Background and objectives

Edge Impulse was founded in 2019 to solve a problem most embedded engineers knew well: building machine learning models for edge devices was slow, specialist work that took teams months or years. Their platform compressed that process to days. By the early 2020s, they had real traction, with 100,000 developers, 1,000+ enterprise customers, and backing from Coatue, Canaan, and Acrew Capital at a $234M valuation.

But the website was not keeping up. It was custom-built with a rigid CMS that locked content behind a developer queue. Every time the marketing team needed a new landing page, a product update, or a campaign asset, the request entered a ticket queue, moved to a designer, then a developer, then a review cycle. The process routinely took months. Every funding round meant new product features. Every new feature needed to be on the website. And every update to the website was waiting in a queue. You don't want to be stuck in a situation where your company grows fast but your website is stuck. That is precisely where Edge Impulse was heading.

The brief was clear: build a website system where marketing could move independently, at the speed the business demanded. Fast page creation, no developer dependency for routine publishing, a scalable CMS that could handle a growing content library, and a foundation flexible enough to evolve alongside the company, which as it turned out it would need to do significantly.

Our approach

We started with the foundation. Full sitemap restructuring, a CMS architecture built for scale, and a reusable component system in Webflow designed for non-technical publishing. The goal was not just a cleaner website. It was a better operating system for the marketing team, one where launching a new landing page or event page took hours, not months.

Clear naming conventions were established across the CMS. Page templates were built for the content types Edge Impulse produced most frequently: landing pages, event microsites, case studies, partner listings, product updates, and webinar pages. The design system was built to extend without rebuilding, so new pages could be created by following the rules rather than starting from scratch. A structured Notion-based request workflow kept tasks organised, priorities visible, and staging approvals moving without creating bottlenecks on either side.

The result was a marketing team that could create and launch pages independently, or submit a structured request and have it live within roughly a week. That shift from months to one week was not an incremental improvement. It changed how the team could operate entirely.

The Developer Library

One of the more technically interesting challenges was the Developer Library, a real-time showcase of projects built on the Edge Impulse platform, filterable by topic and sortable by popularity. The data was too dynamic and too large to manage efficiently inside Webflow's CMS. We brought in Eli5, the software studio operating alongside Noco, to build the library in VueJS with a live API sync, then embedded it cleanly into the Webflow site. Performance stayed intact, the CMS stayed clean, and the result was a high-value community asset that felt native to the site without compromising the architecture underneath it.

The ROI Calculator

The ROI Calculator at edgeimpulse.com/roi-calculator was built for one purpose: helping enterprise buyers quantify the business value of adopting Edge Impulse before they ever spoke to sales. Users input project variables and receive estimated efficiency gains and cost savings. It gives procurement teams and VPs a number to anchor on, one that accelerates the buying decision rather than waiting for it to develop through a long discovery process. Built by Eli5 and embedded into Webflow, it is a conversion tool that came directly from understanding how enterprise deals actually move.

The Imagine Innovators conference microsite

Across multiple years, Noco designed, built, and continuously updated the Imagine Innovators microsite, Edge Impulse's flagship annual developer and enterprise event. Speaker additions, agenda updates, Bizzabo registration integrations, on-the-day changes, post-event updates. On event day, the team stood by in real time, ready to embed live streams, push last-minute speaker changes, and fix anything that broke under traffic. Imagine generated more tasks on the shared board than any other single deliverable in the engagement. It shipped on time, every year, under pressure, and it looked the part.

‍

‍

Evolving with the business

Midway through the engagement, Edge Impulse's commercial focus shifted. The developer community that had built the platform's reputation was no longer the primary growth lever. Enterprise sales, with larger contracts, longer cycles, and different decision-makers, became the priority. The website had to follow.

The existing site was developer-first: technically dense, feature-heavy, and written for engineers evaluating a tool rather than product leaders evaluating a platform. We rebuilt the homepage messaging from the ground up, restructured the navigation, introduced separate entry points for developers and enterprise buyers, and shifted the entire copy orientation from feature-based to outcome-based. CTAs, pricing pages, and demo flows were all redesigned around the buying behaviour of the new target audience.

This was not a cosmetic update. It was a full repositioning of how the website communicated value, and it required challenging the team's assumptions about who they were talking to and what those people needed to see to move forward. That kind of conversation is only possible when the relationship has enough depth and trust to support it. By this point in the engagement, it did. We had worked directly with the founders for years, pushed back on messaging and structure when it mattered, and earned the standing to do so.

Through the acquisition

In March 2025, Qualcomm acquired Edge Impulse. For most vendors, an acquisition brings the engagement to a close, with new ownership, new procurement, and new preferences. For Noco, it was the opposite. We were embedded in the website operation when the announcement went live. We coordinated the Qualcomm landing page, homepage banner, FAQ restructuring, and legal compliance updates, all sequenced for a precise go-live at 9am CET on March 10th.

In the months that followed, the engagement continued and deepened. Adobe Analytics migration replacing GA4. OneTrust cookie implementation to meet Qualcomm's compliance requirements. Domain ownership transfers. ADA accessibility audits. Webflow CMS architecture reviews as the site outgrew its existing plan. By July 2025, Noco was formally onboarded as a Qualcomm vendor, a reflection of how integrated the working relationship had become and a signal of the trust built across four years of consistent delivery.

The acquisition did not change the work. It validated it.