✦ Case study

From a brief to a live page in minutes

Their freelancer vanished and the case-study backlog grew. Now a one‑paragraph brief becomes a full draft page — in their voice, one approval from live.

A full case-study page. One message, one approval.

Client: Fulcrum
Industry: Software development company
Engagement: AI agent inside their existing WordPress
Timeline: 2 weeks, agreement to delivery

✦ Challenge

The problem we were brought in to solve.

Fulcrum builds web and mobile products for other companies — but their own site, a custom WordPress, depended on one freelancer. When he disappeared, every change got stuck: three days and a hundred dollars for a small edit, and a case-study backlog nobody could publish.

They didn't want a new site. fulcrum.rocks already worked: custom theme, custom fields, years of published content. They wanted the pages to stop being the bottleneck.

BeforeWith Webby

A small change: message a freelancer, wait 3 days, pay ~$100

A chat message — live in minutes, on their own approval

A case study meant filling the WordPress admin by hand, block by block

A one-paragraph brief — the agent assembles the whole page

A new service page needed a designer and a developer

A draft staged in their own admin, in their voice

The usual fix: another freelancer, or a $2,000+/mo agency retainer

An agent inside their own WordPress — nothing migrated, no new CMS

✦ What we built

What we built and how it runs.

We installed Webby inside the stack they already had — and taught it to write like them.

Fulcrum team

A one-paragraph brief — no ticket, no CMS, no template hunting.

fulcrum.rocks — their WordPress

Webbywrites the pagedrafthuman approves✓ live

Custom themeACF fields28 block types63 pieces of live contentNavigation menus

✦Webby works inside the site they already run — nothing migrated, no new CMS.

Writes in their voice

Calibrated on Fulcrum's published pages. A built-in critic strikes anything that sounds like AI before anyone sees it.

✗ struck: “seamless”, “leverage”

Never ships alone

Every page is staged as a draft in their own admin. Publishing is one human approval.

0 pages shipped without approval

On their subscription

Runs on Fulcrum's own Claude plan — no API bills, no new tools to learn.

$0 API bills

What the team ships, just by asking

→Build a full case-study page from a short brief
→Launch or update a service page
→Rewrite copy on any live page — with one‑command revert
→Add or reorder items in the site's navigation

StackClaudeWordPressACFGitHub

✦ Under the hood

What happens in between.

1
Brief
You hand it facts or ready copy — one paragraph is enough. No template hunting, no admin.
“fintech startup, 14 weeks, no images yet”
2
Assemble
The agent picks from the theme's 28 block types and writes the page in Fulcrum's voice.
11 blocks · voice: case-study register
3
Critique
A built-in critic strikes anything invented or AI-sounding before you ever see the draft.
✗ struck: 1 unverifiable claim
4
Approve
The page waits as a draft in the site's own admin. Nothing publishes without a human's OK.
status: draft → awaiting review
5
Live
One word and it's on fulcrum.rocks. Edits to live pages roll back with one command.
✓ published · revert available

✦ In practice

You type this. You get this.

A new page

Create a new Services page: AI development. Same structure as our MVP Development page, new copy — punchier.

Webbyagent

Draft ready — assembled from your service layouts in the marketing register. Preview link is in your admin; it goes live only after your OK.draft

A copy edit

On the About page, change the heading 'Not sure how to choose a vendor?' to something punchier.

Webbyagent

Here's the before → after. Say yes and the live page updates — say “revert that” and it rolls straight back.before → after

Running the site

Add the new project to the ones shown on the homepage.

Webbyagent

Added — the homepage list is updated. Same works for navigation menus, service pages, and team entries.✓ live

✦ The result

The site Webby works inside.

The projects page on fulcrum.rocks — fulcrum.rocks/projects — where a new case study lands. The agent stages it as a draft; a human clicks publish.

A published Fulcrum case-study page — A published case study on the site. Every block on a page like this is one of the 28 the agent knows how to assemble and fill.

✦ Results

What it changed.

5 min

A change, message to live

What used to take the freelancer three days — headline edits, curated lists, menu items — lands while the chat is still open.

Per new page

No freelancer invoices, no agency retainer — Webby runs on Fulcrum's own Claude subscription.

100%

Human-approved

Every page ships as a draft. Nothing goes live without Fulcrum's OK.

✦For context: a freelancer charges $400–$800 per page, and five new pages a month runs $2,000–$3,000 with an agency. Webby does it inside their own Claude subscription.

Webby

Website Growth Officer

Employee file