How one AI platform’s content team stays ahead of a product that won't slow down

Merge is the connective infrastructure for production AI. Its unified platform lets AI systems access business data, take actions across software, and run reliably at scale. The company had launched two products in under six months (Merge Agent Handler and Merge Gateway). Each demanded new pages, new positioning, and ultimately, a site that needed to keep pace with a roadmap that wasn't slowing down. 

For a developer tools company whose enterprise buyers scrutinize everything before they commit, the website is often the first impression — the place where they decide whether Merge is worth their time. Each product launch presented an opportunity to cultivate trust with buyers, and Jon Gitlin, Merge's Content Marketing Lead, made sure the site was always ready to earn it.

Building for a category that didn't exist yet

Agentic integrations — the layer that lets AI systems communicate with the enterprise tools companies already depend on — wasn't a mainstream search category two years ago. As model context protocol (MCP) and agent-to-agent workflows moved from research papers to production deployments, the demand for content explaining how any of it actually works grew faster than most teams could realistically keep up with. 

The opportunity hiding in plain sight

Gitlin's role at Merge spans the full content operation: SEO, AEO, PR, social, and case studies. This means everything that shapes how the company gets discovered, understood, and trusted falls in his purview. When a new topic starts generating organic demand before the competition has recognized it exists, the teams that win aren't necessarily the ones with the most resources; they’re the ones that can move, and move quickly. 

Under merge.dev/integrations and /connectors, hundreds of programmatically generated pages index every integration Merge supports — structured, optimized, and built to be discovered. When Gitlin wanted to optimize those pages for SEO, he added FAQ components directly: each H3 is a question, and each paragraph provides the answer. And when Google started surfacing random images from those pages in search results, he worked with Merge's development agency, Zabal Media, to add open graph fields so the team controlled exactly what appeared. 

Changes that might have taken weeks previously now only took hours. Gitlin notes that each page now generates 99% faster, enabling Merge to scale its footprint across search and LLMs. "Thanks to Webflow and the tools I use day to day, we've been able to capitalize on these trends and create high-quality content quickly and at scale."

What Gitlin describes is page generation at the speed of a product roadmap, not a dev queue. It’s the workload modern marketing teams increasingly need their web platform to absorb natively, and the one Webflow is purpose-built to support.

A platform that could match Merge’s ambitions

Ambition without the tools to act on it has a quiet cost. Before Merge's current setup, the team knew that building new page types or modifying existing components would be slow and expensive. This meant ideas rarely made it past the first conversation, slowing down the team’s overall pace of innovation. "We knew that modifying components, building new page types — it would be painful and take a long time," he says. "That prevented us from even thinking about doing a lot of things with our site. Webflow removed that mental block. We can be creative and ambitious because we know Webflow can support us."

That freedom shows up everywhere: in the experiments Jon runs on a Tuesday without filing a request, in the programmatic pages that go live the same day an idea surfaces, in a content operation built to move at the speed of the product it's describing.

Webflow removed that mental block. We can be creative and ambitious because we know Webflow can support us.

Keeping the website in lockstep with a rapid product launch roadmap

What used to take several days — sometimes weeks — now takes a few hours. When a new product launches, the pages are live before the noise fades.

Gitlin and his colleagues in marketing handle most of this directly, without engineering support. Zabal comes in to build out custom functionality: structural changes, new design components, anything that lives outside the CMS. But the day-to-day responsibilities of publishing, updating, and optimizing sit with Gitlin and his marketing colleagues. For a startup without full-time web development resources, that self-sufficiency isn't a nice-to-have; it's the difference between an idea that ships this week and one that's still waiting three months later.

When it came to Merge launching Agent Handler in October, "We had a million things to be stressed about: updating our messaging, evolving our go-to-market strategy, trying to secure media placements, and a whole lot more. Thanks to Webflow's flexibility, our site wasn't one of them," says Gitlin.

Merge became the most cited brand in its category

At a moment when AI overviews are quietly eroding organic traffic across the industry, Merge's traffic, conversions, and pipeline are all growing year over year. Some of that is timing — the demand for agentic integration content arrived just as Merge was positioned to meet it. But category tailwinds only reward the teams fast enough to catch them. The site was never what held Merge back. "I'm never asking whether Webflow can support what I want to do," says Gitlin. "I just think about what I want to do, and then we do it."

Merge tracks AI visibility, monitoring 300 prompts across the major LLMs and ten direct competitors. Answer engine optimization (AEO) is the new organic playing field, and most B2B teams are still figuring out what it means. Merge built the infrastructure to win it: programmatic pages, optimized blog posts, and a site designed to answer the question a buyer is asking an LLM before they’ve asked a human. 

Consistently, across every measurement, Merge is winning AEO and is now the most cited brand in its category — a reflection of a content infrastructure built over time. This includes programmatic pages, optimized blog posts, and a system designed to put the right answer in front of the right buyer before they know to ask for it.

I'm never asking whether Webflow can support what I want to do. I just think about what I want to do, and then we do it.

The reputation a great website builds — and keeps

Merge serves two kinds of buyers: enterprise teams conducting deep evaluations before they commit, and startups that want to try the product and decide. Both arrive at the site before they talk to anyone at the company, and what they find shapes whether they stay. The site holds both paths: demo requests for enterprise and self-serve signups for startups, without straining under the weight of serving two audiences at once. Fast, reliable, and always current, it has become something harder to manufacture than traffic: a first impression that does the work of a much larger organization.

Gitlin recently spoke with someone from a frontier LLM company, and when she learned Merge’s size, she couldn't hide her surprise: “She said, 'I can't believe you're only 120 people. You have such an impressive reputation,'" Gitlin recalls. “I attribute a lot of that to the site we've been able to build and maintain."

That reputation is the compounded return on every page that shipped on time, every launch that didn't fall behind, and every experiment that was able to run because the team stopped asking what was possible and started building it.

Merge is one of the most innovative companies in a category rewriting how software connects — and one of a growing set of AI-native teams using Webflow to run agentic marketing workflows at the same pace their product moves. Their website has kept pace with every version of that story — and there are more versions to come.