How Aspect used Webflow to reenter the market with speed, clarity, and impact

When Aspect relaunched in 2024, it brought more than a familiar name back into the spotlight. It brought a legacy forward. After becoming part of Alvaria and temporarily sunsetting the brand in 2021, Aspect returned as one of the industry’s most powerful workforce management platforms. “We are going back to our roots as a workforce technology pioneer, with a commitment to innovation and shaping the future of work,” says José Ocando, Lead Brand Designer, Interactive.

The team knew a modern, strategic web presence would play a critical role. For years, Aspect built powerful tools for global organizations but lacked a digital presence to reflect their historic expertise. With a small team and a broad audience, they needed a solution that offered both flexibility and control. “Reviving Aspect meant honoring our reputation as an important B2B provider while doing something new and moving fast,” José says. He compares it to the revival of the Ford Bronco: “You’re bringing back something iconic in a new way, but there’s still a lot of history and recognition around it,” he says. 

Reintroducing the Aspect brand with a modern digital presence

The decision was clear: Webflow allowed us to modernize while managing multiple layers of complexity at speed.

- José Ocando, Lead Brand Designer, Interactive, Aspect

Before adopting Webflow, Aspect’s parent company used Sitefinity, an outdated, cumbersome CMS: It moved slowly, required heavy developer support, and came with high costs. In short, it didn’t fit the reality of a lean internal team managing multiple priorities. “Since everything was code-based, even a simple copy change could take up to two weeks,” says Beth Zindel, Senior Director, Marketing Operations.

With only two months to launch the new site, the team needed a platform that enabled speed, flexibility, and independence — and Webflow was the obvious choice. “Our leaders had used Webflow successfully at previous companies, so it was a clear frontrunner,” says José. 

Enterprise features like Page Branching proved valuable as the team moved quickly. It helped the team collaborate on new pages without having to lock down the website – crucial when iterating on a new site. Publishing workflows were also essential; they allowed the team to make major updates, like changes to global navigation or CTA components, without risking site stability or premature launches. “Webflow gave us everything we needed in one place,” says José. “We could build fast, iterate without adding to our software engineers’ backlog, and manage the entire site with a small team.”

Launching a beautiful, localized site in two months with Webflow

We wanted to honor our legacy as a trusted B2B enterprise provider while also doing something new, different, and fast — and Webflow let us do both. We didn’t just relaunch a site — we relaunched our brand.

- José Ocando, Lead Brand Designer, Interactive, Aspect

Aspect started building their new website in July and brought it live by early September — on the same timeline as an entirely new brand identity. Working with Webflow’s dedicated Account Team, they jumped right in with hands-on guidance and onboarding expertise. “When you’re a small team, it’s nice to have support and best practices to make sure things are running as smoothly as possible,” says José. “Keeping up a website is a team sport.”

With Webflow, Aspect could design and develop in parallel, rather than waiting on one phase to finish before starting the next. “Webflow gave us the flexibility to adapt and iterate quickly throughout both the design and development process,” says José. 

Webflow’s visual-first interface meant designers and marketers could own the experience from layout to launch, and component-based design and advanced collaboration tools cut production time significantly. Components are organized so anyone can easily drag and drop elements — like 10 pre-built header styles — directly onto a page. Content managers can use components to change headlines, imagery, and layouts without worrying they're going to break something. “The most impressive part is how quickly we can iterate — adding new content types like podcasts, webinars, and white papers,” says José. “This influx of content led to a significant boost in our organic traffic and conversion rates.”

Localization was another key focus. Aspect serves clients around the world, and translating foundational pages was a priority from the start. Webflow’s native localization features helped the team launch those quickly across 6 locales, with a plan to scale that approach across more content. “We’ve only scratched the surface of using Webflow’s localization feature,” says José.

Going beyond the build to personalize user journeys with Webflow Optimize

What I love about Webflow Optimize is how easy it is to start experimenting and implementing hyper-personalized content. There’s no deep technical knowledge needed to get value right away.

- José Ocando, Lead Brand Designer, Interactive, Aspect

As Aspect brought their new brand to life, getting the positioning right was critical. Webflow Optimize became a core part of that process, giving the team the tools to test, learn, and adjust in real time, all without adding complexity to their workflow. “Because Webflow Optimize is native inside Webflow, it was a no-brainer,” says José. "There’s no need to leave the designer or juggle separate tools. I can set up and track experiments in the Insights tab, all plug-and-play. Unlike Optimizely’s fragile manual setup, Webflow Optimize makes starting and stopping tests effortless from the top toolbar. I’d be hard-pressed to switch to anything else.”

Instead of treating A/B testing as a one-off or linear process, the team now approaches it as a continuous loop of learning. “It’s been amazing to hit the ground running with experiments. I’m not bogged down trying to learn the tool or track down resources — I can focus entirely on testing and uncovering insights about our users,” says José. With AI Optimize, he doesn’t wait to see which variant wins; he watches how performance shifts in real time, based on how users interact with the site.

For example, José tested five variants for a button, and “Contact Sales” was the clear winner. The next week, “Get a Tour” rose to the top, showing that users want to explore the product first. “In the past, without an AI-powered solution, the team might have locked in ‘Contact Sales’ as the winner, but leaving the experiment running lets their content adjust in real time to what resonates with visitors, ensuring we always have the best option,” says José.

That flexibility opens the door to a more modular, personalized website that adapts to users across segments and buyer journeys. “We need the website to cater to different audiences at various stages of their buying journey and the experience should evolve. By the time they’re deep in their research, it should feel personalized to their specific needs, not like their first visit,” says José. The 6sense integration supports this approach by directing high-intent users to more relevant landing pages, displaying different content depending on the visitor’s segment. “Optimize allows Aspect to always respond to what’s resonating with people in the moment,” says José.

Conversion rates double with continuous testing and data-driven experimentation

Experimenting, optimizing, and personalizing our web experience in Webflow allows us to make informed decisions that significantly improve site performance.

- José Ocando, Lead Brand Designer, Interactive, Aspect

As a company focused on driving high-quality demo requests to fuel their sales pipeline, conversion rate was Aspect’s north star. After launching their new site, they used Webflow Optimize to consistently test and iterate — leading to a significant lift in performance within just four months.

That shift came not from one major change, but a steady stream of experiments. With Webflow, the team can move fast, test ideas, and act on what they learn — which José explored further in a recent webinar. For example, the sales team needed custom landing pages quickly to follow up with prospects from a conference. “Since everything is CMS-driven, I could set them up in minutes,” says José. Sales provided the prospect’s details, and José updated the logo, colors, and title; The salesperson then added content, highlighted key challenges, and selected relevant resources. “In just 10 minutes, the page was ready to be sent directly to the prospect.”

Looking ahead, Aspect plans to launch new products and enter additional markets, and this newfound speed and flexibility will play a key role. “We’re taking an efficient, data-driven approach to everything we build,” says José. “I feel a measure of peace knowing Webflow gives us the tools to do that with confidence.”