How Edgar Allan built their agency for speed, ownership, and scale with Webflow
Like many agencies, Edgar Allan wasn’t satisfied with sluggish platforms, heavy handoffs, and post-launch slow-downs. By adopting Webflow more than a decade ago, they embraced a modern agency model that enables a more innovative, scalable way to design, build, and optimize.
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“Historically, agencies won sites at cost and made money keeping them alive. With Webflow, we flip that model and focus on what actually drives growth: optimization, conversion, and revenue.”
As an agency that helps shape some of the world’s most ambitious digital brands, Edgar Allan anchors their work in a story-first philosophy. “Storytelling matters, but listening matters more,” says Managing Member Mason Poe. “We want to help businesses connect, listen to, and respond to their customers.”
As projects grew more complex, traditional design handoffs through tools like Adobe Experience Manager, WordPress, and Drupal revealed a widening gap between intent and delivery. “It was way too complicated,” says Mason. “We knew there had to be a better way to build.”
By bringing design, execution, and iteration into a single platform with Webflow, Mason found a faster, more collaborative way to drive their work. Since then, Edgar Allan has delivered more than 800 Webflow projects, supporting everything from global rebrands to ongoing optimization programs. “Webflow dramatically shortens the distance between idea and execution,” says Mason. “We can transform our clients’ websites into a sales enablement tool and the center of their brand — one owned place where teams can do everything.”
Building a modern web practice, from design to optimization
“Webflow gives us a fundamentally better way of working. We’re competing against publicly traded agencies and winning because we can execute faster, iterate continuously, and stay closer to real customer intent.”
- Mason Poe, Founder and Managing Member, Edgar Allan
Edgar Allan has never viewed a website as a finish line. The team believes the most valuable work happens after launch, when a site begins to interact with real customers, real intent, and real business pressure.
Today, the agency supports clients across brand strategy, content, design, development, and ongoing optimization, with the website acting as the connective layer between marketing, sales, and growth. "Every web project is really a brand project," says Mason. "Being able to go from brand, design, content, build, to optimization is our full funnel, and it's all in Webflow."
Edgar Allan’s collaborative designers, developers, strategists, and content creators organize their work around three primary offerings. "Brand to Build" engagements cover end-to-end execution, from defining a brand to delivering a live site. "Support and Enablement" provides lightweight retainers that help teams fully adopt Webflow and take ownership of their sites. "Optimization" engagements take a longer view, focusing on SEO, CRO, and AEO to continuously improve performance as the business evolves.
Underpinning that work is the group’s Answer-Ready Branding approach — a model built to support how people discover and evaluate brands today. "Search is no longer just about ranking pages," says Mason. "It's about being ready with clear, consistent answers wherever decisions are being made — in search engines, answer engines, and conversion moments."
Answer-Ready Branding brings storytelling, SEO, AEO, and CRO into a single system. The goal isn't traffic for its own sake, but durable presence across owned media, ensuring the brand shows up clearly, responds to real intent, and converts attention into action.
Optimization is the fastest-growing part of Edgar Allan's business, now accounting for roughly 25% of agency revenue. And because testing and deployment happen directly in Webflow Optimize, the team runs experiments across marketing and product pages without development bottlenecks. "With Webflow Optimize, we can carefully understand the high-value, high-intent pieces of traffic that actually make an impact," says Mason.
CRO brings sales, brand, and marketing teams into the same conversation, replacing assumptions with shared hypotheses and real feedback. Clients move forward with confidence, reducing analysis paralysis, validating decisions, and removing internal friction that often stalls progress. "AEO helps us bookend the work," says Mason. "We define the brand up front, then optimize it across search, conversion, and answer engines so everything springs from the same narrative."
By offering a modern, flexible, lower-overhead way of working, Edgar Allan now regularly wins RFPs against publicly traded holding companies.
How Edgar Allan rebuilt Duracell’s site for speed and scale
“Webflow gave Duracell the ability to move at the speed of their business.”
- Mason Poe, Founder and Managing Member, Edgar Allan
While Edgar Allan often works with fast-growing technology companies, the team also partners with global brands navigating scale.
When Duracell, a global leader in power solutions, engaged Edgar Allan, their legacy WordPress site no longer matched the speed or expectations of the business. Even small updates triggered delays caused by development bottlenecks, plugin conflicts, and limited internal control. The marketing team depended on external support for routine changes, which slowed launches and progress. “Our WordPress website was holding us back,” said Kathy Baker, Director of Global Brand at Duracell. “The site felt fragile, plugins constantly conflicted and even simple updates required way too many steps and people. Instead of focusing on brand storytelling or growth, we were spending our energy just keeping the site running. It was clear we needed a modern foundation that matched the reliability and performance our brand is known for.”
Edgar Allan approached the engagement as both a technical and operational reset. The team audited Duracell’s existing system, realigned collections, and redesigned workflows to support how the marketing team actually worked. “They needed a foundation that would let them move faster without relying on outside teams,” says Mason.
The team migrated Duracell to Webflow Enterprise and rebuilt the site as a modular system designed for scale and agility. “We want marketing teams to own their sites,” says Mason. “Webflow makes that possible without introducing risk.”
Campaigns, updates, and new pages that once took days now launch in hours. The marketing team moves faster and works with more confidence, which has improved execution and strengthened brand perception.
A new foundation for agencies in an AI-first world
“Webflow supports our next phase as an agency: moving beyond delivering sites to connecting brand, sales, and owned media around growth.”
- Mason Poe, Founder and Managing Member, Edgar Allan
As Edgar Allan looks ahead, the team continues to hone their approach. “The agency model has been broken for a long time,” says Mason. “We’re building content that’s more flexible, more durable, and more aligned with client outcomes.”
Webflow sits at the center of that mission. Without heavy infrastructure or technical overhead, the team can stay lean and invest their energy in high-impact work that drives growth for clients. “We’ve grown at a consistent rate of 15-20% a year, and I credit a lot of that to our Webflow focus,” says Mason. “We’re not managing plugins and don’t need dev effort to make components. We can just focus on the core user experience and how that user experience is going to perform out there in the market.”
As AI and AEO continue to influence how brands compete for attention, Edgar Allan keeps building tools, frameworks, and ways of working that help clients show up clearly and perform in the next evolution of the web. Rather than centering growth on paid media or one-off launches, the agency now focuses on owned media, helping brands scale what they can control, measure, and evolve over time. Edgar Allan also uses Webflow to build internal products that extend what’s possible. Tools like Slater, which supports JavaScript workflows in Webflow, and WES, a deployment system, allow the team to move faster and standardize how work ships across projects.
Edgar Allan and Webflow grew up together. As the platform evolves, so does the agency, expanding from design and build into optimization, ownership, and long-term performance, with both teams continuing to push what comes next. “The pace of innovation is what excites me most about Webflow,” says Mason. “That velocity has helped us grow consistently and compete with much larger agencies while delivering a better product for our clients.”
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