Proof
Case studies
Real build stories — architecture, SEO, tools, and performance.
- case-study16 min read
Case study: building the Baseline content hub
A behind-the-scenes build log of how the Baseline content hub came together — from a blank Next.js repo to a structured, server-rendered content architecture that routes, indexes, and renders thousands of posts without breaking a sweat.
- case-study16 min read
Case study: shipping a JSON formatter tool
A real build log of shipping a browser-side JSON formatter as a Baseline tool page — performance traps, Web Worker architecture, and why the first version scored 61 on Lighthouse mobile.
- case-study16 min read
Case study: SEO IA for AI media
How we designed Baseline's information architecture to rank across fast-moving AI topics — hub strategy, URL taxonomy, internal linking, and the crawl budget decisions that actually moved the needle.
- case-study16 min read
Case study: MERN performance pass
A log of a single focused performance pass on a MERN stack application — MongoDB index audit, Express middleware profiling, React rendering optimisation, and the three changes that delivered 80% of the improvement.
- case-study16 min read
Case study: launching a prompt library
How the Baseline prompt library went from a messy internal Notion doc to a structured, searchable, server-rendered feature — design decisions, content schema, and the surprisingly fiddly UX of making prompts actually useful.