Project record
Project Zero — rebuilding Cooblink under the rules we sell
Our own site carried the problems we fix for clients. This is the documented rebuild, labelled in progress until every launch gate closes.
OwnedIn progressSeptember 28, 2026
What was wrong
Before this rebuild, cooblink.com sold an SEO-led growth service to B2B and
industrial businesses — a position we had already left behind internally. Worse, its
homepage carried three statistics — a project count, a lead multiplier and a
retention rate — with no evidence file behind any of them. The contact form
posted to a third-party service, and analytics loaded before anyone had a chance
to say no.
A studio that sells clarity cannot leave that mismatch unexamined. So we audited ourselves first. This page is a build record, not a results case: it stays marked in progress until the replacement is live, the form records real requests, the French has been reviewed and the old URLs are migrated.
The claim audit
| Claim on the old site | What backed it | Decision |
|---|---|---|
| A number of projects delivered | Nothing auditable | |
| An average lead multiplier | Nothing auditable | |
| A client retention rate | Nothing auditable | |
| An anonymous testimonial | Unverifiable attribution | |
| A results page presenting hypothetical scenarios as client cases | Nothing beyond the scenarios themselves | Retired in the migration map |
Nothing replaces those numbers. The new homepage leads with what we do, what it costs and where the boundaries sit, because that is what we can stand behind before results exist.
Five decisions
Delete first, design second. Unsupported claims, scenario “results” and broken calculators were removed or retired before a new page was designed. A launch that amplifies old problems is worse than no launch.
One action per page. Every page ends in a single primary action — the same discipline we sell. On the homepage, that action is Start a Project; buyers who are not sure yet are routed to the credited Presence Blueprint, never to an unpaid sales call.
French is a build target, not a translation pass. English and French are written as two complete paths, in the French subfolder, tested in the same components. Draft French stays visibly labelled and out of search until a Québec reviewer signs it off.
Forms fail closed. The Start form does not accept submissions until our first-party gateway and its bot protection are configured for this domain. Measurement is limited to a cookieless option; no advertising or session-recording tag is wired in, and the build fails if one appears.
Show pending status instead of faking proof. Client work appears only with written permission. Until then, the Work page shows this record and a set of clearly labelled concept structures — owned demonstrations, not results.
What this cost us
Removing the numbers made the homepage quieter and harder to sell from. We think that is the correct trade: every figure that remains can be traced to a page, a price or a date — which is exactly what we promise clients about their own sites.
Launch gates
Before this record can say “delivered”
2 of 7 done
- Unsupported claims removed from every pageDone
- One price page as the single source of truthDone
- First-party form live on the gateway, with bot protectionOpen
- French reviewed and signed off by a Québec reviewerOpen
- Privacy and terms reviewed by a professionalOpen
- Founder name and photograph publishedOpen
- Old URLs redirected or retired at cutoverOpen