As a web developer, one of the joys of working with an open-source platform like WordPress is the freedom to customize every aspect of a site. 

However, this freedom can create challenges when other teams, like marketing, need to implement changes quickly and effectively.

The Problem

Starting in 2020 we had this homepage and from time to time marketing would ask to update that homepage. Our digital team told them they can do literally anything. 

While complete freedom sounds like a kindness it actually isn’t. A few times marketing was close to changing the homepage but there would be some element (SEO, copywriting, mobile, etc.) they didn’t consider and we started over from the beginning. 

We didn’t end up changing our homepage for four(!) years. Not because we couldn’t but because human beings have a hard time creating something new on a blank page. Too many options lead to analysis paralysis.

Unexpected Solution

In 2024 we launched a brand new theme for XeroShoes.com which gave us the opportunity to change the dynamic. 

Instead of designing one perfect homepage we put in place three simple guidelines:

• Large wide image with visual interest on the right
• Text block on the left (H1, description, CTAs)
• Contrasting background behind text

Our design philosophy prioritized making every homepage update seamless while preserving critical elements like user experience, accessibility, and SEO. 

By establishing clear guidelines and guardrails, we empowered marketing to focus on creativity and make high-impact updates with confidence.

The Results

We launched the new Xero Shoes theme in July of 2024. Through the end of the year we’ve deployed a total of six home page designs!

By introducing a framework, we transformed our approach to the homepage. In just six months, we launched six unique homepage designs—a feat that would have been unimaginable under our old system. With 31 designs planned for 2025, this framework is proving its value daily.

Here are some of my favorite:

What I love about this new process is that the homepage can evoke any feeling we want. We can emphasize a season, a single shoe, a collection of shoes, or what it feels like wearing our product (lifestyle photography).

And we can of course pair the imagery with a headline, a description, and a call-to-action.

This really is flexible for marketing. They started using it to promote sales but quickly we’re moving towards launching a new homepage design for each season.

Key Takeaways

Sometimes the most empowering thing isn’t complete freedom. Instead it’s giving teams the right framework to work within.

As web developers, our job isn't just to build tools that can theoretically do anything; it's to create tools that enable other teams to work confidently and efficiently. The right framework can turn overwhelming possibilities into actionable opportunities.