Production website: https://advisorflow.ca/
Project Overview
The AdvisorFlow Marketing Website redesign focused on two core objectives: improving SEO and conversion performance, and reducing developer involvement by migrating the entire site into Webflow. The new marketing experience was built to clearly communicate AdvisorFlow’s product value, guide advisors through intuitive user journeys, and surface the platform’s three major components—the Advisor Portal, Client Portal, and Forms System.
By designing and developing the site end-to-end in Webflow, I created a flexible, scalable, and SEO-friendly foundation that allows the team to update content quickly without relying on engineering support.
My Role:
I led the UX, UI, content structuring, and Webflow development of the AdvisorFlow marketing site. My work included SEO-driven layout planning, Information Architecture improvements, responsive design, copy refinement, and the implementation of reusable components to support long-term scalability.
Other than minimal developer help for a few embedded code adjustments, I built the entire site independently—reducing maintenance costs and significantly decreasing the engineering team’s workload.
Tools:
Figma was used for wireframes, high-fidelity designs. Jira supported task tracking and collaboration with the team. Slack facilitated ongoing communication with stakeholders and team throughout the project lifecycle.
Problem
The previous marketing site lacked clear messaging, strong SEO foundations, and an intuitive navigation structure. Important pages such as Pricing, Features, and Enterprise needed more attention, and the site did not effectively communicate the value of AdvisorFlow’s core components.
Frequent updates to product features required developer intervention, creating bottlenecks and slowing down the business. The site needed to be rebuilt in a platform that empowered rapid iteration without engineering dependencies.
Solution
I rebuilt the marketing site in Webflow with a strong focus on SEO, conversion optimization, and clear storytelling. The new IA guides advisors through product understanding, feature exploration, and sign-up flows with minimal friction.
Using Webflow’s CMS and component system, I created reusable blocks for feature sections, pricing cards, layouts, and testimonials—making future updates fast and code-free. A cleaner navigation structure, optimized headings, metadata, and improved semantic HTML helped establish a stronger SEO foundation and improved discoverability.
Site Architecture & Domain Strategy
To balance SEO performance, development constraints, and team workflows, we adopted a hybrid domain strategy. The main homepage continues to live on our primary domain (advisorflow.ca) to preserve existing SEO authority and maintain direct integration with the product and registration flow. All new marketing pages—including Features, Pricing, Product Overviews, and Resources—were designed and fully rebuilt in Webflow under a dedicated subdomain (info.advisorflow.ca).
Both domains are seamlessly linked through a unified navigation bar and footer, creating a consistent experience for users regardless of which domain they land on. Webflow Localization was used to create mirrored French pages across all marketing content, while product-related pages such as Register, Login, and Contact Us remain on the main domain due to backend dependencies and security requirements.
This hybrid approach allowed us to modernize the marketing experience, improve SEO flexibility, and reduce developer involvement—while still respecting the technical boundaries of the product ecosystem.
Key Features
• SEO-optimized structure with clear semantic hierarchy
• Conversion-focused homepage that communicates AdvisorFlow’s value proposition
• Feature pages highlighting the Advisor Portal, Client Portal, and Forms System
• Fully rebuilt Pricing page aligned with real subscription and team logic
• Component-based Webflow development for rapid updates
• Enhanced navigation and simplified user paths
• Minimal developer reliance — only for embedded scripts where necessary
• Responsive, accessible design across all breakpoints
• Conversion-focused homepage that communicates AdvisorFlow’s value proposition
• Feature pages highlighting the Advisor Portal, Client Portal, and Forms System
• Fully rebuilt Pricing page aligned with real subscription and team logic
• Component-based Webflow development for rapid updates
• Enhanced navigation and simplified user paths
• Minimal developer reliance — only for embedded scripts where necessary
• Responsive, accessible design across all breakpoints
See the final site in action
Explore the live Webflow site to see how the redesigned structure, components, and interactions come together in a cohesive, high-performing marketing experience.
Webflow Build & System Structure
These screenshots highlight the core systems, components, and configurations behind the AdvisorFlow marketing website rebuild. They showcase how Webflow’s Designer, CMS, and interactions were used to create a scalable, SEO-optimized, and conversion-driven foundation—while keeping developer involvement minimal. From component setup to localization, pricing architecture, and CMS collections, this behind-the-scenes view illustrates the technical depth and design thinking that shaped a modern, maintainable marketing ecosystem.
Enterprise Logo Marquee Animation
Pricing Card
Learn More Page
CMS Case Study Setup
CMS Team Card Setup
Conclusion
Rebuilding the AdvisorFlow marketing website in Webflow allowed us to create a modern, conversion-driven, SEO-optimized foundation while dramatically reducing the development team’s workload. By combining clear storytelling, scalable components, and fast iteration workflows, the final site communicates the platform’s value more effectively and supports AdvisorFlow’s long-term growth.
This project reflects my ability to design and build product-aligned marketing websites that balance brand clarity, user needs, business goals, and technical efficiency.