A four-person marketing team that ships its own landing pages

Ironside sells punch-list and closeout software to general contractors, mostly in the Mountain West. The company has 140 people and a marketing team of four, and its marketing site used to belong to engineering.

“Every landing page was a sprint ticket,” says Lena Marchetti, who joined as head of marketing in 2025. “We would plan a campaign for a trade show in Denver, write the page, and then wait for a slot. Sometimes the slot came after the show.”

Sections built once

Ironside’s front-end team spent two weeks turning the components they already had into Starter sections: a hero with a product screenshot, a feature row, a customer quote, a pricing table, and a closing band. Each one got fields for everything a marketer would want to change, and a few toggles for the parts that are optional.

Then they handed over the keys. The marketing team builds pages by stacking those sections and filling in the words. Engineering reviews the occasional new section and otherwise stays out of it.

A page a week

Last quarter the team launched thirty-eight landing pages: one per trade show, one per regional campaign, and a set for a new integration with a scheduling tool. None of them needed an engineering ticket. The average page went from brief to live in a day and a half.

The pages are also faster than the ones they replaced. Because every section is plain Blade and every image has its dimensions set, the home page’s largest paint dropped from 2.4 seconds to 0.9 seconds without anyone working on performance directly.

What they would tell another team

“Spend the time on the sections,” Lena says. “If the sections are right, the pages are easy. We had one bad week early on where we tried to make a section do too many things with too many toggles. We split it into two and the problem went away.”