Senior Webflow Designer en LawnStarter

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 sit on the Growth team day-to-day, working alongside the entire Growth team including the Technical Growth Manager, the CRO Specialist, data analysts, SEO, Paid, and content. 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 design system. This is a chance to define how all four brands show up on the web.

The three Growth team roles you'll work with most closely

The Designer, Technical Growth Manager, and CRO Specialist are three peers on the Growth team — one tight unit, not three separate orgs. The work runs as a constant collaboration, with the design loop iterating on every test result:

• You (Senior Webflow Designer) — design the foundation: page templates, page architecture, the component library and design system, interactions and animations, and the UX/UI standards (usability, accessibility, conversion best practices) every page is held to. The system you build needs to be robust and flexible enough that the Technical Growth Manager and CRO Specialist can spin up new pages from it without coming back to design every time. You step in when there's a new template, a new pattern, a major test-driven iteration, or a brand-new flow.
• Technical Growth Manager — takes your templates, page architecture, and components and makes them production-ready: CMS architecture, programmatic page infrastructure, production page builds, structured data, analytics implementation, and the same-day test rollout SLA. Once the foundation is in place, they spin up new pages directly from the system — that's how the team moves fast.
• CRO Specialist — owns the conversion testing roadmap, test design, hypotheses, and reads results. They can also spin up test pages from your templates and components when speed matters. You and the CRO Specialist work tightly together: they bring the conversion lens, you bring the design and UX lens, and you iterate on templates, page architecture, and components based on what the data shows.

The whole model only works through close collaboration. The system isn't handed off and forgotten — it evolves as the three of you ship, test, and learn together.

What makes this role different:

• You design AND build in Webflow: This isn't a Figma-to-handoff role. You design the page templates, page architecture, components, and UX/UI standards that define the marketing sites, and you build them directly in Webflow. Design happens in Webflow, 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 site ownership: You design the marketing site experience across four brands — each with its own identity, sharing a foundation you build and maintain.
• AI-native by default: Claude Code and Claude are core to how you work, not novelty add-ons.

What You'll Own

• The marketing site design and foundation across four brands: Page templates, page architecture (section flow, hierarchy, layout patterns), navigation, key flows, hero patterns, conversion patterns. The system you design needs to be flexible and robust enough that the Technical Growth Manager and CRO Specialist can spin up new pages directly from it — without coming back to design for every page.
• Visual design and brand execution at a high bar: This is core to the role. The marketing sites need to look modern, polished, and unmistakably on-brand for each of the four brands — and they need to hold up against the best marketing sites on the web. You're the quality bar for typography, spacing, hierarchy, color, imagery, composition, and all the details that separate good from great. Strong visual design and disciplined brand execution are non-negotiable.
• Webflow design system and component library: Build and maintain the system across all four brands — components, design tokens, page templates, shared interaction patterns. The system is the source of truth for how every brand looks, behaves, and is built, and the foundation the Technical Growth Manager and CRO Specialist build new pages from.
• UX/UI, usability, and accessibility: You bring the discipline. Every component, template, and page reflects current best practices for usability, conversion, and WCAG accessibility. This isn't a checklist run at the end — it's how you design from the start.
• Interactions and motion: A core part of the role, not a finishing touch. You design and build purposeful interactions and animations — micro-interactions, scroll behavior, loading states, motion-driven storytelling — that elevate the brands and make pages feel premium. You use Webflow's native tools where they fit and write custom CSS or JS when they don't.
• Test-ready designs and variants: Partner closely with the CRO Specialist. You design the templates, components, and variants that power tests so they can be spun up and iterated quickly. The CRO Specialist defines hypotheses and reads results; together you iterate on the templates and components based on what wins. The Technical Growth Manager rolls winners out.
• Production handoff and QA: Hand off completed templates and built components to the Technical Growth Manager, who wires them into the CMS, builds production pages, and ships at scale. You stay involved through QA so production matches design intent — and you iterate on the system based on what the team learns shipping it.

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. New pages wait in a queue. You're the design half of the unblock: a Webflow design system the Technical Growth Manager can build with, so marketing site changes happen fast without engineering involvement.

Our marketing sites aren't designed at the level we need Functional, but not designed. There are no shared page templates, no Webflow component library, no design tokens, no consistent UX/UI patterns, no interaction language. You build the foundation: a designed site, page templates, a component library, and the UX/UI standards (usability, accessibility, conversion best practices) that everything is held to. The Technical Growth Manager makes it production-ready; you make it worth shipping.

Thousands of SEO pages need to look modern, feel premium, and convert We have over a thousand organic SEO pages across our brands. These pages drive significant traffic and revenue, but they need to look modern, feel polished, be accessible, and maintain brand and UX consistency at scale. You design the page templates, the components, and the UX patterns; the Technical Growth Manager wires them into the CMS and ships them at scale. Together you make the SEO portfolio look like a real brand, not a content farm.

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 design system — components, tokens, interaction patterns — should be shared where it makes sense.

What Success Looks Like (Year 1)

• Home Gnome fully designed and live in Webflow — page templates, components, interactions, and UX/UI standards that meet a high bar for visual design, brand execution, usability, and accessibility, with the Technical Growth Manager scaling it across pages without engineering
• A complete Webflow design system the team can self-serve from — components, design tokens, page templates, and UX/UI standards solid enough that the Technical Growth Manager and CRO Specialist can spin up new pages directly from the system without coming back to design every time
• Test-ready designs and variants ready to iterate fast — when the CRO Specialist needs a hero variant, a new template, or a CTA test, the components are ready to test or you ship the new design quickly and iterate based on results
• SEO templates designed for scale — page templates that set the visual, UX, and accessibility bar across thousands of programmatic pages the Technical Growth Manager wires into the CMS
• Interactions and motion that make the brands feel premium — purposeful animation across the design system, not bolted-on after launch
• WCAG-compliant by default — accessibility is a baseline, not a project
• A working iteration loop with the CRO Specialist — test results consistently flow back into your templates and components
• Site design migration underway for LawnStarter and Lawn Love
• The Technical Growth Manager and CRO Specialist consider you essential — they can't imagine shipping or testing without you

Requirements

Who You Are

A top-tier visual and brand designer. Strong visual design and disciplined brand execution are at the core of this role, not a side requirement. Your work is modern, polished, and unmistakably on-brand. You hold up against the best marketing sites on the web. You care deeply about typography, spacing, hierarchy, color, imagery, composition, and the details that separate good from great. You can execute within established brand guidelines while pushing the visual quality forward, and you can hold the line across four distinct brands without letting any of them drift. This is unlikely to be a good fit if visual design or brand discipline is secondary to your other skills, or if you rely heavily on templates without elevating them.

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, design systems, dynamic content, advanced interactions, and how to keep a large site clean and performant. You can structure a page so it works at scale, not just for one hero shot. 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 design and build platform.

UX/UI disciplined. You bring real expertise in usability, accessibility (WCAG), and conversion best practices — and you apply it to every component, template, and page. You can articulate why a layout works (or doesn't) for the user, not just how it looks. You design for clarity, scannability, and performance, and you treat accessibility as a baseline, not a finishing touch. This is unlikely to be a good fit if you can't speak to UX principles beyond aesthetics or treat usability and accessibility as someone else's job.

Collaborative by default. This role only works through tight collaboration with the Technical Growth Manager (on production handoff and feasibility) and the CRO Specialist (on test design and iteration). You give and take feedback well, you're comfortable handing off work and staying involved through QA, and you treat test results as input rather than judgment. This is unlikely to be a good fit if you prefer to work alone or get defensive when data contradicts your design choices.

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 iterate 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 there's a new template to design, a new pattern to add to the system, or a test result that points to an iteration, 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 Claude Code and Claude as core parts of your workflow — generating component code, exploring design directions, drafting interaction logic, and accelerating everything from naming to layout iteration. You treat AI as a design and build partner, not a novelty. 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 native. Webflow's native tools won't cover everything — especially the interactions, animations, and complex components you'll build. You can write custom CSS and JavaScript when Webflow falls short, and you can read enough code to debug a third-party embed or extend an existing component. The Technical Growth Manager owns tracking and integrations; you own the code that makes the design system feel alive. This is unlikely to be a good fit if you strictly avoid code or rely on others to handle anything beyond drag-and-drop.

This Role Is NOT

• A Figma-to-Webflow production role: The design system for growth and marketing lives in Webflow. You're not translating someone else's mockups — you're designing and building directly.
• The production builder for SEO and CMS pages: The Technical Growth Manager owns CMS architecture, programmatic page infrastructure, and the production builds for thousands of SEO URLs. You design the templates and components; the Technical Growth Manager wires them into production.
• The owner of test rollouts: The Technical Growth Manager owns running tests live and the same-day rollout SLA. Your job is upstream — shipping the variants and components that make tests possible.
• 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. Day-to-day, your closest partners are the Technical Growth Manager and CRO Specialist on the Growth team.

Benefits

• Base salary: $110K – $140K.
• 401k
• Healthcare: Medical, dental, and vision
• Fully remote
• 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.