A Webflow rebuild and SEO that took search traffic from 40 to 1,700+ visits a month

The starting point

Qwil gives regulated firms a compliant alternative to Microsoft Teams, Slack and Zoom. The product was strong, but the website wasn't doing it justice.

The site was hand-coded HTML that only Qwil's CTO could update. There was no CMS, so every new page meant pulling an engineer away from the product. Search visibility was limited to people who already knew the name, the site brought in no free trial sign-ups, and the messaging had fallen behind the product.

Web design: a Webflow site the team can run

We rebuilt the website in Webflow, with two goals: a site that sells the product clearly, and one Qwil's own team can update without a developer.

• Pages with one job each. Every page explains one thing and ends with a clear next step, so visitors move towards a free trial or a demo.
• A faster site. Clean, lightweight code means pages load quickly on any device.
• Messaging that matches the product. We rewrote the copy around what buyers in regulated firms need to know: security, compliance and how Qwil fits their working day.
• A move with nothing lost. The URL structure changed completely, so we mapped every old address and redirected it to its new page. The new site kept all the search traffic the old one had.

The move mattered as much for what it made possible as for how the site looks. With a CMS, clean URLs and simple publishing, Qwil could add new pages every week, and the SEO work depended on that.

SEO: the pages buyers search for

Qwil already had some authority. What it lacked were the pages buyers look for when they compare options. We ran a technical audit, fixed the errors it found, then built those pages and published new content every week.

• Comparison pages against the tools buyers weigh Qwil up against.
• In-depth industry pages for financial advisers, and for healthcare providers who need HIPAA-compliant messaging.
• Use-case pages showing how firms use Qwil day to day.
• Customer case studies that give buyers proof and support every other page.
• Articles that build Qwil's authority on secure, compliant client communication.

We also rewrote content that described Qwil from its own point of view, so it answers the reader's questions instead. In all, we have built more than 100 pages, and earned links from publications that Qwil's buyers read.

Writing for a regulated buyer

Every sale to a regulated firm involves a compliance officer, who needs to see exactly how the product meets their rules. Many buyers didn't know a compliant alternative existed, so at the start there was little search demand to capture. We created it with educational content built on the regulations themselves, such as the rules that stop financial advisers messaging clients on WhatsApp, which lead naturally to a compliant alternative. Every piece is reviewed for compliance before it goes live.

Original data

We turned Qwil's own data into original statistics and industry commentary. That gives its pages facts competitors can't copy, and gives other sites a reason to reference Qwil.

LinkedIn outreach

Search reaches buyers who are already looking. To reach advisers who weren't, we ran LinkedIn outreach to financial advisers in the UK, the United States and Canada. Messages get a 30% response rate, and the outreach books five demos a week with qualified, interested advisers.

Results

• Search traffic from 40 to 1,700+ visits a month in 16 months (Ubersuggest, May 2025 to September 2026). Before the work, almost none of Qwil's search traffic came from people who didn't already know the brand.
• 30 to 60 free trial sign-ups a month from search. The old site brought in none.
• Five qualified demos a week from LinkedIn outreach.
• Cited in Google's AI Overviews for searches about HIPAA-compliant messaging and software for financial advisers.

Qwil now has a website its team can run, a library of pages that win buyers from search, and a steady flow of demos from LinkedIn. We continue to work with Qwil on all three.