How Jasper is trailblazing the AI movement with Webflow

Generative AI has been a hot topic ever since ChatGPT exploded onto the scene in 2022. But the all-too-common problem with AI-generated content is that it’s stiff and robotic, lacking the accuracy and nuance to really benefit any true marketing efforts. Jasper is changing this conversation with their suite of AI-powered tools that help marketers create  content that is performant and on-brand. Users can repurpose and improve their content, and tailor it to their company’s brand voice—all at a speed that’s 10x faster than pre-AI workflows. 

When the company launched in 2020, they used Webflow self-serve to create Jasper’s very first landing page. Jasper’s Head of Marketing, Meghan Keaney Anderson, recalls, “Our CTO has a very particular design style that he envisioned for Jasper, and recommended Webflow as a solution from the beginning.”

As the team looked to their next evolution of growth in transitioning from the prosumer market, they had their sights set on empowering enterprise organizations to efficiently run on-brand campaigns. “Webflow is key to getting our message out there, acquiring more customers, and building out our web presence,” Meghan says. 

Increasing efficiency 4x by unlocking advanced collaboration features with Webflow Enterprise

Scale was the key differentiator for upgrading to Webflow Enterprise which came with a requirement for guaranteed uptime, dedicated support, and more robust features to take our website to the next level.

Meghan Keaney Anderson, Head of Marketing, Jasper

As Jasper continued to grow in the AI space, more and more stakeholders across the company began requesting additional web pages to support their work. As the marketing team began tackling these new projects with Webflow’s self-serve offering, they often found themselves stepping on each other’s toes. This forced them to institute “do not publish” hours as a workaround to avoid publishing work that was still in progress. 

To scale with confidence, Jasper upgraded to Webflow Enterprise in early 2023, unlocking a robust suite of features that enabled the team to collaborate on the website safely. “Financially, we knew that upgrading to Webflow Enterprise would enable everyone to complete their projects at the same time—and securely hit their deadlines,” Meghan says. “Plus, we never have to worry about our moneymaker, the website, failing because of Webflow’s reliable hosting infrastructure.”

As Josh walked through in a recent webinar, a few key features that were unlocked with Webflow Enterprise were page branching and branch staging, which allow multiple designers to work in parallel on different pages and quickly test and review page designs. “Page branching and branch staging have quickly become some of our most relied-upon features to ensure a launch goes smoothly,” says Senior Designer Josh Jacobs. The ability to view custom code on a staged branch allows the Jasper team to privately test bespoke Hubspot workflows before launching campaigns, and staged URLs make it easier for stakeholders to review updates natively on their devices.

For the recent re-launch of their Solutions partners page, the combination of these features enabled the team to make visual updates, test the new application system to ensure it worked flawlessly, and QA the new experience live – without affecting the existing design and flows. Once the team was aligned on design and functionality, they were able to merge changes to the main site without hesitation.

While all of the design work takes place with confidence, the marketing team at Jasper has been able to keep their content work on track using edit mode. “We now have over five people on the marketing team using edit mode to create new content, edit existing content, review, and so on—which has transformed our efficiency and equated to 4x output in the same amount of time,” Meghan says.

In addition to more powerful features, the dedicated Webflow Enterprise account team has been an essential thought partner in helping elevate Jasper’s overall web presence. “The Enterprise support team is our Webflow muscle, and their contributions have been critical to our success,” says Josh. Jasper also leans on Webflow Partner, Flowout, to support their internal teams with complex form configurations and other smaller scale projects. “Our partnership with Flowout feels like they’re an extension of our team, freeing us up to focus on more strategic work,” says Josh. 

Transforming Jasper’s homepage to deliver more demo requests and upmarket customers

Our new homepage has become much more performant because we’re able to test and iterate quickly while collaborating with our SEO experts to build experiences that both convert and inspire.

Josh Jacobs, Senior Designer, Jasper 

To catch up with their own hypergrowth and to stand out in market, Jasper set about to build a more competitive homepage. They aimed to transform brand perception from a one-off AI tool to a powerful AI copilot for enterprise marketing teams. “It was a massive effort to coordinate all the moving pieces, and we couldn’t have accomplished it without Webflow,” says Meghan.

Webflow’s free commenter role was integral in collecting feedback on homepage iterations from the product team, executive leadership, and broader parts of the business. “Webflow gives us the ability to build quickly and collaborate better than any other platform,” Josh says. “Everyone can natively provide feedback where the work is happening, and preview changes safely before pushing them live.”

Jasper built their new homepage in the Webflow Designer in 2 weeks, introducing new colorways, sitewide CTAs, and an overhaul of how they package and sell their features. “Instead of spending hundreds of thousands of dollars creating components that take months to implement, we’ve gained complete control and agility with Webflow,” says Josh, “Now, we have an iterative website that grows with the business.”

Since the launch of the new homepage, Jasper has seen impressive results with a 62% increase in demo requests, 17% more upmarket customers, and 61% more Sales Qualified Leads (SQLs). 

Extending the power of Webflow with Apps

Webflow Apps have supercharged our workflows and opened the door to awesome capabilities… I can build web pages 3x faster while integrating seamlessly with Hubspot and other business critical tools.

Josh Jacobs, Senior Designer, Jasper 

Webflow Apps are built natively into the visual Designer, making it easier to complete repetitive design tasks faster and integrate with existing tools, including your CMS, marketing automations, and analytics platforms. “The advent of the Webflow Apps marketplace has been transformative for Jasper’s workflows,” says Josh. The Jasper team can add and edit site elements in real time, use their favorite tools without switching contexts, and tap into more granular permissions—building new web pages three times faster. 

“We’ve begun integrating the HubSpot App to make our Webflow forms look and feel like Jasper,” says Josh. Previously, this was a tedious task that required custom code. Now, anyone in the designer can simply select the form he wants to embed from a dropdown and preview it just like they would a native Webflow form. 

In their homepage refresh, the Jasper team used the Better Shadows App to add realistic shading, Unsplash for images, Vidzflow for hosting the hero video, and Slater to streamline the implementation of custom code. And, of course, they used their own Jasper App to streamline the creation of SEO and meta descriptions natively in Webflow, as well as leveraging it to flesh out feature pages using pre-defined company knowledge set within Jasper.

With the Jasper App, users can effortlessly tackle any number of marketing tasks with the power of Jasper’s AI copilot. After securely training Jasper to learn relevant information—including brand voice best practices, product lines, and style guides—users can trust the app will produce on-brand content no matter how it’s folded in their workflows. 

Continuing to revolutionize how marketing teams leverage AI 

Webflow gives me the highest level of brand fidelity that I could ever achieve from a web development platform. Instead of playing telephone with other designers and developers, I'm in control to bring Jasper's story to life.

Josh Jacobs, Senior Designer, Jasper 

Empowered to seamlessly collaborate with more efficient workflows, Jasper’s team can now deliver a more performant site that evolves quickly to meet market demands. “Because of Webflow’s components and CMS collections, we’re now at a place where the architecture of the site enables us to scale and move faster,” Meghan says. 

After a year of using Webflow Enterprise, success stories from Jasper’s enterprise customers are starting to roll in. The future of AI is bright and open, with limitless potential, as more than 75 percent of customers believe generative AI will improve their interactions with companies, and 80% of marketing teams are still experimenting with its capabilities. “We’re at a point where AI is going way beyond just a toy, we’re solving real problems,” Meghan says. 

To meet this demand, Jasper is busy writing their next chapter. “We’re constantly honing in on how Jasper can change the AI landscape and resonate with customers,” says Josh. “That’s communicated through our brand and website as a means of storytelling, and Webflow is our home for that.”