolve that volume of pages with more consistency, quality and speed, without compromising SEO, traffic and commercial performance.
The problem
Most of the old pages had too much copy, overly technical language, weak visual hierarchy and little connection to the user's real journey.
The information was often organized in a way that was hard to consume. Users had to work to understand how a product feature could actually help their operation.
On top of that, the lack of standards made new pages and campaigns harder to create. Every new request required manual decisions about structure, narrative, components, CTAs and visual adaptation.
The core problem was turning a large, unstandardized base into a coherent, scalable and conversion-driven system.
The process
The first step was understanding what already existed on the site.
I analyzed a wide range of relevant pages to identify what they had in common, where they diverged and which structures could be standardized.
To speed that reading up, I built AI agents that helped identify patterns, group pages and analyze recurring content. From that diagnosis, I organized the pages into three broad groups:
Product features
Pages focused on functionality, integrations and CRM capabilities.
Target segments
Pages aimed at company types, markets or customer profiles.
Customer pain points
Pages built around specific audience problems, used mainly in campaigns and acquisition journeys.
With that structure in place, I defined the design standards for new pages, landing pages and campaign creatives, reusing the design system created in the homepage redesign. Those standards covered visual hierarchy, content blocks, components, CTAs, forms, cards, SEO support sections and adaptation rules for different formats.
After that, I documented the process so new pages and campaigns could be created consistently, even at scale.
This organization made it possible to turn a large set of loose pages into a system with logic, repeatability and clear creation criteria.
The automation
The standards became a creation kit: visual hierarchy, content blocks, components, CTAs, forms, cards, SEO support sections and adaptation rules per format. From there, the work became scaling it.
Once the standards were defined and documented, I built AI agents to support page production at scale.
These agents received content guidelines, narrative structure, visual standards, SEO rules and the type of page to be created. From that, they generated first versions of the content and HTML code within the newly defined standard.
For campaign pages the workflow went further. From a single prompt, the agent analyzed the pain points of an ICP, wrote the landing page content, generated the page code, adapted the messaging for Google Ads and Meta Ads and produced a package of more than 30 creatives in different formats, following visual guidelines previously defined in Figma, via MCP.
The result
A campaign landing page used to take one to two weeks to go live. It now takes one to two days. Around 50 pages have been rebuilt within the new standard, and strategic campaigns have reached 18% conversion.
The project created a scalable base for evolving PipeRun's pages and campaigns with more speed, consistency and clarity.
The new structures reduced the need to start every page from scratch and helped keep the experience better aligned with the design system, SEO, the user journey and the company's commercial goals.
The main gains were:
- greater consistency across the site's strategic pages;
- less technical pages, more oriented to the user's pain points;
- adoption of the new design system at scale;
- faster production of pages and campaigns;
- integration between landing pages, ads and creatives;
- use of AI with guidelines, review and quality control.
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