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Building Pencil's enterprise Webflow platform in 6 weeks and turning it into a compounding growth engine
Pencil is the world's leading GenAI ad creation platform, powering over two million ads for brands including Unilever, Google, and L'Oréal. Noco designed and built Pencil's Webflow website in six weeks to meet a hard launch deadline, then stayed embedded through the PRO subscription to continuously iterate on design, development, and CRO. Since launch, organic search sessions have grown 155%, LLM-referred traffic has increased 522%, and site conversion rates have doubled.
Background and objectives
Pencil helps the world's largest advertisers generate high-performing creative using AI. Founded in 2018 by a team from Google, Facebook, and Uber, acquired by The Brandtech Group in 2023, the company had scaled rapidly. By early 2025, Pencil had partnerships with Google Cloud, Adobe, and BCG. The team was growing. The product had evolved from an ecommerce-focused tool into an enterprise platform used by four of the top ten global advertisers.
The website had not kept pace. Built for an earlier stage of the company, it suffered from fragmented structure, inconsistent messaging, and a CMS that could not support the speed at which the marketing team needed to publish. Landing pages were difficult to spin up. Case studies and feature content sat in templates that no longer reflected the product. Most critically, the site was talking to everyone and converting no one in particular. Enterprise buyers, internal champions, and creative users all landed on the same messaging with no clear path to the value that mattered to them.
With a major industry milestone approaching in June 2025 and a refreshed brand ready to go, Pencil needed a website that matched the ambition. The brief was clear: hit a hard deadline that could not move, segment the messaging for three distinct audiences, build a scalable Webflow platform, and create a foundation that could keep evolving long after the sprint ended. The timeline was six weeks.
Our approach
We structured the project as an Enterprise Website sprint with an immovable deadline: live by June 14 to coincide with a major industry event where the product would be front and center. The kick-off call on April 3 brought together Will Hanschell (CEO), Sumukh Avadhani (CTO), and Tobias Cummins (COO) alongside our team. Scope was locked within a week. Design started on April 14. Six weeks later, the site was live.
The first strategic decision was ICP segmentation. Pencil serves three audiences that think about the product differently. Enterprise buyers care about efficiency, cost savings, and governance. Champions inside those organizations need to build a case for AI adoption across their teams. Creative professionals want to know the tool will make their work better, not replace it. We designed the site architecture around these segments, creating dedicated For Businesses and For Enterprise pages with distinct messaging, proof points, and conversion paths. The homepage spoke to the common thread: clarity about what Pencil does and why it matters.
The design translated Pencil's refreshed brand into a modular Webflow system. The homepage hero features a video slideshow of real AI-generated ads running behind a prompt-style interface that mirrors the product itself. The scribble animation, a nod to the brand's identity, carries through the site as an intentional design element. Every component was built for reuse. Modular sections, scalable CMS templates, and a component library meant the marketing team could build new landing pages without waiting for a development cycle.
The Webflow build covered the full platform: homepage, For Businesses, For Enterprise, pricing with a dynamic generation picker, and CMS-driven collections for blog, case studies, news, and features. We handled the complete content migration from the previous site with a structured redirect strategy that protected existing SEO equity across every URL. GA4 and GTM were configured from day one. Custom form logic fed into Chilipiper for conversion routing. The site was built to measure from launch, not as an afterthought.
Content hierarchy and page structure were designed with AEO in mind. Descriptive headings, clear definitions, question-led formatting, and structured schema all serve the same purpose: making the site readable by both humans and the AI systems that increasingly mediate how B2B buyers find and evaluate tools. This was not a separate workstream. It was embedded in how we structured every page.
The final days before launch were intense. Requirements shifted. Stakeholders across Pencil's growing team had input. The team delivered ahead of the deadline, and the response said it all: "You guys really came through for us when it counted."
”Noco came through for us when it counted. We had a tight deadline and a complex product to communicate. The speed and quality were real, and the ongoing support has kept our website moving as fast as our product.”
Why this matters
Pencil did not have a website problem. They had a gap between how powerful the product had become and how clearly the market could see it. That gap is where most fast-growing B2B SaaS companies lose momentum. The product evolves. The team scales. The partnerships stack up. But the website still tells last year's story.
The sprint closed that gap in six weeks. A scalable Webflow platform with structured CMS, conversion tracking, ICP-segmented messaging, and AEO-ready content hierarchy. But the sprint was the starting point, not the finish line.
Through the PRO subscription, Noco has stayed embedded in Pencil's growth. The work since launch tells the compounding story. We pivoted homepage messaging to enterprise positioning when the commercial strategy shifted, and within weeks conversion rates doubled. We built landing page templates for whitepapers and DLC campaigns that the team now spins up independently. We implemented UTM tracking with local storage capture to close attribution gaps across Chilipiper and Salesforce. We integrated Loops for email capture. We built an ROI calculator. We developed the AdEvals microsite on a separate Webflow instance with Airtable CMS sync and video streaming through Cloudflare. When that project needed custom file hosting beyond what Webflow and Airtable could handle, we brought in Eli5's engineering team to scope and build the solution. We set up the CRO dashboard through Funnelview with funnel diagnostics, AI-powered recommendations, and a structured Trello workflow that turns insights into prioritized experiments every month. We established a weekly call cadence to keep execution aligned with a product and marketing team that moves fast.
The numbers reflect the approach. Organic search sessions grew 155% from July 2025 to February 2026. LLM-referred traffic increased 522% since launch, a clear signal that the site structure and content hierarchy are being surfaced in AI-generated answers. And within the first months of the enterprise messaging pivot, site conversion rates moved from under 1% to over 2%.
Design, development, and CRO operating as one system. Sprints that set the foundation. A subscription that turns the foundation into a compounding growth engine. That is how a website keeps pace with a product that the world's biggest brands already trust.
If your product has outgrown your website, that is where we start.
Make your next move. Today.
Momentum is created in the first conversation. When the energy matches, everything else accelerates.
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