The Challenge
Crunchbase’s marketing site carries a brand millions of people recognize — and a backlog that outpaced the team shipping it. New pages, components, experiments, and SEO fixes all competed for the same limited build time, so good ideas waited, and small content debts — like dated metadata across hundreds of blog posts — quietly piled up.
Marketing moved faster than the site could — pages, components, and campaigns queued behind build time.
Every component had to match a mature design system. “Close enough” wasn’t shippable.
Webflow Optimize was ready for new experimentation models, but variants still needed someone to design and build them.
Hundreds of blog posts carried dated titles and descriptions no one had time to fix by hand.
THE APPROACH
Two Impress works inside Crunchbase’s Webflow instance the way an internal developer would — building components and page sections to the design system, structuring CMS collections, supporting Webflow Optimize experiments, and automating the fixes too big to do by hand. The 806-post SEO metadata cleanup ran as a scripted pipeline with human review, not a copy-paste marathon.
Sections and components built to Crunchbase’s existing class and style conventions, so anyone on the team can reuse them.
Collection structures for content like the press page, built so the team publishes without touching layout.
Variants designed and built in Webflow Optimize, supporting the team’s new experimentation models.
A scripted SEO pipeline rewrote metadata across 806 blog posts — reviewed by humans, executed by tooling.
OUTCOMES
Crunchbase’s marketing team gets senior Webflow execution without adding headcount — components that match the system, CMS structures the team can run, experiments that make it out of the backlog, and site-wide fixes that would never have been practical by hand. The partnership is ongoing, because it keeps paying for itself in shipped work.
blog posts SEO-optimized in one automated, human-reviewed pass
components built to Crunchbase’s design system
experimentation program on Webflow Optimize
embedded partnership with the marketing team
Service Examples
