SEO Is Not Enough Anymore: Webflow's CEO on the Rise of AEO | Linda Tong

The future of websites isn't a builder problem anymore. It's an agent problem.

In this episode of GTMnow, Sophie Buonassisi sits down with Linda Tong, CEO of Webflow, to unpack how the entire web is being rewritten for a world where humans AND AI agents are your audience.

Linda breaks down why Webflow is no longer "just a website builder" (it's an agentic web marketing platform), what the Vidoso acquisition unlocks for AI-generated brand assets, and how the rise of Answer Engine Optimization (AEO) is forcing marketers to rethink content from the ground up. She also shares the practical playbooks her team uses to "vibe" sites into production with the Webflow MCP server, why human creativity is the only real moat left, and how she built her own personal CRM using Claude Code.

If you run a GTM team, lead marketing, or are trying to figure out what your website should even look like in 2026, this one is essential.

WHAT YOU'LL LEARN
-Why your website is now the #1 source of truth for humans, bots, and agents
-The shift from static sites to continuously optimizing, dynamic experiences
-How "vibe coding" with MCP is changing the way teams build on the web
-Inside the Vidoso acquisition and what "brand-governed AI" actually means
-AppGen: going from prompt to production without losing brand consistency
-Answer Engine Optimization (AEO): the non-obvious mistakes marketers are making
-How to structure a marketing team made of humans plus agent swarms
-The "5 words" exercise every CEO should run inside their company
-Linda's personal CRM built with Claude Code (and how Webflow scales internal AI)
-Why "unlimited credits" and Builder Days unlock real AI productivity

ABOUT THE GUEST
Linda Tong is the CEO of Webflow, the agentic web marketing platform powering some of the most respected brands on the internet. Before stepping into the CEO role, Linda served as President and COO at Webflow, and previously led product at Cisco's AppDynamics and held senior roles at Google.

CHAPTERS 
00:00 Intro 
01:41 From static to dynamic 
03:12 Inside the Vidoso acquisition 
05:38 The human moat 
07:17 Beyond the website builder 
08:55 Structuring human + agent teams 
09:58 AppGen, explained 
10:45 Prompt to production 
12:11 AEO misconceptions 
14:40 Holistic AEO strategy 
16:38 The 5 words exercise 
18:10 Linda's personal CRM 
19:31 Central vs. individual AI 
20:44 Inside Webflow's Builder Days

Guest: Linda Tong, CEO Webflow
https://www.linkedin.com/in/lktong/
https://x.com/YayLT

Host: Sophie Buonassisi, SVP at GTMnow
https://www.linkedin.com/in/sophiebuonassisi/
https://x.com/sophiebuona

ABOUT GTMnow 
GTMnow is the media arm of GTMfund, sharing the strategies, tactics, and stories from the operators and investors building the next generation of go-to-market.

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Transcript available under the episode here: https://gtmnow.com/tag/podcast/

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The GTMnow Podcast
The GTMnow Podcast is a weekly podcast featuring interviews with the top 1% GTM executives, VCs, and founders. Conversations reveal the unshared details behind how they have grown companies, and the go-to-market strategies responsible for shaping that growth.

Visit gtmnow.com for more episodes and other interesting content. 

Transcript

SPEAKER_01 0:00

Your website now becomes like a multi-sort of channel like endpoint, and it's a place that becomes fully grailed with how you represent yourself on the web. What is Webflow now? Linda Talk, Yo Webflow. That people should know. We are an agency web marketing platform, which is so different from a website builder. You know, a lot of people think you can come and build a website with Webflow, but if you think about it, just the capability to create something, a website, an app, whatever, that's maybe 1% of the lifetime of that experience. Humans are gonna shift more into these senior strategists and principals, as well as managers, folks who hold the bigger picture in their heads, who coordinate and own the strategy. What has changed with websites now? What would that be? Oh my gosh. The website has actually become 10 times or a million times more important than it ever has been before, because now it's not just this one destination that you go to, but actually it becomes your source of truth as a brand.

SPEAKER_02 0:56

What do people need to know about the future when we think about who's actually coming to the website? Linda, welcome to GTM Now. Thank you for having me. I'm so excited to be here. Absolutely excited to have you here, excited to pick your brain on all things revenue system website because it is massively changing right now. And what we're seeing is a lot of people are are uncertain about what that future looks like. So curious to kind of pick your brain on that perspective. If you could summarize, you know, what has changed with websites now, what would that be?

SPEAKER_01 1:43

Oh my gosh. So one, yeah, I think now is the most exciting time in history when you think about the future of the web. So being scared about it, I think it's like the wrong response. I think people should be so stoked. Yeah. Um the the thing that we're seeing change and you know what people are feeling is the website has actually become 10 times or a million times more important than it ever has been before, because now it's not just this one destination that you go to, but actually it becomes your source of truth as a brand. And it's a place that, yes, humans are still going to come and navigate and experience, but it's also now the place that bots and agents are coming to to understand you, represent you, and then reflect you in other channels, whether it's a answer engine or through other sorts of like agentic experiences. Your website now becomes like a multi-sort of channel like endpoint. And it's a place that I becomes like sort of like the holy grail of how you represent yourself on the web.

SPEAKER_02 2:41

Yeah. Yeah, definitely. Holy grail is a good good word for it. And uh, you know, you've talked about websites as kind of living systems that continuously optimize. What does that look like with that holy grail in mind?

SPEAKER_01 2:55

So I think it's finally actualizing the dream that we've always had about the web. Yeah, I mean, I've been around for quite some time. I won't age myself, but since I began my career, people talked about being able to have customized experiences. That when I go to a website, I should get experience built for me and you should get one built for you. The thing is, that never really happened because teams said, oh, like doing personalization or optimization or experimentation was just so hard. It required more resources and time. And you're building all these versions of your website and standing them up and trying to do this weird targeting. Now is finally the time that your website goes from being the static experience to dynamic. Because suddenly in the age of AI, the idea of creating variants of your site on the fly is possible. Having the experience showcase to different audience based on who they are. Is it human? Is it an Asian? Is it someone who's been here before? Is it like, you know, do what do I know about the person coming to the site and how do I cater that experience to them? Like that is entirely possible now. And so I think this big shift is really it's a shift from static to dynamic experiences. And as a result of that, continuous optimization or continuous iteration of your site becomes totally possible.

SPEAKER_02 4:07

And I think you've you've absolutely nailed it that this is something people want. Like we've wanted this for so long. And so it's a very exciting time that we can actually be here.

SPEAKER_01 4:15

Totally.

SPEAKER_02 4:15

And now Webflow in March of 2026, you actually acquired Vidoso. Yep. And Vidoso is a company that generates brand aligned visual assets at scale using AI agents. You've also integrated Cloud MCP for genetic development. You partnered with Cursor. So all these things combined kind of point towards your building for your future where humans and agents are actually coexisting from an accessing website standpoint. Absolutely. What do people need to know about the future when we think about who's actually coming to the website?

SPEAKER_01 4:45

You know, the future is really important in that one, you have this dual audience, humans and agents, but also it's how you actually operate and run is fundamentally different. And the reason why, you know, our MCP server exists is because before, if you were building a website, someone would come in and design it by hand and iterate that website or even code it. Now with an MCP server, you can actually vibe it, right? You can actually talk to it with natural language and build your website. And so we're creating new creation points with new different sort of experiences based on how you want to build. Um, we're also creating uh automations on top of that that allow you to run experimentation, uh, do account-based marketing, spin up campaigns. And then Vidoso, the thing is when you build a website, it's not just text or a landing page. It's, you know, it's media, it's assets, it's images, it's video. And what you need to be able to do is when you're gonna create this stuff, whether you're gonna create it with AI or you wanna create it manually or you wanna do a little bit of both, you're gonna need something that generates all of that type of content for you. And so Vidoso for us is about being able to generate images or video that's tied to like the landing page or the website or the experience that you're creating. Uh, and so for I, like for people who are thinking about it, it's how do you create infinite experiences dynamically with AI to serve a myriad of customers who are coming, not just human and agent, but even within human and agents, like from different locales, from different uh industries, people who you've seen before, you haven't seen before, agents that are just trying to understand you versus agents that are trying to action on you. It's the purposes and the reasons why different audience members are interacting with your site is fundamentally changed.

SPEAKER_02 6:27

And I like the the terminology use you had, you vibe it. I think that's very catchy. There's something shorthand about that. Vibe it. Very catchy. Okay. So when people are thinking about actually building the website experience with that in mind, are there any kind of tactical nuggets that you've seen with your purview across so many different websites that people shouldn't have in mind when they're building?

SPEAKER_01 6:52

I mean, the thing that we don't talk about enough is with AI, everyone's like, oh, I can go faster. Yeah. I I can 10x my engineer, I can 10x my designer. The thing is, yes, you can execute faster. But the thing that makes us really unique as a species is that humans are innately creative. We have judgment, we have taste. And like that's the thing that if you're gonna build a website, I don't care whether you want to build with AI or you want to build yourself, but like it's so important to think about what you uniquely want to create and what what do you want to make special about it? And why should this even exist? Like, why should a website exist on the internet? Like, why are you putting another set of you know, markdown into like post it on something to show people? Like, what are you trying to accomplish? I think that's the most important key because now that the cost of creation of anything, a website, an app, whatever, has more or less commoditized down to zero, the purpose of what you're creating and how you want to delight your audience and be innovative and unique, that is like where all the value is.

SPEAKER_02 7:53

I mean, that's fantastic advice too for anyone thinking about how do you build leverage in your career at the same time, in addition to hiring too on the flip side for sure.

SPEAKER_01 8:04

Yeah. You know, it's always like, what is what is my moats as a as a human, right? Like what can I uniquely do that AI can't? Uh-huh. Neighbor creativity is the heart of it.

SPEAKER_02 8:12

We talk about motes for software companies all the time. We should be talking about motes for human species now. Totally. Creativity, judgment, taste are things that I heard you say, yeah, would absolutely agree with. And we talked a little bit about the acquisition of Edoso. Webflow has been growing tremendously. And a big part of that is the shift away from the website builder. Yeah. So for anyone who may be familiar with Webflow as maybe a no Webflow as maybe a no-code website builder itself, like what is Webflow now that people should know?

SPEAKER_01 8:42

We are an agentic web marketing platform, which is so different from a website builder. We, you know, a lot of people think you can come and build a website with Webflow, but if you think about it, just the capability to create something, a website, an app, whatever, that's maybe 1% of the lifetime of that experience, right? Once you've built a website and you've launched it, then comes all the work. It's things like looking at the analytics, running tests on it, iterating the content, making sure it's actually being discovered. You're doing performance marketing around it. It's entire bodies of work. It's hundreds of people in your organization who are running and operating this website. Uh, and so what we've done over the past few years is we've expanded to ensure that everything you need to do with that website, all the analytics, the experimentation, the asset management, that can all come within our platform. But where we're we're taking it to the next level is it's not just the software that runs your website, it's the team. And I think the future of marketing teams are a mix of humans and agents working collaboratively to run the myriad of experiences that come through marketing. And so we're building the agentic layer. We're building an entire suite of agents who are going to partner with our marketing teams and with all of our customers' marketing teams to actually run the really complex world that is web, because now you have to be dynamic and interesting. You can't do it with just like a couple of people. You really need, you know, the swarm of agents to support you.

SPEAKER_00 10:01

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SPEAKER_02 10:39

Definitely. What does that structure look like when we talk about the swarm of agents? How can leaders think about actually structuring their teams based on that?

SPEAKER_01 10:47

You know, I spent a lot of time talking to our own team about it because it's, you know, if you think about the structure of any team, you have a mix of managers with ICs who have specialties. Yeah. And then you also have senior ICs who are your architects, your strategists, who are, you know, your principals. I think what you'll find is humans are going to shift more into these senior strategists and principals as well as managers, folks who hold the bigger picture in their heads, who coordinate and own the strategy. And then I think what you will find is you're going to see more and more agents owning individual tasks and capabilities that get orchestrated either by agents or by managers. And so you're going to start to see the human layer inside of an organization really own like the big picture, the strategy, the thought, the innovation. And you're going to have agents execute like very specific domains. Very cool.

SPEAKER_02 11:34

Yeah. And we're already seeing teams structure that way. And I'm sure at Webflow, it's quite interesting to see how you've evolved and shipped in teams. Absolutely. Yeah. Absolutely. And one aspect at Webflow is App Gen. Yeah. And App Gen, I believe, is in public beta. Yep. And it sounds like people are reporting 3x growth.

SPEAKER_01 11:50

They're seeing a ton of growth. A ton of growth already. So they're seeing, well, there's App Gen and what they're also using is they're using our AEO product. Yeah. So AEO is driving growth, and AppGen is it's enriching the experiences that they can create. So with AppGen, you can not only build, you know, a lot of people build websites, but those websites are really complex or actually applications. They're you might want to build a pricing calculator or a booking engine, or you might want to build a game. With AppGen, you can build that deeper application experience into your website or just a standalone app hosted on Webflow Cloud. And, you know, whatever thing you want to build on the web, you can build with Webflow. And then with AEO, you can drive visibility within answer engines and drive growth in terms of experience and opportunity.

SPEAKER_02 12:37

Okay, let's break both of those out because both are areas that are fascinating to go down for sure. So first with AppGen, you know, one pattern that we've seen at least is it's one thing to prompt, it's another thing to actually prototype and get something operationalized. So I'm curious what you're seeing there around how can teams make sure that they're not just prompting and creating, you know, beautiful experiences, but it's actually being operationalized.

SPEAKER_01 13:02

Yeah. Yeah. So for us, it's uh any sort of sort of creation. We want to go prompt to production. Like that's our stance. And so what we've built around it is, you know, there's a million tools out there where you can prompt an app, prompt a site, prompt, you know, whatever. Uh what we've built around it is what we've been calling our marketing harness. It brings the context of your brand, your tone of voice, your design system, all the things that make it uniquely yours. And it feeds into our AI such that when you're prompting a site or an app, it actually ensures that it's on brand and it actually meets your needs. And that allows you to actually build something that you would ship to production. And we've built the entire flow such that once you've built it, you can one click publish onto our hosted cloud. Um, so all the pieces that you need around it too to stand it up are there. So that that's the magic of AppGen and more importantly, of how we have actually leveraged AI in our product. It's AI, you know, frontier lab models paired with a marketing harness that's catered to your brand that ensures whatever you build is yours. Incredible.

SPEAKER_02 14:03

And let's switch to the second one. And I saved it for last or for second because it's one that you hear everywhere. Oh, AEO, answer engine optimization. There's a lot of talk around what people need to do and people action what they need to do. But what are people not thinking about? What are the non-obvious things of AEO that people may have misconceptions about or may not be aware of?

SPEAKER_01 14:28

You know, it's it's the obvious thing some people don't do because they feel like they've done it. So really, I, you know, they the thing that everyone keeps talking about, they're like, oh, site schema, I need to worry about my site. I'm like, we can solve that for you. That's really easy. But it's actually, if you think about the purpose of a website, it was such that if someone came to your website, that they could understand what it is you do, what your value proposition is, get information so that if they wanted to become a customer, they could easily become a customer. But now, if you think about how marketing has evolved, people put this as a language on their websites. It's, you know, really fluffy, it's really unclear. You know, the number of times we be when people introduce themselves, they're like, I'm an AI business insights platform. And you're like, what does that mean? Yeah. And so because of that broad language, answer engines are like, I don't really know what you do. And they don't represent you well. And so it's really important to think about what story you're telling on your website. It's not even an AAO thing. It's just how did you want to explain what you are to your customers? And one of the top areas of AO is uh authoritative content. Part of it is the structure of the content and part of it is the meat of the content. It's actually answering the important questions about what it is you do in an FAQ style, super basic, but like answering the questions directly and clearly so that when an LLM reviews your site, it can actually represent it accordingly in some sort of answer engine. And a lot of people miss that because they feel like they need to use this really like sexy marketing language. Yeah. But it's also undecipherable. And so you're like, I don't know what this company does.

SPEAKER_02 15:59

Still, I always think a fun game is when you put a blur out parts of the website and you just look at the H1 or the header, for example, and you're like, Can I guess what this is? And half the time you can't. We should start a talk show and just do that. It'd be hilarious. It would it would be quite interesting. Yeah. Yeah. Okay. So clarity. And it's funny because that's not something that necessarily changes. Like if you think fundamentally, first principle is we should always be clear about what we do, but we've kind of leaned towards this lens of like the fun, sexy buzzwords that now is is swinging the other way. So absolutely non-obvious things. Okay. And what about um how website and how people should be thinking about their holistic AEOs, their holistic AEO strategy. Yeah. Because I know we feel a lot of questions around should I be on Reddit? Should I be doing stuff with my website? People are really having this prioritization problem. So I'm curious how you think about the prioritization matrix around AEO. Yeah.

SPEAKER_01 16:56

What's challenging is AEO is another channel, right? It's we only worried about SEO before. Now you have to think about both. And anytime you introduce a new channel, it introduces complexity and it's, you know, creates these sort of like exponential increases in like how you have to think about how you run your business. And the challenge with AEO is it is not just like your website is a source of truth. It is the place that it will prioritize as primary content, authoritative content. So you do want to think about, like I was saying, like things like site schema. You want to think about the content on your site, you want to see, think about your site structure, the basics that you would do in SEO, like alt text, and like I mean, so you want to do all that. But you're right, you have to think about more than your website. You have to think about how you're showing up in third parties like Reddit. Your UGC is representative of your brand. What content you publish externally? If you're telling a different story on Reddit than you're telling on your website, then you're telling in some article that you're printing with some third-party like publisher, when AI goes and looks at all these sources, it's gonna get confused because you're telling fundamentally different stories across all these channels. And so you need to have clarity of your what is your brand, what is your story, what are you trying to articulate? And you have to tell it clearly and concisely and consistently more than anything else. And it's about having your internal source of truth of like how are you representing yourself and telling your story? Because if you don't do that well, AU is just gonna mess up understanding who you are and it's gonna probably lean heavily on your website, which is the right place to start, but it's still gonna get confused everywhere else. And I think it's a it's a strategic human problem more than anything else.

SPEAKER_02 18:30

Finding how there's a lot of just consistency things that could solve a lot. I hosted a dinner last night for a bunch of founders. And one of the things that came up was and a recommendation was pick your five words that represent your company. Yeah. And how you want people to feel about your company. And it was shocking how many people, late stage and early stage, didn't have words documented or couldn't find an actual consensus around them as a team. So these like fundamental things that we're now coming back to out of necessity, out of AI are quite interesting.

SPEAKER_01 19:01

I mean, if you did an exercise, if you said, hey, every CEO, go back to your company and ask the first 10 people that you see to describe what your company does, you would get 10, you could probably get 20 different answers, honestly.

SPEAKER_02 19:15

Yeah.

SPEAKER_01 19:15

That's a problem, right? Like consistency and clarity of how you describe who you are. If you can't even get it right with the people who are owning your business, how are you gonna get it right with, you know, hundreds of thousands of people who are probably interacting with it, plus an entire fleet of agents that are growing, you know, hundreds of percent year over year? So it's uh that is a really, really tough thing to do. And so, yeah, picking five words or repeating the same sentence again and again so that people are actually marching to the same beat and like understanding what you're doing, I think is so critical. Yeah.

SPEAKER_02 19:46

Especially now. Yeah, 100%. It's like the brand touch points that people need to hear the same message X amount of times before it actually internalizes. So yeah, consistency. I love it. And we're talking about AI. So I'd be remiss if I didn't ask if there's any AI workflows that have been really transformative for you that you personally use. Oh my gosh.

SPEAKER_01 20:03

So for me, I got so excited when I started building with Flog Code. I meet a lot of people and I am terrible with faces and names. Like just terrible. It's like such a job hazard. Um I'm gonna test you on this later.

SPEAKER_02 20:15

I'll find you. I know.

SPEAKER_01 20:16

I'm so sorry. Um, but I built a personal CRM. Brilliant. And what it does is it tracks all of my interactions. Yeah. It tracks what we talked about, any action items I have, any context, but I can see it in a timeline view on a person-by-person basis. And I can always enhance it with my own notes and things like that. But more importantly, I can also give myself uh rules on a per person basis or a type of person basis. And so let's say I want to make sure I'm talking to certain customers every 30 days. I can actually set rules within my personal CRM that will remind me, hey, you need to reach out to this person. But if I'm just pinging them to be like, hey, what's going on? Like that's not helpful. So what it actually does is it goes out and searches LinkedIn and like information on their company on the web, and it'll send me things on a regular basis that says, hey, this just happened. You might want to reach out to them, or they just posted this. You should reach out to them to nudge them on this. And it actually makes me more um, it proactively gives me the fodder to actually connect and reconnect with people and help me maintain those relationships, which is so hard as we start to like sort of splinter into so many more relationships than we've ever had to manage.

SPEAKER_02 21:22

A hundred percent. That's a fantastic use case. And what happens if, let's say, multiple people on your team want to create this? Because you yourself, you have such a unique relationship to everyone as a CEO. What if you've got ICs that start to create this? Does that start to actually detract from one unified system of a CRM? Like, are there any guardrails you're putting for other people that may be building personal CRMs other than yourself?

SPEAKER_01 21:45

Yeah, I mean, I actually want my team to create whatever is going to help them with their workflows. Yeah. And where we see common workflows, what I really want to do is actually build central applications that we can all leverage. Because there's no point in building this 10 times over. It's, you know, I'd rather. Be like, hey, let me build it once, figure out the auth, let you create your own experience and make it relatively malleable. So if they want to like change things up, they can. But I'm actively trying to figure out how do I actually make this like a more useful application that I can roll out to the org and let them all leverage it however they see fit. But there's, you know, there's no limit to what we can build. I think as long as you have a clear problem and use case, I want people to build and create. And then where we see commonalities, I want us to share and co-create. I love it. That's fantastic culture.

SPEAKER_02 22:29

And what has been the one kind of biggest unlock for enabling that AI use case within companies or your company?

SPEAKER_01 22:36

One, uh unlimited credits. Yeah. So people can burn as many tokens as they want. I think bringing uh bringing people, oops, sorry, bringing people the tools and technology they need, I think is really important. But the other part of it is, you know, right now, everyone I talk to is like, I'm exhausted. I'm tired. I wake up and there's a million things to read about. There's a new model, there's a new innovation. So I think it just as humans, we're exhausted by like the change that's happening. And so the idea of being like, I'm gonna go do my full-time job and then I'm gonna go find some extra time and I'm gonna teach myself AI and I'm gonna build a thing. And you know, when you first build, like you never get it right. It takes a long time to iterate. And so, you know, the the difference between learning and finding that productivity unlock, you actually burn more time and then you eventually get to the that moment and nobody has that time to burn. And so what we've invested in heavily at Webflow is we've said, look, we're gonna carve out time and we're gonna recognize that that's gonna have some business impact. But, you know, literally next week, we have a full-day builder day where we're actually telling the whole company, sit down, identify the top workflow you want to fix, and spend the whole day building it and let it work together in teams or do it individually. But you know, finding things like builder days or, you know, creating innovation moments, or even, you know, we're spinning up a small internal team that's actually gonna be building the central AI infrastructure for the company. So things like my personal CRM, if we wanted to build internal apps that everyone can have, you know, they're building a library of skills, they're gonna build some internal apps and workflows. We're investing in all fronts of both centralized and individualized. So you have both like hub and spoke model, but also spokes innovating. Yeah.

SPEAKER_02 24:09

Yeah, that's fantastic. Well, really appreciate the conversation, Linda. This has been fantastic. Thank you for having me. For anyone interested in following along with Webflow, yourself, where can they find you?

SPEAKER_01 24:20

Uh, you can find me on LinkedIn, Twitter, I'm Y L T or Webflow.com. Perfect. Thank you, Linda. Thank you so much.