Website & Docs Team

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Team members


  • Explain why a prospective customer would want to use PostHog
  • Show customers how to integrate PostHog into their product and get value from it
  • Grow brand loyalty through building things that spark joy
  • Be an inspiration for other startups in how to build a website that converts for like-minded companies (In other words, design things other companies want to copy)


  • Make sure sells the vision of PostHog as a company to prospective customers or candidates
  • Ensure PostHog docs, tutorials, and manuals are the best resource for learning how to use PostHog
  • Support small teams in meeting their goals by providing design and copywriting support
  • Hold the line on quality and consistency across all of PostHog's digital properties

Goals for 2023

Objective #1: Grow community engagement

Having an active community is not only a positive signal for people looking into PostHog as a product, but also an important way for us to ensure we're prioritizing the right things.

As a byproduct of growing our community, we can also encourage users to support each other, thus reducing the load on our support hero.

Key results

  1. Increase percentage of community questions vs support tickets
  2. Grow retention of /community
    1. Increase engagement on threads by third parties (people other than the original poster and PostHog core team)
    2. Increase number of filled out profile bios (example)

A primary driver for this is improving the customer support experience on (More details)

Objective #2: Level up our brand externally

Until now, the focus of the Website & Docs Team has been to create a stellar experience on itself. We now want to extend this to other places where people interact with our brand. Specifically, we'll focus on paid ads and video content.

As an experiment, we've decided to bring ad creative in-house. This has a few benefits:

  1. We inherently know our product better than an agency.
  2. We can work with the latest design assets.
  3. Since our team understands our unique culture better than any third party can, we can extend our brand voice to our creative with fewer cycles.

Key results

  1. Increase CTR from paid display ads
  2. Grow traffic to our YouTube videos

Objective #3: Nail API docs

PostHog can become stickier if we can make it easier for developers to integrate PostHog into their app or service. Our API docs are currently auto-generated. This was great as a v0.1, but now it's time to nail them.

Key results

  1. Ensure every endpoint and parameter is documented
  2. Improve developer experience
  3. Increase API usage

Output metrics

How we work

Our team works in weekly sprints. We run sprints in conjunction with the Marketing team, since we often have projects that overlap. You can find what we're working on in the company-internal repo (private).

Designs for website & docs typically start in Balsamiq wireframes, then progress into hi-fi designs in Figma. Read more about this process.

Blog artwork and marketing assets

Because of the volume of content we publish, blog artwork has its own dedicated Artwork project board managed by Lottie.

When authoring a blog post, add the Artwork project board so we can create visuals and make sure the post is listed on our content calendar with a publish date. Learn more about our process.

Providing feedback

When we share a design, we do our best to explain the type of feedback we're looking for. (Ex: Overall visual aesthetic, flow, if a design communicates to our developer-focused audience, etc.)

If a screenshot is posted directly to a Github issue, that's a great place for feedback. (If a comment already covers your feedback, we encourage the use of an emoji response over additional comments like "+1".)

Some of the design tools we use, like Balsamiq and Figma, both have built-in commenting, which is useful for prototypes with multiple pages. If we provide a link to a prototype in one of these tools, please leave a comment using the app's comment system. This helps us review and take action on comments later, and creates a single place for discussion around a particular topic.

Important: We prioritize feedback based on alignment with business goals. Everyone has feedback about design. (If feedback is more of a personal opinion than a business-related perspective, we’ll note it, but don't be offended if your feedback isn't specifically addressed!)

Slack channels


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