Job Description
About LawnStarter
LawnStarter is the nation’s leading on-demand marketplace for lawn care and related services, with over $100M in annual bookings. We’re expanding beyond lawn care to become the one-stop shop for all home services.
About Growth at LawnStarter
Our Growth team drives customer acquisition and conversion across four brands — LawnStarter, Lawn Love, Home Gnome, and ProBase. The marketing sites are central to that work: thousands of organic SEO pages, landing pages, and core site experiences that need to move as fast as the team iterating on them. Today, making changes to our marketing sites requires engineering support. That bottleneck slows down testing, kills momentum, and means conversion opportunities sit on the table. We’re moving to Webflow as the source of truth for our marketing sites, and we need someone to own that transition and everything that follows.
The Role
You’ll report to the Director of Design but be fully embedded on the Growth team, working daily with CRO specialists, data analysts, SEO, Paid, content teams, and less frequently engineers. Your job is to make our marketing sites fast to change, beautiful, on-brand, and optimized for conversion — without needing an engineer every time something needs to move.
You’ll start with Home Gnome, building it right from the ground up in Webflow. From there, you’ll bring LawnStarter, Lawn Love, and ProBase into a componentized Webflow architecture. This is a chance to define how all four brands show up on the web.
What makes this role different:
- You design AND build: This isn’t a role where you hand off comps. You design in Webflow, build in Webflow, and ship in Webflow. The design system for growth and marketing lives in Webflow and Relume — not Figma.
- Embedded with Growth, not siloed in Design: You sit with the people running experiments, analyzing conversion data, and optimizing funnels. Design decisions here are measured in conversion rates, not likes.
- Multi-brand ownership: You’ll eventually own the web presence for four brands. Each has its own identity, but they need a shared architectural foundation underneath.
- Eliminating a bottleneck: Right now, marketing site changes require engineering. You’re the person who makes that dependency disappear.
What You’ll Own
- Webflow site architecture: Build and maintain a componentized, scalable Webflow setup across all brands — clean components, organized CMS collections, and a structure that lets the team move fast without breaking things.
- Visual design and brand execution: Every page you ship needs to be modern, on-brand, and hold up against the best marketing sites out there. You’re the quality bar for how these brands look on the web.
- Conversion support: Collaborate with CRO on testing, spin up new landing pages, and make page and template changes quickly so the Growth team can run experiments without waiting.
- Interactions and motion: Build purposeful interactions and animations that enhance usability and make the sites feel polished — not just functional.
- CMS organization: Structure and maintain CMS collections that support thousands of SEO pages and scale cleanly as we add content and brands.
- Accessibility and usability: Maintain WCAG compliance and ensure every page works well for every user. This isn’t an afterthought — it’s a requirement.
Problems to Solve
Our marketing sites depend on engineering for every change Today, even simple updates require a developer. That means the Growth team can’t iterate at the speed they need to. VWO tests take too long to implement. New pages wait in a queue. You’re here to break that dependency by making Webflow the place where marketing site changes happen — fast, without engineering involvement.
We don’t have a componentized, scalable site architecture The current sites aren’t built for speed or scale. We don’t have a Webflow component library, styles, or CMS collections. You need to build the foundation — a clean component library, organized CMS structure, and page templates that let anyone on the team spin up on-brand pages without starting from scratch.
Thousands of SEO pages need to look good and perform well We have over a thousand organic SEO pages across our brands. These pages drive significant traffic and revenue, but they need to load fast, look modern, pull in the correct data, and maintain brand consistency at scale. Templating and CMS architecture are the key — you can’t hand-craft a thousand pages.
Four brands need to look distinct but share a foundation Home Gnome, LawnStarter, Lawn Love, and ProBase each have their own visual identity. But the underlying Webflow architecture — components, CMS structure, interaction patterns — should be similar where it makes sense.
What Success Looks Like (Year 1)
- Home Gnome fully live in Webflow — clean, modern, componentized, and the Growth team can make changes without engineering
- New landing pages go from request to live in hours, not weeks — powered by a componentized library that can scale across brands
- Growth team runs A/B tests on their own timeline — test variations and page changes get live the same day they’re requested
- Thousands of SEO pages are templated, maintainable, and easy to scale — no more one-off builds that break at volume
- Migration plan underway for LawnStarter and Lawn Love into Webflow architecture
- The Growth team considers you essential — they can’t imagine going back to the old way of working
Who You Are
A Webflow expert. You’ve built and maintained complex, multi-page Webflow sites with real architectural rigor — not just pretty one-pagers. You understand component architecture, CMS collections, dynamic content, interactions, and how to keep a large site clean and performant. This is unlikely to be a good fit if you’ve only used Webflow for small projects or treat it as a visual tool rather than a development platform.
A top-tier visual designer. You have a strong eye and high standards for both modern design and usability. Your pages are modern, polished, and hold up against the best marketing sites on the web. You care about typography, spacing, hierarchy, usability, accessibility, and the details that separate good from great. This is unlikely to be a good fit if visual design is secondary to your development skills or you rely heavily on templates without elevating them.
Growth-team fluent. You’ve worked alongside CMOs, SEO teams, paid teams, content teams, CRO specialists, data analysts, and engineers before. You understand conversion funnels, A/B testing, and how to support experiments and implement changes quickly. You make decisions based on data, not just aesthetics. This is unlikely to be a good fit if you’ve only worked in brand or product design teams and aren’t familiar with the pace and priorities of growth.
Self-directed and fast. You take a brief, run with it, and ship. You don’t need someone managing your queue or reviewing every decision. When the Growth team needs a new landing page or a test variation, you turn it around quickly without sacrificing quality. This is unlikely to be a good fit if you need detailed direction for each project or prefer a slower, more deliberate pace.
AI-native. You use AI tools and platforms like Relume to accelerate your workflow — generating component layouts, scaling page production, and speeding up repetitive tasks. You’re always looking for ways to move faster without cutting corners. This is unlikely to be a good fit if you’re skeptical of AI tools or insist on building everything from scratch.
Technically capable beyond Webflow. You have some ability to write custom code when Webflow’s native tools aren’t enough — whether that’s custom CSS, JavaScript for tracking implementations, or integrations with tools like VWO. You can collaborate with engineers on technical requirements without needing everything translated. This is unlikely to be a good fit if you strictly avoid code or can’t troubleshoot basic technical issues.
Brand-disciplined. You can execute within established brand guidelines while pushing the visual quality forward. You work with the brand and product design team to develop components that are on-brand, not just on-trend. This is unlikely to be a good fit if you prefer to define your own visual direction or struggle to design within constraints.
This Role Is NOT
A Figma-to-Webflow production role: The design system for growth and marketing lives in Webflow and Relume. You’re not translating someone else’s mockups — you’re designing and building directly.
A brand design role: You’ll maintain brand consistency, but you’re not creating brand identities.
A role with a clean starting point: The current marketing sites need significant work. You’re inheriting complexity and building toward simplicity — not maintaining something that already works well.
A solo design role: You’ll collaborate regularly with the Director of Design and the brand/product design team on component development and brand standards. But day-to-day, your stakeholders are the Growth team.
Competitive base salary
401k
Healthcare: Medical, dental, and vision
Fully remote: This role requires close collaboration with the Growth team across time zones, but the work itself — deep Webflow builds, design iteration — benefits from focused, uninterrupted time.
Unlimited PTO: We focus on results. Take what you need.
LawnStarter provides equal employment opportunities (EEO) to all employees and applicants for employment without regard to race, color, religion, sex, national origin, age, disability, or genetics. We comply with applicable state and local laws governing nondiscrimination in employment.
