As Justworks expanded beyond PEO services into a multi-product business, their website struggled to keep pace. With rapid growth ahead, their most critical lead acquisition tool was in dire need of a substantial overhaul.
Expanding their marketing efforts wasn’t feasible with a fragile foundation. Their Contentful setup was frustrating for marketers, development was inefficient, and inconsistent design weakened their brand’s impact. Without a strategic fix, they risked growing a website that wasn’t built to scale in the first place.
To move fast without overextending their internal team, Justworks partnered with Webstacks. They needed a team that could streamline development, modernize their CMS, and establish a scalable design system—all while working seamlessly alongside their marketing and engineering teams.
Breaking Down Justworks’ Challenges
Design Inconsistencies & Lack of a Systematic Approach
With no design system in place, UI inconsistencies were unavoidable. Creating new pages meant reinventing the wheel instead of leveraging reusable components. Inefficiencies, visual inconsistencies, and a disjointed brand identity made scaling the website a challenge.
Contentful Was Limiting Their Growth
Justworks relied on a custom page builder within Contentful, but instead of improving workflows, it introduced unnecessary complexity. Ironically, content editors had too much power—an overload of features and controls made publishing harder, not easier. Meanwhile, developers struggled with Contentful’s content model limits, relying on workarounds to keep a fragile system running.
Outdated Tech Stack Slowed Performance & Development
Despite not needing a backend, the website was built on Ruby, adding layers of technical overhead. Without structured component management, even minor updates required significant development effort. Every change became a heavy lift, making it difficult to iterate quickly and keep pace with Justworks’ growth.
Tracking & Attribution Gaps
Justworks used Salesforce and Pardot but lacked clear event tracking and attribution. Without a unified system to measure performance, marketing teams were flying blind—unable to pinpoint what was working, what wasn’t, and where to optimize.
Webstacks’ Solution: A Dedicated Website Product Team
To rebuild Justworks’ website for scalability and long-term success, Webstacks embedded a Website Product Team directly into their workflow. This cross-functional team—made up of designers, developers, web strategists, and a dedicated project manager—worked in lockstep with Justworks’ marketing team, in-house designers, and lead engineer.
Unlike traditional agency engagements, a Website Product Team operates in agile sprints, ensuring continuous progress, faster execution, and structured deliverables. This approach gave Justworks the flexibility to scale its website while keeping the internal team lean.
Implementing a Scalable Design System: To bring visual cohesion to the website, Webstacks established a complete design system that mirrored the previous version of the site. This included standardized typography, spacing, and color usage—giving Justworks a system that scaled effortlessly across new components and pages.
Refactoring Contentful for Efficiency: Webstacks' Contentful development services restructured Justworks’ CMS, eliminating unnecessary complexity and enhancing speed, flexibility, and ease of use. The previous freeform page builder was replaced with structured, reusable components based on the new design system. Our developers also introduced Storybook, which documented each component and provided a single source of truth for how every single element was supposed to look and function.
Migrating to a Modern, Composable Tech Stack: The outdated Ruby-based setup was overhauled with a high-performance Gatsby framework. This transition sped up development cycles, improved site performance, and streamlined content delivery—all while ensuring full compatibility with Justworks’ marketing tools like Contentful, Salesforce, and Pardot.
Key Website Initiatives
With a modernized foundation in place, Webstacks and Justworks turned their focus to high-impact website improvements. These initiatives not only enhanced the user experience but also aligned the site with Justworks’ evolving business model, ensuring it could scale alongside their growth.
Multi-step form
To streamline lead capture and improve conversion rates, Webstacks introduced a multi-step form to Justworks’ primary conversion flow. By breaking the process into logical steps, the new form reduced friction, improved user experience, and provided sales with better-qualified leads.
Pricing page overhaul
As Justworks expanded its offerings, its pricing page needed to evolve. Webstacks redesigned the page to clearly communicate pricing for multiple products while maintaining transparency. The new layout also introduced pricing cards, a detailed feature comparison table, and available add-ons.
EOR SEO strategy
Justworks had valuable Employer-of-Record (EOR) insights locked away in PDFs, limiting their discoverability. Webstacks transformed this data into dedicated, SEO-optimized pages, improving organic visibility and positioning Justworks as an authority in the space. This initiative drove more inbound traffic and provided a stronger entry point for prospective customers.
Content marketing resources
Justworks needed to revamp its resources to deliver more valuable content to its audiences.
This included redesigning key pages like the blog to improve navigation, readability, and overall user experience.
Customer-related content and case studies were redesigned to enhance credibility and professionalism, creating a more compelling narrative for potential clients. By improving structure and visual presentation, Justworks now showcases its success stories with greater impact and clarity.
Competitor pages were launched so users could easily learn about Justworks and compare its products to alternatives. This would also serve as a valuable SEO and conversion strategy.
No More Workarounds, Just a Frictionless Website
Justworks set out to scale its marketing efforts, but first, it needed a website built for growth. By embedding a Website Product Team, we helped them move fast without sacrificing quality—delivering a scalable design system, a composable tech stack, and a refined content management experience.
With these foundations in place, their team can confidently refine and expand—whether launching new products or fine-tuning conversion paths. This collaboration went beyond website fixes, establishing a system that gives their marketing team the agility to execute at the highest level.
