How Nursa built a scalable, AI-ready healthcare platform with Webflow
To match nurses to facilities in real time, Nursa moved 40,000 pages and complex marketplace data to Webflow. The team now scales dynamic experiences faster, reduces engineering overhead, and enables AI discovery across a growing healthcare platform.
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“The biggest value driver for us is speed. Webflow delivers the performance we need while giving us a flexible foundation that scales as our platform grows and the landscape of site discovery evolves — all without sacrificing team or cost efficiency.”
Nurses save countless lives every day. But what happens when a hospital gets unexpectedly busy and is suddenly short-staffed? With the nationwide nursing shortage, it’s more essential than ever to ensure healthcare facilities have an effective partner who can match them with quality caregivers when they need them.
Enter Nursa, a healthcare staffing platform. Nursa exists to put a nurse at the bedside of every patient in need, connecting qualified nurses seeking flexible work with healthcare facilities in need of help. Started in 2020 by Founder and CEO Curtis Anderson, Nursa is a win-win-win for the healthcare industry. The team looks to enrich the lives of nurses everywhere and be seen as a partner in delivering effective, compassionate patient care in every market it serves– dramatically improving the $17 billion temporary nurse staffing industry.
Initially, Nursa concentrated most of its resources on building out its main marketing website to drive user traffic to the mobile app which hosts its job board and facilities, with over 20,000 jobs added each month. To capitalize on higher traffic to the marketing site — which was 10x that of the app — and optimize the user journey across every touchpoint, Nursa needed to integrate the app and website. But disparate, siloed systems between design, engineering, and marketing made it challenging to make even the smallest changes, and managing WordPress and its API required seven to eight engineers at any given time. They knew this way of working wouldn’t be sustainable in the long run, so the search for a new solution began.
Unlocking CMS scale and dedicated support with Webflow Enterprise
“Leaning on the Webflow Enterprise team to conceptualize our site architecture, content, and CMS structure during onboarding was a massive benefit — it validated that we found the right partner to grow with us.”
- Nenad Ivanovic, Lead Product Manger, Nursa
Together, Curtis and Nenad Ivanovic, Nursa’s Lead Product Manger, carefully considered how they could free up engineering resources to focus on the core app, while bringing autonomy of the site to the marketing team. They began evaluating Webflow Enterprise, and in partnership with Webflow’s Solution Engineering team, got to work testing a growth model to validate their requirements, prioritizing performance and speed.
They also needed to ensure a seamless and reliable connection between Nursa’s database and Webflow’s CMS — made possible with Webflow’s MACH-certified, headless CMS APIs. Along with the help of Webflow’s Account Team, they were able to confirm data types, expected payloads from the API, and any potential limitations. Recent improvements to Webflow’s CMS API, including new bulk endpoints and higher rate limits, made it easier for Nursa to continuously sync new and updated jobs data into Webflow and reduce overhead for Nursa’s developers.
“The biggest value driver for us is speed,” says Curtis. “Webflow delivers the performance we need while giving us a flexible foundation that scales as our platform grows and the landscape of site discovery evolves — without ever sacrificing team or cost efficiency.” While small changes on the site would have previously taken up to three weeks on WordPress, migrating their entire site — over 40,000 pages — took just 19 days with Webflow.
Now, the marketing team owns the website and engineers only step in to manage the CMS API, saving Nursa hundreds of thousands of dollars in engineering resources.
Breaking team silos to scale content production and drive site discoverability in an AI-first world
“SEO remains a priority, as does ensuring we’re discoverable in the new world of AEO — which demands that we create even more dynamic data-rich experiences. We’re already saving a significant amount in engineering resources with Webflow, and the flexibility and scale unlocked with our major CMS re-architecture reinforces our confidence in the platform.”
- Matt Jager, SEO Manager, Nursa
Historically, Nursa’s website workflow was full of bottlenecks and roadblocks, impeding operational efficiency and making changes cumbersome at best. Once someone filed a request, the marketing manager would define and prioritize the project; then a writer would create content while the designer mocked it up in Figma and a developer worked in WordPress. Many iterations later, they would test it and fix any bugs in production.
Now that there’s a natural progression on alignment and priority in Webflow, web projects are completed 10 times faster. “Before Webflow, we were disparate,” says Matt Jager, SEO Manager. “Now that we’ve broken down silos and brought more team members into Webflow, we deliver our best possible work.”
As Nursa’s marketplace and footprint expanded, so did the scale and complexity of the content powering its site, yet Webflow remained committed to supporting their next phase of growth. Over the past year and a half, the team worked closely with Webflow to bring more of its business-critical facilities and shift data into the CMS — doubling the number of CMS items in their Facilities collection from 16,000 to nearly 33,000. This data fuels thousands of dynamic and highly customized experiences for clinicians and healthcare facilities alike.
That collaboration helped shape Webflow’s next-gen CMS: a re-architected foundation built to support massive content scale, highly-complex data models, and the flexibility modern, high-growth companies need. “Expanded CMS items and field limits allow Nursa to grow collections far beyond previous constraints and power more dynamic and customized experiences. We have already increased the number of nursing shifts served by 80%, now supporting 500,000 clinicians across 31 states, and can continue scaling to match more qualified clinicians with facilities in need,” says Nenad Smiljanic.
As search becomes AI-first, Nursa relies on Webflow’s CMS to stay ahead. Expanded CMS limits gives its team the flexibility to create rich, structured content that helps AI systems understand every facet of the platform — from facility details to shift data — without sacrificing discoverability or the user experience.
Fulfilling a mission to save more lives
“Nursa exists to put a nurse at the bedside of every patient in need — and we’re just getting started. Our partnership with Webflow enables us to focus on our core mission, and we couldn’t be more grateful to share the journey with such a fantastic team and product.”
- Curtis Anderson, Founder and CEO, Nursa
Anyone who’s been in a hospital or clinic has seen the real-world impact nurses have on their patients’ lives. Every shift that goes unfilled has devastating potential, which is why Nursa set out to fix the status quo. Armed with strategic guidance and continuous product investment from the Webflow team, Nursa can scale with confidence to fulfill its mission. One standout project exemplifies this scale — the team recently soft-launched an AI-powered Shift Finder, built with Webflow AppGen, to help clinicians find and fill shifts more efficiently. It’s one of several AppGen and Webflow Cloud projects Nursa is actively working on as they continue to iterate and build. "With AppGen, we're able to design new experiences for our users that we previously had to deprioritize due to the excessive time investment or technical complexity required. Now, we can turn these ideas into deployed, full stack apps — all at a pace we never thought would be possible,” says Matt.
Before, Nursa’s team would just talk about possibilities, but now they can move forward faster, and maintain a competitive edge by executing their biggest ideas as a collaborative team. “We test things more rapidly now that we have an experimental mindset. I don’t want the website to be a blocker, I want it to be an enabler — and my mission is to exhaust all of our great ideas,” says Nenad.
Because behind every ticket, tweak, and test, there’s the potential to save actual lives.
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