How Copy.ai took control of their brand and drove millions in pipeline with Webflow

In 2020, Copy.ai burst onto the scene as one of the first AI copywriting tools to go viral. By late 2023, the company evolved far beyond quick prompts and product-led growth, with a mission to become the go-to-market (GTM) AI platform that unifies workflows across sales, marketing, product, and customer success teams. That transformation demanded a complete rethinking of how Copy.ai presented themselves as a brand to the world.

“When we moved upmarket, we needed to tell a new story,” recalls Nathan Thompson, Senior Director of Product Marketing. “We were no longer a $50-a-month tool for individual creators. We were an enterprise solution helping global teams align their go-to-market motion.”

Copy.ai’s team needed a flexible, scalable CMS that could keep pace with their rebrand, a system that would empower their non-technical marketers to publish quickly, build new content types, and iterate at the speed of their business.

Strengthening internal confidence with a visual, flexible platform

“Switching to Webflow Enterprise gave us really powerful support: I know exactly where to go if I have a problem, but I’m also taught how to fix it. The combination of enablement and autonomy has been huge for us as we’ve grown upmarket.”

- Nathan Thompson, Senior Director of Product Marketing, Copy.ai

Copy.ai, recently acquired by Fullcast,  previously relied on external support for every web update. “It felt like we were letting another company hold the keys to the castle,” says Nathan. Even small requests, like adding a new resource to the navigation bar, could take three to five business days. With each delay came new dependencies, longer meetings, and mounting frustration.

“I’d have three days to work on a page,” says Nathan, “but I’d spend the first five minutes filling out a form, then wait two days to book a meeting.” They didn’t need a full-time web developer, but they needed control. “We are a small team. We didn’t need a full in-house web person, but we also didn’t want to wait on an agency for every minor change.”

The move to Webflow Enterprise changed that dynamic. With a visual CMS and intuitive editing permissions, Copy.ai’s small team could suddenly make their own site updates. “It was so empowering,” Nathan says. “The Webflow Account Team team taught us how to fish instead of handing us the fish: I learned how to make changes in Webflow, and wouldn’t have to bug anyone about it again.”

That hands-on approach extended through onboarding and support. Copy.ai’s team received tailored guidance from the Account Team, who prioritized education and autonomy. “To have both the training to solve our own problems and the confidence that we could always reach out was important,” says Nathan. “As someone who isn’t a developer, it’s empowering to jump into Webflow and just get things done.”

The result was a cultural shift. Copy.ai’s marketers no longer waited on outside partners. They built and maintained their own digital presence, eliminated thousands of dollars in monthly agency fees, and gained full ownership of the brand’s most important asset: their website.

Building brand credibility through high-quality content at scale

“With Webflow, we built a workflow that published a hundred landing pages in two hours — something we could never have done before. Now, we’re producing polished, on-brand content faster than ever, and every piece fits seamlessly into our broader strategy.” 

- Nathan Thompson, Senior Director of Product Marketing, Copy.ai

As Copy.ai’s brand evolved, so did their content needs. The company’s move to enterprise required a sharp pivot from consumer-focused copywriting tips to thought leadership for C-suite executives, plus new educational content for the teams who’d use the platform daily.

“It was a huge rebrand,” Nathan says. “We went from being a small copywriting tool to a go-to-market AI platform. That took a lot more content to convey our message, attract the right audience, and support the shift.”

Webflow’s CMS and Zapier integration helped make that possible. The team connected their internal AI workflows directly to Webflow, allowing content to move seamlessly from creation to publication without any copy-and-paste bottlenecks.

“We wanted to show that high-quality AI-assisted content could be done at scale,” says Nathan. “By automating that process, we probably save 30 minutes per article. With around 20 articles a week, that’s 10 hours of time saved — a full workday every month — just from one small integration.”

That efficiency multiplied across projects. When the team decided to publish a glossary of key AI concepts, they used Webflow and Zapier to spin up 100 landing pages in a single afternoon. “Within two hours, we had 100 pages live, edited, and scheduled for the month,” says Nathan. “Webflow made that possible.”

Webflow also enables secure collaboration. Freelance editors are given scoped access through roles and permissions, allowing them to make changes directly in Webflow without risking site-wide edits. Designers use Figma to create reusable templates, which the marketing team can quickly deploy and customize.

Together, these capabilities turned Copy.ai’s website into a creative driver that empowers their brand to tell an elevated brand story faster than ever.

Powering enterprise growth with Webflow as a foundation

“Anytime you build a tech stack, it’s only as strong as its weakest link. Webflow makes sure the CMS isn’t that link. It’s become the backbone of how we grow.” 

- Nathan Thompson, Senior Director of Product Marketing, Copy.ai

Webflow is now Copy.ai’s growth engine. Every demo request, webinar signup, and customer interaction routes through the website. It’s the central hub for the brand’s GTM motion. “Webflow is where everything happens,” Nathan says. “It’s the hub that ties together content, product, and demand generation.”

With Webflow powering their content infrastructure, the results speak for themselves. The Copy.ai marketing team has generated more than $4 million in enterprise pipeline directly from organic content. They’ve built and deployed over 100 landing pages in mere hours instead of weeks, and eliminated thousands of dollars in monthly agency costs.

Beyond the metrics, Nathan says, Webflow brings peace of mind. “With Webflow, we almost don’t even have to think about reliability or site speed anymore. Everything just works. That’s a big load off my mind.”

As Copy.ai continues their push upmarket, Webflow provides a flexible foundation to support the company’s next chapter, including the launch of their Content Agent Studio, a new suite of AI “ghostwriters” designed to help enterprise teams generate brand-consistent content at scale.

“What’s next for us is solving the bigger picture of go-to-market for enterprises,” says Nathan. “It’s not just marketing or sales,it’s one unified motion by one team. Webflow helps us bring that story to life.”