Edgar Allan
We build owned web systems for ambitious brands that perform across search, AI, and conversion.
As brand discovery shifts from links to answers, a company’s story must perform across search engines, AI systems, and conversion moments.
The agency works from brand strategy through design, build, and ongoing optimization, using the website as the central source of truth. Every page, structure, and signal reinforces a consistent, machine-readable story; one that can be surfaced, cited, and trusted across search engines, AI platforms, and high-intent conversion moments.
Edgar Allan specializes in Webflow as the operating system for modern marketing teams and partners with platforms like Profound to measure and improve visibility across AI search and answer engines. This ensures clients not only show up, but also show up accurately and perform when it matters.
Rather than treating brand, SEO, AEO, and CRO as separate initiatives, Edgar Allan connects them into a single, evolving system built on owned infrastructure, giving teams control over how their story is expressed, measured, and improved over time.
Impact
- Island.io: Re-architected the website to align narrative, SEO, and conversion, driving measurable gains in organic visibility and on-site performance
- NCR Atleos: Led brand redesign and translated it into a structured web system supporting SEO, AEO, and CRO across a complex enterprise footprint
- Duracell: Transitioned fragmented content into a centralized, story-driven web system that performs across search and AI
- Lila.ai: Built a site that functions as a source of truth for both humans and machines, improving consistency, discoverability, and conversion
- Welldoc: Developed a scalable web and brand system enabling continuous launch, testing, and optimization without developer bottlenecks
Why Edgar Allan
Through their Story Engineering model, the agency ensures that a brand’s narrative is not only compelling but structured to be understood, surfaced, and trusted across modern discovery environments.
By focusing on the owned web layer, Edgar Allan helps companies move from fragmented marketing efforts to a unified system - where brand, structure, and performance reinforce each other at every stage of the buyer journey.
Best Fit
- Marketing teams navigating the shift to AI-driven search and zero-click discovery
- Companies undergoing a rebrand, platform migration, or website rebuild
- Organizations struggling to connect brand narrative with measurable performance
- Teams that want their website to function as a living system
Services
Continuous Optimization Across SEO, CRO, and AEO
Most teams treat SEO, CRO, and now AEO as separate efforts. This creates gaps between how a brand is discovered, how it is understood, and how it converts. Edgar Allan runs continuous optimization programs that connect these disciplines into a single system. High-intent pages are tested and improved directly in Webflow without development bottlenecks. Content and structure are refined to improve both conversion performance and how the brand is surfaced and interpreted across search and AI systems. Using platforms like Profound, the team measures how the brand appears in answer engines and adjusts content, structure, and messaging to improve accuracy and visibility over time.
Replatforming to a System That Can Scale
When a marketing team outgrows its CMS or is blocked by development cycles, the website stops evolving. Edgar Allan leads replatforming efforts that move teams onto scalable, component-based systems. The focus is not just migration, but creating a foundation that allows teams to launch, test, and iterate without friction, while maintaining structure and consistency across the site.
Rebrand to System of Record
Rebrands often fail at the point of execution. The new story is defined, but inconsistently applied across pages, teams, and channels. Edgar Allan translates brand into a structured web system. Page types, content patterns, and components are defined so the new narrative is applied consistently across the entire site and can evolve without losing clarity.
Structuring Content for AI and Search Interpretation
Most content is written for readability, but forgets about interpretation. This creates ambiguity when search engines and AI systems try to understand and represent the brand. Edgar Allan structures content and site architecture so information is consistent, connected, and easy for humans to understand and agents to interpret. This improves how the brand is surfaced across search results and AI-generated answers, while maintaining clarity for human users.
Clients
"When we launched NCR Atleos, the challenge wasn’t just getting a site live. We had to make sure the company showed up the right way everywhere, even while the brand was still evolving. Edgar Allan gave us a structure that held up under that pressure. Different teams could contribute, but the message stayed consistent. That matters more now than it did at launch. A year later, we can see how that foundation carries through into search and AI. The way we’re described is more aligned, less fragme"
Dan DawsonVP Marketing
