Uxearly is a Dubai digital studio working with clients in the UAE, USA, UK and Canada. We design and build websites for a living, so our own site is the first thing people check before they hire us. This project was about making that first check go well.

The old site had grown in patches. The CSS was full of hardcoded values and broken var() references. The blog still had placeholder posts. Contact emails didn't match from page to page, some links went nowhere, and heavy hero videos slowed every first visit. It didn't look like a studio that sweats the details. That hurt.

I started with the foundation and left the visuals for later. Every hardcoded value became a CSS custom property, so colour, spacing and type all come from one token system. On top of that I built a light/dark theme switcher using a data-theme attribute, with a bridge back to Elementor's v3 kit so older sections didn't break. Motion came after the system was stable, not before.

Audited the whole site for SEO, conversion and technical issues, then ranked the fixes Tokenized the design system in Figma and mirrored it in CSS Rebuilt pages in Elementor v4 with scoped, token-driven styles Built the interactive layer: a multi-block hero carousel with mouse parallax, a custom cursor using mix-blend-mode: difference, dual marquees, and a media gallery with GSAP mask reveals Used a MutationObserver so the marquees start only after Elementor and Swiper finish loading, which stopped the layout jumps Hardened the site with Cloudflare WAF rules after cleaning up a fake-reCAPTCHA malware injection

The audit shaped the plan. Most problems weren't about design. They were trust problems: dead links, mixed contact details, empty blog pages. Performance was the other big one, since the hero videos were the heaviest thing on the page. For search, I looked at how people in each market search for a studio, and at how AI answer engines pick sources.

Geo-targeted landing pages live for the UK, Canada, USA, Saudi Arabia and Australia, set up with Rank Math using AEO/GEO content principles Page speed improved with WP Rocket, local fonts through OMGF, and lighter hero media: [PageSpeed before → after] One token system now controls both themes, so a brand change is one edit, not fifty [Traffic / enquiry numbers, if you have them]

Building for yourself is harder than building for a client. There's no brief to hide behind. What I got out of it is a site that works the way we tell clients theirs should: systemized, fast, and easy to change. It's also the reference build we now show clients when they ask how we work.