Website Handbook

On this page


Serve the needs and interests of our key audiences:

  1. Users of GitLab: software developers and IT operations practicioners.
  2. Buyers of GitLab: IT management, software architects, development leads.
  3. Users of and contributors to OSS on

Generate demand for GitLab by:

  1. Showcasing the benefits of the most important GitLab features and how they can save time and money.
  2. Compare GitLab vs competing products.
  3. Provide customer case studies which illustrate 1 and 2.


When referring to the GitLab marketing site, and the are not included.



A topic is an industry trend, theme, or technology related to GitLab and our customers. For example, DevOps, GDPR, Containers, etc. Topic pages on our website educate the reader about the topic and share GitLab’s point of view while providing additional links to resources related to that topic. These pages are intended to attract search traffic.

Examples of other companies who have topic pages:


A solution is a combination of products and services that solve a business problem. For example, accelerating software delivery, enabling remote teams, ensuring compliance, etc. Solution pages on our website show the application of GitLab capabilities and services to address a business problem while providing additional links to resources related to that solution.

Examples of other companies who have solutions pages:

Product section

The product section of our website has pages that describe what GitLab does and the value provided. The functionality of GitLab is ordered in a hirearchy with 4 levels: Stage, Categories, Capabilities, and Features. You can find details on the Product Categories Handbook

Examples of companies who have product/features pages:


Similiar content can appear as a topic, solution, and in the product section with different emphasises on each page. For example continuous integration:

Ownership and responsibilities

The marketing site is an important part of our company requiring close coordination and collaboration across multiple teams. Below details which functional group is primarily responsible for which areas of the marketing site.

Marketing Site Product Manager

Luke Babb is responsible for scheduling tasks and allocating various team members to accomplish tasks.

Content Marketing

Product Marketing

Growth Marketing


Design works with our partner agency, AtreNet, during this stage

Frontend Development

Design works with our partner agency, AtreNet, during this stage

All Product Managers

Technical Writing

Updating the Website

Requesting Website Updates

Editing the homepage promo banner (hello-bar)