The recap

On 5 October we co-hosted an executive dinner with Webflow in Oslo, as part of Webflow's Agentic Marketing Tour. Adrian Rosenkranz, CRO at Webflow, and Helene Simon, Head of EMEA GTM, joined us at TAK for opening remarks, dinner and a long conversation about where about marketing, websites and AI are heading. Spots were limited on purpose, so the talk could stay honest rather than polished.

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What we heard around the table

The enterprise teams in the room weren't short on ambition. We talked about how everyone have AI plans, budgets and every tool they could ask for. But what was lacking was someone owning the website end to end, and a system to build around.

What was discussed around the tables was that often teams have no fixed number for the website to work towards, and no clear job for each page. When nobody owns the result, nobody can say whether the site had a good week or a bad one. Adding AI to that doesn't create leverage. It just produces more of the same, faster.

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How we approach it

Moe, our co-founder and head of creative department, walked the room through how we work with clients and think about websites.

We treat a website as a system. Every page gets one job for one ICP. The jobs are usaly divided into four different jobs.

- Converters that turns a visitor into a lead or a sale

- Collectors that captures contact details or intent for later

- Attractors that brings the right people in from search, AI and social

- Informers that answers the questions buyers need answered before they talk to you

Each page then gets a hard goal, and someone who owns it. That person can tell you whether this week performed or not, and why. Then we iterate on what we learn. That loop is where growth comes from, and it's also what gives AI something real to work with. An agent can't improve a page that has no job and no target.

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Design for humans, build for bots

One point from the CRO of Webflow, Adrian Rosenkranz stayed with us.

"Yes, more bots are crawling websites. But Webflow's own customers are also seeing a big increase in human visitors"

That matches something we keep coming back to at Ish. A person can look at one website at a time, for a limited number of hours a day. One person can send out a hundred bots, or a million. Human attention has a hard cap and bot traffic doesn't, so the gap between the two will keep growing.

Our take is that the job is both. Bots read your site far more than people ever will, so content has to be clear and structured enough for them to understand and pass on. People still show up, and in growing numbers, so when they do, every page has to do its job. Design for humans, build for bots.

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The formula

Clear job+ hard goal + weekly owner + iteration = growth.

Thank you to Webflow, and to every company that took part. Until next time.

Is your website pulling its weight? Tell us what's not working. We'll tell you honestly whether we can fix it, what it costs and how long it takes.