Turning a Company Website Into a Scalable SEO Growth Engine

The Problem

The website had two separate challenges.

The first was operational. The site was maintained externally, which made even small updates slower than they needed to be. A copy change or layout adjustment could take multiple rounds of coordination and several days to ship. Marketing experiments moved slowly because every change required coordinating between multiple people.

The second was structural. The content strategy was growing, but the website had not been designed for large-scale publishing. New resource types, glossary entries, and long-form content introduced challenges around discoverability, maintenance, and SEO.

Taking Ownership

My initial responsibility was updating messaging and creating new pages. That quickly expanded into redesigning and building large parts of the site directly in Webflow.

I worked across homepage redesigns, industry and use-case pages, resource content, glossary pages, case studies, and motion design. The goal was consistency: pages that were easy to build, easy to update, and visually aligned without creating one-off solutions for every new content type.

Mobile responsiveness

Webflow Interface

Building an Internal Workflow

Moving the website in-house changed how quickly the team could work. Design decisions and implementation happened together instead of passing between teams. Marketing could review changes directly, and new ideas could be tested without waiting for external development cycles.

The website became something the team could actively improve rather than a project that required coordination every time something changed. This shift had as much impact on the process as the redesign itself.

Working Within Webflow's Constraints

As content volume increased, the platform itself became the next challenge. Webflow handles page creation well, but content-heavy experiences exposed limitations around filtering, search, nested CMS relationships, and dynamic content structures. Many solutions in this space rely on custom JavaScript, which adds maintenance costs and complexity as the site grows.

I built around Finsweet Attributes instead. This let me add filtering and search across CMS content, create more flexible content relationships, and build resource-heavy experiences without custom code. It became the foundation for the glossary, prompt library, and use-case content.

Filtering in CMS Pages

Improving Search Visibility

Once the publishing workflow was in place, I shifted focus to discoverability. Using Semrush, I audited existing pages and prioritized fixes across metadata, heading hierarchy, and schema markup. I added structured schemas for the homepage, blog posts, FAQs, and glossary entries to help search engines interpret each content type accurately.

The largest opportunity came from glossary content. Rather than targeting broad industry keywords, I focused on terms that RevOps and data teams actively searched for during day-to-day work: NRR meaning, CLTV formula, DAU vs MAU, adoption rate. These pages were structured around clear definitions, supporting examples, and related content.

Over time, glossary content became one of the site's strongest sources of organic traffic. Keywords like "CLTV formula" moved up 20 positions, core metric terms held top-3 positions, and weekly impressions grew from roughly 10K to 35K within five months.

Scaling Content Operations

As the content library expanded, manual CMS management became a bottleneck. Publishing required direct involvement from design or development, which did not scale.

I set up a workflow using Airtable and Whalesync. Marketing managed content in Airtable, structured fields mapped to Webflow CMS collections, and Whalesync synced everything automatically. Content could be published through existing page templates without pulling in a designer or developer.

Marketing gained direct control over publishing. The system supported growth without increasing maintenance effort.

Featured Launch: AI Data Analyst Playbook

One project that brought many parts of this system together was the launch of the AI Data Analyst Playbook, a three-part content series built in collaboration with marketing, growth, and leadership.

I designed the reading experience, built the pages in Webflow, structured the CMS for future expansion, and created promotional assets for LinkedIn. Because the underlying publishing workflow already existed, the team could focus on content rather than implementation.