// Case studies
Next.js ISR content platform replacing a sluggish SPA marketing site
App Router, on-demand revalidation, and Sanity CMS, organic crawl rate up after SSR replaced client-only rendering.
By Simplileap · Published November 5, 2025 · 9 min read
A developer tools company, React SPA on S3, had poor SEO indexing and 6.2s LCP on docs landing pages. Content team used a headless Sanity dataset but frontend fetched everything client-side.
Rebuild: Next.js 14 App Router; ISR with 3600s revalidate on docs; on-demand revalidation via Sanity webhook; next/image for diagrams; edge middleware for geo cookie banner only.
Problems: search page needed client index, hybrid route with dynamic import; preview mode leaked draft URLs until auth cookie hardened; build times grew, adopted partial prerendering on stable templates.
CI: Lighthouse on three templates; visual diff on component library in Chromatic.
Outcome: indexed pages +340% in 12 weeks; LCP 6.2s → 1.9s; support content publish without engineering deploy. DevTools vendor, Bangalore, name withheld.
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