01 · Context
Where Figma was
Two or three paragraphs on the starting point: the size of the organic program, who owned it, what the site looked like, and what leadership expected. Set the stakes plainly.
A paragraph on the constraints: engineering bandwidth, brand rules, and anything that shaped what was possible.
02 · Diagnosis
What we saw
What the audit found. Lead with the two or three findings that mattered most; skip the long list. Where was demand that the product could serve but did not?
A short paragraph on what was working and should be protected.
Close with the one insight that framed the strategy.
03 · Strategy
The bet
The strategic bet in one or two sentences, then the reasoning. Why this and not the alternatives? What did you decide not to do?
How the bet was sold internally: the pitch to product, engineering, and leadership, and the metric everyone agreed to watch.
04 · Build
What shipped
Numbered steps below. Each one is a real shipment, in order, with what it took to get it through.
- 01
Requirements engineering could build from
One paragraph: what the spec contained and how it was scoped.
- 02
The first template
What launched first, why it went first, and what you learned.
- 03
Scaling the system
How coverage grew and how quality was held.
- 04
Internal linking and architecture
What changed about how pages connected.
- 05
Measurement
How progress was tracked and reported.
05 · Results
What it moved
Non-branded organic traffic grew 10x, from 400K to 4.5M monthly sessions.
Non-branded organic sessions, monthly
400K → 4.5M
10x
non-branded traffic
4.5M
monthly sessions
3 yrs
from first ship
A closing paragraph on what the growth meant for the business and what compounding looked like after year one.