Webflow as an organic acquisition platform

Nursa needed to connect clinicians looking for flexible healthcare work with facilities trying to fill open shifts. Search demand existed across many combinations of location, role, and facility, but manually creating and maintaining a page for each opportunity would have made organic acquisition slow and expensive.

The growth opportunity was to treat the website as part of the marketplace acquisition system. Each page needed to answer a specific search need, connect that visitor with relevant marketplace inventory, and remain manageable as Nursa entered new markets.

Nenad helped shape a CMS-driven architecture that templated pages for locations, roles, and facilities. Instead of hand-building every landing page, the system could create consistent, SEO-ready pages as the marketplace expanded.

That structure connected organic discovery with user acquisition. A new market or role could gain a dedicated search surface, while reusable templates kept the content model, page experience, and publishing process consistent.

The marketing and content surface was rebuilt on Webflow with an enterprise technology stack behind it. The team migrated roughly 40,000 pages in 19 days, using reusable CMS templates rather than recreating the old site page by page.

Webflow became the publishing layer for the acquisition platform. The architecture gave the team a faster way to launch and manage search pages while supporting the wider systems required by a healthcare marketplace.

The programmatic architecture contributed to roughly 10x organic SEO growth. Every new market or role could produce a relevant acquisition surface without turning publishing into a manual cost center.

Webflow later documented the migration in its Nursa customer story, and the implementation was presented at Webflow Conf 2024 in the session “Integrating an enterprise tech stack with Webflow.”