Demo: Webflow AEO

As you've probably been hearing, AI is fundamentally changing the whole marketing funnel. Traditional channels like search, email and paid — well, they still matter. But now there's a new layer sitting between brands and buyers, and that layer is AI. The old journey of search, click and land on a website. That's no longer the full story. AI is now shaping discovery before a customer ever reaches your site. So the question for marketing teams isn't just how do I rank anymore, it's how do I become the source that AI trusts, cites and sends traffic to. And that requires a different approach across your planning, your stack and your day to day workflows. And at Webflow, that's exactly what we've been focused on.

So what are we building now? Well, at its core, we're building an agentic closed loop system for improving your visibility in AI search from insight all the way through execution without requiring deep AEO expertise. When we rebuilt webflow.com, we found gaps we didn't expect. Places where AI was misrepresenting us because the structure just wasn't clear enough. And every one of those gaps shaped what we built into the product. What our team had to identify manually, the product can now surface automatically. You can see how AI sees your site, get specific recommendations, and publish fixes the same day. So what took us weeks to figure out on our own site, the product can do in minutes. And that's the bridge from what we learned to what every customer can do.

All right, so let's take a look at that in action. And to start, we're going to come into the Insights panel within Analyze, and we're still rooted in customer behavior. But what's new is also measuring how AI systems are discovering and referencing your content. Inside Insights, we now have a new section called AI Discovery. And at the top level, you can see your overall visibility score, which measures the percentage of prompts and topics that you're measuring where your brand shows up in the AI generated responses. You can also see your performance across the individual topics or prompts that you're tracking to see more clearly where your brand is strong and where you might be underperforming. You'll also see your citations by page — which pages on your site are actually being referenced most frequently by LLMs in these responses.

And we also have a new view to see how human visitors by source are interacting with your site. Specifically AI referred visitors. And early evidence shows that AI referred visitors actually convert at a significantly higher rate. And now you can measure that directly in Webflow, connecting the dots between AI discovery and real user behavior. So we're measuring both sides of the equation — AI discovery and human engagement from AI referrals.

And from there we can go deeper into the pages view. And instead of looking at visibility across the entire site, we can analyze performance at the individual page level. For each page, we can see how often that page is being cited by LLMs, and which topics or questions it's associated with and how AI referred visitors are engaging with that specific page. So if you expect a page like Contact or Products to show up for certain questions but it isn't, that helps you quickly identify a gap.

We can also drill even further into individual prompts. Beyond overall visibility, this view shows you how your site performs for the specific questions that you care about. And here we track two key metrics. Visibility — are you showing up in AI generated responses? And citation — are you being referenced as a source? And this gives you a clear understanding of whether your brand is mentioned in answers or if it's also being used as a trusted reference. And these are all questions that you define, allowing you to measure your visibility on specific high value questions by tracking the topics, the prompts, and the questions that matter most to you, your brand and your customers.

So that's the measurement portion of the experience. Now let's move into the next stages — recommend and act. And to do that, we're going to come over to a brand new part of the product. And here the platform analyzes your entire site and surfaces opportunities to improve. Now, a large portion of these are technical recommendations, because that is where so much of visibility is won or lost — it focuses on if your site is structured in a way that makes it easy for AI systems to understand and cite your content.

And instead of manually auditing page after page, this area surfaces opportunities automatically. But we don't stop at identifying the problem, we also help you fix it directly. For example, if we look at an opportunity like missing meta titles or descriptions or even improved schema markup, the suggested fixes are already generated for you to review. And these suggestions are generated by analyzing the actual content on the page and helping produce structured data that better represents the page's actual value. And these suggested updates are also rooted in your brand details, powered by new organizational and brand context. You can both store and refine. So here you can review, modify and refine before accepting them. And once approved, those updates can be applied directly to your site.

And because this is all native to Webflow, you can roll out changes across your site quickly without needing a bunch of manual work or specialized resources. And that's really the core of what we're building — a system that brings everything together. Measure what's happening, get clear recommendations and take action quickly and at scale, all in one continuous loop. And that's Webflow.