Nursa

Nursa is a healthcare staffing marketplace that connects clinicians — nurses, CNAs, LPNs — with the facilities that need to fill open shifts. Like every marketplace, its core problem is liquidity: facilities post shifts that risk going unfilled, and clinicians want flexible, well-matched work they can trust.

When supply and demand fall out of balance, everything downstream suffers. Understaffed shifts put patient care at risk and cost facilities revenue; a clunky experience churns the clinician supply the platform depends on. Growing the marketplace meant attacking friction on both sides at once — discovery and matching for clinicians, fill confidence for facilities — while building a marketing and content surface that could scale acquisition without ballooning cost.

The strategy started with research across both clinicians and facilities to map the real drop-off points in the shift lifecycle — from discovery, to booking, to credentialing, to repeat work. Design decisions targeted those specific moments rather than a generic redesign.

For clinicians, that meant streamlined shift discovery and matching so relevant, well-paid shifts surface fast, plus a lower-friction onboarding and credentialing path to grow verified supply. For facilities, it meant trust signals — verification, ratings, clear profiles — and demand-shaping tools that improved fill on hard-to-staff shifts. Each side reinforcing the other is what turns a marketplace from fragile into compounding.

The most consequential shift was cultural: leading Nursa toward an AI-native way of building product, changing how teams prototype, validate, and ship — so the product could evolve at a pace the market demanded.

The marketing and content surface was rebuilt on Webflow with an enterprise tech stack behind it — a programmatic, CMS-driven architecture that templated tens of thousands of location, role, and facility pages instead of hand-building them. The full migration of roughly 40,000 pages landed in just 19 days.

That architecture is what unlocked a ~10x lift in organic SEO reach: every new market or role could spin up SEO-ready pages automatically, turning content into a scalable acquisition channel rather than a manual cost center. The approach was notable enough to present at Webflow Conf 2024 ("Integrating an enterprise tech stack with Webflow").

On velocity: the AI-native shift proved itself when a brand-new product, Nursa Study, was built in roughly 48 hours — and the workflows behind it were adopted across 200+ employees, changing how the entire company ships software.