If the last five years taught us anything, it’s that change is the only constant. This is especially true for the human resources department and employees who’ve had to adjust to an entire new way of working. Now more than ever, HR is critical to a healthy, modern company: Every organization needs a champion for the people. That’s where Lattice comes in, giving HR the tools they need to make work more meaningful from the moment their employees start to the day they off-board.
Adapting to the post-pandemic world, Lattice was on a mission to offer a holistic people platform to companies of all sizes. “We were really at an inflection point: We needed to rethink and bring to market a whole end-to-end platform for driving performance,” says Chief Marketing Officer Elizabeth (Liz) Walton Egan.
As part of their strategy to generate more revenue, empower customers, and best serve the global HR community, Lattice needed to transform the heart of their brand: their website. They started with Webflow self-serve in 2018, but with a looming rebrand and complex requirements, they switched to WordPress. But instead of bringing their new identity to life, they kept running into roadblocks, making countless creative compromises that only stifled growth.
Lattice chooses Webflow to launch a rebrand in 2 weeks
Webflow has changed everything. Now we can actually build what my team designs, pixel for pixel. Having that power and flexibility at our fingertips is a paradigm shift.
- Alice Bybee, Director of Brand Design, Lattice
Before migrating to Webflow, the Lattice team spent a year working on launching their rebrand in WordPress, but kept coming up short. “The caliber of design had to be much more simplistic than we wanted,” says Director of Brand Design Alice Bybee. Responsiveness was low, and their content would often jump, change sizes, and move positions. Plus, it wasn’t mobile-friendly which compromised the user experience.
When the team tried building web pages to mirror their designs, they ran into platform limitations and were forced to evaluate pricey alternatives like third-party plug-ins that required developer maintenance. With scarce engineering resources, they constantly had to make creative trade-offs and were severely limited by the amount of time it would take to manage each edit, page, and project.
“It’s my team’s job to translate Lattice’s brand story into a compelling visual experience—and to work efficiently with the broader marketing team so we can achieve our goals,” says Alice. “Not being able to deliver on either of those was really frustrating.”
The decision to move to Webflow Enterprise was, frankly, easy: The team knew Webflow’s visual-first differentiation would lower the barrier to entry for nontechnical users. With a visual CMS, enterprise-grade functionality, a dedicated account team, and more advanced collaboration features, Webflow Enterprise met all of Lattice’s needs, enabling the team to supercharge their web presence.
To empower marketing to work quickly and within brand guidelines, the design team created a Webflow library of pages, templates, and components. “Now they can build any page and it will always meet our high-quality brand bar,” Alice says. “It’s so intuitive for anyone to immediately use.” With Webflow, Lattice launched their new, rebranded site in just two weeks.
By bridging the gap between design and development, Webflow makes collaboration at Lattice much more efficient. “Instead of developers building each page over and over again, they can focus on more complex dev work,” says Senior Manager of Growth Marketing Jake Hughes. “It utilizes their time and gives us the flexibility as a marketing team to build quickly.” No longer held back by developer timelines, marketing can effortlessly build new webpages and continuously optimize the customer experience to drive better results.
Increasing impact and revenue with a more dynamic website
Rapid experimentation with Webflow is huge for us: We’re able to test quickly which leads to sizable increases in our top-of-funnel metrics and drives more value for our prospects and customers.
- Liz Walton Egan, CMO, Lattice
Giving marketing ownership of the website allows Lattice to amplify the speed at which they work: What used to take two weeks in WordPress now takes a few days with Webflow. “We’ve completely transformed how we optimize and grow our web presence,” says Jake. “With Webflow’s visual-first platform, we can move quickly and with purpose.”
A global brand, Lattice has pages in French, German, and English. Previously, they’d have to manage each locale separately, which was a super manual process. “The ability to streamline all of our locales natively in Webflow is so much easier,” Jake says. With Webflow Localization, the team has an end-to-end solution for customizing their site to a global audience.
Collaborating on the website was once so tedious that the team had to keep each other updated in real time on Slack. Now, they use Webflow’s suite of roles and permissions to grant varying levels of access to stakeholders across the company based on the different jobs to be done, resulting in a more efficient workflow. The team also uses page branching, which allows multiple teammates to work on different pages in parallel, without the risk of accidentally publishing in-progress work, while still giving the flexibility to make changes to the site in the meantime. “We use page branching frequently when we’re working to stage a new page or work on an A/B testing experiment,” Jake explains.
The team has also increased their experimentation velocity. Jake’s team effortlessly runs six to eight A/B tests every six weeks, and the insights from these experiments have increased site-wide conversion by 20%.
Lattice can also push the boundaries with how they deliver content. Take their State of People Strategy report, which was built natively in Webflow’s CMS in two weeks. This is an immersive branded content experience that grabbed significant attention because of its unique and interactive design. “Webflow’s visual-first CMS empowers us to ship brand-consistent content experiences faster than ever before, and the ability to edit content directly on the visual canvas is a massive efficiency boost for my team,” says Jake.
This efficiency boost has led to the Lattice team prioritizing more website experimentation–like un-gating some of their content resources, leading to a 20% increase in organic traffic, and cementing their website as a critical conversion engine for prospective buyers. “As we expand as a company and enter the new modern era of web, the Lattice website will become less about our own business value and more about empowering HR leaders and employees,” says Liz.
A more powerful website experience pioneers a new era of work
When I think about Lattice’s mission to make work meaningful, it’s an endless source of inspiration… Webflow allows us to harness that inspiration and share our new vision for work with the world.
- Liz Walton Egan, CMO, Lattice
As Lattice grows their brand and evolves their story, everyone on the team can now create powerful content. “We want to be really strong storytellers in the HR space, and Webflow enables more of our team to contribute to that story,” Jake says.
A team doing more with less, Webflow has amplified Lattice’s output without the need for additional developers. Performance improvements to site speed and conversions have increased revenue, while faster time-to-launch has reduced costs—not to mention the money saved in engineering, agency fees, and platform costs. Now with complete ownership and flexibility over their website, Lattice’s teams are empowered to stay agile and make an even bigger impact in the world of HR.
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