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Have you seen Webflow's user-generated template library?! 🔥🔥🔥
They get >100,000 traffic/month with some simple SEO tricks.
And it must be a HUGEEEEE win for:
⚡ Customer acquisition
⚡ Product activation
⚡ User retention
Here's the deets behind the search win.
For those who don't know @webflow, they're a no-code website builder.
And, I'm not joking when I say they've got the BEST free help materials & courses out there.
- Hilarious 'how to" videos
- Active community forums
- And now I find this...
Programmatic SEO, let's dive in.
OK OK OK...
We all know programmatic SEO from greatest hits such as:
"this is what's wrong with the internet"
"great, more spam"
But Webflow has done it RIGHT.
🔥 User-first 🔥 Activation-driving 🔥 Funnel-targeted 🔥
1/ The website template library
All programmatic SEO needs a database.
For Webflow, it's their template library that's "built by the community".
All are built by incredible no-code devs the world over.
As a Webflow user, when you're stuck. This is where you go for ideas.
Each template is:
- Rated by the community
- Tagged with features like "navbar", "gallery" and "forms"
That last part is important.
Tags = categorization of the templates.
2/ Optimizing for search
When building my site, I head to Google regularly.
Example: Yesterday, I didn't want to build a navigation menu from scratch.
The interactions are finicky. And, I've learned that other people are 100x better than me.
My search: "webflow navbar ideas"
This search pulls up Webflow's template library.
But specifically, only the templates useful for me.
e.g. all those tagged "navbar".
I can instantly grab 100s of ideas and reuse them.
Their library template adapted to my needs:
A new "navbar" filter appeared
> This is important for meeting search intent quickly. I felt reassured, and stayed to browse.
A new, clean URL structure: /made-in-webflow/navbar
> This shows the results were intentional
And, this isn't a one-time win.
Almost every component has its own page and gallery.
From slideshows → videos.
There are tons and tons of examples.
Webflow has created a category within their template library for all in-demand searches.
Webflow developers (the users who build the templates) also win.
It's a lucrative business being a WF dev.
You can sell your templates or do custom work for brands.
Their search-optimized library drives discoverability for devs AND users.
This strategy is creating 3 enormous wins:
1/ It helps me get more out of the product
> I get more value
> I stay a customer for longer
> I fanboy Webflow
✅ Activation + Retention
They appear for all "branded" keywords. Fending off alternatives (ง'̀-'́)ง
3/ It drives new acquisition
Top-ranking keywords for their template library also include non-branded stuff.
They rank top 3 for:
> "timeline websites"
> "scrolling animation"
> "pricing slider"
And a whole bunch of other website-y terms.
For prospects in consideration phase, it provides:
- easy ways to get started
Show off their best capabilities.
This is all super smart stuff by Webflow.
They've tapped into their community to meet search demand.
SEOs often over-focus on the acquisition funnel...
But this is a perfect example of customer-focused SEO.
Great search strategies meet the target audience in the search results where THEY need you. Not where you need them.
This was originally a Twitter thread by me, Ben Goodey.