Tutory: website

The 2025 site opened with a comparison table, an orange "see the plans" button and the promise of being "the best platform on the market for coaches". It ran on WordPress with Elementor, over PHP 7.4, and carried a 404 menu item, a draft page exposed in the navigation, hard-coded UTMs and spam injected on the server.

Before designing, I mapped the old site page by page and transcribed real sales calls. The contrast became the third slide of the brand deck: the problem was never the product. Tutory had grown beyond what the brand could convey.

With the brand approved, the site started on April 16 and went live on June 18: 63 days, 14 pages, an Astro monorepo with React islands only where things move. The home tells the ecosystem story in sequence: a hero with a 3D ring of cards over the couple’s photo, a sentence that reveals word by word as you scroll, the numbers, the growth chart and three product blocks that switch like curtains.

Underneath, the invisible work: a 301 for every WordPress URL, Consent Mode v2 with everything denied by default (LGPD), tag manager only on the production domain, CTAs wired to the Typebot that feeds the CRM and a scheduling modal with ten triggers. No forms of its own: the sales team already lived on WhatsApp and the CRM, and the site respects that.

Performance was treated as a feature: images from 159 MB to 28 MB, 50 photos converted to WebP, the noise texture from 2.2 MB to 60 KB, width and height on every image to kill layout shift, and 55 of the home’s 57 islands no longer hydrating on load. Accessibility went from 84 to 100 on Lighthouse, with 100 on SEO and best practices too.

And since more and more people ask an AI which platform to use, the site was prepared to be read and cited by assistants: robots.txt allowing GPTBot, ClaudeBot, PerplexityBot and Google-Extended, llms.txt and llms-full.txt generated at runtime, a .md version of every guide, IndexNow for Bing and structured data on every page. In 30 days, OAI-SearchBot came by 938 times and ClaudeBot 864. The "AI assistants" channel went from 2 to 20 sessions and the key-event rate per session rose from 0.68% to 1.22%.

The blog, the cases and the guides needed a workflow the marketing team could run alone. I tried three. A Sveltia CMS fork translated to pt-BR lasted a week. A custom CMS on Astro SSR with Postgres, an editor, a media library and automatic deploys lasted two months. The third was the simplest: content as markdown in the repository, published through pull requests.

The simplest one won because it was the one the team actually used. Once the real pace turned out to be one article a week, written with AI help and reviewed in a PR, the CMS layer became cost without return: database, uploads, login, quotas. I switched it off in September. Today there are 19 articles, 6 cases and 4 guides, each guide with a markdown version made for AIs.

In 63 days, Tutory went from a WordPress site that talked about features to 14 pages that tell the ecosystem story the way the sales team always told it, with the new brand in every detail.

The site keeps evolving in production, 247 commits through October, with new articles, a teacher area and hero adjustments, without ever going offline.