§ 01TL;DR
7+ core pages rewritten across ~3 months of focused work.
We rewrote the core informational layer of ethereum.org for the Ethereum Foundation. Seven plus pages delivered with a repeatable system for translating deeply technical ideas into plain English without losing accuracy.
§ 02The brief
The Ethereum Foundation was started by Vitalik Buterin and other co-founders of Ethereum. It exists to support Ethereum, the open-source blockchain network that secures hundreds of billions of dollars and powers thousands of decentralised applications.
ethereum.org is the front door. It's where newcomers land first, where developers check facts, and where the wider crypto industry takes its lead on terminology.
We worked directly with the Foundation's content team, led by Jakub Konopka, to rewrite the core informational pages on the site. The brief was simple to state but difficult to deliver: lose the jargon but keep the technical accuracy.
I want to understand what Ethereum is and why it matters
so that I can decide whether to learn more, start using it, or build on it.
ethereum.org is primarily for beginners who need an accessible entry point for a technical and complex technology that the media has associated with scams and sensationalism. The secondary audience is developers and researchers who use the site as a reference. They needed information that's direct and doesn't use fluff to gloss over the details and nuance of blockchain technology.
§ 03The work
The core pages on ethereum.org had drifted. Some read like internal docs. Some were written years ago and didn't reflect the network as it works today. A few were rewritten more than once, but the result was either too technical or too vague.
The Foundation needed a partner who could write plain English without losing technical accuracy, work inside their style guide, and stand up to expert review from their own contributors.
Fortunately for us, we'd worked in the ecosystem before: overhauling content for Ethereum L2 zkSync ahead of their network launch, and simplifying Ethereum public goods funding for Octant.
We ran a five-phase process for each page, repeated across the project:
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01
Audit
Review the existing live page, identify gaps against search intent and competitor pages.
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02
SEO brief
Target keyword, audience intent, current page issues, ethereum.org's unique content edge.
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03
Outline
Approved H1/H2 structure before any drafting to help de-risk content production.
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04
Draft
Full page copy, written to the ethereum.org style guide, with internal links and meta tags.
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05
Expert review
Revisions based on feedback from Foundation reviewers and subject-matter experts.
This is the same operating system we use today on other clients. We built it on ethereum.org first.
Audit and SEO briefs
SEO briefs produced by Oliver at Tropic Leap (tropicleap.com). Every page started with a structured brief: primary keyword, secondary and semantic keywords, audience intent, competitor analysis (Coinbase, Investopedia, Wikipedia, AWS), and a clear answer to the question "what can ethereum.org do here that no one else can?"
The briefs weren't boilerplate. They were the place where strategy got locked in before a single sentence of copy was written. They're also why the rewrites held up later: every editorial decision had a documented reason behind it.
Content outlines
Before drafting, we published a full H1/H2 outline for each page. This is where most of the alignment happened. Once the outline was signed off, the draft moved quickly.
For a page like What is Ethereum?, the outline covered nine sections: what it is, the network, ETH, how it works, what it's used for, how to start using it, the difference from Bitcoin, the history, and the 2025 roadmap. Each section had a defined job, and each had its own internal links to deeper pages.
Drafting
Drafts were written to the ethereum.org style guide, around 2,000 to 2,600 words per page, with target readability set to Normal or better. The hardest writing problem in crypto is translation. Beginners need an analogy. Experts need precision. The lines that work hardest do both at once.
Bitcoin has a fixed supply of 21 million coins. This design choice is a key reason why Bitcoin is often referred to as digital gold.
Ether acts both as fuel for running programs and as a store of value, so it is sometimes referred to as digital oil.
You can think of Ethereum as a developer platform, a global app store, a new financial infrastructure, and the foundation for the next phase of the internet (commonly known as Web3) where people, not corporations, are in control.
No single line is doing the heavy lifting. The work is in writing every paragraph this way, page after page.
Expert review
Each draft went through review with Foundation contributors and subject-matter experts. Comments were tracked inline in Notion, resolved in a revision pass, and then signed off. The reviewers know more about Ethereum than almost anyone in the world. The bar isn't "is this readable" but "is this accurate, current, and aligned with how the Foundation talks about itself." Pages were only signed off after they cleared that bar.
§ 04What we found
Beginners need an analogy. Experts need precision. The lines that work hardest do both at once.
Translation is the hardest writing problem in crypto. Strip the jargon and experts feel patronised. Keep the jargon and newcomers bounce. The work isn't in any single sentence. It's in writing every paragraph so both audiences can land on it and keep going.
§ 05Outcome and Impact
The Ethereum Foundation received seven plus core pages rewritten for the informational layer of ethereum.org, including What is Ethereum?, What is Ether?, Ethereum vs Bitcoin, A Brief History of Ethereum, What is the Ethereum Network?, Wallets, and Restaking. For each page: a full SEO brief, content outline, and final draft, plus meta tags, internal link maps, and terminology decisions captured per page. The result is a consistent voice across the core pages a beginner is most likely to land on first.