Writing Webflow's marketing site

A few months after joining Webflow, we were getting close to the completion and launch of "Dynamo," which I helped guide the team to launching as Webflow CMS. We knew that the CMS represented a massive transformation of the company, which meant that the website warranted a redesign.

I immediately dived into the redesign, leading the process by mapping out a new information architecture, writing initial content for each new page, and working with the lead designer, Nate Romero, to flesh each page out with related visuals and animations.

Because Webflow is a powerful and complex product offering a lot more design flexibility than its competitors, I wanted to use the homepage to provide a quick overview of the platform, and offer points of entry for more details on the core offerings: 

• The Designer, the visual web design tool at the heart of the platform
• The CMS, a straightforward system for layering complex, structured data into your Webflow designs
• Hosting, Webflow's "set it and forget it" website hosting service
• The Webflow community, a lively forum of designers and developers who use Webflow plus Webflow's built-in social layer, where the curious can look through a semi-curated display of sites built with Webflow

Because of the wide variety of use cases the platform supports—from rapid functional prototyping to professional-level content management—I wanted to take a straightforward, feature-centric approach to explaining the platform. Individual feature sections would consistently highlight examples of use, but stick to flexibility as a core message. 

Case study pages within the community section would dive deeper into specific implementations at organizations like Groupon, Salt Branding, New Story (a charitable startup), with more to come.

• Content strategy
• Information architecture
• Brand message development
• Brand voice development
• Copywriting