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How we build it, and what we learned doing it.

Notes from building FlowSmartly — the decisions, the things that broke, and the practices that came out of fixing them. Written by the people doing the work.

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We deleted the numbers that made us look successful

A pass through our own marketing site removed a $32M funding round, 120 staff across 22 countries, 25,000 customers and six colleagues. None of them existed.

Jean-Yves Koffi

Co-founder & CEO, FlowSmartly

Aug 9, 2026

3 min read

More from the blog

3 articles.

Behind the build

We rebuilt the site instead of redesigning itThe previous pass ended with 400 colour literals, eleven body-text sizes and seven competing breakpoint systems. Neighbouring sections disagreed about when to stack.

Three themes, and the day white text stopped being readableOur accents get lighter in the dark themes so they read against the page. That decision pushed the white label on every button below the accessibility floor.

We let the AI crawlers in, and blocked the ones that don't citeMost sites are choosing between allowing every AI crawler and blocking all of them. Neither is the interesting option. The line worth drawing is attribution.

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