By role · 4 tools
The web stack for a marketer
A marketer is writing the page, building it and shipping it, usually against a date. The stack is picked for how fast one person gets from a brief to a live page, and for whether the result can be tested afterwards instead of argued about in a review.
What is a Marketer actually accountable for?
You have a launch date, a brief and no engineering time. The job is to get a real page live, have it look like somebody designed it, and know within a fortnight whether it worked.
What should a marketer build and test pages with?
Four picks, each with the trade it makes. None of them is the right answer for every company, and a shortlist where everything is excellent is an advert.
A landing page goes live today and looks like a designer was involved when one was not, which is the whole problem on a campaign deadline.
Watch outIt is a separate site from your main one unless you move everything across. Two systems is a real cost once there are more than a handful of pages.
Probably the tool your company already pays for. Learning it properly is the difference between waiting for the web team and shipping on Thursday.
Watch outThe learning curve is steeper than the demos suggest. Editing an existing page is quick. Building your first one from scratch runs to weeks, and that time comes out of something else.
Worth adding when the same words show up on the site, in an email and in an ad, so they get written once instead of three times and drifting apart.
Watch outIt is a second system with no visual page in it. On a five-page site this is overhead you will not earn back.
Turns "I think the headline is wrong" into a number, which is the only version of that argument you can win in a review.
Watch outA test needs traffic before it says anything. On a low-traffic page you will be reading noise and calling it a result.
What can a Marketer hand to an assistant?
Each of these is one file you paste once, and then the job runs the same way every time.
Page briefTurn a rough page idea into a brief you can hand to a builder, or to Claude: who it is for, what sections it needs, and what each one has to say.Test hypothesisWrite an A/B test up properly before it gets built: who you are helping, what they are trying to do, what you are changing, why you think it will work, and what you will learn either way.How Might We generatorTurn a customer problem into three to five How Might We statements, then into specific website ideas for each one, with where it goes and how you would test it.Which tools should a Marketer connect to their assistant?
Connecting these means asking a question about the real site instead of copying screenshots into a chat window.
Questions people in this role ask
Taken from what people actually ask about this, not written to fill the page.
Can I build a landing page without a developer?
Yes, and that is what Framer and Webflow are for. The real limits are integrations and anything that has to read from your product. For a campaign page with a form and a few sections you do not need engineering time. You need two uninterrupted days and a brief you have already written.
How long before I am actually fast in Webflow?
Hours if you are only editing existing pages. Weeks before you can build a new one from scratch without fighting it. Do not put the learning curve in the same week as a launch. Learn it on something with no date attached, then reach for it when the date matters.
Framer or Webflow for a campaign page?
Framer if the page stands alone and the deadline is this week. Webflow if it has to live inside the main site and be edited by other people later. Running campaign pages on a different platform from your main site is a real cost once there are several, so decide it once rather than per campaign.
My page does not get much traffic. Can I still test it?
Usually not usefully. A test needs roughly 100 conversions per variation before the result means anything, and on a quiet page that takes months, by which point the season has changed. Make one large change rather than a small one, and compare the period before with the period after.
Do I need a CMS for a five-page site?
No. A CMS earns its place when the same words appear in more than one location, or when somebody who never touches the design needs to change them. On a five-page site built by one person it is a second system to maintain that buys you nothing yet. Add it when the blog starts.
Not your job?
Every tool named here has a full entry in the stack, with the verdict and what it costs you.