Four years inside a regulated, revenue-critical web funnel

The job

A quote-and-purchase funnel is the one page a company cannot afford to break. Every change ships to live traffic in two countries, under insurance regulation, with experiments running on top. I spent four years on that funnel, its marketing site and the member app, as one of the core front-end engineers, and increasingly as the person who owned the unglamorous layers underneath it.

What I did

• Platform migration: moved the content layer to a server-side-rendering SDK to fix template defects, then migrated the homepage and product sections onto the primary CMS, promoted environment by environment with end-to-end acceptance coverage.
• Core Web Vitals: hero resource prioritisation for LCP, a lighter homepage payload by removing double serialisation, long-life cache headers at the hosting layer, hydration defects eliminated.
• Technical SEO at scale: categorised sitemaps with redirect pruning, canonical and hreflang policy, structured data for organisation and breadcrumbs, per-market metadata.
• Accessibility remediation carried through to the native app: assistive-technology semantics, discernible control names, contrast, keyboard operability, modal and focus management.
• Experimentation integrity: gates, layers and experiments, plus diagnosis and repair of exposure-logging defects that would have invalidated results.
• Analytics and consent: an end-to-end GA4 rollout against a fixed date, purchase-event hardening, and a consent-management platform across every domain and subdomain, coordinated with the parent company's privacy function.
• Test infrastructure: authored and maintained the Playwright suite, built a local mock server for deterministic runs, triaged CI shard failures.
• Document generation: replaced the PDF implementation and consolidated rendering behind one facade, keeping the Canadian-market fallbacks.

How the work was done

Many changes spanned several repositories at once: the funnel, the core API and document generation, released in sequence. Every pull request carried reproducible test steps written for a reviewer other than me and a preview environment. Automated review findings were addressed or explicitly adjudicated, never dismissed. Outside engineering I worked routinely with design on spec approval, QA on acceptance, product on scope, and third-party vendors directly.