# Civilization VII

Case study by [Eoin Villarin](https://amvprosox.com/about). Wordpress, 2024, Role: Full Stack Developer. Canonical: https://amvprosox.com/case-studies/civilization-vii-[3]

A game launch landing page built in WordPress with Breakdance, focused on strong visual impact, responsive performance, and pre-launch engagement.

## Key results

- **83%** More clicks
- **95%** Better UX
- **61%** Scroll depth
- **88%** Page speed

## The challenge

Civilization VII needed a pre-launch landing page that could build anticipation ahead of the game's release. The Civilization VII WordPress landing page had to communicate key game details clearly and turn visitor interest into action, whether that meant signing up or pre-ordering.

Game launch pages live and die by first impressions. Fans expect visuals that match the game's branding and feel worthy of a major release, but heavy visuals can easily make a page slow, especially on mobile. Balancing visual impact with performance was the central technical challenge.

The page also needed a clear structure. Visitors arrive with different levels of interest, from fans ready to pre-order to newcomers who are simply curious. The layout had to keep everyone engaged, deliver the most important information quickly and guide people toward the key actions without feeling like a hard sell.

## The solution

I developed the landing page in WordPress using Breakdance, with a custom layout designed to showcase the game before launch. Breakdance provided a fast, modern builder to work with, and custom HTML, CSS, JavaScript and PHP handled the details that needed more control.

The page structure leads visitors through the most important content in a deliberate order, with strong visual sections that match the game's branding and clear calls to action for learning more, signing up or pre-ordering. Each section was designed to reward scrolling and keep momentum toward those actions.

Performance was treated as a design requirement, not an afterthought. I optimized visuals and kept the build lean so the page stays smooth across desktop and mobile. The final result is a responsive, high-impact promotional page that balances design, performance and usability, reflected in the 83% increase in clicks, 61% scroll depth and 88% page speed results.

## Pre-launch campaign goals for the Civilization VII landing page

The Civilization VII WordPress landing page had a narrow window to make an impact before release. It needed to do three jobs at once:

- Build excitement and anticipation before release
- Communicate the key game details clearly
- Convert interest into sign-ups or pre-orders

Every design and build decision was measured against those goals. Visual sections set the tone and build anticipation, content blocks deliver the essential information, and calls to action give visitors an obvious next step when they are ready.

Keeping the goals this focused helped avoid a common problem with promotional pages: trying to say everything at once. Instead, the page tells a clear story from top to bottom, which is a big part of why visitors keep scrolling.

## Visual design that matches the game's branding

For a franchise with a dedicated fan base, the page had to feel authentic. I built the layout around the game's branding, using bold visual sections, consistent typography and styling that keeps the experience cohesive from the first screen to the last.

### Rhythm and pacing

The page alternates between high-impact visual moments and focused information sections. That rhythm keeps visitors engaged without overwhelming them, and it gives each call to action room to stand out. The 95% better UX and 61% scroll depth results show visitors moving through the content rather than bouncing.

Every section was designed to adapt cleanly to tablet and mobile screens, so the experience feels just as strong on a phone as on a large monitor.

## Breakdance and WordPress build for a responsive promo page

The page was built in WordPress with Breakdance, a builder that produces lean output and gives fine control over layout and responsive behavior. Where the page needed more than the builder offered, I added custom HTML, CSS, JavaScript and PHP, keeping that code tidy and purposeful.

Breakdance also makes the page easy to update, which matters for launch campaigns where messaging and calls to action can change quickly. Content can be adjusted without rebuilding sections or risking the design. Keeping custom code to a minimum also makes the page easier to hand over and maintain after launch.

I used the same lightweight approach for the [General Auto Electrics WordPress rebuild](https://amvprosox.com/case-studies/general-auto-electrics-melbourne), where Breakdance replaced a custom-coded site without losing speed. It is a builder I trust when performance and editability both matter.

## Page speed and conversions for game marketing

Heavy visuals are the biggest performance risk on a game landing page. I optimized images and media, avoided unnecessary scripts and kept the Breakdance structure lean, so the page loads quickly and stays smooth while scrolling. That work is reflected in the 88% page speed result. Every kilobyte saved matters most on mobile connections, where heavy pages lose visitors fastest.

Fast pages and clear calls to action work together. When visitors are not waiting on content, they move through the page and act, which supports the 83% increase in clicks for this project. I cover the techniques behind fast pages in my guide to [Core Web Vitals](https://amvprosox.com/blog/core-web-vitals-perfect-score-2025).

If you are launching a game, product or campaign and need a landing page that looks the part and converts, [get in touch](https://amvprosox.com/#contact-form).

## Tech stack

WordPress, Breakdance, HTML, CSS, JavaScript, PHP