// Case study
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.
A Bangalore-based developer tools company ran a React SPA on S3 with poor SEO indexing and 6.2s LCP on docs landing pages. Content lived in Sanity but the frontend fetched everything client-side, blocking crawl and publish autonomy.
+340%
Indexed pages
12 weeks post-launch
6.2s → 1.9s
LCP
Docs landing pages
3600s
ISR revalidate
On-demand via Sanity webhook
No deploy required
Content publish
Editor self-serve post-rebuild
Delivered by Keshav Sharma · Published November 5, 2025 · 9 min read
Client context
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.
Our approach
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.
The challenge
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.
Technical implementation
CI: Lighthouse on three templates; visual diff on component library in Chromatic.
Results & impact
Outcome: indexed pages +340% in 12 weeks; LCP 6.2s → 1.9s; support content publish without engineering deploy. DevTools vendor, Bangalore, name withheld.
// Related services
CIN
AAU-8582
Startup India
DIPP83124
Founded
November 2020
Office
Residency Rd, Bengaluru, India
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