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The customer

Webflow is a website experience platform that empowers businesses, marketers, designers, and developers to build, manage, and optimize high-performing websites – all without needing to write code. Trusted by freelancers, agencies, and enterprise teams alike, Webflow is dedicated to helping organizations deliver exceptional digital experiences at scale.

Vivian Hoang, Webflow’s SEO Lead, oversees search engine optimization across 44,000 site pages and more than a thousand editorial blog posts. Given that broad scope and the limited resources at her disposal, Vivian saw the need for smarter automation to take Webflow’s SEO efforts to the next level. But as AI reshaped the search landscape, Vivian and Webflow VP of Growth, Josh Grant, saw something big shift. More signups were coming from LLMs. And AI-driven traffic wasn’t just different. It was better. Traffic was converting 6x higher than non-branded SEO traffic. The challenge was clear: evolve or fall behind.

Watch Vivian share how she leveraged AirOps to uplevel Webflow’s content operations and align with their mission of empowering teams to move faster:

The problem

Webflow’s inbound engine had always relied on a robust library of high-performing content, but refreshing and optimizing that content was a manual grind. Each update involved keyword research, rewriting, editorial cycles, and CMS updates, severely capping how many updates they could ship.

At the same time, the team was watching user behavior change in real time. Users were starting searches in ChatGPT, jumping to Google mid-journey when no links were present, and arriving on-site with higher purchase intent.

Vivian needed a new SEO strategy that:

• Scaled refreshes without sacrificing quality
• Surfaced high-intent traffic in a world dominated by AI
• Turned visibility into conversions—fast

 Key operational challenges:

• Limited refresh velocity (around 40 articles per year)
• Significant manual workload per article
• Missed organic traffic opportunities from outdated content
• No AI search optimization strategy in a changing environment

“Refreshing our content was extremely manual, requiring hours of keyword research, competitor analysis, and CMS updates. It prevented us from scaling effectively and responding quickly to AI search changes.”

- Vivian Hoang, SEO Lead at Webflow

The solution

To find a better way, Webflow partnered with AirOps Content Engineers to automate and update their content refresh workflow. Leveraging AirOps’ platform, Webflow was able to rapidly increase their content optimizations without hurting quality or brand consistency. 

The resulting AirOps workflow integrated with Webflow’s CMS, and now Vivian’s team could publish refreshed articles instantly, with ease.

The solution significantly reduced manual overhead by automating the most time-intensive steps in Webflow’s refresh process. This workflow dynamically analyzes each blog article against evolving AI search trends and competitor benchmarks, surfacing targeted opportunities to enhance structure, content depth, and alignment with Webflow’s brand voice in formats optimized for both human readers and AI agents, improving the likelihood of being mentioned in AI-generated answers. 

From keyword intent shifts to competitive gaps, it delivers high-confidence, brand-safe updates that are strategically prioritized and ready to publish in minutes—not hours.

Webflow’s content automation workflows with AirOps included:

• AI search visibility insights and competitor research: AirOps instantly conducted in-depth quer analysis and competitor benchmarking directly within the platform.
• AI-powered content optimizations: AirOps suggested precise content enhancements based on SEO best practices, competitor insights, and Webflow’s brand voice.
• Built-in editorial oversight: Vivian’s team retained visibility and approval control, ensuring consistently high-quality output.
• Instant CMS integration: Finalized content updates were published directly to the Webflow CMS, making manual staging obsolete.

This allowed Vivian to focus more strategically and efficiently on high-impact initiatives, vastly increasing their ability to investigate, codify and scale other tactics.

The impact

By adopting AirOps’ automated workflows for content updates, Webflow achieved significant efficiency gains and immediate measurable results. Vivian and her team increased their content refresh velocity, increasing by 5x, all while preserving their high editorial standards.

These efficiency improvements led directly to enhanced organic visibility.

Within days of initial updates, refreshed articles experienced an immediate 20% uplift in organic traffic, demonstrating the clear value of automated content optimization at scale.

Key measurable impacts achieved through AirOps included:

• 📈 Refreshed articles saw a 40% traffic uplift within days
• 🚀 Grew AI-attributed signups from 2% to 10%
• 💥 Discovered that AI-driven traffic converts 6x higher than traditional SEO
• ⏳ Freed up hours per article to reinvest in strategy
• 🔄 Created a repeatable motion to respond to AI search volatility

Webflow shifted from manual and reactive content optimizations to a highly proactive, strategic SEO approach. 

This aligned perfectly with Webflow’s mission of empowering teams to move faster and smarter, creating meaningful business value through automation.

“AirOps has given me a new superpower—automation that scales. We went from manually refreshing just 48 articles a year to automating dozens each month. It’s powerful seeing immediate results like a 20% lift in organic traffic within days. Our values align perfectly: empowering teams to move faster and smarter.”

- Vivian Hoang, SEO Lead at Webflow

Get started with AirOps

Ready to experience the power of Content Engineering to create winning content?

Schedule a strategy session to discover how AirOps can help you automate manual workflows, accelerate organic growth, and amplify your team’s impact today.