Webflow Optimisation & Growth - Built for scale, designed for results

At Omnipresent, I was brought in to elevate the performance, scalability, and user experience of our marketing website. Over my time there, I delivered more than 125 tasks across the Webflow setup, working closely with our Senior Designer and Content Writer to ensure every improvement supported both the brand and business goals.

My focus was on removing technical bottlenecks, speeding up the site, and making it easier for the wider team to build and iterate quickly.

Scalable design systems

I introduced a consistent, Client-First build structure to replace outdated styles and interactions. This cleared out over 3000 lines of code and improved load speed by up to 57%. I rebuilt components to support collabrotive development, enabling the marketing team to create new pages without needing a developer. I also created a drag-and-drop library to streamline landing page production and maintain consistency across campaigns.

Lead generation tools

To improve engagement and conversions, I designed and built several tools from scratch:

• OmniCalculator v2 transformed a basic cost tool into a lead magnet. I added features like multi-country comparison, sharable URLs, PDF export, and CRM integration. This helped increase direct time-on-site by 143% and achieved a 5.44% conversion rate.
• 3D Globe offered a unique way to explore our services by country. It linked to both OmniAtlas and OmniCalculator, visually lifted the brand, and increased homepage engagement by nearly 15%.
• EOR Self-Service Form was a fully custom multi-step form built in native code. It integrated seamlessly with HubSpot and created a new conversion path with no third-party costs.
  

Performance and optimisation

I focused heavily on speed, structure, and SEO:

• Cleaned up the site’s technical SEO by fixing crawl errors, meta issues, and broken links.
• Ran A/B tests across key templates, including the homepage, blog, and contact page. This led to a 4.3% increase in leads from layout changes alone.
• Introduced tools like Clarity and Nocodelytics to help the team better understand user behaviour through heatmaps, recordings, and simplified dashboards.
  

Feature highlights and user experience

• Launched the Wall of Love, a curated testimonials page to boost social proof and credibility.
• Built a Xero integration to verify users in-app and sync data with HubSpot for partner referrals.
• Improved OmniAtlas by refreshing templates, cleaning CMS data, and adding inline pop-ups to support self-service.
• Delivered smart features like fuzzy search, shareable tool embeds, and shortcode components to enrich content and increase engagement.
  

Cost-saving improvements

I identified areas where we were overpaying and proposed alternatives:

• Reduced our Webflow license from £25,000 to £600 per year without any impact on functionality.
• Replaced expensive tracking tools like Heap and Mutiny with more efficient and cost-effective solutions, saving £4,000 per month.
• Opted for native builds and low-cost tooling whenever possible, keeping our stack lean and budget-friendly.
  

Launch and handover

Everything I worked on was documented in Airtable, keeping the team fully aligned and making future handoffs seamless. I built tools and pages that not only met immediate goals but were also scalable and easy for the marketing team to manage long term. Throughout, I partnered closely with the Senior Designer and Content Writer to make sure our visuals, messaging, and user experience were aligned across every touchpoint.