What's a modern web marketing stack in 2025?

There's huge potential in utilizing the AI revolution for marketing purposes. Not where everyone thought it can help. It's almost boring to read another piece of content about why it doesn't make sense to craft content using AI. Based on my recent experience at B2B SaaS I think we can leverage AI the most for the website development.

It's all about effectiveness. With AI tools you can spend less time on design, maintenance, and development. Use that saved time and resources where it works best for you. But don't waste it on slow workflows and processes.

Here's what worked for us at Etropo.

Design System using Storybook

To be able to create any website in no time, you definitely need a design system that consists of:

• Components - The foundational building blocks of your design system. These include:
  • Typography elements (headings, body text, captions), interactive elements (buttons, form inputs, links)
  • UI components (cards, modals, navigation elements).
  • Clearly defined states (default, hover, active, disabled) and variations (sizes, colors, styles) for components.
• Sections/Blocks - Larger compositions created using your components. These are complete sections like hero areas, testimonial grids, pricing tables, or feature showcases. A good example of what I mean is a library of ready-to-use blocks called shadcnblocks.com. It doesn't mean you shouldn't be using your established design system. It's just a good example of what your library should consist of.
• Demo pages - Complete page compositions that include many sections and blocks. These serve as testing grounds where you can see how all your components work together. When you adjust any component, you can immediately test it across different contexts.

All of that is absolutely essential to maintain consistency across your website. And consistency is the key to speed and high-quality of your website.

V0 for Design Prototyping

Should you ditch Figma in 2025 entirely? I don't know. But what I'm sure is that not leveraging tools like V0, Lovable will leave you behind the market.

What to use V0 for:

• Use it for early concepts
• Teach your non-design marketers to use it to present their ideas
• Treat it a quality hand-off for design team

What not to use V0 for:

• High fidelity designs - it takes a lot of iterations to get pixel perfect designs. So it doesn't make sense to use it.

We're entering an era where you can plug in your company design system into these tools. And it's not far from these tools being able to create a final version of your new product page. What you'll still need are unique, quality illustrations, animations etc.

Claude Code or Cursor for Design System Maintenance

This is a very radical approach, recently announced by Intercom. Check out this insightful post by Domingo from Intercom Design Team.

Train your designers to be able to use AI coding agents like Claude Code or Cursor.

Sounds futuristic? Sure. Could it be too technical for some designers? Sure.

But definitely worth a try. Potential benefits are outweighing the initial educational cost. Imagine a developer doing a quick code review of an AI agent that updated the design system per a designer's request. Time spent: 15 minutes.

On top of that designers can instantly see how changes affect responsiveness. The chat interface for adjusting the design is so much faster.

Give it a try.

Tailwind as a web standard in 2025

It's doubtful if your engineering team is still wondering if it's worth using Tailwind in 2025. Though if they do, there are even more arguments for it now. AI agents and prototyping tools are eager to use Tailwind and libraries like shadcn/ui. So having your design system built on Tailwind makes the above work with AI Coding Agents a breeze.

Linear for Work Management

Considered as an 'engineering' tool Linear might be the most surprising tool on this list. From our experience it's the least 'bloated' and fastest task management tool on the market. Why I've decided to include it in this list is the effectiveness. Linear helps you spend less time on non-productive, operational stuff. You can use this time on strategy, thinking, and team discussions.

Sanity Studio or Builder.io as Headless CMS

Simple to use, lightweight CMS is a key to rapid iterations - Sanity Studio is great for producing content at scale. All your content in a single place, easily accessible to your marketing team.

Builder.io is probably how the future of website development looks like. We all loved clicking through Wordpress didn't we? Builder.io is the exact opposite. Almost no UI at all - you can adjust the content on your website and build new pages using chat interface. If you combine this with a mature, efficient design system described above you can build quality, uniquely looking pages in no-time.

Final Thoughts

The shift towards AI-enhanced marketing processes isn't just about adopting new tools. It's about changing how you think about time management.

In 2025 the competition for attention is higher than ever. It's never been easier to publish anything. This is why we - marketers - need to spend more time on thinking and less time on "doing" mundane, operational things. Utilizing AI tools help you do that. AI is here not to replace marketers, at least not today, but to make us significantly more effective at what we do.