Report Pundit doubled organic traffic after moving off a custom build
A Shopify reporting app serving 40,000+ stores, running on a custom stack where every content change needed a developer. We migrated them to Webflow in nine weeks, rebranded on the way, and hand-coded the search their report library needed to stay usable.
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About Report Pundit
Report Pundit is a Shopify reporting and analytics app used by more than 40,000 stores, from Kylie Cosmetics to Steve Madden. It pulls sales, inventory, tax, payout and marketing data out of Shopify and turns it into custom reports merchants can schedule, filter and send wherever their team works. Rated 5 stars across 1,850+ Shopify App Store reviews, with 150+ prebuilt reports and 30+ integrations behind it.
The challenge
The problem
Report Pundit was running on a custom-built site. It worked, but it meant a developer sat between the marketing team and every change they wanted to make and their whole acquisition model depends on publishing.
The real asset
Their real asset is the report library: a page for every report a merchant might search for, from "inventory on hand" to "US sales tax." Each one is an indexable landing page for a real query. On a custom stack, adding to that library was a ticket. Growing it at the rate the product was growing wasn't realistic.
The constraint
The obvious fix was Webflow, which gave them a CMS their team could run alone. The catch: migrations off custom builds usually mean losing the custom functionality and the library only works if a merchant can search and filter it in seconds. Webflow's native CMS gives you collection lists and one-dimension filtering; it does not give you instant search across a library this size.
The brief
So the brief was three things at once: move platforms without losing the functionality, without losing the organic traffic the library had already earned, and give the brand the upgrade it was overdue.
How we
approached it
Strategy first, migration third, search last. The order mattered.
Set the strategy before touching design
Mapped what the site had to do — sell the app and serve the library — and built the sitemap and URL structure around that before any design started.
Rebranded, then designed against the new system
Refreshed the identity end to end — logo, type, colour, grid — then designed 18 pages and 4 templates in Figma.
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Migrated off the custom stack to Webflow
Rebuilt the site as CMS collections so the report library grows by adding an item, not by filing a ticket. Redirects mapped page by page.
Hand-coded the search and filter Webflow doesn't ship
Wrote instant search and combinable faceted filtering ourselves, so the library came out of the migration more usable than it went in.
Rewrote and optimised for the queries that matter
Copy and on-page SEO across the library and product pages, so every report page targets the search a merchant actually types.
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Style guide
A brand system built to carry a data product legible at report-table density, not just at hero size.
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What we delivered
Everything that shipped, grouped by discipline.
Strategy & content
- Sitemap and URL structure
- Copywriting: homepage, product pages, library, comparison pages
- On-page SEO: titles, metas, heading structure, internal linking
- Page-by-page 301 redirect map from the custom-built site
Brand
- Logo lockup
- Colour palette
- Type scale
- Desktop + mobile grid system
Design
- 18 static page designs in Figma
- 4 CMS templates
- Component library carried across all templates
Build
- Migration from custom-built stack to Webflow
- CMS collections: reports, report categories, integrations, guides, blog
- 4 templates generating the full report library — 100+ live URLs from four designs
- Custom instant search across the report library (hand-coded, not a Webflow default)
- Combinable category + type filtering
- Competitor comparison page template
- Performance optimisation on data-heavy pages
- Advanced animations
- CMS handover and documentation so their team publishes without us
The results
Two years on Webflow, measured against the site it replaced.
Conclusion
Most migrations off a custom build cost you traffic and functionality. This one added both. Four templates now generate a library their team grows without us and traffic doubled off the pre-migration baseline, peaking at 3.3x in early 2026.
Source: Ahrefs, reportpundit.com including subdomains, Aug 2024 – July 2026.
Capabilities used
Explore each capability behind this build.
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