Hal Zeitlin is the Owner of Candid Leap, a Webflow enterprise-partner agency that builds custom Webflow sites for B2B SaaS and tech companies. He leads the company’s focus on clean design systems and site migrations, empowering clients to own their marketing stack. He also co-owns Zeitlin’s Delicatessen in Chicago, bringing a family business mindset to his work. Hal is active in the Webflow community and has been recognized as a Global Community Leader.
About the Episode
Building a website that scales with your business often feels like a battle between developers and marketers. Many teams get stuck in slow workflows, rigid systems, and developer dependency that stifles creativity. In this episode, Hal Zeitlin reveals how businesses can design scalable, self-managed websites that empower marketing teams to move faster without sacrificing quality or structure.
Host Tyler Lane sits down with Hal to explore how Webflow and low-code tools are transforming modern development, why transparency and stakeholder alignment are key to successful site launches, and how AI-driven optimization is shaping the next generation of web experiences.
Key Moments
Discovering Webflow and Redefining the Marketer’s Role
- How discovering Webflow shifted Hal’s career from marketing to leading a Webflow design and development agency [01:53].
Empowering Marketers Through Self-Managed Websites
- Why marketers should be able to update and manage sites without developer bottlenecks, and how design systems make that possible [03:20].
Choosing the Right CMS for Growth
- When Webflow is the best choice (and when it isn’t) for companies managing complex site architectures [09:28].
AI and Personalization in Web Design
- How Webflow is integrating AI-driven optimization and personalization to help teams test, learn, and improve faster [13:13].
Scaling With Quality and Transparency
- How Candid Leap balances custom development with clear communication and process excellence to build trust and long-term partnerships [19:03].
Avoiding Costly Migration Mistakes
- Common issues during website launches and CMS migrations and how to prevent misalignment between teams and goals [21:48].
Leading With Honesty and Purpose
- How Hal stays motivated by prioritizing honesty, education, and real impact in a fast-changing industry [37:27].
Top Insights
- Audit your current website workflow – Reviewing how marketing and development collaborate exposes bottlenecks and helps identify opportunities for automation and scalability.
- Build reusable component libraries – Creating organized, flexible design systems empowers marketers to launch new pages quickly without developer dependency.
- Define clear stakeholder expectations early – Aligning goals and deliverables at the start prevents confusion, delays, and costly mid-project course corrections.
- Evaluate CMS options honestly – Understanding where tools like Webflow fit — and where they don’t — helps ensure you choose the right platform for long-term growth.
- Integrate AI-driven optimization tools – Leveraging AI for personalization and testing helps improve user experience and drive measurable marketing performance.
Notable Quotes
- “If you can find someone honest to guide you early, you’ll save time, money, and stress.”
- “No code means limitation. It means boxes, and Webflow is more of a low-code tool.”
- “I really try to disqualify people from Webflow because every tool has trade-offs.”
- “We can’t rush good work, and we also can’t take too long to deliver.”
- “We’re literally helping people excel, grow businesses, and impact their day-to-day experiences through great work.”
Resources
Industry Experts
Companies and Organizations
Tools and Platforms
- Form Connector Webflow App
- Cloudflare
- ActiveCampaign
- Wise
- HubSpot CMS
- Contentful
- Zapier
- Google Tag Manager
- ChatGPT
Podcasts and Communities
The Systems That Power Scalable Growth
Great websites aren’t built in isolation — they’re engineered with clarity, collaboration, and smart systems. At Session Interactive, we help brands bridge the gap between strategy, design, and performance with scalable solutions that empower marketers and accelerate growth.
For more insights on agile design, data-driven optimization, and modern web development, subscribe to the Built to Convert podcast. Ready to make your website a growth engine? Contact Session Interactive to start building smarter today.
