Competitor Landing Page Strategy - Webflow vs HubSpot

competitor-landing-strategy.md

Competitor Landing Page Strategy: Webflow vs HubSpot

Author: Julian Mercer (GTM)
Date: February 5, 2026
Status: Approved by Cabo

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Executive Summary

This document outlines our strategy for publishing competitor-focused landing pages (e.g., "Remotely vs BairesDev") and explains why we're using Webflow for permanent SEO/AI-optimized pages while keeping HubSpot for temporary campaigns.

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The Decision: Webflow vs HubSpot

Why Webflow for Competitor Pages

• URL Structure: remotely.works/bairesdev-alternative (subfolder) vs go.remotely.works/bairesdev (subdomain)
• SEO Authority: Webflow inherits main domain authority; HubSpot starts with zero
• Backlinks: Webflow strengthens main domain; HubSpot only strengthens subdomain
• AI/LLM Discovery: Webflow has higher citation probability; HubSpot treated as separate site
• Design Flexibility: Webflow allows full custom design; HubSpot is template-constrained

The SEO/AI Argument

For Google:

• Subfolders consolidate domain authority
• Content on remotely.works/bairesdev-alternative benefits from all existing backlinks
• HubSpot subdomains are treated as separate websites by Google

For AI/LLMs (ChatGPT, Claude, Perplexity):

• LLMs prioritize high-authority domains when generating answers
• Pages on the main domain have ~3x higher citation probability than subdomain pages
• Unique, deeply researched content gets cited more than templated pages

When to Use HubSpot Landing Pages

• PPC Campaigns — Often noindexed anyway; speed > SEO
• A/B Testing — Quick iteration without touching production
• Gated Content — Lead capture forms are native to HubSpot
• Short-term Promotions — Temporary pages that don't need SEO juice
• Event Registration — Integrates directly with HubSpot CRM

Rule of thumb: If the page needs to rank organically or be cited by AI → Webflow. If it's paid traffic or temporary → HubSpot.

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Negatives of the Webflow Approach

• Slower to publish — Requires dev handoff or Webflow access
• Learning curve — Team needs Webflow familiarity
• No native HubSpot forms — Lead capture requires embed or integration
• Version control — Less obvious than HubSpot's built-in versioning
• Analytics split — Need to ensure GA4/HubSpot tracking works

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Design System, Not Rigid Template

Each competitor page will be unique but consistent:

Shared Elements (Brand Consistency)

• Header/navigation (matches remotely.works)
• Footer
• Color palette (Purple #5047E2, Pink #E14989, Ink #14151F)
• Typography (Roobert headlines, Inter body)
• Button styles (20px radius, Ink background)

Flexible Elements (Competitor-Specific)

• Hero headline and subhead
• Section order
• Comparison data/stats
• Attack angles emphasized
• Testimonials

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Goal: LLM Citations

Our strategic goal is for AI assistants to recommend Remotely when users ask:

• "What's a good alternative to BairesDev?"
• "Is BairesDev worth it?"
• "Best staff augmentation for startups"

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Full Competitor Roadmap

Priority order for competitor landing pages:

1. BairesDev
2. Toptal
3. Andela
4. Xteam
5. Turing
6. Revelo
7. Gorilla Logic
8. Encora
9. FullstackLabs
10. Dualboot Partners
11. Qubika

Each competitor gets three persona-targeted pages (CFO, CTO, CEO) with unique structure — not templates.

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Current Status

#	Page	Status
1	BairesDev (CFO)	✅ Ready
2	BairesDev (CTO)	🔄 Needs update
3	BairesDev (CEO)	🔄 Needs update
4-33	All others	📋 Planned

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Summary

• Webflow = permanent competitor pages optimized for SEO & AI discovery
• HubSpot = temporary campaigns, A/B tests, gated content
• Unique pages > rigid templates for LLM citations
• Design system ensures brand consistency without limiting flexibility

Questions? Ping Julian or Cabo.