Netgain Webflow Migration & Optimization

Migration & Foundation

To address fragmentation and technical bottlenecks, I led the full migration to Webflow, delivering:

• A modular design system to support rapid page creation
• Centralized templates for product, solution, careers, resources, and events
• WCAG-compliant structure to improve accessibility
• SEO-friendly architecture that unified blogs and site content under one domain

This shift enabled the marketing and content teams to manage and publish pages independently, resulting in significantly reduced engineering lift and increased velocity.
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Platform Expansion

After the initial launch, I expanded the platform to better support demand generation initiatives:

• Resource Library: Built a flexible CMS for guides, tools, webinars, and case studies
• Global Site Search: Implemented a user-friendly search experience with structured filtering
• CMS Architecture: Created repeatable content types for FAQs, use cases, and careers
• Navigation Restructure: Updated menus and page groupings based on behavioral insights

This enabled content scale while maintaining clarity and discoverability across the funnel.
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A/B Testing & Conversion Optimization

With the foundation in place, I shifted focus to performance:

• Ran structured A/B tests using Optibase to optimize form UX, CTA placement, and hero messaging
• Launched segmented testing across demo forms (Multi-step vs. Short with Logic)
• Optimized high-intent surfaces like the pricing and demo pages based on drop-off analytics
• Reduced friction in the scheduling flow, increasing booking completion rates

These tests directly improved conversion rates and lead quality, generating over $255K in pipeline value from form improvements alone.

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SEO, Content Discovery & AI Impact (GEO)

As part of the ongoing optimization effort:

• Organic traffic increased MoM; engagement rose from 48.34% to 52.36%
• Keyword rankings grew significantly: 102 #1 keywords, 204 featured in AI Overviews, 939 in People Also Ask
• AI tools like ChatGPT and Gemini began surfacing our templates and tools, driving high-intent organic visits

Our content structure proved future-ready and discoverable not just by Google, but by the next wave of AI search.
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Results

• Launched full Webflow site, unifying and scaling content infrastructure
• Increased traffic and engagement during a time of major content and form restructuring
• Generated $255K+ in pipeline value through form testing and CRO
• Achieved over 100 #1 rankings in Google and increased AI-driven traffic
• Empowered marketing and content teams to self-serve updates and pages
• Contributed to more accurate attribution modeling and analytics

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