Case study04 / 06
AroundWire
Company website + landing platform
AroundWire is a US marketplace for small businesses and service providers. As an in-house developer I rebuilt the pro.aroundwire.com landing platform as a modular custom theme, and built the company website aroundwire.com on Next.js.
- Role
- Full-stack Developer
- Period
- Feb 2024 – Apr 2025
- Context
- In-house · including ForceWind and Skilful Web Developers
- Format
- Office · Chișinău
- Next.js
- TypeScript
- React
- SSR
- WordPress
- PHP
- ACF Pro
- Contact Form 7
- BEM
- Jira
- Bitbucket
The task
Marketing needed a steady flow of landing pages for different trades and cities to attract service providers, and every page had to be fast on mobile. Building each landing page by hand didn’t scale, and a plugin-heavy page builder would have hurt performance.
- Many landing pages built from a shared set of sections, assembled by marketing
- Pixel-perfect to the designs and fast on mobile
- Leads from every landing page passed on to the call center
- A separate, modern company website
What I built
Landing platform on WordPress (pro.aroundwire.com)
- Custom theme with 9 section types, each in several design variants, 54 variants in total.
- In the admin page builder, a side panel picks the variant for each section. Presets save a whole combination to reuse on the next landing page.
- Assets load per block. A page gets only the CSS and JS of the variants it uses, and scripts go in the footer.
- Contact Form 7 lead forms in popups, with GTM events for form start and submit, and lead integration with the call center.
- A blog with trade tags that lists related landing pages under each post, and per-city landing pages for regional targeting.
- ZIP export and import of pages with all their ACF fields, so landing pages move between environments.
Company website (aroundwire.com)
- Built on Next.js and TypeScript with server-side rendering.
- A typed React component architecture.
Team
- Office Scrum team working in Jira and Bitbucket.
Outcome
- pixel-perfect landing pages
- 40+
- landing pages a day shipped by marketing with the builder
- 5+
- mobile PageSpeed on landing pages
- 70–80+
Daniil develops both frontend and backend without relying on ready-made plugins.
Performance by design
- Each section variant has its own CSS file, plus JS only if it needs it. Nothing loads for sections that aren’t on the page.
- Assets are versioned by file modification time, so browsers pick up new styles after every deploy.
- There’s no page-builder plugin. Sections are plain PHP templates with BEM markup.
- On the home template, images are lazy-loaded and have explicit dimensions.