As one of the fastest-growing B2B SaaS companies, Gong has become synonymous with innovation in revenue intelligence. But as the company’s global presence expanded and its AI product suite matured, Gong’s digital experience struggled to match the sophistication of its technology and brand. The marketing team needed a new foundation that reflected Gong’s leadership position and empowered its web and creative teams to move faster.
With the company’s evolution into an AI Operating System for revenue teams, Gong needed a website capable of matching that same level of innovation to scale as fast as their technology, support rapid experimentation, and deliver a unified digital experience across global markets. Gong partnered with Webstacks to lead a full-scale website redesign and CMS migration.
Phase 1 launch sets foundation for long-term scalability
The partnership began with a strategic discovery and planning phase where Webstacks evaluated Gong’s goals, internal processes, and resource structure. Recognizing the complexity of a full redesign for a company of Gong’s scale, Webstacks recommended a phased rollout approach—a strategy proven to balance speed with stability while maintaining stakeholder alignment.
By prioritizing high-impact pages first, Webstacks ensured Gong could realize value early while building the foundation for long-term scalability. Phase 1 focused on redesigning the homepage, navigation, and key solutions pages, introducing a refreshed brand system, modular content structure, and composable architecture powered by Sanity CMS. This approach not only accelerated time-to-launch but also gave Gong’s marketing and web teams the confidence to evolve the site continuously rather than treating it as a one-off project.
The Growing Pains of a Global Brand Held Back by Its Website
As Gong launched new products like Gong Engage and introduced its AI Operating System, the disconnect grew even clearer: the website couldn’t keep pace with the company’s evolution. Built on WordPress, the site was struggling under the weight of a global brand scaling faster than its technology could handle. What once supported a lean startup limited a category leader.
Plugin bloat, security risks, and manual workflows made even small updates a drain on the team’s time. The platform couldn’t scale design systems or content infrastructure to match Gong’s expanding product lines and global reach.
“WordPress is just not working out for us in any way where we want to scale something… or even scale design,” said one stakeholder during discovery.
While design and performance were visible challenges, the deeper problem was speed. Gong’s marketing team couldn’t iterate fast enough. Every campaign, landing page, or product update required developer intervention. Pages took weeks to publish. Testing new messaging or layouts became an operational burden instead of a growth lever.
We had to fight the CMS every time we wanted to experiment.
This lack of flexibility left opportunities on the table. Campaign ideas were delayed. A/B tests never launched. For a company fueled by data and experimentation, the website had become a bottleneck instead of a growth engine.
These challenges were compounded by Gong’s distributed teams across San Francisco, London, and beyond, each maintaining content separately and interpreting the brand differently. Without a unified governance model, inconsistencies crept into design, messaging, and user experience, telling a fragmented brand story that no longer reflected the precision and clarity of Gong’s product.
A Strategic, Phased Redesign With Business Goals in Mind
Aligning Stakeholders Through Discovery and Workshops
Before a single design was drafted, Webstacks immersed itself in Gong’s world. The engagement began with a series of collaborative discovery workshops bringing together stakeholders across marketing, creative, and content operations.
Webstacks audited Gong’s existing web infrastructure, mapped out content workflows, and identified where velocity broke down. The insights from these sessions informed a comprehensive blueprint, linking every design and technical decision to measurable business outcomes, such as speed-to-launch, governance, and content scalability.
The collaboration from day one gave us confidence we were building something scalable and strategic—not just beautiful.
Designing for Agility, Scalability, and Cross-Team Collaboration
With alignment secured, Webstacks redefined Gong’s website not as a one-off redesign, but as the foundation of a living digital ecosystem. The goal was to build a system that could adapt as quickly as Gong’s AI products evolved.
To achieve that, Webstacks worked hand-in-hand with Gong’s internal designers to document design tokens, component logic, and governance workflows, transforming design intent into reusable digital patterns. Every decision balanced creative freedom with operational control, enabling marketing, design, and web teams to collaborate without friction. This shift re-established the website as a shared platform rather than a departmental deliverable.
A Phased Launch Strategy Focused on High-Impact Wins
Given the scale of Gong’s website and the need for uninterrupted operations, Webstacks proposed a phased launch strategy to minimize risk while maximizing early impact. The first milestone, Phase 1, focused on redesigning the homepage, navigation, and key solutions pages. Gong defined these areas as most critical to conversion and storytelling.
By front-loading the high-visibility pages, Webstacks helped Gong’s teams build internal momentum and executive buy-in early in the project. Each release acted as a proof point: validating the composable CMS, modular design system, and new governance model in real-world conditions before scaling site-wide.
Phase 1 not only modernized Gong’s digital identity but also established repeatable frameworks, like design principles, content models, and development workflows, that would carry through future phases.
Laying the Foundation: Composable Architecture and Sanity CMS
Migrating Off WordPress to Sanity for Content Agility
Moving Gong’s web infrastructure from WordPress to Sanity CMS was a paradigm shift in how the marketing team operated. The legacy system had trapped content in rigid page templates, limiting flexibility and slowing releases.
With Sanity, Gong adopted a structured content model built for scale where every content type, from product hero to testimonial block, could be reused, repurposed, and dynamically arranged across the site.
Webstacks re-architected Gong’s content workflows around speed, governance, and reusability. Editors could now launch campaign pages in hours instead of days, while design integrity stayed intact through schema-driven layouts. Role-based permissions gave each function, from content and SEO to localization, the autonomy to publish confidently without developer intervention.
Before, every update felt like a rebuild. Now, we can move at the same speed as our product launches.
Building a Modular Design System for Scale and Control
With the CMS foundation in place, Webstacks introduced a modular design system that mirrored Gong’s new brand identity and scaled across teams and regions. Each visual and functional element, like the hero banners, content cards, CTAs, and pricing tables, was built as a reusable module, fully configurable through the CMS.
This composable design language gave Gong’s marketing and design teams full creative freedom without compromising brand consistency. Webstacks collaborated closely with Gong’s creative team to translate their visual language into Figma components and coded counterparts, ensuring design and development remained in sync.
Integrating a Modern Tech Stack for Performance and Personalization
Behind the visual layer, Webstacks implemented a modern front-end framework and edge deployment strategy, optimizing performance globally. Static generation and CDN-level caching reduced load times dramatically, supporting Gong’s rapid traffic growth and international expansion.
The composable stack was architected for the future, integrating APIs that would later power personalization, ABM, and experimentation initiatives. With structured content and a unified data model, Gong gained the flexibility to deliver targeted experiences to specific audiences without overhauling the site’s architecture.
This foundation transformed Gong’s website from a marketing asset into a scalable, data-driven platform, ready to adapt to new campaigns, markets, and products as fast as Gong could innovate.
Bringing the Brand to Life With Design and Content Systems
Once the technical foundation was in place, Webstacks and Gong’s creative team focused on translating the brand’s bold personality into a scalable design language. The new digital identity needed to communicate Gong’s leadership in AI and revenue intelligence, balancing enterprise sophistication with the brand’s signature energy and confidence.
Through iterative design sprints, Webstacks helped codify Gong’s visual principles into a unified system—clarity, color hierarchy, and motion all working together to tell a cohesive story. Every design choice was made with performance and scalability in mind, ensuring visual consistency across the homepage, solutions, and future global experiences.
Supporting Multilingual Growth and Experimentation
As Gong’s global footprint expanded, the website needed to scale in multiple languages without fragmenting the brand. With Sanity’s structured content layer, Webstacks built localized schemas and translation workflows that allow Gong’s web team to quickly duplicate, translate, and launch regional pages without developer dependency.
This framework made global experimentation possible. Teams in EMEA could now test regional CTAs, messaging, and visuals while maintaining the same component logic as the core site. Localization became an accelerant, not an afterthought.
The approach ensured that as Gong’s AI Operating System narrative reaches new markets, the website can adapt instantly, keeping global consistency and local relevance in balance.
Modular Content Blocks That Empower Non-Technical Teams
The new modular content system transformed Gong’s marketing workflow. Every website component was designed to be reused, rearranged, and repurposed through the CMS.
Instead of relying on developers for page builds, marketers can now assemble campaigns and product pages on their own, launching in hours instead of weeks. This shift redefined the relationship between design, marketing, and development, freeing each team to focus on creativity and strategy rather than logistics.
The result is a scalable, on-brand content engine that lets Gong’s marketing team tell new stories as fast as the company innovates.
Transforming the Website Into a Marketing Growth Engine
With modular content systems and structured governance, Gong’s marketing team can now launch campaigns in hours, not weeks. Content velocity has accelerated, collaboration has strengthened, and design consistency is now effortless across every region and vertical.
The new solutions architecture tells a sharper product story, highlighting Gong’s evolution into an AI Operating System for revenue teams and giving buyers clearer paths to understand its expanding suite of AI-driven products. Each page is optimized for performance, discoverability, and storytelling to drive deeper engagement and conversion across audiences.
Phase 2 will extend this foundation across the full Gong web ecosystem, bringing the same scalability to the blog, resources, and partner experiences. With enhancements like search, personalization, and deeper localization, the website is positioned to grow alongside Gong’s technology.
Our site has gone from a blocker to a growth driver. It finally supports how fast we move as a company.
