In order to meet evolving customer expectations, businesses must find new, creative, and cost effective ways to maximize brand exposure and reach the right audience at the right time. This may seem daunting to your marketing team, but the payoff is sizable: McKinsey reports companies with faster growth rates attribute 40% more of their revenue from personalization than their slower-growing counterparts. 

And the best way to start putting exceptional digital experiences in the hands of your potential customers is with a high-performing website.

A high-performing website is one that can not only help your organization achieve its primary marketing goals, but also one that can generate leads, help you innovate, and support complex use cases and business needs. 

As one of the leading generative Artificial Intelligence (AI) platforms for today’s businesses, Jasper.ai needed a website that could help them stand out among their growing competition in the AI space and help them manage scale as they underwent explosive growth. We recently chatted with their Sr. Director of Marketing, Austin Distel, to hear his firsthand perspective on web growth, AI, and site content creation, and these are a few lessons he shared for today’s marketing teams looking to scale their web programs. 

To watch our full conversation with Austin, click here.

Leverage a CMS to scale your SEO program

The marketing team at Jasper — like many modern organizations — has the important task of bringing in traffic from a wide range of audiences spanning personas, industries, roles, and more. “There are a lot of different entry points into your business. Users need content that is personalized and catered to their needs…strategically, that means people are going to want to see how your product or service relates to them as a person,” Austin explains. 

For software companies like Jasper, personas they target include copywriters, content managers, and marketers; industries they target include financial services and real estate; and use cases they aim to serve include social media and SEO. One of the ways the Jasper team reaches folks across industries, company size, role, and more in a personalized way is by creating hyper-targeted content in the form of tailored landing pages. 

Using Webflow, Austin’s team is able to design a landing page template and connect a spreadsheet to the CMS to populate content used to generate these pages. This eliminates the need to have a designer create every page, and gives SEO managers the ability to optimize the copy and page content for target keywords. In addition, Webflow has empowered the Jasper team to take on a lofty initiative: 120 pages in 120 days. 

Establish team processes that drive efficiency & mitigate risk

One of the biggest challenges teams face as they scale is creating and defining processes and organizational structures that best serve their business and growth trajectory. This is especially true when it comes to website management and the teams involved in managing a marketing site. 

At Jasper, creating a team structure that could support the website was an important foundational step in order to chart a path toward success. In the company’s early days, Austin was a marketing team of one — building new pages, writing copy, creating designs, and hitting publish, all on his own. As Jasper’s business grew, so did its needs, so Austin began hiring and forming a cross-functional team that would become the ecosystem that owned and managed its web properties. 

Because these stakeholders could all work in Webflow and play their individual roles, there was no longer a dependency on Austin or anyone to play a sole “website owner” role. Instead, anyone with access to the platform could go in and use templates and the CMS to build, edit, or launch site pages autonomously. The team established processes for development that included:

1. Building a design system in the Webflow Designer
2. Using existing classes & components
3. Setting up controls and permissions

Developing these processes empowered the wider Jasper team to play a larger role in the website. “Using CMS Collections, we’ve enabled our non-design teammates to get in there and fill out CMS items, and they’re now able to generate new pages. So if we do the work once on design, we’re able to scale across all different types of pages,” Austin explains. Additionally, by using features like branching, different team members could now work autonomously in draft and staging environments without fear of prematurely setting pages live. 

Balance growth and speed

The explosive growth Jasper has experienced in the past two years eclipses what most companies see when labeled “hyper-growth,” and, as a result, Austin and his team need to play a balancing act between growth and speed. 

To manage this, the Jasper team relies on a number of strategies and resources to help them focus on what’s most important, stay on track, and navigate growing pains without compromising their business goals. This includes:

• Project management tools: Jasper’s marketing team uses project management software like Monday.com to track their marketing KPIs and goals, including tasks, campaigns, landing pages to create, and more.

• Impact-effort matrices: As the team brainstorms new ideas, they plot them on an impact vs. effort matrix to determine how to prioritize initiatives, identify what’s not worth tackling, and allocate resources.

Leading the way in AI race

While it’s no secret the entire AI is becoming an increasingly crowded industry, Jasper and its team have been successfully breaking through the noise by leaning on savvy digital marketing and web strategies. Using Webflow, they are able to empower more of their team to build web experiences, which allows them to scale at the pace their industry appears to move. Now, their website is not just a powerful marketing asset — it’s one that has transformed their entire business. 

For more details on how Jasper has evolved as they’ve grown, as well as the strategies they are using to scale, collaborate, and supercharge their website, watch our full conversation here.