We ran our first live webinar — an hour of walking through the whole product, from importing an existing site to shipping pages, redesigning a brand, running growth PloyBooks, building ad creatives, and personalizing pages for named accounts. Bryant, Will, and Q hosted, people dialed in from four continents, and somebody in New Zealand joined at 6 a.m.
Here’s the full replay, and the notes below recap each section the way it happened.
Jump to a section
- 3:12 — Onboarding onto Ploy
- 4:03 — The slurp: how it works
- 7:52 — PloyBooks overview
- 10:48 — How to edit your site
- 12:27 — Publishing your page
- 15:35 — SEO and AEO
- 17:43 — How Ploy has taste in design
- 24:56 — Conversion rate optimization
- 27:08 — Ad creatives and landing pages
- 33:41 — Outbound and account-based marketing
- 37:29 — Customer marketing and testimonials
- 40:00 — Q&A
The slurp: getting your site into Ploy
The demo opened where a new user opens — onboarding. Ploy reads the domain tied to your email and kicks off a site import the team calls the slurp. Q, the engineer behind it, explained the idea behind its codename, Rosetta:
“Given any website on the internet, its bare components are HTML and CSS. How can we translate that into something Ploy can work with?”
He compared it to what Apple did with Apple Silicon — a translation layer — and was candid that most of it deliberately isn’t AI, because no model reliably handles every CSS rule, responsive breakpoint, and hover state. The honest framing everyone appreciated:
“A site slurp is not meant to be a one-to-one clone. It's best effort — but best-in-class — at codifying your existing site into a design system you can actually build on.”
The import is the front door to the AI Website Builder.
Editing and going live
Once a site is in, changes happen two ways. There’s the annotation tool — hover
any element, describe the change, send it to chat (keyboard shortcut C). And
there’s the code itself, which comes out clean and production-quality. Bryant’s
point on why that matters:
“You get true production-quality code, as if a developer wrote it. It's easier for agents to work with — but it's also easier for humans to work with.”
Then Will asked the question every marketer asks — do I need to loop in IT to publish? Bryant’s answer: hosting is built in. Add a custom domain and the agent walks you through connecting analytics and Search Console, checking the sitemap, and cutting over DNS with no downtime. And because there’s a built-in reverse proxy, you can keep your existing site and serve only the pages you choose from Ploy. Will pushed on the timeline:
“So you're telling me if I'm in this webinar right now, I can make a page and have it live on my domain tomorrow? — Essentially, yes.”
More on go-live in Hosting.
Redesign: not another AI-vibed site
This was the section the room leaned into. Looking at a generic redesign, Will called it straight:
“I look at this and it looks like your classic AI-vibed-out site.”
Q explained how Ploy avoids that: it grounds the design flow in how people actually design — starting from real references, not a blank prompt. He used the Lookbook, Ploy’s curated collection of design directions, and compared choosing a look to reading a menu:
“Similar to interior design, or even food — if you see a menu of things you might like, you can pick one or two. It's hard to answer 'what would you like?' from nothing.”
He also owned up to the occupational hazard of the job — “I dream of websites, it’s that bad” — which got a laugh. The through-line, from Will: taste isn’t going away because of AI.
“When the floor gets raised by tools like this, the ceiling gets raised as well.”
PloyBooks: repeatable growth motions
PloyBooks are human-curated workflows the agent runs end to end. The demo ran an above-the-fold optimization that audits a hero and rebuilds it, and an SEO/AEO gap report that researches competitors, keyword rankings, and where a brand shows up in AI answers — then turns the recommendations into builds. Bryant’s take on what that replaces:
“This is a report that, in other roles I've had, I'd have to spend six figures to get from an agency.”
The full set lives in PloyBooks, and the gap report ties into Answer Engine Optimization.
Conversion, and why the design system matters
Spinning up demo-page and landing-page variants stays on brand automatically — fonts, colors, components, even motion — because the design system is maintained for you. Will named the pain that solves, and every brand person in the chat felt it:
“Every brand person has a war story where they changed the corner radius on their buttons, then spent hours chasing down the pages where the change didn't make it through. The agent carries that for us now.”
Ad creatives as code
The moment that got the biggest reaction: building an ad creative as code. Because a creative is a real page, it renders deterministically — no uncanny-valley artifacts, no extra fingers — and every element becomes a prop, so you can generate variations of copy, layout, and background instantly. Bryant put the claim plainly:
“This is probably the only product out there that can build an ad creative as if a visual designer built it.”
From there you push the creatives into your ad platforms with the right tracking, with a matching landing page behind them. The full workflow is in Ploy Ads.
Account-based marketing
The last growth section was ABM — researching a named account, reusing your existing case studies instead of duplicating content, and building a personalized page in minutes. Bryant framed why it’s usually so painful:
“ABM has traditionally been this voodoo-magic thing where you stitch together a bunch of tools, wire it to your CRM, and do all this difficult website personalization.”
A neat aside: sales teams are also using it to draft proposals — drop in a call transcript, get a hyper on-brand page positioned to the prospect. More in Account-Based Marketing.
The one that stuck: a wall of love
To close, Bryant shared the build he keeps coming back to — not the flashiest page, but the one that mattered most. A founder had a Google Sheet with thousands of testimonials collected from a QR code, and Ploy connected to the sheet and turned it into a wall-of-love page.
“It's not the most incredible page in terms of visuals or animation — but it's the human voice in the page that shines through.”
That’s the note the recap portion ended on — websites aren’t dead, they’re getting more personal. Then we opened it up to the room.
Q&A: the questions worth replaying
The last twenty minutes were live questions, and Bryant’s answers were some of the most useful parts of the session. Here’s each one, and where to find it in the replay.
Do you have to run your whole site on Ploy, or can you embed it alongside an existing CMS?
You don’t have to move everything. Ploy’s built-in reverse proxy serves your Ploy-built pages while every other page keeps running on your existing CMS — Webflow, WordPress, whatever you’re on. Several customers already run exactly this way, and if you later want to migrate the rest, Ploy can help you do it. (Bryant also teased a native Ploy CMS — a flat-file version exists today, with a richer one on the way.) Watch at 40:00 →
Does Ploy handle site maintenance automatically — SSL, broken links, caching, image compression?
You skip the onerous upkeep of a typical WordPress site. Ploy doesn’t silently change things for you; instead it surfaces suggestions — a missing tracking pixel, a traffic dip, a content gap — and you click run to fix them. Connect Google Analytics, Search Console, and a rank tracker, and the proactive system keeps working on the site between logins. As Bryant put it, it’s the whole website working while you sleep. Watch at 41:16 →
When I publish, do changes go to my live homepage or to a new redirected page?
The cleanest path is to point your DNS at Ploy and set up the reverse proxy, so the requests you don’t want Ploy to serve are routed accordingly. It’s a bit technical, but it’s documented — and you can adopt Ploy piecemeal, page by page, rather than in one big cutover. Watch at 43:04 →
I haven’t done anything with SEO or AEO yet — where should I start?
Just sign up and see what Ploy recommends. The models are capable enough now that anyone can start from wherever they are. Bryant flagged a big Lookbook update for redesigning from scratch, plus PloyBooks to help migrate an existing site over. Watch at 44:13 →
What do I give up by not hosting everything on Ploy? Is the goal to migrate it all?
Many customers start small and migrate over time — one moved a custom Next.js site across in a single afternoon, agentically. Hosting with Ploy is what unlocks the flywheels: client-side events, analytics, and visitor enrichment — seeing which companies visit, then triggering a PloyBook that researches the account and emails the right person. Skip hosting and you skip those loops. Watch at 45:18 →
How does analytics and event instrumentation work — do I add Google Tag Manager?
You can bring your existing GTM, but Ploy also ships analytics out of the box, auto-instrumented — sessions, pageviews, scroll depth, and clicks, all tied to an anonymous ID. That matters for ad tracking: you get the raw client- and server-side data to build a true picture of where spend goes, and you can ask Ploy to compile a report, drop it in Slack, or email it daily. Watch at 47:04 →
Where does Ploy get its copy and design best practices — my brand, or its own strategies?
Both. Out of the box you get the team’s copywriting and web-design skills, held to Ploy’s own bar — its taste, imbued in the product. Then you shape it with workspace memory: tell Ploy your preferences once and it codifies them into a document added to every context window, so they’re remembered going forward. Watch at 48:25 →
What integrations does Ploy have — including CRM?
A lot. Design through Figma (how agencies bring a brand’s fonts and assets in), analytics tools, CRM connections with Attio, HubSpot, and Salesforce, spreadsheets and the rest of G Suite, Zoom for meeting recordings, LinkedIn and X for posting. Two things that surprised the room: you can put PloyBooks on a schedule (one community member runs a business-development PloyBook every morning), and webhooks can trigger PloyBooks programmatically. And because everything in Ploy is multiplayer, you can invite teammates into the same chat. Watch at 50:04 →
Won’t Google penalize AI slop? How do you handle that?
It’s built into Ploy’s skills. There’s an anti-slop skill that catches the usual AI tells — em-dash overuse, the self-contradictory “it’s not this, it’s that” copy pattern — and on the design side, the entire thesis behind the Lookbook is building something bespoke rather than the same out-of-the-box template. Watch at 53:18 →
What kind of results have people been seeing?
On the organic side, Ploy’s own site went from barely ranking to broadly indexed, with a real surge in interest as pages got picked up. On paid, teams have seen meaningful lifts in landing-page conversions when the page is genuinely optimized for the ad behind it. Watch at 54:22 →
Want the same setup for your site? Sign up for an account and see what Ploy recommends for yours.