Good credentials, buried by bad structure
Designer and Webflow Developer · Design, build, integrations
Summary
WebitMD is a growth marketing agency with real credentials that the old site buried. Working via GoGrow, I owned everything except copy: visual design, Webflow build, custom animations, CMS architecture, and HubSpot integration. A content audit before any visual work surfaced the core fix: leading with their GrowthStack methodology instead of generic agency language.
Solution
The differentiator, moved to the front
GrowthStack as the front door
The methodology that used to sit three scrolls deep now structures the whole site. A visitor understands the process before they see a single service pitch.
Service pages built for researchers
B2B buyers compare methodologies and look for industry fit. Each service page leads with outcomes and specifics instead of generic agency claims, backed by a CMS the team can maintain.
Overview
B2B buyers research. The site wasn't ready for them.
WebitMD is a growth marketing agency with real credentials: case studies, a clear methodology, and a named process called GrowthStack. None of that came through on the existing site. The page structure buried the differentiation and led with generic agency language instead of specific outcomes.
I owned everything except the copy: visual design, Webflow build, custom animations, custom assets, CMS architecture, and HubSpot form integration. Copy was provided by the client.
Problem
The information was there. The hierarchy wasn't.
B2B buyers making agency decisions are doing real research: comparing methodologies, looking for industry fit, reading case studies. The existing site asked them to work for information that should have been immediately visible. The GrowthStack process, the clearest differentiator, was buried three scrolls down.
The problem wasn't the content. It was the order. GrowthStack needed to be the first thing a visitor understood, not something they discovered if they were patient enough.
Goals
Serve the researcher, feed the pipeline.
Visitor goal
Understand the methodology and judge fit without digging
Business goal
More qualified leads entering the HubSpot pipeline
Visitor goal
Find industry-relevant proof quickly
Business goal
A CMS the team can grow without a designer on call
Design process
Audit first, design second.
The client wanted to jump straight to visual design. They had a rough direction in mind and were eager to see it. I pushed for a content audit first: mapping what existed, what was actually performing, and what the information architecture should be before a single component was designed. That audit is what surfaced the GrowthStack positioning problem.
From there the work ran audit to IA to design to build: restructured page hierarchy, a component system in Figma, then the full Webflow build with custom animations, custom assets, CMS collections for case studies and articles, and HubSpot form integration wired to the sales pipeline.
The call
Insisting on the audit before visual design cost two weeks up front and some client patience. Without it, we'd have shipped a prettier version of the same structural failure. The audit paid for itself the moment GrowthStack moved to the front of the site.
Reflection
My key takeaways and learnings
Handoff isn't done when the forms fire
The HubSpot integration ran into issues post-launch: forms connected, but the sales pipeline wasn't receiving data as expected. I should have walked through the actual CRM workflow with the people using it before sign-off.
Technical handoff and user handoff differ
Verifying that a system works technically and verifying that it works for the people operating it are two different checks. Now I always do both.
How I'd use AI on this today
Automate the content audit
Mapping every page, section, and claim by hand took days. Today I'd crawl the site with AI assistance and spend my time on the judgment calls, not the inventory.
Test the integration end to end
I'd simulate form submissions through to the CRM before launch and catch the pipeline gap in staging instead of production.
Curious to know more?
Want to see the animation work or the CMS architecture behind it? Get in touch.
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