Senior Webflow Designer

📍 Job Overview

Job Title: Senior Webflow Designer

Company: LawnStarter

Location: New York, New York, United States

Job Type: FULL_TIME

Category: Growth Marketing / Web Design & Development

Date Posted: 2026-05-21T13:31:34.566

Experience Level: 5-10 Years

Remote Status: Fully Remote

🚀 Role Summary

• Lead the design and development of marketing websites within Webflow, focusing on a componentized design system for four distinct brands.

• Drive customer acquisition and conversion by optimizing website performance, user experience, and brand execution.

• Collaborate closely with Technical Growth Managers and CRO Specialists to enable rapid iteration and testing without constant engineering support.

• Utilize AI tools like Claude Code and Claude as integral components of the design and development workflow.

📝 Enhancement Note: This role is highly specialized, blending advanced Webflow development with strong visual design and a deep understanding of growth marketing principles. The emphasis on direct building in Webflow, embedded collaboration within the Growth team, and AI integration positions this as a unique opportunity for a designer who can also engineer.

📈 Primary Responsibilities

• Design and build a robust, componentized Webflow design system across four distinct brands (Home Gnome, LawnStarter, Lawn Love, ProBase), including page templates, component architecture, design tokens, and shared interaction patterns.

• Maintain a high standard of visual design and brand execution, ensuring all marketing sites are modern, polished, and unmistakably on-brand, rivaling top industry websites.

• Develop and implement UX/UI best practices, focusing on usability, conversion optimization, and WCAG accessibility standards for every component and template.

• Design and build purposeful interactions and animations using Webflow's native tools and custom CSS/JavaScript to enhance brand experience and user engagement.

• Partner with the CRO Specialist to design test-ready components and page variants, iterating on designs based on A/B testing results and conversion data.

• Collaborate with the Technical Growth Manager on production handoffs, providing detailed QA to ensure final builds match design intent and iterating on the design system based on shipping learnings.

• Develop scalable page templates for thousands of programmatic SEO pages, ensuring visual consistency, strong UX/UI, and accessibility standards.

• Migrate existing marketing sites for LawnStarter and Lawn Love into the new Webflow foundation.

📝 Enhancement Note: The responsibilities clearly indicate a "design-and-build" approach within Webflow, rather than a traditional Figma-to-handoff model. The emphasis on building a self-serve system for the Technical Growth Manager and CRO Specialist highlights a focus on empowering the Growth team's velocity.

🎓 Skills & Qualifications

Education: While no specific degree is mandated, a strong portfolio demonstrating equivalent practical experience in design, web development, and system building is paramount.

Experience: 5-10 years of experience in web design, with a significant focus on Webflow development and building complex, componentized websites. Experience working within a growth-focused marketing team is highly preferred.

Required Skills:

• Expert-level proficiency in Webflow, including component architecture, design systems, dynamic content, and advanced interactions.

• Top-tier visual design skills with a keen eye for typography, spacing, hierarchy, color, imagery, and composition.

• Strong understanding and application of UX/UI principles, usability, and WCAG accessibility standards.

• Proficiency in custom CSS and JavaScript for extending Webflow's capabilities.

• Experience designing and building for conversion rate optimization (CRO) and supporting A/B testing initiatives.

• Ability to integrate and leverage AI tools (e.g., Claude Code, Claude) effectively in design and development workflows.

• Demonstrated ability to manage and maintain design systems and component libraries across multiple brands.

Preferred Skills:

• Experience with CMS architecture and programmatic SEO page generation.

• Familiarity with structured data implementation.

• Understanding of analytics implementation and performance measurement.

• Experience designing for a multi-brand portfolio.

📝 Enhancement Note: The "Who You Are" section strongly implies that visual design and brand discipline are non-negotiable, potentially more so than pure development skills if one had to be prioritized. The emphasis on AI-native workflow suggests candidates should be comfortable and proactive with these tools.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• Demonstrate complex, multi-page Webflow sites with robust architectural rigor, showcasing componentization and design system implementation.

• Provide examples of how you've designed and built for conversion optimization, including variants for A/B testing and measurable results.

• Showcase examples of purposeful interactions and animations, detailing the tools and techniques used (Webflow native, CSS, JS).

• Include case studies that highlight your process for establishing UX/UI standards, including usability and accessibility considerations (WCAG).

Process Documentation:

• Detail your workflow for designing and building in Webflow, from initial concept to production handoff and QA.

• Illustrate your approach to creating reusable components and templates that can be self-served by other team members.

• Explain how you incorporate user feedback, conversion data, and accessibility best practices into your design and build process.

• Provide examples of how you've used AI tools to accelerate design exploration, code generation, or other aspects of your workflow.

📝 Enhancement Note: The portfolio and process documentation requirements are critical. Candidates must be able to showcase not just finished work, but the methodology behind building scalable, reusable systems within Webflow and supporting a growth-oriented team.

💵 Compensation & Benefits

Salary Range: $110,000 - $140,000 USD per year.

Benefits:

• 401k retirement savings plan.

• Comprehensive healthcare coverage including Medical, Dental, and Vision insurance.

• Unlimited Paid Time Off (PTO) policy, emphasizing results over strict time tracking.

• Fully remote work environment.

Working Hours: The role is full-time, with an implied standard 40-hour work week. The emphasis on "results" and "unlimited PTO" suggests flexibility in how and when work is accomplished, as long as objectives are met.

📝 Enhancement Note: The salary range is clearly stated. The unlimited PTO policy, while common, is highlighted as a key benefit that aligns with a focus on performance and autonomy.

🎯 Team & Company Context

🏢 Company Culture

Industry: Home Services Marketplace (Lawn Care and expanding to other home services).

Company Size: LawnStarter is a significant player, noted as having over $100M in annual bookings, indicating a scale that likely requires robust operational and marketing infrastructure. The AI data suggests a company size that could range from 50-200 employees.

Founded: While the founding date isn't explicitly stated in the provided text, the company's growth trajectory suggests a relatively established and scaling organization.

Team Structure:

• The Senior Webflow Designer will be embedded within the Growth team, reporting functionally to the Director of Design for design standards but day-to-day working alongside the Technical Growth Manager and CRO Specialist.

• This creates a tight-knit, collaborative unit focused on rapid marketing site iteration and conversion optimization.

Methodology:

• Data-driven decision-making is paramount, with conversion rates and A/B test results directly informing design iterations.

• Workflow emphasizes speed and agility, aiming to unblock the Growth team from engineering dependencies through a robust Webflow design system.

• AI is integrated as a core tool for efficiency and exploration in design and development.

Company Website: lawnstarter.com

📝 Enhancement Note: The company culture appears to be fast-paced, performance-oriented, and highly collaborative, especially within the Growth team. The "Growth team fluent" requirement for candidates underscores this.

📈 Career & Growth Analysis

Operations Career Level: This is a Senior individual contributor role, focused on specialized design and development within the Webflow platform. It's a critical role for enabling the Growth team's velocity and effectiveness.

Reporting Structure: While functionally reporting to the Director of Design, the day-to-day collaboration and project focus will be with the Technical Growth Manager and CRO Specialist within the Growth team. This dual reporting/collaboration structure is common in growth-focused operations.

Operations Impact: The role's impact is directly tied to customer acquisition and conversion rates. By enabling faster website iteration, testing, and optimization, this role directly contributes to revenue growth and market expansion across multiple brands. The efficiency gains from reducing engineering dependencies are also a significant operational impact.

Growth Opportunities:

• Specialization: Deepen expertise in Webflow, design systems, and conversion-focused web design.

• Leadership: Potential to define and lead the Webflow strategy across all four brands, influencing how they manifest online.

• Skill Expansion: Opportunity to further hone skills in custom CSS/JS, AI-assisted design, and understanding growth marketing funnels.

• Cross-functional Exposure: Gain deep insights into SEO, paid acquisition, CRO, and data analysis.

📝 Enhancement Note: This role offers significant growth potential for someone wanting to specialize in Webflow within a high-impact growth environment. The opportunity to shape the digital presence for four brands is substantial.

🌐 Work Environment

Office Type: Fully Remote. This implies a distributed workforce with no central office requirement for this role.

Office Location(s): While the role is remote, the listed location of "New York, New York, United States" suggests a primary timezone focus or a historical headquarters, but the "TELECOMMUTE" and "Fully Remote" status means candidates can likely be based anywhere within the United States.

Workspace Context:

• The workspace is entirely digital, requiring strong self-management and communication skills.

• Collaboration will occur through digital tools (e.g., Slack, video conferencing, project management software).

• Access to AI tools and potentially other design/development software will be essential.

Work Schedule: Full-time with flexibility. The "Unlimited PTO" and focus on results suggest autonomy in managing work hours, provided deadlines are met and collaboration with teams in the US time zones is maintained.

📝 Enhancement Note: The fully remote nature requires candidates to be self-disciplined and comfortable working asynchronously and synchronously with a distributed team.

📄 Application & Portfolio Review Process

Interview Process:

• Initial Screening: Likely a review of your resume and portfolio against the core requirements (Webflow expertise, visual design, growth focus).

• Portfolio Deep Dive: Expect a detailed walkthrough of your portfolio with the Director of Design and/or members of the Growth team. Be prepared to discuss your process, design decisions, technical implementation, and the impact of your work.

• Technical/Growth Interview: An interview focused on Webflow capabilities, custom code proficiency, understanding of CRO principles, and how you've supported growth initiatives. This might involve a hypothetical problem-solving scenario.

• Collaboration/Culture Fit Interview: Conversations with the Technical Growth Manager and CRO Specialist to assess your collaborative style, ability to work in a fast-paced, data-driven environment, and comfort with AI tools.

• Final Interview: Potentially with a senior leader to discuss overall fit and strategic alignment.

Portfolio Review Tips:

• Highlight Webflow Mastery: Clearly showcase complex Webflow projects, emphasizing the design system, component architecture, and custom code integrations.

• Demonstrate Visual Design Excellence: Ensure your portfolio visually communicates high-quality typography, layout, branding, and interaction design.

• Quantify Impact: Where possible, include metrics related to conversion improvements, user engagement, or efficiency gains resulting from your work.

• Showcase Process: Explain your problem-solving approach, how you collaborate, and how you iterate based on data or feedback.

• Include AI Integration: If you've used AI tools, be ready to discuss how they enhanced your workflow or outcomes.

• Address Multi-Brand Strategy: If applicable, show how you've managed design consistency and differentiation across multiple brands.

Challenge Preparation:

• Be prepared for a practical exercise or a detailed discussion around a hypothetical scenario involving designing and building a component or page template in Webflow for a specific growth objective.

• Practice articulating your design rationale, technical implementation choices, and how your solution supports conversion goals and scalability.

• Be ready to discuss how you would collaborate with a CRO specialist to test and iterate on your designs.

📝 Enhancement Note: The emphasis on "design happens in Webflow, not Figma" means candidates should be ready to discuss their direct building process and potentially demonstrate it.

🛠 Tools & Technology Stack

Primary Tools:

• Webflow: The central platform for design and development. Expertise in its CMS, interactions, component structure, and custom code embedding is critical.

• AI Tools: Claude Code and Claude are explicitly mentioned as core to the workflow for generating component code, exploring design directions, and accelerating various tasks.

Analytics & Reporting:

• Familiarity with analytics platforms (e.g., Google Analytics) and reporting dashboards is necessary to understand conversion data and test results.

CRM & Automation:

Other Potential Tools:

• Version Control (e.g., Git): Potentially used in conjunction with custom code deployment, though Webflow's platform might abstract some of this.

• Project Management Software: Tools like Asana, Jira, or Trello for task management and collaboration.

• Communication Tools: Slack, Zoom for team interaction.

📝 Enhancement Note: Webflow and AI tools are highlighted as primary. A good understanding of the broader MarTech stack and how the website integrates with it will be advantageous.

👥 Team Culture & Values

Operations Values:

• Speed & Agility: The team operates at a rapid pace, prioritizing quick iteration and testing to drive growth.

• Data-Driven: Decisions are heavily influenced by conversion data, A/B test results, and performance metrics.

• Collaboration: Tight-knit teamwork between design, technical growth, and CRO is essential for success.

• Ownership & Autonomy: Individuals are expected to take ownership of their areas and operate with a high degree of self-direction.

• Continuous Improvement: A culture of learning from results and iterating on designs and processes.

Collaboration Style:

• Embedded & Integrated: The designer is part of the Growth team, not a separate silo.

• Iterative Feedback Loops: Constant communication and feedback between the designer, Technical Growth Manager, and CRO Specialist.

• Shared Goals: All members of the Growth unit work towards common objectives related to customer acquisition and conversion.

• Respect for Data: Design choices are open to challenge and refinement based on performance data.

📝 Enhancement Note: The emphasis on "Growth-team fluent" and the description of the three core roles within the Growth unit highlight a highly integrated and collaborative operational model.

⚡ Challenges & Growth Opportunities

Challenges:

• Balancing Speed and Quality: Maintaining a high bar for visual design, UX/UI, and accessibility while iterating rapidly in a fast-paced growth environment.

• Multi-Brand Management: Ensuring distinct brand identities are maintained while leveraging a shared, componentized design system.

• Technical Complexity: Pushing Webflow's capabilities with custom CSS/JS and complex interactions while ensuring performance and scalability.

• Dependency Reduction: Successfully building a system that genuinely unblocks the Growth team from engineering reliance.

• Inheriting Complexity: Migrating and improving existing, likely unoptimized, marketing sites.

Learning & Development Opportunities:

• Webflow Mastery: Deepen expertise in advanced Webflow features, interactions, and system architecture.

• Growth Marketing Acumen: Gain significant practical experience in CRO, A/B testing, SEO page strategy, and conversion funnel optimization.

• AI Augmentation: Become highly proficient in leveraging AI as a design and development partner.

• Cross-Functional Knowledge: Develop a strong understanding of how design and development support broader marketing and business objectives.

• System Design: Refine skills in creating scalable, maintainable design systems.

📝 Enhancement Note: This role provides a unique opportunity to grow at the intersection of design, development, and high-velocity growth marketing, with a strong emphasis on platform-specific expertise (Webflow) and emerging technologies (AI).

💡 Interview Preparation

Strategy Questions:

• "Describe a time you designed and built a complex component or template in Webflow. What were the technical challenges, and how did you overcome them?" (Focus on Webflow expertise, custom code, and problem-solving.)

• "How would you approach designing a new hero section for one of our brands, keeping in mind conversion goals and the need for it to be part of a reusable component library?" (Assesses design thinking, CRO awareness, and system approach.)

• "Walk us through your process for ensuring WCAG accessibility in your Webflow designs and builds." (Tests understanding of accessibility standards and practical application.)

Company & Culture Questions:

• "Why are you interested in working on marketing sites specifically, and how do you see your role supporting growth objectives?" (Gauges understanding of the growth marketing context.)

• "Describe your experience collaborating with technical growth managers, CRO specialists, or data analysts. How do you handle feedback and iteration based on test results?" (Assesses collaboration style and data-driven approach.)

Portfolio Presentation Strategy:

• Structure: Organize your portfolio to clearly showcase Webflow projects, highlighting design systems, component libraries, and complex builds. Use clear headings and concise descriptions.

• Webflow Focus: For each project, explicitly detail your role, the tools used (Webflow, CSS, JS, AI), and the specific Webflow architecture (components, CMS, interactions).

• Impact Narrative: For each case study, articulate the problem, your solution, the process, and the measurable outcomes (e.g., conversion improvements, efficiency gains). Quantify where possible.

• Demonstrate Process: Be ready to walk through wireframes (if any), design decisions, build challenges, and how you collaborated with stakeholders.

• AI Integration: If AI was used, clearly state where and how it contributed to the project's success.

• Conciseness: Be prepared to present a high-level overview and then dive deeper into specific projects as requested.

📝 Enhancement Note: Candidates should prepare to speak in detail about their Webflow build process, their understanding of growth metrics, and how they integrate AI into their daily work.

📌 Application Steps

To apply for this operations position:

• Submit your application through the provided link on Workable.

• Tailor Your Resume: Highlight your Webflow expertise, experience with design systems, custom CSS/JS skills, and any experience supporting growth marketing initiatives or working in fast-paced, data-driven environments. Quantify achievements where possible.

• Curate Your Portfolio: Ensure your portfolio prominently features your strongest Webflow projects, with clear explanations of your role, process, technical implementation, and impact. Specifically include examples of component-based design, interaction design, and any multi-brand work. If you have examples of using AI in your workflow, ensure they are visible.

• Prepare Your Narrative: Be ready to articulate your understanding of the role's emphasis on designing and building directly in Webflow, your collaborative approach with growth teams, and your proficiency with AI tools. Practice presenting your portfolio and answering potential interview questions.

• Research LawnStarter: Understand their business model, brands (LawnStarter, Lawn Love, Home Gnome, ProBase), and their stated mission to become a one-stop shop for home services. This will help you frame your experience within their strategic context.

⚠️ Important Notice: This enhanced job description includes AI-generated insights and operations industry-standard assumptions. All details should be verified directly with the hiring organization before making application decisions.