Appfarm is a Norwegian visual development platform that companies use to build business-critical custom applications. By early 2026 it had added AI app generation and Flows to the product and replaced its 30-day free trial with an evergreen free plan, which made the website and onboarding the main path to new builders. In January 2026, Appfarm brought in Maximize to reposition the brand around AI, rebuild the website, and improve how free signups turn into active users. The engagement ran for 6 months, with Maximize working alongside Aaron Beaton and Vidar Melstveit on Appfarm's marketing team.
Challenge
Appfarm's positioning had not caught up with its AI features, and the website still presented a general no-code tool with a standard signup button and no way to try the AI workflow. Measurement was unreliable. Heap was missing key signup events, and cross-subdomain tracking broke funnels between the marketing site and the app. The welcome email sequence started well, with a 36.9% open rate and 6.15% click rate on email one over 30 days, above the 23 to 30% open and 1.5 to 3% click benchmarks. Then opens fell to 20.8% on email two, a 44% relative drop, and dropped another 8.4 points between emails three and four. Core Web Vitals were also failing on mobile.
Solution
Maximize interviewed Appfarm's leadership and customers and delivered a brand messaging platform in February that positioned Appfarm as the AI-powered visual development platform for business-critical custom software. Maximize wrote the website IA and copy deck, then designed and built the new homepage and pricing page in Webflow. The homepage added a prompt input box so visitors could describe an app before signing up, and a later version moved it into a vertical layout with animation.
Maximize also rebuilt the Heap funnel dashboards, updated title tags on high-intent pages, fixed mobile Core Web Vitals issues, and wrote a three-track behavioral welcome series for HubSpot. Maximize's content team published articles including "Why AI code generation falls short for enterprise workflows".
Results
The vertical homepage with the animated prompt input lifted submit button clicks from 1.3% to 4.1% and "Get Started for Free" clicks from 7.3% to 13.8%. All 23 Solutions pages were rewritten with tailored copy, expanded prompt messaging, and FAQs modeled on the Construction page. Appfarm finished the engagement with new positioning, a rebuilt Webflow site, reliable funnel data in Heap, and a handoff document of growth experiments for its own team to run.
“Maximize helped us sharpen our platform positioning around AI and rebuild our homepage and website copy around that new messaging, including a prompt-to-production journey with a more sophisticated onboarding funnel. The team was easy to work with and brought valuable expertise across positioning, web and growth data.” – Aaron Beaton, Head of Marketing, Appfarm
