Build Story · Studio website · BG / EN / DE
VR Express: the studio website, rebuilt server-side
The website of a Sofia XR studio, rebuilt server-side in Bulgarian, English and German, with an AI concierge and a brief builder.
In one look
The problem
An XR studio sells work people have to experience, to buyers who search in Bulgarian, English and German. Its web presence was split between an old Webflow site and an earlier hub app.
What we built
One server-rendered site on TanStack Start: Bulgarian by default with English and German twins and Dutch landing pages, a VR Neo concierge chat and brief builder, ten productised offer pages, and an admin that runs projects, blog, pricing and FAQs from the database.
Where it is now
Live at vrexpress.io with 541 URLs in its sitemap. Old Webflow links redirect into it, and the homepage now leads with VR training and employer branding, with uncited stats replaced by traceable ones.
What this would have cost in 2024
About $41k and 3–4 months
2024 team: 4 people: full-stack developer, frontend developer, SEO and content specialist, designer. Built here by one founder working with AI in 24 weeks.
| Piece | 2024 hours |
|---|---|
| Server-rendered shell, routing, sign-in, BG/EN/DE with hreflang | ~143 |
| Public pages, project library, blog, Webflow 301 migration | ~195 |
| Admin CMS: projects, blog editor, pricing, FAQs, media | ~177 |
| VR Neo concierge chat, brief builder, lead capture | ~125 |
| SEO and AI-search tooling: sitemap, structured data, redirects, share images, content health | ~125 |
| Service pages, 10 offers with BG twins, comparison pages, DE/NL/UK pages | ~157 |
| Meta Wars Tracker | ~62 |
| Speed work, cookieless analytics, lead attribution, security pass | ~73 |
| Homepage teardown and three-wave rebuild | ~42 |
| Total (PERT) | ~1,099 |
Method: PERT (O+4M+P)/6 per piece; low = O × $25, likely = PERT × $37.5, high = P × $50 (Accelerance 2024 Eastern-Europe band). These are estimates of what a team would have needed in 2024, not invoices.
How it was built
From first commit to current build in 24 weeks
- First commit, the site in a day
A server-rendered rebuild of the studio's hub: sign-in, Bulgarian as the default language, pricing and booking, an ROI calculator, projects, a blog, SEO metadata and a sitemap, plus an admin panel with a tab for each content type.
941 commits, mostly automatic saves, on day one - An AI concierge in the hero
VR Neo, a chat that asks what the visitor wants to solve and points to a fitting solution, next to a brief builder that turns answers into a project brief.
- Content tools behind the pages
Tools that score each page's content health, track how visible the studio is in AI answers, draw share images automatically and flag pages that are going stale.
- Off Webflow
A 301 map sends old Webflow addresses to native pages, and images hosted on Webflow were copied into the new site before the old account closed.
- German as a third language
German got its own URLs, a shared hreflang engine and a language switcher. German pharma XR, AI and recruitment pages followed.
- Meta Wars Tracker
A public tracker of XR headset and smart-glasses launches and prices, each sourced and dated, with a history of XR that starts in 1838.
- Indexing fixes and three content waves
Honest hreflang pairs, server-side noindex and a stable sitemap, then Bulgarian service pages, German, UK and Dutch landing pages, an llms.txt for AI assistants and a buyer's guide to VR companies in Bulgaria.
- Ten offers with clear scope
Ten productised XR offers, each on its own page in English and Bulgarian, with a hub and ten plain comparison pages.
31/31 routes live · 10/10 language pairs match · 182 internal links checked - A homepage that measures fast
Lighthouse found no Largest Contentful Paint on the homepage: an autofocus on the hero chat hid it. Fixed. The chat now loads on first interaction, and a WebGPU aurora runs behind the hero on desktop only.
18/18 Lighthouse runs report LCP · desktop LCP 0.76–1.2 s - Homepage rebuilt around one buyer
Three waves in a day: a training-first hero with a real VR onboarding project, a goal router, three flagship cases and a pilot offer with a public price. Quotes and stats without a source came off the page.
page nodes 3,907 → 1,035 · images 236 → 124
Who did what
The founder decided
- The homepage sells to one buyer first: corporate VR training, onboarding and employer branding. Events come second.
- No number or quote goes on the homepage unless it traces to a source.
- Bulgarian is the default; English and German are full twins with their own URLs and hreflang pairs.
- Old Webflow pages become native pages behind 301 redirects. The old markup is not mirrored.
- Visits are counted without cookies before consent, and a declined choice records nothing.
AI built and checked
- The site, its admin and its content tools, built in Lovable from the founder's briefs.
- Claude Code: the indexing fixes, the redirect layer, the offer and comparison pages, the speed work and the homepage rebuild, each checked on the live site after deploy.
- AI inside the site: the VR Neo concierge chat and AI drafting tools for the blog.
Stack
Want something like this for your team?
From one call to something live. The same method is in the Claude Operator Pack.
From the founder
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