We Connect Brand, Marketing, and Sales Around Growth

If you're here, we've probably met. This letter goes deeper on a conversation we've already started and shares our perspective on how we work.

My goal is to work with the highest possible degree of agency in every engagement BrightSite is a part of. We're a small team deeply embedded with each of our clients, focused on a handful of projects. I intend to keep it that way.

One of the most important factors in having high agency is conviction. We work with strong convictions developed over years of working with marketing teams in Webflow. Those convictions inform our decisions, guide us through new challenges, and help us achieve consistent results. Our first conviction is this:

Your marketing team should control your marketing website.

Sounds obvious, right?

Yet most growth-stage companies operate with a painful disconnect between Brand, Marketing, and Product.

Brand and Marketing—who deeply understand positioning, timing, and audience—can plan and design beautiful, impactful campaigns. But the engineering team (who is probably also working on product) drives the timelines for shipping those campaigns to the marketing site.

The most productive companies today are empowering their marketing teams to control the flow of campaigns end to end, from ideation to implementation. They're doing this through marketer-led websites, AI tooling, and robust processes that keep everything flowing smoothly.

At this point you're probably asking, "Okay, how is this possible? Developers have built websites since their beginning. Are you telling me marketers are supposed to develop websites now?"

No, I’m not saying Marketers now need to learn development. There's still a place for everyone at the table. In fact, everyone should be at the table.

But in the age of AI, we need to rethink how we're building websites. It's not just developers managing them anymore.

It's the Marketing team publishing a new blog, the Product team shipping updates to the features section, and an AI agent localizing these updates across the global site. How do we ensure things can move fast, but that nothing breaks?

It comes down to what you build for.

Fundamentally, the litmus test of a successful website is the same as it's always been: Can it (a) support what we need today and (b) handle the changes of tomorrow?

Generally, companies need three things to answer yes to both parts of that question.

They need an effective framework, comprehensive team enablement, and a plan for what happens after launch.

It's also essential that the system be built as simply as possible. Gall's Law is a real factor when you're operating a global website with thousands of pages. Things have to be simple. They must be flexible enough to change and scale with the business.

Systems must be built for now, but they also have to be built for tomorrow.

This is exactly what we've built for the teams at Workleap, Netradyne, and Sharegate.

Here's how we build simple systems for complex business contexts.

Framework. This is the deeply technical layer—platform architecture, component systems, performance optimization, the stuff that requires genuine developer expertise. We build websites that are simultaneously powerful and accessible, governed so they remain scalable and performant. Not dumbed-down drag-and-drop tools, but properly abstracted systems where complexity is managed through smart design rather than reduced functionality.

Enablement. Training isn't optional—it's central. We run live sessions tailored to your team: marketers learning page composition, product teams understanding SEO implications, salespeople who need to spin up one-off pages. We build documentation libraries specific to your architecture. Our goal is to move everyone who works in the site past surface-level familiarity to complete confidence in executing their tasks.

Embedded Partnership. After launch, we don't disappear. We shift into a guidance role—part strategic advisor, part technical insurance. When new GDPR requirements drop, we build the compliant solution. When you need a new integration, we architect it. When Webflow ships a major update, we evaluate and implement what matters. Your marketing team flies the plane—controlling speed, direction, and strategy. We're air traffic control, ensuring you arrive safely at whatever destination matters: that acquisition, that funding round, that revenue milestone.

What Happens Next

I'd love to hear what you're working through right now. Are you wondering if things could be more efficient, if you can put the power to launch campaigns in the hands of those who create them? Reach out to me directly: zebediah@withbrightsite.com