Search sends fewer people to your website every month, and the answer engines keep most of the ones it does send. Kevin Wong, VP of Design at Webflow, doesn't think that means the website is dead — he thinks it means the metric you have been judging it by is.
Kevin leads product design, brand studio, content and user research at Webflow, where millions of businesses build their sites, which gives him a read on what is happening across the market rather than inside one company's analytics. Brittany and Arpy get into what that view shows: why the people who still click convert far better, how a brand earns its way into being the answer, why building one website for everyone is now the wrong goal, and — in a stretch this show has never covered — how Webflow turned design itself into something agents can execute against.
What you'll learn in this episode:
➜ Why traffic stopped being the metric that matters, and what Webflow watches instead.
➜ Answer engine optimization: how brands get cited as the answer, and why it isn't SEO with a new name.
➜ The museum is over: designing many versions of a site and serving the right one, not one design for everyone.
➜ Why Kevin won't drop users into a blank prompt box, and where he draws the line on probabilistic software.
➜ Webflow's design system rebuilt as instructions — skills that lint and review designs, recipes for each view type.
➜ Evals before you build: define what good looks like upfront, or find out too late that it never was.
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Kevin Wong is VP of Design at Webflow, where he leads the Product Design, Brand Studio, Content, and User Research teams for a platform used by millions of designers, marketers, and developers to build enterprise-ready web experiences. His work focuses on shaping Webflow into an AI-native website experience platform that balances ease of use with professional power. Previously he led design for Meta's Remote Presence team across Facebook, Instagram and Messenger, and before that led Airbnb's global CX Platform Design organization, building the foundational service design capabilities and tools that supported guests, hosts, and agents.
➜ Kevin on LinkedIn: https://www.linkedin.com/in/kvwong
➜ Webflow: https://webflow.com
➜ Google and LLMs Are Destroying Your Website & Traffic — Arpy's analysis (Product Impact):
https://productimpactpod.com/news/google-and-llms-are-destroying-your-website-and-traffic
➜ SparkToro's research on zero-click search: https://sparktoro.com/blog/in-2026-less-than-one-third-of-google-searches-still-send-a-click/
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Hosted by:
➜ Arpy Dragffy Guerrero — https://www.linkedin.com/in/adragffy/
➜ Brittany Hobbs — https://www.linkedin.com/in/brittanyhobbs/
Join our Slack community to get honest and strategic advice for how to navigate the AI era: https://join.slack.com/t/aiproductimpact/shared_invite/zt-49ccrauua-CUJGWYPRKI89TUu6SRrPJg
This episode was brought to you by:
➜ PH1 (https://ph1.ca) — We solve the first and last mile of AI: use cases, KPIs, evals, and scaling impact.
