The old way: expensive and slow
When Lattice first got their marketing site up and running in 2015, they did what many startups in the world of software do: coded their website from scratch, connecting a headless CMS on top of it. While this gave the company full control over the look of the site, the process of creating new pages and templates remained a code-driven, developer dependent process. With internal developer resources staffed on product, the marketing team ended up paying upwards of $30,000 per year on a freelance developer to make changes. As Lattice’s VP of Marketing put it, this process was, “not only expensive, but also slow.”
We wanted to be able to act quickly and experiment with messaging on our website, and it took a long time to put any changes into place. This included simple things like adding new marketing snippets and tracking tools.
Switching to Webflow
To remove this dependency on developers and bring the website back under the control of marketing, the Lattice team looked into Webflow, working to create some proofs of concept and getting the design team’s input on how this might fit into their future workflow.
With Webflow, our marketing team can go from concept to published site without thinking about technical challenges, so we can focus on what matters. With a team that handles a nine hour timezone spread, being able to empower the team to publish quickly is key.
Once both marketing and design were bought in, they worked with a Webflow Expert to redesign and rebuild their site in Webflow. At the same time, their design team of two ramped up on the tool so they’d be able to take over the site once it was finished — which only took about a month, alongside their existing work. All in, the redesign took two months, and it was all taken care of without bothering engineering.
Moving faster and smarter
Since transitioning to Webflow in the summer of 2018, the marketing and design team has taken complete control of the website, “cutting developers out of the process pretty much entirely,” according to Alex. In this new world, the Lattice team can get brand new pages out in a week or less, which would have taken at minimum a month before, with all the lost cycles between marketing, design, and development. Today, marketing can work on the content, and design quickly jumps into Webflow, builds what’s needed in the Designer, and ships it on their own by publishing in a click.
Updating our old, custom built site was slow and expensive, with so much developer back and forth. Now we’ve cut developers out of the process entirely for updating our website, and we can roll out new pages that look great so quickly.
Expanding content marketing and SEO efforts
While Webflow has made a massive improvement in the speed at which the team can get new static pages out, the flexibility of the Webflow CMS has also enabled the marketing team to be more ambitious and imaginative with their content marketing efforts. Since launching their site on Webflow, the Lattice content team created an in-depth resources library for HR professionals, all driven by the custom content structure that they were able to define right in Webflow. Once the structure was set, the content team was able to quickly add and publish new content from the Editor without design help. All in, the team has seen a 280% boost in organic traffic since switching to Webflow.
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