Project at a glance
Client
Ziply.ai
Website
https://www.ziply.ai/
Industry
AI-powered B2B marketing / SaaS
Platform
Webflow with reusable CMS Collections
Project
New website; medium complexity; completed in 1–3 months
Project owner
Inboundsys
Executive summary
Ziply.ai helps B2B organizations measure how visible they are across AI search engines and large language models, build topical authority, generate AI-optimized content, and extend brand reach through employee advocacy and intelligent marketing automation. Because this represents an emerging marketing category, the website had to do more than look contemporary: it had to educate, establish credibility, support thought leadership, and guide enterprise prospects toward meaningful action.
Inboundsys combined clearer information architecture, responsive design, custom Webflow development, reusable CMS structures, focused calls to action, and search/performance best practices. The result was a faster, mobile-friendly digital platform with improved Core Web Vitals, better product discoverability, and an operating model that lets Ziply’s marketing team publish blogs, landing pages, and product updates efficiently.
The client and the business context
Ziply.ai is an AI-powered marketing platform designed to help organizations compete in a search landscape increasingly influenced by generative AI. Its capabilities span four connected business needs:
Measure AI discoverability across AI search engines and LLM-driven experiences.
Build topical authority around the subjects that matter to buyers and the market.
Generate content structured for AI discovery while supporting conventional search visibility.
Amplify brand reach through employee advocacy and intelligent marketing automation.
The new website therefore needed to explain both the category and the platform. Visitors had to understand the problem, connect features to measurable business outcomes, find the right content quickly, and move naturally toward a conversation with Ziply.
The challenge: making a new AI category easy to understand
This was a new website build, so the central task was not repairing an old experience; it was creating the digital foundation for a growing AI and SaaS brand. The most important challenge was communicating an unfamiliar, technically complex proposition without overwhelming visitors.
The website needed to achieve several goals at the same time:
Modernize the brand and present Ziply as a credible, forward-looking AI platform.
Improve the overall user experience with simpler journeys and clearer explanations.
Increase lead-generation potential through visible CTAs and well-placed forms.
Improve mobile usability so the experience remains persuasive on smaller screens.
Create SEO-friendly structures that support discoverability and long-term content growth.
Support marketing campaigns with flexible, reusable landing-page components.
Showcase products and services more clearly, with benefits tied to business outcomes.
Our discovery and strategy approach
The project began with a website audit and a content audit. These activities gave the team a practical view of the pages, messages, and journeys required for launch. They also helped distinguish essential explanations from technical detail that could be progressively disclosed deeper in the experience.
From that foundation, Inboundsys shaped the site around three principles:
Clarity before complexity: introduce the category in business language, then reveal platform depth through structured sections.
Outcomes before feature lists: organize content around AI visibility, authority, reach, and pipeline growth.
Reusable systems before one-off pages: create components and CMS structures the marketing team can use repeatedly.
How Inboundsys designed the experience
A responsive visual and interaction system
The design phase covered responsive design, a defined typography and color system, and animation planning. Rather than treating mobile as a reduced desktop layout, components were planned to reorganize naturally across screen sizes. This made headlines, platform explanations, calls to action, and forms easier to read and use on mobile devices.
Clear typographic hierarchy helps visitors scan unfamiliar concepts quickly.
Consistent colors and component treatments reinforce brand recognition and trust.
Flexible grids allow product sections and cards to stack without losing meaning.
Touch-friendly spacing and controls improve navigation and CTA usability.
Planned animation adds engagement while keeping the core message accessible.
Information architecture built around user intent
Inboundsys redesigned the information architecture and navigation so visitors could move from high-level understanding to detailed evaluation. Feature explanations were simplified, related content was grouped logically, and pages were organized around outcomes. This shortened the cognitive path between ‘What is AI discoverability?’ and ‘How can Ziply help our organization?’
How the website was built in Webflow
The site was developed through custom Webflow development using CMS Collections, reusable custom components, responsive layouts, and purposeful interactions. Webflow was selected as the primary platform because it supports visually precise implementation while giving marketing users practical control over structured content.
The main deliverables included:
Homepage that introduces the category, proposition, and primary conversion paths.
About page that strengthens company context and credibility.
Service and product-focused pages that explain capabilities in a structured way.
Campaign-ready landing pages designed around focused messages and actions.
Blog and Webflow CMS setup for scalable thought-leadership publishing.
Contact page, lead-capture forms, and calls to action.
Site search to help visitors reach relevant information faster.
Scalable CMS architecture
Reusable CMS Collections turned repeatable content into structured entries instead of individually assembled pages. This gives the Ziply marketing team a faster and more consistent way to manage blogs, landing pages, product information, and future updates. Reusable layouts also reduce design drift, make campaign execution more efficient, and help new content inherit responsive and SEO-friendly patterns.
Conversion-focused components and journeys
Lead generation was treated as part of the page architecture not as a form added at the end. The website combines clear CTAs, lead-capture forms, focused landing pages, intuitive navigation, and benefit-led product sections. Together, these elements create multiple contextually relevant opportunities for a prospect to progress from education to enquiry.
Early-stage visitors can learn through clear platform and category explanations.
Evaluation-stage visitors can explore features, services, and business outcomes.
Campaign traffic can enter through focused landing pages with reduced distraction.
High-intent visitors can reach forms and contact options without unnecessary steps.
Best-practice method adopted
The most effective method for this project was to connect strategy, design, development, performance, and conversion work instead of treating them as separate phases. The content audit informed the information architecture; the architecture shaped reusable page components; those components were implemented responsively in Webflow; and every important journey was checked through browser, device, and form testing. This created a consistent experience from first visit to enquiry.
Build around a clear content hierarchy so technical information remains understandable.
Use reusable CMS and component patterns to improve speed, consistency, and maintainability.
Design responsively from the component level, not by shrinking completed desktop pages.
Place CTAs and forms where visitor intent is strongest, with campaign landing pages for focused conversion.
Combine SEO metadata, optimized URLs, images, and mobile performance in the core build process.
Performance optimization and Google Core Web Vitals
The spreadsheet records faster page speed and improved Core Web Vitals as achieved results. Exact before-and-after scores were not supplied, so this case study does not claim unverified figures. The performance work documented for the project focused on image optimization, mobile optimization, SEO-friendly implementation, and a disciplined Webflow component system.
Key performance practices included:
Image optimization to reduce unnecessary download weight and support faster visual rendering.
Responsive image and layout behavior so mobile devices do not process desktop-sized experiences unnecessarily.
Reusable components that encourage consistent, maintainable code and limit repeated layout work.
Purposeful interaction planning so motion supports communication without dominating the experience.
Mobile and browser testing to catch breakpoint, rendering, and interaction issues before launch.
Post-launch testing to confirm the live website continued to perform as intended.
How this supports the Core Web Vitals experience
| Core Web Vital | How the build supports it |
|---|---|
| Largest Contentful Paint (LCP) | Optimized imagery, focused page structure, and efficient delivery help important above-the-fold content appear sooner. |
| Interaction to Next Paint (INP) | Purposeful components and interaction planning support a responsive experience when users navigate, click CTAs, or engage with forms. |
| Cumulative Layout Shift (CLS) | Responsive layouts and stable component patterns reduce unexpected movement as content adapts across viewport sizes. |
SEO foundations built into the website
Performance and discoverability were addressed together. Inboundsys implemented meta titles and descriptions, URL optimization, image optimization, and mobile optimization. These fundamentals help search engines interpret the site, give pages clearer search-result context, and provide users with more useful, shareable URLs.
SEO-friendly page structures support category, product, and thought-leadership discovery.
The blog creates a scalable channel for topical authority and AI-focused education.
Optimized metadata improves how key pages are represented in search results.
Mobile optimization supports both user experience and search performance.
Quality assurance and delivery
The website went through design review, responsive testing, browser testing, form testing, and post-launch testing. This checked both presentation and business-critical interactions across the experience. The delivery process covered development, content migration, testing, client review, and post-launch support.
This end-to-end approach helped ensure that responsive layouts remained usable, forms supported lead capture, browser differences did not undermine the experience, and the live site reflected the reviewed design and content structure.
Results and business impact
| Outcome | Business value |
|---|---|
| Mobile usability | Improved through responsive layouts, touch-friendly components, clearer hierarchy, and mobile optimization. |
| Page speed | Faster page delivery achieved through image optimization and a structured, maintainable Webflow build. |
| Core Web Vitals | Improved, providing a stronger technical and user-experience foundation; exact scores were not provided. |
| Product discoverability | Clearer navigation and outcome-led content make the platform easier to understand and explore. |
| Lead generation | Landing pages, visible CTAs, contact paths, and tested forms create a stronger conversion framework. |
| Marketing scalability | CMS Collections and reusable components support efficient publishing of blogs, campaigns, and product updates. |
The primary business outcome was a scalable marketing platform that communicates Ziply’s AI-powered value proposition more effectively. The improved user experience, responsive design, optimized navigation, and flexible CMS strengthened the company’s digital presence and created a stronger foundation for demand generation and future growth.
Long-term value
The website was built as an evolving marketing system rather than a fixed launch asset. Ziply can continue adding thought-leadership content, campaign landing pages, and product updates without rebuilding the underlying experience each time. Because repeatable elements use consistent CMS and component patterns, future publishing can be faster, more brand-aligned, and less dependent on one-off development.
A scalable content engine for blogs and topical-authority initiatives.
Reusable campaign infrastructure for demand-generation programs.
A responsive foundation that serves users across desktop, tablet, and mobile.
SEO and performance practices that can be maintained as the site grows.
Clearer communication of an emerging category, supporting credibility and sales conversations.
Why this is a strong Inboundsys case study
The Ziply.ai project demonstrates Inboundsys’ ability to design and develop modern Webflow websites for emerging AI and SaaS companies. It brings together intuitive UX, scalable CMS architecture, responsive development, SEO best practices, performance optimization, and conversion-focused journeys.
Most importantly, it shows how a highly technical platform can be translated into a clear, engaging digital experience. By organizing the story around user needs and measurable business outcomes, Inboundsys helped Ziply.ai establish thought leadership, improve product discoverability, support lead generation, and create a durable platform for long-term marketing growth.
