Webflow

We are seeing in real time artificial intelligence (AI) transforming the enterprise. AI-first and AI-powered solutions are becoming the norm and AI assistance, automation, and augmentation will become expected capabilities of design tools and website platforms. 

This is only the first AI wave of what will be a wave set, so we are still in the early stages of transformation. Despite being in its infancy, generative AI is already transforming the role of the website. Webflow intends to lead that charge.

Generative AI is changing the buying journey for your customers

The customer journey is evolving in ways that make it harder and more expensive to drive people to your website. Increasingly, your customer’s first touchpoint with your brand may be an AI summary on Google or a response in ChatGPT. And as search engine AI summaries are getting rolled out to all visitors across the world, organic search results are increasingly falling down or off the first page.

Organic search traffic is being hit hard by AI search results and experts believe that trend to continue in significant ways. As a result, you need to convert at a higher rate than ever before to make every visit count.

When visitors find your site, it’s critical to make a good first impression and engage each individual with the right message. That means creating content and an overall experience that sparks interest and speaks clearly to their pain points.

AI is changing the way you design and build your website

AI is revolutionizing the very foundation of web design and web development. Whether it’s generating a line of copy or an entire landing page, AI is helping individuals and teams build, launch, and iterate on websites quicker than ever. 

Large Language Models (LLMs) are particularly adept at eliminating what is known as the “blank page” problem. These models take the rote, often tedious, tasks out of website development, freeing you up to focus on creative or strategic work. With AI, you have an ever-present design and content marketing assistant to ideate, brainstorm, and bounce ideas off of.

That said, while AI-native tools can enhance productivity, the potential downside is that over-reliance on generative AI could lead to a homogenization of design outputs, reducing the uniqueness and creativity that makes each website stand out. 

At Webflow, we don’t see AI as just a disruptor, but as a partner that can help accelerate how you design, build, and launch websites. We are committed to amplifying the impact of your creativity while harnessing the power of AI.   

How Webflow thinks about the future of the web in the age of AI 

We’ve integrated AI into Webflow based on three core principles that help you create smarter, work faster, and unleash your creativity. This approach is based on how we believe AI will redefine the process of launching websites now and in the future. 

1. AI will continue to expand Webflow’s mission: Webflow’s mission is to bring development superpowers to everyone, and AI is our newest way to harness these powers. AI accelerates the creative process, allowing visual developers to focus on creating dynamic website experiences. We’re already seeing it automate simple design tasks like style application and content ideation, and we believe the potential is limitless. 

2. AI is a steel thread, embedded across our product: Webflow is focused on driving long-term value by integrating AI across our product experience to make it easier than ever for our customers to build increasingly impactful experiences. It is far too common to see design and web development tools build AI capabilities as standalone features that don’t deliver on the core experience users expect when using AI. We envision AI to be your companion along every step of the website lifecycle journey, not as a one-off tool. As language, image, and vision models advance, we will continue to seamlessly integrate new AI skills across our platform. 

3. Protecting data and privacy by default: We believe that your data is yours, and yours alone, which is why we are proud to say that we do not use your data to power any of our generative models today.  And in the future, if this were to change, we would always be upfront and explicit about it, and give you the power to first opt in to use the tools, rather than opt out. 

With these core principles driving Webflow’s thinking about AI, let’s take a look at how these principles show up across our platform.

AI across Webflow: The Website Experience Platform

AI will power and improve every aspect of our Website Experience Platform (WXP), whether it is helping to generate a new section for your site, editing a line of copy in your CMS, or powering personalized content and optimizations.

Our Webflow AI Assistant offers in-context help and ideas so you can build faster and better than ever. Our AI Assistant has multiple skills available throughout Webflow.

Build: Generate styled sections quickly with Webflow’s AI Assistant

One of the AI Assistant’s skills is to help you design and generate new styled sections quickly. 

The Assistant learns from your design systems and site context to generate new sections of a website from conversational prompts. Lean on it to quickly ideate on and build common site sections such as pricing, features, testimonials, and more. Once the Assistant generates a preview of your section, you can further customize it to apply the finishing touches to fit your site. 

For example, you can easily adjust an element’s background or color to match your brand. With AI Assistant, you can bring new campaigns to market faster, giving anyone on your team the ability to accurately leverage your site’s structure and design systems.

Manage: Generate and edit copy directly inside Webflow 

In addition to its design capabilities, the AI Assistant can also help marketers create relevant content quickly, inside Webflow. Because it uses the context of your content from the fields you’ve built and recent items in your CMS collection, the Assistant can generate relevant sample data or full CMS content so even your first draft already nails your brand’s tone of voice. 

This is perfect for content marketers quickly spinning up an article or designers jumpstarting a page with realistic content. We’re excited about how the Assistant will accelerate first-pass content and free up your time for more strategic work. 

Optimize: Introducing Webflow Optimize

Finally, AI Optimize is part of Webflow’s native A/B testing and personalization solution that lets you run parallel, multivariate tests powered by AI. Because it learns from your visitors in real time, AI Optimize will automatically and dynamically personalize the experience for each unique visitor that comes to your site to help maximize engagement, and ultimately conversions. 

AI can improve conversion rates and optimize user experiences in real-time, making campaigns more effective and efficient than ever before.

Building the future of web, together

These new features are built on top of existing AI offerings available to you in Webflow, including our Localization solution as well as powerful third-party apps to extend the power of your site like Adobe Express, Jasper, Relume, and more. You can learn more about all the ways you can already leverage AI in Webflow here — and the team is already working on more we can’t share quite yet. 

We truly believe this is only the first wave of AI with many more to come. We can’t wait to unlock more ways to transform your website experience for both your team and your customers. I am so proud of the Webflow team, and I am so grateful for this community. We are building and designing the future of the web, together. And, we’re just getting started!

The economy, our work, our culture, and so much of our daily lives are connected online, but only a fraction of us are developers and have the ability to create for the web. Webflow is changing that. 

Since our founding, Webflow has been committed to unleashing development superpowers for everyone. I have seen these superpowers in action firsthand in talking to customers all over the world, and in those conversations I’ve seen three trends emerge that will affect how sites are built and managed.

First, AI is changing everything, but especially the way we search. It’s no secret that AI is changing the way people build websites. AI can deliver amazing powers to your teams, speeding up creative processes and helping teams work faster. But AI is not only changing how sites are built, it’s also changing how people interact with your site too. We’ve all seen the stats — organic search traffic is being hit hard by AI search results — and experts are estimating that we should expect a 30% reduction in organic traffic as a result.

Second, because of this shift, there’s growing pressure on marketers to do more with less. Because of this decline in traffic, marketing teams are being asked to convert more of the visitors who navigate to their websites into customers. This is forcing marketers to shift their website’s content strategy away from the top of the funnel, over to more informational content mid-funnel. To do this, teams need to be able to innovate quickly and deliver personalized content to a huge number of customers — and they need to do it without hitting bottlenecks with their colleagues across design, development, and data. 

Third, CMOs and modern marketers are swimming in a sea of tools that don’t talk to each other which makes it hard to collaborate as a team. Despite the plethora of marketing tools and their associated integrations and APIs, seamless integration is still unnecessarily difficult, making it hard to get a clear understanding of visitor metrics and drive personalization. The options have historically been choosing an easy-to-use but limited website builder or choosing a powerful but old-school Digital Experience Platform (DXP) that still requires you and your teams to do all the heavy lifting to make it work. 

In short, building a highly performant website can be painful. So we’ve built a better way: the Website Experience Platform (WXP).

A better way to build: The Website Experience Platform

Webflow empowers modern marketing teams to visually build, manage, and optimize stunning websites that offer both the consumer experience your customers expect and the enterprise-grade performance and scale you need. Whether you’re the CMO of a Fortune 500 company or part of a small marketing team, Webflow allows you to build visually without compromise, go to market faster, and drive revenue. 

• Build: Unlike traditional platforms that require marketers to be reliant on engineering teams, Webflow unleashes the potential of designers and marketers through a flexible visual builder. Designers can take control of HTML, CSS, and JavaScript in a visual canvas, while marketers can work with pre-made, design-approved building blocks and leverage Webflow’s AI Assistant. Webflow unleashes designers and marketers to collaborate safely and build enterprise-grade and engineering-approved websites that typically take 6-9 months in a fraction of the time — sometimes just weeks.

• Manage: Webflow’s composable CMS allows marketers and developers to add, edit, and update content at scale, visually in our platform or programmatically through our headless APIs and with the partnership of Webflow’s AI Assistant. 

• Optimize: Finally, we offer everything you need to transform your site into your most valuable marketing asset. Thousands, sometimes millions, of different people visit your website every day. With native tools for AI-powered personalization, A/B testing, SEO, localization, and more, Webflow enhances visitor engagement by catering the experience to each visitor, boosting higher conversion rates, and driving measurable outcomes for your business. 

All of this comes together in a single integrated platform, built for collaboration and enterprise scale. From a single platform you can confidently scale your site with tools for hosting, security, compliance, and publishing, and connect to the tech stack that’s best for your team with hundreds of Apps in the Webflow Marketplace, or via bespoke integrations using our suite of powerful APIs.

Today, over 300,000 of the best companies in the world from The New York Times, Dropbox, Away, Clear, Lattice, Vanta, TED, IDEO, Greenhouse, Checkout.com to Orangetheory Fitness build, manage, and optimize their websites on Webflow. 

I am so proud of the Webflow team, excited for what our customers have accomplished on Webflow, and I am grateful to have an uplifting community that strives for better website experiences. We are building and designing the future of the web, together. And we’re just getting started. 

The Webflow Awards is our tribute to the people and teams delivering the most creative, technically impressive, and impactful work with Webflow. Their work embodies innovation and excellence, setting new benchmarks for the future of website experiences.

This year, we’ve taken our celebration to new heights by celebrating our award winners in the heart of Times Square. 

Read our full rundown of all of the incredible winners, and hear what each had to say about this achievement. To learn more about their incredible work and see all of our finalists and winners, visit our awards page. 

Community Awards

The Community Awards represents the 85,000+ designers, developers, and advocates who make up our vibrant global community. We recognize and honor folks in this category for their significant contributions to the Webflow community through education, innovation, and empowering others with the power of Webflow.

🏆 Community Educator of the Year: Fiorella Cisneros

Fiorella Cisneros expanded the Webflow community into Peru as a co-founder of the Global Leader chapter, Webflow Peru, and dedicated herself to educating designers through courses, workshops, and webinars. Her commitment to empowering individuals to build design and development solutions has made Webflow more accessible across the region.

“The Webflow community has been key to my professional growth, not only as a developer but also as a mentor. I’ve had the opportunity to share my knowledge and help more people — especially from the Spanish-speaking community — discover the power of creating without the limitations of traditional code. I envision a future where Webflow transforms how we learn and create on the web, with more Hispanic voices becoming part of that evolution.”

— Fiorella Cisneros, Co-founder at forHuman Studio

And congratulations to the rest of our finalists: Cassie Evans, Alessia Sannazzaro, Thibaut Legrand, and Grace Walker.

🏆 Community Creator of the Year: Benten Woodring

Benten Woodring is a Senior Web Designer at Bunsen and founder at NOOON Studio. He is credited for launching the viral creative community, Dare to Share, which encourages designers from all over the world to share their work and has helped many lesser-known designers gain the recognition they deserve.

“The Webflow community has been instrumental in helping me grow as a designer, connecting with other incredible freelancers and business owners, and has helped me grow my network. Not only is everyone in the community friendly, they are also authentic and push each other to grow as designers and entrepreneurs. I’ve truly enjoyed connecting with both the leadership at Webflow as well as all of the amazing people in the community.”

— Benten Woodring, Senior Web Designer at Bunsen and Founder at NOOON Studio

And congratulations to the rest of our finalists: Bardhyl Bytyqi, Ilja van Eck, Jack Redley, and Alessia Sannazzaro.

🏆 Developer of the Year: Keegan Leary (Web Bae)

Keegan Leary, widely recognized as Web Bae, is a trailblazer in the Webflow community, renowned for creating innovative tools and content that expand the platform’s potential. With a clear and approachable teaching style, he empowers developers to master JavaScript and beyond. His contributions include popular apps like Asset Bae, Clip Path Bae, and Section Divider Bae, all available in the Webflow App marketplace. 

“Webflow took my scrappy web skills and turned them into rent money, then nudged me into full-stack development. With each new API and the App Marketplace, doors opened that I didn’t even know existed—now I’m building full-fledged apps, something I couldn’t have imagined two years ago.”

– Keegan Leary, full stack web developer 

And congratulations to the rest of our finalists: Hafiz Manzoor, Hal Zeitlin, Thomas Bosc, and Cassie Evans. 

🏆 Global Leader of the Year: Webflow Paris: Florian Bodelot, Théo Roland, Alexandre Teillet, Ellina Chhay, Camille Di Vincenzo

The Webflow Paris chapter has been making waves with its incredible events over the past few years. Their 2023 watch party sold out in just days, and beyond hosting, they’ve shown true dedication to the community by creating cloneables for Global Leaders to use at their own Watch Parties. Their commitment to fostering community and sharing resources embodies the collaborative spirit that makes Webflow Paris truly special.

“For all of us, Webflow is more than just a tool — it has built our careers and helped us create meaningful business relationships. Everything, from learning to sharing, has come naturally thanks to the foundation laid by the amazing people within the Webflow community.”

— Florian Bodelot, Co-founder at Digidop 

And congratulations to the rest of our finalists: Webflow London: Chris Skitch, Webflow Peru: Fiorella Cisneros & Eduardo Quiche, Webflow Colombia: Carlos Sepulveda, and FlowMCR: Isabel Edwards. 

🏆 Community MVP: FlowMCR: Isabel Edwards

Isabel Edwards, 2023 Global Leader of the Year, has been a driving force in the Webflow community, founding FlowMCR and making a significant impact on the global stage. In 2024, she hosted FlowFest, the first-ever full-day, community-run conference in Manchester, UK. Her efforts bring people together, fostering connections and inspiring others in the Webflow community. 

“Attending my first Webflow Conf in San Francisco in 2022 truly amazed me with the community’s warmth and kindness. Since then, my goal has been to create a supportive home for Webflowers in my area. I’m excited to see this community grow and to explore new ways to support my fellow creatives!”

— Isabel Edwards, Head of Brand at Versori

And congratulations to the rest of our finalists: Laura Barker, Nelson Abalos, Benten Woodring, and Zack Bujazia.

Customer Awards

The Customer Awards represent more than 300,000 organizations — from growing startups to Fortune 500 companies — that are using Webflow to revolutionize the way they build for the web.

🏆 Website Experience of the Year: Vanta

Vanta, the leading Trust Management Platform, has harnessed the full potential of Webflow to elevate its digital presence. Within just a few weeks, Vanta’s marketing team transformed their homepage, revamped the main navigation, and enhanced several core user experiences — leading to  the best-performing month in the website’s history. 

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“In just 5 weeks, a tiger team of Vanta’s redesigned, rewrote, and recoded major parts of vanta.com, including our homepage, with the objective of better telling our product story and capturing demand. We unveiled our new site just before our Series C announcement, which sent a very large spike of traffic. The site not only looks better, it performs better and helps prospects and customers discover more about Vanta.”

— Sarah Scharf, VP of Product & Corporate Marketing

And congratulations to the rest of our finalists: SoundCloud, IDEO (with Webflow partner Zabal Media), Intrinsic (with Webflow partner Huge), and Spin Master – Rubik’s.

🏆 Brand Transformation of the Year: Walker & Dunlop

Walker & Dunlop, one of the largest real estate finance and advisory firms in the US, undertook a major digital transformation by redesigning and migrating their main website to Webflow. The team took control of design and content creation, while partnering with Webflow Partner, Edgar Allan, for the build. This rebrand modernized Walker & Dunlop’s legacy brand and positions them for future growth by aligning their digital presence with their forward-looking vision.

“Our Webflow journey is testament to our combined teams’ dedication to pushing the boundaries of design and content. We now have a digital experience that truly reflects our brand’s vision. The business impact has been huge and measurable. We are already seeing a 20% uptick in our organic search alone.”

— Carol McNerney, CMO at Walker & Dunlop

And congratulations to the rest of our finalists: Darktrace, Jasper, Chili Piper, and Docusign.

🏆 Technical Achievement of the Year: SpotOn

SpotOn, a leading provider of merchant solutions, has transformed its digital operations by building nearly 500 sites in record time with Webflow. With a mix of creativity, APIs and custom code, the team is building over 70 dynamic sites each month, getting merchants online faster than ever. And it’s not just about speed — these sites are also performing better, with improved SEO scores that are driving more revenue and helping business grow.

“Webflow has been a game-changer for SpotOn, streamlining our design process and allowing us to focus on delivering superior experiences to our restaurant and small business clients. With Webflow’s component libraries, we’ve been able to meet our clients’ needs with fast turnarounds, smooth site performance, and seamless customer engagement. Ultimately, it’s about creating beautiful, functional custom websites that make our clients happy — and Webflow has helped us achieve that.”

— Leo Pozos, Product Manager at SpotOn

And congratulations to the rest of our finalists: Decathlon (with Webflow partner Edgar Allan and Wolff Olins), Fivetran (with Webflow partner FlowPros), Closet World (with Webflow partner Flowout), and Wiley & Sons – For Dummies.

🏆 All Star: Waste Connections (with Webflow partner Enova Studio)

Waste Connections, a leader in waste management services, harnessed the power of Webflow to deliver 59 custom websites in just seven months. In collaboration with Webflow Partner, Enova Studio, the project produced visually cohesive, user-friendly sites tailored to the diverse needs of local markets across the U.S. and Canada. 

“This achievement is a testament to the hard work and collaboration between the Waste Connections Web Team, Enova Studio, and Intellicloud. During a seven month period in 2023, we launched 59 custom websites that not only elevate our digital presence but also provide our customers with more seamless, engaging, and user-friendly experiences. The remarkable growth in sales leads and reduction in customer calls underscore the effectiveness of our efforts, and we’re excited to continue delivering top-notch digital solutions for our diverse markets.”

‍— Eric Hansen, CIO at Waste Connections

And congratulations to the rest of our finalists: IMB Bank (with Webflow partner Aleph-Labs), Orangetheory Fitness (with Webflow partner Outliant), NCR Atleos / NCR Voyix (with Webflow partner Edgar Allan), and Lattice.

Partner Awards

The Partner Awards recognize and celebrate the Webflow Partners around the globe who consistently raise the bar for their clients, themselves, and the community to deliver truly exceptional website experiences.

🏆 Agency of the Year: Social Driver

Social Driver transforms complexity into clarity for leading organizations through web, creative, and marketing services. Their recent work for Fortune 100s, nonprofits, and associations showcases their excellence and impact as trusted partners.

“As a Webflow Enterprise Partner, we’ve unlocked new levels of creativity and efficiency, empowering our team to tackle complex business challenges and build long-term client relationships based on trust and results. At the same time, it’s allowed us to give our clients more ownership and accelerate project timelines without the traditional bottleneck of developer availability.”

— Thomas Sanchez, CEO at Social Driver

And congratulations to the rest of our finalists: Flowout, BX Studio, Zabal Media, and Finsweet.

🏆 Enterprise Excellence: Edgar Allan

Edgar Allan (EA) works from brand strategy to Webflow build and beyond to help companies move faster, learn more, and grow their businesses. They were the winner of Webflow’s “Agency of the Year” award in 2022 and 2023 and have since continued to deliver best-in-class products and experiences for Webflow’s top customers, such as Wes, their server-side configuration toolkit. EA has also worked hard to deliver exceptional results as a Webflow partner, helping the company source and close deals with brands like Found Health, Summit Partners, and Fay Nutrition, significantly contributing to Webflow’s Enterprise revenue stream.

“Marketing leaders face huge pressure to put numbers on the board. At the same time, the tech landscape is undergoing massive changes, with things like the depreciation of third-party cookies. Webflow gives our clients the ability to respond to these changes and focus more on unlocking their customer experience and less on the tech.”

— Mason Poe, Managing Member at Edgar Allan

And congratulations to the rest of our finalists: 8020, Enova Studio, Huge, Slalom.

🏆 Creative Excellence: Jordan Gilroy

Jordan Gilroy, a Webflow Partner since August 2023, specializes in crafting visually-captivating and highly-functional websites that align with clients’ brands and engage their audiences. Leveraging Webflow’s capabilities, Jordan designs and builds high-performance, scalable websites tailored to specific needs, incorporating dynamic animations and interactive elements to create memorable digital experiences. Jordan is an expert in ensuring that each site not only makes a strong first impression but also remains robust and easy to manage.

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“When I embarked on my Webflow journey less than two years ago, I had no idea how profoundly it would shape my career. The ability to bring my designs to life has reignited my passion and enabled me to create my finest work yet. Beyond its professional impact, Webflow has also fostered meaningful connections and introduced me to a vibrant community of makers.”

— Jordan Gilroy, web designer

And congratulations to the rest of our finalists: Carter Ogunsola, Joseph Berry, Digital Panda, and Digidop.

🏆 Top New Partner: OFF+BRAND

OFF+BRAND is a Scottish-born global digital marketing, branding and web design agency that specializes in creating immersive, digital experiences that often utilize WebGL, 3D and complex animation work. Since becoming a partner in June of this year, they have really dug their heels in, integrating with the Webflow sales and customer success teams, and continuing to build scalable, conversion-focused websites that surprise and delight users. 

“Webflow has become a crucial part of our delivery process, enabling us to meet the scalability needs of our large enterprise clients and accelerate their speed to market, which ultimately drives top-line growth. Being a Webflow Partner has opened new opportunities for us, and we’re excited about the path ahead with Webflow, creating even more impactful and innovative experiences together.”

— Ross Anderson, Co-founder and Creative Director at OFF+BRAND

And congratulations to the rest of our finalists: Nancy Peng, Unreal Dev Studio, Verndale, and Grafit Agency. 

Congratulations to all of our winners!

These winners and finalists embody the innovative spirit and collaborative excellence that define Webflow, and we’re so thrilled to have the opportunity to recognize and celebrate their success. We owe a huge thank you to each of you for being the foundation of our dynamic community. We can’t wait to see what you do next!

I admire you because I admire courageous people. And the courage to put yourself in front of the camera, and share your ideas, your insight, or your ability to make people laugh, is a true form of courage. Most people can’t do this. It’s not an easy thing to do.

I’ve spent the better part of a decade helping creators — ones who are building businesses using digital and social platforms — create value, mostly from one place: their website. It’s the place that no platform controls; the place that requires no permissions. And I think it’s the best place for creators to build empires.

What’s special about the website is that it remains the best place for a creator to deepen their relationship with their audience in a way that the platforms (Instagram, TikTok, Youtube, etc.) don’t allow. A website is still the best destination to:

• Engage users and bring them into a community
• Sign them up to a newsletter
• Sell them something you’ve been working tirelessly on to share with the world
• Visually communicate yourself without the constraints of a platform

After almost 5 years working elbow-to-elbow with some of the world’s largest creators through my work at Course Studio, here are a few things every creator should be mindful of.

Going further with a small team

The fundamental economic force that has made the creator economy so special and disruptive is that it’s made the cost of distributing content almost zero. You write one blog post, film one video, or record one podcast, and it can reach 50 people or 50,000 people. There’s no additional cost to you. This is your competitive advantage over traditional media, like NBC, Fox, the NYT, or Washington Post.

Similarly, when you are thinking about your website, you’ll  want to build something where the cost of administration is as low as possible. This means having a set up where you don’t need someone on payroll with a Computer Science degree or advanced coding skills to make minor tweaks to your site. This is the beauty and power behind tools like Webflow. It empowers anyone — including creators — to build a website, without constraints, and do so with a small team, keeping costs really low.

If you want to share a new campaign, sell a new course, or get people to sign up for a specific offer, you want to do as much as possible to keep time and cost on your side.

Create a hub for your universe

Most creators are creating content across a variety of channels: YouTube, Instagram, TikTok, LinkedIn, etc. The job of these platforms is to help you and other creators acquire a new audience and drive awareness. They want someone to engage with your content, and then swipe onto the next person’s post.

Where do you send folks who want to go deeper than just the content you create for these platforms?

A website with a hub for all of your content is a space where new audience members can learn about you, find all the places you make content, and serve as a navigable place for your entire universe. It’s where people can subscribe to a newsletter or find a podcast you’re on. Best of all, it’s something that you control, end-to-end, and is a powerful tool to deepen your audience’s relationship with you. I view it as a necessary, legitimizing step, for any creator looking to build a great business.

Turn a rented audience into an owned audience

Most creators build their audience due to A) great content that they control, and B) algorithms completely out of their control. One of the most important motions that any creator can take is to build the muscle of converting a rented audience into an owned one. This means giving your audience valuable content off platform. This almost always starts with a website.

This often means giving your audience something really valuable in exchange for their email — a place you can communicate with them without an intermediary.

The value in this lies in control. If an algorithm changes, the person who loves you and your content may begin to inadvertently get less of you, but they know they can always still find you on your website, in their inbox, and in your community.

Remember: as a creator, you’ve already taken the bold step of sharing your voice with the world. It’s clear to me that it’s just as important to control how that voice resonates and grows. Your website is your stage, your gallery, your store, and your community center all in one. It’s where your rented audience becomes your owned audience, and where fleeting engagements can transform into lasting relationships.

As Webflow App developers, you play a crucial role in safeguarding user data and privacy. By prioritizing security at every stage of your app’s lifecycle, you can protect user data and foster trust with your users.

In this post, we’ll explore essential security best practices that a Webflow App developer may consider implementing. These practices aim to help you create safe and trustworthy Webflow Apps that stand out in a competitive environment while safeguarding your users and their data. This post is not an exhaustive list of security practices. Developers are responsible for ensuring the security of their apps and compliance with all applicable laws.

Secure your connections with HTTPS

By default, Webflow requires HTTPS for secure communication between your app and its users. For local development, consider leveraging tools like ngrok, Cloudflare Tunnel, or VS Code Tunnels to create secure tunnels from your local environment, ensuring all traffic is encrypted during testing.

Safeguard sensitive data

Protecting sensitive data is critical to maintaining user trust and aligning with industry standards. By employing encryption and secure storage practices, you can effectively mitigate the risks of data breaches and unauthorized access.

1. ‍Encrypt sensitive data
   It is important to encrypt sensitive data at the application level, including access tokens, personal identifiable information (PII), payment details, and user credentials. Using strong encryption algorithms, such as AES-256 encryption can help ensure that even if data is compromised, it remains unreadable and unusable without the appropriate decryption keys. This helps protect against data breaches and helps maintain compliance with regulation like GDPR and CCPA.‍
   ‍
2. Avoid storing credentials client-side
   Storing credentials, such as API keys or access tokens, in client-side code (e.g. within a Designer Extension) can expose your app to significant risks, as client-side breaches can lead to unauthorized access. Instead, consider securely storing these credentials on the server side and accessing them through secure APIs, using environment variables to keep sensitive data out of your codebase.‍
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3. Authenticate backend Traffic
   Authenticating and validating traffic to your backend is crucial. Be cautious with  client-supplied parameters, such as siteId without proper verification, as these can be manipulated by malicious users. Implementing robust authentication methods, such as OAuth 2.0 or JSON Web Tokens (JWT) can help ensure that only authorized requests are processed, reducing the risk of unauthorized access. For more details, explore our documentation on verifying request signatures, and our guide on authenticating Hybrid Apps with JWTs.

Limit permissions to the essentials

When requesting Webflow API scopes, applying the Principle of Least Privilege is advisable. Only ask for permissions that are essential for your app’s functionality. For example, if your app only needs to read data, don’t request write permissions. This minimizes exposure in the event of a breach, limiting  access to user data.

Restrict Cross-Origin Resource Sharing (CORS)

Configure CORS to only allow trusted origins to interact with your app. This means only domains you control should be allowed to access your API. By limiting CORS, you prevent unauthorized domains from making requests, reducing the risk of data leaks and attacks. 

Automate vulnerability detection

Integrating static analysis tools into your CI/CD pipeline to automatically scan your code for vulnerabilities before it goes live can be beneficial. These tools can identify security weaknesses in your code, such as SQL injections or improper error handling. Catching these issues early can save you from a headache down the line—like finding a bug after your app is in production. Consider exploring  the static analysis tools listed in the OWASP Source Code Analysis Tools Guide to help you detect potential security issues early in the development process.

Fortify your app with security headers

Security headers can serve as a first line of defense against common attacks like cross-site scripting (XSS) and clickjacking. By configuring HTTP response headers, you can enhance your App’s security posture and reduce vulnerabilities to known browser attacks. For instance, using the Content-Security-Policy header helps control which resources can be loaded and executed. For more details, consider exploring resources such as the  OWASP Secure Headers project.

Start building secure Webflow Apps today

Implementing these security practices can help you build a secure Webflow App that users can trust. By taking proactive steps to protect sensitive data and ensure secure communication, you can safeguard your App against common vulnerabilities and foster user confidence in your product. To learn more about creating and setting up a Webflow App, explore this guide in our developer docs.

Our team has been working tirelessly to bring the greater Webflow community the best content, interactive activities, and networking opportunities at this year’s conference from wherever you’re joining us — online, in San Francisco, or in London. Our agenda is jam-packed with expert-led presentations, panels, and workshops, and we can’t wait for you to see everything we have in store.

To make sure you’re up to speed on essential attendee details, let’s take a closer look at what you need to know before attending Webflow Conf 2024. 

The online experience 

When is the online event? 

Our online event will take place on the same days as the in-person San Francisco event: October 15th-16th from 9am-4pm PT (Pacific Time). 

What’s going to be covered during the virtual event? 

The online event is a broadcast of all of the content from the San Francisco in-person event — just virtually! Attendees can look forward to some major announcements during the Webflow keynote and 30+ different sessions across our four tracks: collaborate, design, integrate, and optimize. 

I want to attend Webflow Conf, but forgot to register – do you still have space? 

Yes! Spots for the free online event are still available. You can register for free here. 

I’m signed up for the online event! How do I tune in?

On both days of the event (October 15 and 16th), you’ll be able to access the livestream from the Webflow Conf homepage beginning at 8:45am PT. If you’re having trouble accessing your profile to attend the event, email us at [email protected] and our team will be happy to help you. 

Will there be accessibility accommodations for the online event? 

Captions will be available on the livestream for the virtual experience. 

I want to network with other virtual attendees — where should I go? 

In addition to the live chat available during the livestream, community members across the globe will be hosting World Wide Webflow watch parties, events, and meetups. Check out all of the events taking place near you! 

The in-person San Francisco experience 

When is the San Francisco event? 

The San Francisco event will take place on October 15th and 16th. Breakfast and check-ins will begin at 8am PT, and a photo ID will be required to access the conference. 

Where is the San Francisco event? 

The San Francisco event will be hosted at Convene in San Francisco’s historic Union Square. The venue address is 100 Stockton St. San Francisco, CA 94108. 

Will there be tickets at the door? 

Unfortunately, the in-person event in San Francisco is completely sold out, and we will not be able to accommodate walk-ins. We highly encourage anyone who still would like to attend this year’s programming to register for our free online event, which will feature all in-person sessions. 

What can I expect during the San Francisco event? 

The San Francisco event will kick off with the Webflow keynote promptly at 9am PT, where we’ll announce the latest product releases and feature enhancements in Webflow. After the keynote, the agenda is packed with expert-led presentations, breakout sessions, and workshops across 3 stages. There will also be breaks for lunch and snacks (provided), as well as opportunities for networking and fun during the post-event happy hours and after parties.

Attendees can also visit the Webflow Hub for live product demos, time with our experts, and user research opportunities. The Webflow Hub is open all day during Webflow Conf hours.

Is the in-person San Francisco event accessible? 

Yes! Our San Francisco event will have captions available on screen for all in-person attendees, and the venue is ADA compliant and accessible. 

Any recommendations for activities and dining in San Francisco? 

Yes! Here’s a quick list of coffeeshops, restaurants, and San Francisco landmarks and activities located near the event venue.

Coffee, tea, and bakeries

• Blue Bottle 
• Iron Horse Coffee Shop
• Asha Tea House
• One65 Patisserie
• Flour & Branch

Landmarks and activities

• San Francisco Museum of Modern Art
• Dragon’s Gate
• Union Square
• Cable cars
• Yerba Buena Gardens

Dining

• The Grove
• 7 Mission
• Bouche
• E&O Kitchen and Bar
• Lers Ros

The in-person London experience 

When is the London event? 

The London event will take place on October 21st and 22nd. Breakfast and check-ins will begin at 8am BST, and a photo ID will be required to access the conference. 

Where is the London event? 

The London event will be hosted at Convene Sancroft, St. Paul’s in Paternoster Square. The venue address is Sancroft, Rose St, Paternoster Square London EC4M 7DQ UK. 

Will there be tickets at the door? 

Unfortunately, the in-person event in London is completely sold out, and we will not be able to accommodate walk-ins. We highly encourage anyone who still would like to attend this year’s programming to register for our free online event the week prior.

What can I expect during the London event? 

The London event will kick off with the Webflow keynote at 9am BST, where we’ll announce the latest product releases and feature enhancements in Webflow. After the keynote, the agenda is packed with expert-led presentations, breakout sessions, and workshops. There will also be breaks for lunch and snacks (provided), as well as opportunities for networking and fun during the happy hour on the 21st. 

Attendees can also visit the Webflow Hub for live product demos, time with our experts, and user research opportunities. The Webflow Hub is open all day during Webflow Conf hours.

Is the in-person London event accessible? 

Yes! Our London event will have captions available on screen for all in-person attendees, and the venue is accessible. 

Any recommendations for activities and dining in London? 

Yes! Here’s a quick list of coffeeshops, restaurants, and London landmarks and activities located near the event venue.

Coffee, tea, and bakeries

• Carter Lane Coffee
• The Wren Coffee
• The Mokapot House
• Tattle Coffee House
• PAUL Bow Lane

Landmarks and activities

• Smithfield Market
• London Bridge
• Tate Modern
• Leadenhall Market
• Temple Bar

Dining

• The Paternoster
• Pilpel
• Terra Rossa St. Paul
• Brigadiers
• HOP Vietnamese

We can’t wait to see you! 

We’re just days away from kicking things off in San Francisco and online. Get excited for all of the amazing programming and fun surprises we have in store for this year’s attendees, and if you’re attending in SF or London, make some downtime plans for you and any fellow Webflow community friends or colleagues attending in-person. 

For additional answers regarding programming, logistics, accessibility accommodations, and more, visit our FAQ section. And to stay up to date with our team during the event, follow us on Twitter and Instagram. In the meantime, let us know what you’re most excited about on Twitter by tagging us @webflowconf and using the hashtag #WebflowConf.

Icons allow visitors to quickly navigate your website. They use recognizable symbols to represent each page’s actions, categories, and features. This visual design language helps people efficiently perform tasks, like finding a search bar.

Well-designed icons also enhance the website’s aesthetic appeal by adding personality and aligning with your site’s brand identity. Read on to understand what makes these symbols effective and how to use them in your web design.

The 7 principles of icon design for websites

To design visually appealing and functional icons for a website, follow these key design guidelines.

1. Clarity

Icons must convey their intended messaging without confusing visitors. A well-designed symbol instantly communicates its purpose, ensuring people understand it at a glance.

For example, a trash can often represents the delete function. It tells people what action it performs by suggesting they throw away files they’re not using anymore.

2. Readability 

Readable icons are recognizable at different sizes and resolutions. A symbol that looks good on a desktop browser must also be legible on a mobile device. Visitors should be able to identify an icon even when it’s scaled down. This principle improves responsive design by ensuring usability across all devices and screen sizes.

For instance, a magnifying glass used for a site’s search should stand out from nearby elements, whether it’s placed in the corner of the layout or within a smartphone’s navigation bar.

3. Alignment

Well-composed designs ensure icons are proportionate to the surrounding page, resulting in a harmonious, aesthetically pleasing layout. This cohesion helps people focus on the symbol without inconsistent elements distracting them.

Say you add a navigation bar to the top of your website. To make the menu look neat and improve navigation, space the icons evenly.

4. Familiarity

Familiarity means using design elements that people already understand, like real-world symbols. Using familiar icons — like a shopping cart for a checkout button — helps visitors quickly understand their purpose without additional context.

5. Consistency

Consistency involves using a uniform style and design language on your website. All icons should feature the same color scheme, line thickness, and dimensions. A consistent icon set reinforces your or your client’s visual identity and makes symbols more recognizable through repeated usage.

For instance, use the same stroke width and color combination for the contact button on every page so visitors instantly recognize that call to action (CTA).

6. Personality

Icons should reflect the personality and branding of your website. Use elements from the website’s style guide to strengthen brand recognition and set you or your clients apart from competitors. Plus, creative symbols can add a human touch to a website, such as a paw print leading to tips on pet care.

7. Simplicity

Following the simplicity principle means that icons aren’t overly complicated or detailed. Simpler designs are more accessible and recognizable, and they guide visitors toward taking intended actions, like clicking a CTA.

On the other hand, complex icons overwhelm and confuse people, which could cause them to leave the site. For example, it’s faster to recognize a plain envelope as an email button than one with bright colors and tiny writing.

How to design website icons: 5 steps

Adding high-quality icons to your client’s website requires a strategic approach that aligns all seven design principles. Here’s a step-by-step guide.

1. Identify the subject of each icon

Determine the icon’s purpose. Look for common characteristics that make similar symbols recognizable, and use real-world inspiration. For example, when creating a settings button, research popular gear or wrench symbols to understand what makes them effective, such as familiar gray colors or specific stroke widths.

Best practices

• Research existing icon sets to understand common design elements and heuristics.
• Create a mood board by collecting images and symbols that represent the icon’s meaning to inspire its design.
• Define key characteristics and features to include that will make the symbol instantly recognizable.

2. Look for basic icon shapes

Use basic geometric shapes like circles, squares, and triangles to provide a solid framework for the icons. Reducing the design to simple forms maintains familiarity and prevents overcomplicated symbols. For example, a home button can have a square for the main structure and a triangle for the roof.

Best practices

• Learn about symbols’ effects on perception by researching shape psychology.
• Sketch initial ideas to form a consistent foundation for the icon set.
• Use design tools to draw perfect geometric shapes.
• Combine and modify basic shapes to create unique yet recognizable symbols.

3. Build your icons over a pixel grid

Use a pixel grid to create icons with borders, corner radiuses, and shapes that align perfectly. Alignment is crucial for creating visually balanced, precise designs.

Best practices

• Display a grid on your design tool for consistent sizes, typically in 8-pixel or 16-pixel increments.
• Use snap-to-grid features to precisely align all elements within the icons.
• Maintain equal and consistent padding around the symbol to prevent crowding from surrounding elements.

4. Conduct testing and collect feedback

Get multiple opinions on your design and test it with different pilot groups to see how recognizable and usable it is. Gather feedback to help identify potential misunderstandings or flaws, like illegible fonts or unfamiliar symbols.

Best practices

• Conduct usability tests with a sample of your target audience and their various demographics to make sure users can quickly understand your symbols.
• Perform A/B testing to compare different versions of an icon to see which people prefer.
• Use surveys, questionnaires, and forms to collect feedback on your designs.

5. Polish imperfections

Refine the icons so they’re error free and ready for use. With a uniform design, the set will look professional and reinforce your visual identity.

Best practices

• Zoom in on your icon within your design tool. Examine it at a high magnification level to spot and correct imperfections.
• Align all elements with the grid, including outlines, shapes, and dimensions.
• Ensure the icon fits within its intended space relative to the website.

Build iconic websites with Webflow

Icons are an essential component of a website design. By following best practices and incorporating these design principles, you can make visually appealing, functional assets to improve navigation.

To learn how to incorporate icons in your website, check out Webflow University for in-depth web design tutorials. Whether you’re a beginner or advanced at design, learn about modern web design and improve your skills to land more clients.

Your website establishes your online presence and attracts visitors to explore your content. But people still need reasons to trust your brand. By incorporating authoritative outbound links into your content, you help establish your site’s credibility, which can improve how search engines like Google understand and rank your content.

Learn how to optimize your website with outbound links to improve your content relevancy and make your brand credible.

What are outbound links?

Outbound links, or external links, are hyperlinks that direct visitors from your website to another. These links provide additional value to your content by offering people a way to explore related information or resources beyond your site. Outbound links also help search engines understand your material’s context and relevance — the links show that you’re citing credible sources to support your information.

Say you’re publishing an article on the importance of following cybersecurity best practices. To add credibility and offer readers further insights on the topic, you can include an outbound link to a reputable source, like the National Institute of Standards and Technology (NIST). You might incorporate the link with language like, “For more detailed guidelines on cybersecurity best practices, refer to the NIST’s cybersecurity framework.” This outbound link directs readers to an authoritative external site, providing added context to your content while improving its reliability.

Outbound vs. inbound links

Outbound links are hyperlinks in your content that take readers from your website to external platforms. They should reference reliable sources to inform search engines that your content is well-researched and connected to other relevant information on the web.

Inbound links, or backlinks, are hyperlinks on external websites that point back to your site. Like outbound links, inbound links are crucial for SEO because they tell Google that other websites consider your content valuable. High-quality inbound links from authoritative sites significantly improve your website’s ranking on search engine results pages.

For example, if your article on project management mentions the latest Agile methodologies, you can include an outbound link to reliable brands like ClickUp or HubSpot. On the other hand, a leadership blog post referencing your article is considered a backlink, which helps drive more traffic to your website and improves your site authority.

How do outbound links help SEO?

Here are a few ways that including outbound links in your content can support your SEO strategy:

• Optimize the user experience. When visitors have a positive experience on your site, they stick around longer and return to read more content. Linking to high-quality, authoritative sources gives your audience additional value and resources, which boosts engagement and the user experience. 
• Build credibility and trust. Including reputable outbound links shows that your content is well-researched and accurate. This supports SEO because search engines value content that demonstrates credibility and trustworthiness by linking to reliable, authoritative sources. Trustworthy content also attracts more backlinks from other authoritative sources, enhancing your site’s credibility and visibility in search results.
• Help Google understand your content. Outbound links add valuable context Google uses to correctly index your content. This might help you rank for the right keywords and surpass pages that lack this context. 
• Increase dwell time. Google monitors dwell time — the amount of time a user stays on their chosen link before they return to the search results page (or if they ever do). While Google doesn’t explicitly mention that dwell time affects SERPs, some SEO experts have found a correlation between the two, with longer dwell times leading to higher rankings. Offering accurate and authoritative content that’s backed by reputable outbound links could increase your dwell time, since you’re offering the visitor all the information they need.

Challenges of outbound links

While outbound links help search engines understand your site, they also come with the following potential challenges:

• Broken outbound links. When a website you link to changes its URL structure, removes content, or goes offline, your outbound link becomes broken, leading to a 404 error page. These pages frustrate people and negatively impact your site’s user experience and credibility. Regularly audit and update your outbound links to ensure they’re valid and functional.
• Linking to low-quality websites. Outbound links to low-quality or spam-heavy websites harm your site’s reputation and SEO because search engines assess the quality of the sites you link to. Check that you vet all linked pages and ensure they’re authoritative and relevant to your industry and content.
• Nofollow attribute. A nofollow attribute is an HTML tag added to a link that instructs search engines not to pass link equity to low-quality websites. It prevents SEO value from moving to less trusted or paid links, but overusing it tells search engines that you aren’t confident in the quality of the sites you reference. For the best results, you must balance nofollow links with links to organic, trusted sources.
• Overusing outbound links. While outbound links improve your content’s value, overusing them can overwhelm readers and distract them from the main message. Excessive linking also clutters your content, so try to lightly sprinkle relevant links across the page to improve readability.

5 ways to optimize outbound links

Building an effective linking strategy requires proactive planning. Here are five tips on how to build external links for SEO.

1. Check website quality and link authority

Ensure each external link redirects to an authoritative website with high-quality content. These are typically the websites that appear toward the top of Google’s search results. Links to reputable sources tell search engines that your content is associated with reliable information, improving your site’s perceived authority and trustworthiness.

For example, linking to well-known industry publications, academic journals, and official organization websites can significantly improve your content’s value and brand reputation.

2. Address potential issues with outbound links

Regularly audit your site’s outbound links to ensure they’re functional and relevant. Broken links harm the user experience because people might leave your site and possibly perceive your brand negatively. Use link-checking tools like Ahrefs and ScreamingFrog to identify and fix broken links to keep your content valuable and user-friendly.

3. Maintain relevance and context

Outbound links should be contextually relevant to the content they’re in. By linking to related topics or additional resources that expand your subject matter, you create a seamless user experience for your readers.

For example, writing an article about digital marketing strategies and linking to an in-depth guide on SEO tactics offers further value to readers.

4. Set links to open in new tabs

Structuring external links so that they open in new tabs encourages visitors to interact without taking them away from your site. It lets people explore the external source while still keeping your page open so they don’t simply leave your content in favor of a third-party site.

You can do this by adding the target=“_blank” attribute to your links in HTML. Or with a platform like Webflow, you can set links to open in new tabs using link settings in the Designer — without needing to edit code.

5. Balance internal and outbound links

While outbound links are essential for any SEO strategy, you must also optimize your internal links. Internal links help distribute link equity throughout your site and guide people to other relevant pages within your domain. A balanced link structure ensures your website provides a well-organized experience while improving interaction and upping visit times.

Make your site stand out with Webflow

A proactive approach to link-building boosts your website’s SEO and enhances your reputation as a credible name in your industry — and with Webflow, you don’t need to rely on developers to implement best practices. Webflow’s built-in SEO features let you optimize your site for better visibility and reach.

Start building a standout website with Webflow today.

The demand for fast, scalable, and flexible web development tools has never been higher, especially as consumers continue demanding websites that are both higher quality and more personalized in order to earn their time, attention, and dollars.

Working with over 300,000 customers, we know firsthand how Webflow delivers real value and results — including accelerated time-to-market, conversion lift, and reductions in development costs — for leading brands, agencies, and freelancers alike.

We know that often companies have competing internal priorities, so to help our clients better understand the potential impacts of investing in Webflow, we commissioned a Total Economic Impact™ (TEI) study from Forrester Consulting. Five representatives from organizations using Webflow were interviewed to produce this study, and today, we’re excited to share the major findings, as well as the report itself.

Customers generated a 332% return on investment with Webflow

The ability to build, launch, optimize, and scale websites in a visual-first platform helps businesses create engaging customer experiences that generate measurable business impact.

Interviewees shared how building more polished and well-designed websites in Webflow has given them the ability to better position their brand and communicate the value of their products and services — increasing site traffic and subsequently, conversions.

The study also highlights how Webflow enhances collaboration between marketing and technical teams, which in turn, positively impacts their website.

“Being able to create webpages in such a streamlined way has completely changed how we think about the new ideas for what we can do next.”

— Director of web strategy, security software

Content management efficiencies improved time-to-market by 94%

One of the biggest challenges teams face today when it comes to the website revolves around resourcing and empowerment. When teams are solely reliant on highly-technical talent to make even the smallest of site changes, this lack of agility compromises business goals. This is often the case with organizations using legacy solutions with content management systems managed by engineering teams.

“The nature of [previous solution] just made it a really painful, long, long process to get anything done.”

— Senior manager of digital and marketing operations at a banking hardware, software, and services organization

Webflow’s visual, composable CMS empowers teams to create on-brand website experiences that convert, eliminates an over-reliance on IT and technical teams, and enables greater cross-functional collaboration — whether between departments at in-house teams or organizations working with design and development agencies.

Forrester found that Webflow’s efficiencies in content management improved time-to-market by 94%, as well as an 80% efficiency improvement in the time needed to make changes and corrections on the main website and microsites.

“The value of speed to market is ultimately time is money. The more time you have [to build] these experiences and market them, the more value you can actually drive and spend on future campaigns and initiatives.”

— Director of web strategy, security software

Teams saved $850,000 on decommissioned legacy systems and reallocated labor

In addition to compromising agility, traditional content management systems come with a hefty price tag beyond the product itself. Interviewees reported their previous solutions were custom-coded, which required a large investment in technical teams. Forrester found that Webflow’s hosting capabilities and reduced need to enlist full-stack developers to manage the platform are some of the primary drivers of cost savings.

“Webflow is quickly surpassing even [a competitor firm] as the easiest end-to-end implementation. Even if you don’t have those dedicated resources, because of the libraries of UI and built-in components, you can easily implement even if you don’t have that knowledge set.”

— Director of web strategy, security software

Read the full TEI study today

Evaluating the potential financial impact of any investment your team is making is critical, and this study highlights the core benefits — positive ROI, cost savings, accelerated time-to-market — teams realize after implementing Webflow.

To dig into the findings of this study further, as well as explore the full methodology and framework, access your complimentary copy here.

Psychology and UX design go hand in hand. Psychological principles outline how people respond to stimuli and what motivates them to take specific actions. Designers can use this information to create more effective sites. By better understanding subconscious behaviors like shape recognition, designers can satisfy expectations users might not even know they have.

When designing a fitness app, for example, you could place exercise goals inside upward-facing triangles. These shapes signal growth and progress, subtly encouraging people to work out and reach new milestones. 

8 principles of psychology in design

The following eight psychological principles play a big part in UX design and have remained relevant through many years of experimentation and peer review.

1. Color theory

Colors affect how people interpret websites, and designers can use these feelings to subtly influence website visitors’ emotions. That’s what makes color theory so powerful — it helps designers decide when to select one color over another. 

Blue, for example, denotes dependability and integrity, while red signifies danger and urgency. For this reason, websites tend to use blue when showcasing security and privacy features and red when calling attention to an alert that requires immediate action.

2. Hick’s Law

Hick’s Law states that it takes more time to make a decision as options increase in complexity or volume. When too many stimuli compete for attention, the short-term memory overloads, causing people to avoid making a decision.

Every stimulus source increases the cognitive load on the brain. The cognitive load is the effort it takes the brain to understand a situation. Leveraging Hick’s Law in your web design means reducing cognitive load to give your users options that are easy to understand. 

For example, a restaurant’s online ordering page could start with categories like Pasta, Pizza, and Salads. Patrons can choose between those three options before selecting a specific dish so they won’t be overwhelmed by seeing the entire menu at once.

3. Gestalt principles

Gestalt psychology studies how humans perceive complex images and recognize patterns. Many principles of Gestalt psychology apply to UX design, including symmetry, similarity, and continuity. Understanding these foundations helps designers understand how users interpret websites. 

Take similarity, for instance, which refers to people naturally grouping similar-looking items together. Designers can leverage this effect by making the “Next page” button a consistent color and shape across the website. This approach allows visitors to quickly identify and understand the button’s purpose, improving navigation.

4. The golden ratio

The golden ratio is a visually appealing ratio of 1:1.618, which appears in nature in places like the shape of a ram’s horn or the number of petals growing on a flower. Artists like Leonardo da Vinci have used this ratio in famous works, and it still has a place in modern-day design.

When UX designers size elements according to this ratio, their layouts are easier to understand because they follow a natural convention. This principle even applies in typography — making headers 1.618 times bigger than the body font clearly marks headers as important information.

5. Anchoring bias

Anchoring bias occurs when people give more value to information they receive early in the decision-making process. Say shoppers see a table comparing two subscription service tiers, and the first column has fewer features than the second. Because the first column looks more basic, people will be more likely to buy the second tier, even if they don’t need all the listed features.

Web designers use anchoring bias by front-loading information they want readers to internalize. For example, designers might create a homepage stating their client’s product is “protected by enterprise-grade security” or “backed by cyber-security professionals” so users are more likely to trust the brand.

6. Persuasive design

Persuasive design uses visual and social cues to affect people’s emotions. Designers use techniques like storytelling and color theory to subtly persuade their audience to complete desired tasks, often increasing conversions. 

One example of a common persuasive tactic is the fear of missing out, or FOMO. Designers and marketers use limited-time offers or timed content to make their audience feel they’ll miss out on something if they don’t act fast. This pressure encourages customers to make a purchase or sign up for email campaigns.

7. Social proof

Social proof refers to accolades, customer reviews, and testimonials that brands use to improve an audience’s perception of their products. Potential customers are more likely to trust shoppers’ or outside institutions’ opinions of a product since they’ll see these endorsements as unbiased.

Say a designer is building a website for a car company. To prove the cars are safer than competitors’, designers can feature safety awards on the brand’s homepage. This social proof signals that customers’ families will be safe during accidents, leading to more sales.

8. Scanning patterns

When people read a website, they tend to follow either an F-shaped or Z-shaped pattern, so named because that’s how readers’ eyes travel across the page: 

• Z-shaped pattern — Users start by scanning horizontally across the top from left to right, then diagonally down and across again. Website visitors who follow this method will better understand the whole site.
• F-shaped pattern — Readers first review the top of a page before scanning down just the left side, which can lead to missed details in the middle and right sections.

Designers aim to discourage F-shaped patterns by using strategies such as clear headings, bolded key terms, and structured lists. 

These formatting choices emphasize important information, encouraging visitors to slow down and pay more attention to the content. By fully engaging the reader, you may be able to teach them something new or convince them to check out your client’s product.

Why psychology matters in web design

User testing, focus groups, and surveys are all great at capturing user feedback, but these research methods don’t assess the subconscious reasons people respond to content. When web designers consider psychological principles, they use decades of established data to decide which elements will catch readers’ attention. Understanding visitor intent allows teams to build websites that suit people’s needs and nudge them to complete desired tasks.

Test your design with Webflow

Incorporating psychology into your design is essential for creating sites for clients that engage various users’ decision-making processes. Employing these principles can help you drive conversions and help your clients connect with their audience. 

Try experimenting with psychology during your next website experiment with Webflow Optimize. Make consistent, comprehensive changes across your site with reusable components, and surface valuable data with analytics integrations.

To learn more, check out how other designers use Webflow.

Headless commerce offers the flexibility to modify your website’s appearance independently from the server side. By leveraging headless ecommerce features, you can update your site in real time.

Adopting headless commerce involves more than implementing new technology. It means rethinking how your ecommerce platform can support rapid updates, scalability, and consistent experiences across all channels.

Discover the benefits of headless commerce, how it works, and why it’s essential to futureproof your online business.

What’s headless commerce?

Headless commerce is an ecommerce architecture in which the front end is decoupled from the back end. Making changes on one end of the framework doesn’t impact the other, allowing both ends to function independently.

This separation lets you use any front-end technology to create a custom user interface (UI) without affecting the back end, which handles operations like processing payments, tracking orders, and managing customer data.

To understand how headless commerce works, first consider these essential layers of the architecture:

• The front end is your website’s UI, where customers interact with the online store. In a headless setup, you can use any front-end technology, like Webflow, to create a visually appealing and functional user experience (UX).
• APIs, or application programming interfaces, bridge the front end (server) and back end (client), letting them exchange data and commands.
• The back end handles commerce functionalities, such as inventory management, payment processing, and customer data. It operates independently, so you can update complex processes like product information and transactions without affecting the UI.

How headless commerce works

Here’s a step-by-step explanation of headless commerce, highlighting the interaction between the front end, API layer, and back end:

1. The front end makes a request. The headless process begins when a visitor interacts with the front-end UI, taking actions like viewing a product and adding an item to their shopping cart.
2. The front end makes an API call. The API is the intermediary, sending the visitor’s request to the back-end system. It translates the front-end requirements into a format that the back end can understand and process.
3. The back end processes the request. The back end is responsible for the heavy lifting on the server side, including data management and business logic.
4. The back end responds to the front end through the API. The response could be the requested data, an action, or other relevant information to update the UI.
5. The front end updates. The front end receives the response and updates the UI accordingly. For example, if the visitor adds an item to their shopping cart, the front end displays the updated cart quantity without reloading the page.

Headless vs. traditional commerce

Traditional ecommerce platforms combine the front-end UI and back-end operations into a single, cohesive system. Any change to the visual elements or UX directly affects the underlying functionality and vice versa. 

These platforms usually have predefined templates and limited customization options, which can restrict you from personalizing the shopping experience to accommodate unique target audiences or market demands. It can also limit the adoption and scalability of new technology and integrations.

Headless commerce overcomes these limitations by separating the front end and back end into distinct entities communicating through APIs. This separation lets developers leverage the latest web technologies with flexibility and control over the UI and UX. Meanwhile, marketers can update the front end, changing layouts or testing new features, without reconfiguring or disrupting back-end systems.

5 benefits of headless commerce

Headless commerce provides the following five advantages to improve how your online business operates.

1. Creative flexibility and customization

Separating front-end and back-end operations means you can customize your site’s UI without server-side limitations. You can update layouts without downtime and create engaging experiences that align with modern trends.

For example, you could add a 3D model viewer to your online store so customers can view your products in 360 degrees. This level of customization is possible using advanced graphics libraries in the front end without changing the back end.

2. Omnichannel capabilities

Headless commerce platforms let you deliver consistent experiences across desktop browsers, mobile apps, smart devices, and even in-store kiosks. With a centralized back end and a flexible front end, you can maintain your brand identity across multiple channels.

Say you run an online store and a physical location. Headless functionality ensures your product or service catalog and prices remain consistent. Updating a price change in the back end reflects on all front-end channels instantly.

3. Scalability and performance

Decoupling the front and back ends means you can scale each independently based on demand. For example, during high-traffic events like Black Friday, you can scale front-end resources to handle more visitors without overloading back-end systems. This separation keeps the website fast and responsive for customers without compromising the operational side of the business.

4. Faster time to market

Headless ecommerce strategies allow you to implement and push updates faster by working on the front end without waiting for back-end changes and vice versa. These strategies enable quicker releases of new features, updates, and bug fixes. You can also rapidly adapt to market changes and stay ahead of the competition, as well as react to customer feedback or unexpected crashes.

For instance, you could implement A/B testing tools to see how different layouts drive conversions. Headless commerce lets you roll out weekly front-end changes without needing back-end adjustments, so you can iteratively design and optimize.

5. Integration with third-party tools

API layers in headless architecture enable you to integrate ecommerce sites with valuable tools and services. Whether you need a new payment processor, marketing tool, or customer relationship management system, you can incorporate these tools into your site’s existing functionality without disrupting the front-end UI. This easy integration makes headless ecosystems more feature-rich and adaptable to modern business needs.

To collect feedback, for example, you can add a new customer review integration. In headless commerce, integrating a third-party service involves connecting its API to the existing back end, allowing data to flow between the systems without altering the user-facing side.

Use cases and examples

​​Headless ecommerce solutions provide many opportunities to create personalized, engaging user experiences. Here are real-world use cases that highlight its versatility.

Content-rich user experiences

With headless commerce, you can create content-rich websites with high-quality videos, interactive graphics, and ecommerce functionality to design an immersive UX without impacting server-side functionality. Quality content educates potential customers and displays products and services effectively, encouraging people to engage.

For example, you can use headless content management systems (CMSs) to create a dedicated blog on your site with videos, case studies, and articles about your services. This setup lets you continuously update content to attract and retain customers while the back end handles the data.

Mobile commerce applications

Headless systems let you use the back end as a centralized data hub while optimizing the front end with mobile-first designs. This capability ensures fast, responsive mobile experiences across multiple devices and screen sizes.

With mobile devices becoming the dominant means of online shopping, headless commerce allows you to leverage device-specific features without sacrificing performance and customer-facing UIs.

Progressive web apps

Progressive web apps (PWAs) provide app-like experiences directly within web browsers. These offer the best web and mobile features, like fast loading times, offline capabilities through downloaded content, and responsive designs.

With headless commerce, you can create PWAs by serving content through the front end, with the back end operating independently. For example, you can make a PWA for a documentation and customer support portal. The PWA lets users access guides, tutorials, and troubleshooting tips offline, ensuring they always have the required resources — even with limited internet access.

The right CMS for your business

Headless commerce is a versatile and flexible approach to building and managing stores, allowing you to update the front and back ends independently. But while there are many headless commerce software solutions on the market, like Contentful and Ghost, you still need engineers to create and maintain the front end. 

That’s where Webflow’s visual-first, composable CMS comes in, letting you build and manage your site without relying on developers. Instead, you can craft visually appealing, content-rich ecommerce sites to scale faster. Plus, Webflow’s powerful integrations and APIs let you seamlessly connect various tools, ensuring your platform grows with your business needs.

Expand your enterprise’s operations from top to bottom with Webflow.

You’ve heard all about the increasing importance of website personalization. You have a firm grasp on how to achieve it and how to measure success. The next step in the B2B buyer journey? Assembling stakeholders to execute a more customized website experience for your prospects and customers.

With the right team in place, you’ll build website personalization campaigns that are thoughtful and strategic and cover every aspect of the buyer journey. 

In this post, we reveal how to structure a successful website personalization team, why structure matters, and how to divvy up duties across different departments to create a better customer experience and, ultimately, increase conversion rates.

B2B website personalization: why it’s important

Website personalization has become a powerful strategy for B2B marketing teams because it opens doors to new revenue opportunities. Today’s personalization solutions help those without the technical know-how deliver tailored user experiences, test and optimize site experiences, and track the success of personalization campaigns. 

Examples of website personalization can take many forms:

• Dynamic content and interactive elements to enhance the customer journey
• Custom messaging that speaks to visitors’ intent or pain points
• Localization that makes content accessible to visitors all over the world 
• Personalized recommendations based on queries or past behavior

When implemented methodically and effectively, website personalization can positively impact B2B marketing growth in a number of ways:

• More accurate persona targeting. Personalization allows you to narrow your audience targeting to hit the right people with the right message at the right time. 
• Increased engagement with decision-makers and B2B customers. A website that delivers exactly what you’re looking for is more likely to catch your target’s attention, especially if the messaging speaks directly to their immediate needs.
• Improved brand awareness and trust. When a visitor knows the site will hand them solutions without having to scour the website themselves, they’re more likely to develop loyalty to that brand.
• Meets customers’ expectations. According to a study from Forrester and Adobe, 72% of B2B customers expect either a fully or mostly personalized experience when they interact with the professional products and services they use. 
• Increased conversion rates. A Statista survey revealed that 93% of B2B professionals attribute an increase in revenue to personalized website content. 

In summary, website personalization is a must for teams seeking to craft more  impactful and memorable user experiences that boost your bottom line. But to ensure you’re enacting your strategy in a way that works best for your business’s unique revenue goals, you need the right team in place.

Building your website personalization dream team

Assembling an in-house website personalization team might seem like an overwhelming and time-consuming task, but the more thought you put into this process, the better your outcomes will be.

Let’s dive in to identify who you might need for this process and who should be responsible for each task.

Define roles and responsibilities

Marketing

Involving your marketing team in website personalization may seem like a no-brainer, but the importance of having this team on board is still worth mentioning. From your SEO manager to product marketers and content writers, each member of your marketing team brings a unique perspective and skill set for optimizing your site.

For starters, they have a solid grasp of your business’s target audience, and they’re experts at developing content that speaks directly to these personas. With a propensity to make data-driven decisions, they’ll be the first to offer insights to guide your optimization efforts based on key performance indicators. 

Lean on your content writers to keep your persona-based messaging consistent across all channels and to optimize content for search engines, user experiences, and conversion.

By providing them with a visual-first web development platform from which to launch and monitor your site campaigns, your marketing team can keep a close eye on performance and make any necessary changes in the moment, without having to rely on engineers.

UX/UI designers

The visual appeal of your site is what will catch your target audience’s attention. To do this effectively, you need a strong team of UX and UI designers to create compelling, eye-grabbing websites that guide visitors on a journey to conversion. 

These key members of the team can help design personalized website experiences, examine how elements on the page integrate and interact with each other, and ensure a seamless path to action for the intended audience. 

Web developers

An essential addition to any web project, web developers gather all the elements above to build the website’s infrastructure. This may be a technically-capable web designer or someone embedded within your engineering or development team, depending on your org structure. They help establish optimal page load times and ensure seamless functionality across different browsers and devices to deliver a consistent user experience.

To help the marketing team optimize websites for search engines, for example, they can structure sites for easy navigability and implement security features that establish the website’s quality and reliability in the eyes of search engines. This also helps build trust with your target personas.

Data

It (almost) goes without saying that your data team must be a part of your decision-making process. It’s crucial to have these analytics experts on hand to help analyze user journeys and ensure website data is appropriately integrated with your customer relationship management (CRM) tool. This will give you insight into customer behavior and allows for greater alignment with the rest of the team to make informed decisions going forward.

The data team also can monitor website actions in real time and fix errors on the spot. Once a campaign is complete, count on them to create custom reports that deliver the precise learnings you’ll need for optimization efforts down the road. 

Other roles to consider

The teams above can give you a robust start to your website personalization efforts, but it wouldn’t hurt to include experts from two other departments.

CS and CX

Your customer success and customer experience folks witness your customers’ pain points and preferences on a daily basis. They’ll have valuable insight into where your customers struggle and can help inform your personalization tactics for the next batch of to-be customers.

Sales

Like your customer success team, your sales team also listens to prospects’ pain points and gets a first-hand account of where they need the most help and what would drive them to make a purchase. Adding a few salespeople to your website personalization team also ensures they’re aligned with marketing efforts in terms of messaging and positioning. 

How to structure your website personalization team 

Now that you’ve built your dream team, it’s time to implement structure to give you the best shot at achieving your goals.

Leadership

First, you’ll need to assign a project manager or project lead. This might be one person or it may involve one person from each of the teams mentioned above. This person (or people) is responsible for ensuring all teams are aligned and project deadlines are met. 

Centralized vs. decentralized

With a centralized team structure, there is a clear chain of command. A decentralized structure, on the other hand, offers more opportunity for flexibility as the decision-making is evenly distributed. The makeup and size of your team will determine which of these structures is the best option.

Two-team structure

You may find that you want to define a core team as well as a supporting team. The core team would be hands-on participants in the website personalization activities, while the supporting team would provide expertise if and when needed on things such as design and/or SEO.

Role-based structure

With this structure, each team would stick to its responsibilities (e.g., marketing would focus on messaging and content; design would manage UX and possibly include developers) without venturing into other teams’ duties. This creates separate, discernable boundaries to ensure teams stay in their lane and focus on the task at hand to help contribute to the overall shared goal.

Cross-functional structure

Regardless of which structure you choose, all team members must be prepared to eventually work across functions. Confirm that teams are on the right track by scheduling frequent check-ins, allowing for open discussion and expectations-setting.

Solutions and tools for B2B personalization

To build a team that supports a personalized B2B buyer journey, you and your team will need to identify a few things: goals you hope to reach, a strategy to meet those goals, and a way to measure the success of your efforts.

Whether you’re a smaller team just starting out or a big team ready to hit the ground running, a tool like Webflow can put the controls in the hands of whoever needs them, regardless of company size. For example, your marketing team can build campaigns on their own and tweak these campaigns post-launch, all without needing to involve developers for the smallest of tasks. 

Increased conversion rates: A collaborative approach 

Your website personalization efforts don’t end once your team is in place and your campaign launches. Lean on your team to conduct continual testing to track the effectiveness of the campaign as you go. 

Webflow’s optimization tools can assist with SEO, accessibility, and localization, amplifying your marketing efforts and ensuring a seamless customer experience. With a well-structured team and the tools to help you streamline personalization, you’ll transform your website into a conversion-creating machine. 

A good user experience (UX) design creates a journey that reliably converts site visitors into paying customers or engaged users. UX designers strive to build that journey by optimizing navigation, page speeds, and every other indicator that boosts engagement.

If initial designs and broad site changes fall short regarding engagement goals, designers can use conversion rate optimization (CRO) to experiment with changes that could move the needle on UX-based metrics.

Leveraging this testing method, you can tailor your website to bring in the most leads by providing an elevated visitor experience. Read on to discover how CRO and UX intersect and how to integrate CRO’s iterative testing into your design process. 

The importance of CRO in UX design

CRO is a fine-tuning technique for making careful, thoughtful web design changes aimed at increasing conversions. Rather than a heavy-handed approach like a full-site redesign or broad design system change, CRO seeks to make precise, measurable tweaks that deliver results. 

According to a study from Optimizely, only 12% of design changes produce favorable results like higher conversion or lower bounce rates. CRO ensures you make optimizations that actually lead to improved business results, rather than applying ineffective or even harmful changes to the UX.

Common CRO changes with noticeable results

To optimize your UX for conversions, you can experiment with almost any aspect of your page design and user journey. Sometimes the subtlest changes lead to incredible results.

For inspiration, try one of the following common CRO changes:

• Reorganize the layout — If visitors often bounce from your homepage or landing pages before scrolling to more content, test variations of different website layouts and CTAs to see if you can increase user engagement.
• Make navigation changes — Use a card sorting test to discover the most logical and engaging way to organize navigational elements like menus.
• Enhance your CTAs — A/B test various CTA options to see which one gets more clicks. You can change up the language or place these buttons in various spots on the site — either way, the goal is to track engagement. Once you know the CTA type that’s most effective, implement it sitewide.
• Personalize content — Incorporate subtle personalizations that dynamically change based on who’s seeing your pages. This technique requires a lot of expertise to implement manually, but tools like Webflow Optimize simplify the process.‍
• Add or change the social proof — Make sure your site’s social proof comes across as authentic and accurate. You want to convince visitors that people like them love your offering, so the language should be approachable and detailed to convince the reader the review is real. Then, experiment with placement. An uptick in clicks for a CTA nearby likely means your social proof is working.

The CRO process in 6 steps

Here’s a six-step process for discovering and testing design changes that can boost your site’s conversion rates.

1. Research

Use web analytics tools to identify where users stall on your pages. Microsoft Clarity is especially useful for this practice, as the heatmap functionality shows you precisely where most users hover on a page. This information helps you identify where website visitors are missing vital information or skipping past CTAs that lead further into your conversion funnel. 

List all the pages where you observed these issues and examine their metrics with Webflow Analyze or Google Analytics. Prioritize your list based on the best areas for optimization, such as landing pages with low conversion rates or product descriptions with high bounce rates.

2. Optimization

Build out alternatives for the pages you identified as improvement areas. Focus on small, manageable changes like different button placements, CTA text, and pop-up timing. That way, when you run an A/B test, you can experiment with one update at a time to determine which changes impact your conversion rate the most.

3. A/B testing

Use an A/B testing tool to evaluate which design variations perform better. For example, you could conduct a test where you switch out a static graphic for a 3D animation. Monitor which version has a higher conversion rate, and consider other metrics like bounce rate or engagement.

4. Measurement

When you’ve tested your alternate page designs thoroughly, revisit your analytics and heatmap tools. Measure the impact your design changes made, noting how conversion rates, bounce rates, and view time shift. Examine the heatmap to determine if readers discover your CTAs more frequently or hover on areas of the page that lead them to the next step in the user journey.

5. Publishing

If your measurements demonstrate that a change is favorable, publish the updated version. Then, continue to monitor the metrics to ensure the improvement holds. If it doesn’t, reexamine the change to refine it further. 

For example, removing a few fields from a contact form might have led to more submissions in testing but not when it reached the whole audience. Try a new A/B test where you remove or combine different fields.

6. Adjustments

Your CRO changes might require updates to your design system, such as a new “Subscribe” CTA button or a different headline font. If that’s the case, update all the instances of that element. Keeping your design system consistent ensures that any benefits you discover from these minor changes occur everywhere they appear.

How to improve your UX design with CRO

Keeping your changes hyper-specific is the key to leveraging CRO to improve your UX design. CRO isn’t meant to test drastic differences between site versions. For that, you need full-scale user testing that can surface big-picture insights about the overall user journey, such as client satisfaction and usability testing.

Instead, CRO works best as a small-scale optimization technique for established designs. Use it to test individual changes, fine-tuning them to raise your current conversion rate and improve the UX in precise but significant ways. 

Don’t let the small scale of this testing method fool you. You’d be surprised how big an impact introducing a pop-up or rearranging a landing page can make. For example, according to WPBeginner, an exit-intent pop-up can reduce cart abandonment rates by up to 53%. 

These minute changes often make all the difference between a lackluster conversion rate and a high-converting design. 

Drive conversions with Webflow

UX is the heart of your web designs, informing everything from the navigation structure to the color of buttons. To create a consistent and optimized website experience, you need a platform that makes refining your design system seamless. With Webflow, you can update reusable components, and with one click, those changes apply everywhere. 

Webflow’s robust Designer supports custom attributes, code, and variables, so you can delicately fine-tune everything from page layouts to schema markup, all in an intuitive interface. If you’re ready to build powerful pages that are optimized for engagement, sign up for Webflow today.

B2B marketing is equal parts art and science. If you’re still relying solely on cold emails and trade show booths, it’s time to update your strategies. The modern-day B2B marketing playbook is constantly evolving, and staying ahead of the curve can mean the difference between surviving and thriving. 

Whether you’re a seasoned in-house marketing pro or an agency-based marketing manager, you’re in the right place. Below, we’ll walk you through the latest B2B marketing strategies you need to stand out from the crowd. 

What is B2B marketing?

B2B (business-to-business) marketing involves businesses selling products or services to other businesses. It’s about building relationships, establishing trust, and demonstrating value to other businesses.

Now, you might be thinking, “Marketing is marketing, right?” Well, not exactly. While B2B and B2C (business-to-consumer) marketing share some common ground, there are some key distinctions:

• Decision-making buying process: B2B purchases often involve multiple decision-makers and long sales cycles that can take months (or even years). B2C could be as quick as seeing an Instagram ad and hitting “Buy Now.”
• Emotional vs. rational appeal: While B2C marketing often appeals to emotions, B2B marketing needs to appeal to both hearts and minds. You’re not just selling a product — you’re selling ROI, efficiency, and business growth.
• Relationship building: In B2B, the sale is just the beginning. Long-term relationships and account management make for lifelong customers and repeat business.
• Content complexity: B2B content often needs to be more detailed and technical.

B2B marketing starts with knowing your audience, and they’re not just a target corporate logo. You’re not marketing to a faceless corporation — you’re marketing to people within that corporation. 

And to do that, you need to:

• Create detailed buyer personas — Identify the decision makers and their pain points.
• Map the buyer’s journey — Understand the steps your potential clients take from realizing they have a problem to choosing your solution. Know the purchasing decisions they face and who gets the final say.
• Speak their language — Familiarize yourself with industry jargon so you can have more efficient conversation.
• Provide value at every touchpoint — Whether it’s a blog post, a webinar, or a sales call, always ask yourself, “How is this helping my audience?”

Top 7 B2B marketing strategies

Here are the B2B marketing strategies you should implement to make the most of your marketing resources.

1. Audience personas

Create buyer personas. These aren’t just generic profiles, they identify your customers behaviors, preferences, and goals.

Here’s how to create effective buyer personas:

• Do your homework — Dive into your current customer data, conduct surveys, and talk to your customers.
• Go beyond demographics — Identify their daily challenges and long-term goals.
• Map their journey — Understand every step they take from “We have a problem” to “This solution is perfect!”
• Keep it real — Remember, there are real people behind these persona files and PDFs. 

Use these customer personas to guide every aspect of your marketing strategy, from content creation to email campaigns. In B2B marketing, one size definitely does not fit all. The more you tailor your approach to your specific audience, the more likely you are to turn prospects into partners.

2. Content marketing

Content marketing isn’t just for B2C brands — your brand can use it, too. Create an enterprise content strategy to build brand awareness, establish authority, create relationships, and even entertain your audience.

Here are a few ways to create compelling content for your B2B audience:

• Mix it up — Blog posts are great, but don’t stop there. Whitepapers, case studies, webinars, podcasts, infographics are all content formats you can try.
• Tell stories — Yes, even in your B2B content marketing strategy. Share customer success stories, behind-the-scenes glimpses, or even the occasional failure (and how you bounced back). People connect with stories, not just facts and figures.
• Make it actionable — Your content should leave readers knowing what their next step is, whether visiting your site or signing up for a demo.
• Optimize for search — Search engine optimization (SEO) isn’t just for e-commerce sites. Use tools like Webflow’s SEO features to make sure your content ranks well on search engines.
• Repurpose — That in-depth whitepaper? Turn it into a series of blog posts, social media snippets, and a webinar.

3. Lead generation

Leads are the lifeblood of your B2B business, but they don’t usually come to you — you have to meet them halfway with lead generation strategies. These strategies fill your sales pipeline with a steady stream of qualified buyers, reduce money wasted on spray-and-pray marketing tactics, and shorten your overall sales cycle.

Here are a few lead-generation tactics you can try:

• Gated content — Offer high-value gated resources, like ebooks, webinars, or industry reports, in exchange for contact information.
• Lead magnets — Create offers that solve immediate problems for your target audience. Think lead magnets like templates, checklists, or free trials.
• Webinars and virtual events — Host online events that showcase your expertise and provide real value.
• LinkedIn lead gen forms — Leverage LinkedIn’s robust B2B targeting capabilities with pre-filled forms that make sign-ups simple and easy.
• Chatbots — Use AI-powered chatbots to engage visitors 24/7, qualify leads, and book meetings.

It’s never about quantity over quality — that’s a surefire way to overwhelm your sales team and tank your sales cycle. 

Instead, use these strategies to attract the right leads:

• Define your ideal customer profile (ICP) — Know exactly who your ideal customer is before you start reaching out.
• Use progressive profiling — Gather information gradually instead of asking for everything upfront.
• Score your leads — Develop a system to prioritize leads based on their likelihood to convert.
• Nurture, nurture, nurture — Not every lead is ready to buy right away. Use email campaigns and targeted content to keep them warm until they’re ready to take the plunge.

4. Email marketing

Email marketing isn’t going anywhere — especially when it comes to B2B marketing strategies. Unlike social media blasts, emails land directly in your prospect’s inbox, and with metrics like open rates, click-through rates, and conversions, you can know the exact ROI of each campaign you send. 

Here are a few B2B marketing tactics that’ll help you maximize your email marketing program:

• Segment — Break your email list into specific groups based on industry, job title, behavior, or stage in the buyer’s journey.
• Personalize — Use dynamic content to tailor your emails based on the recipient’s interests, past interactions, or pain points.
• Nail your subject lines — Make subject lines intriguing, value-packed, and concise. These are just as important as the headlines on your website.
• Provide value — Educational content, industry insights, or exclusive offers should be a regular part of your emails. Save the hard sell for your actual sales team.
• Optimize for mobile — Make sure your emails are responsive and look good on mobile.
• Test, analyze, repeat — A/B test everything from subject lines to send times. More data means better results. 

Don’t neglect your existing customers in your email strategy. Use email to provide ongoing value, upsell complementary products or services, and turn satisfied B2B customers into raving fans.

5. Social media marketing

At first glance, your brand might not seem like a fit for the social media stereotype of cat videos, food pics, and viral dances. In the professional world and on the right marketing channels, however, social media opens up networking opportunities.

Here are a few ways you can up your B2B marketing game on social media:

• Choose your social media platforms wisely — Not all social networks are created equal in B2B. Prioritize LinkedIn for reaching your target personas, and Twitter/X and Instagram for more casual social engagement.
• Make content that resonates with your target audience — Share content that resonates with your audience’s professional interests, such as industry news, expert tips, and success stories.
• Engage, don’t just broadcast — Respond to comments, join relevant discussions, and don’t be afraid to reach out via direct message for collaboration.
• Leverage employee advocacy — Encourage your marketing team to share company content and insights.

6. Account-based marketing

Account-based marketing (ABM) focuses on your ideal clients. Instead of trying to appeal to everyone, this strategy tailors your marketing efforts to specific high-value accounts. 

ABM is a marathon, not a sprint. It takes time to build relationships and see results. 

Follow these steps to optimize your ABM strategy:

• Identify your target accounts — Look for companies that align with your ideal customer profile and have high potential lifetime value.
• Do your homework — Understand their pain points, challenges, and goals. 
• Personalize everything — Tailor your messaging, content, and offers to each account.
• Coordinate your channels — Use a mix of targeted ads, personalized emails, social media channels, direct mail, and phone calls.
• Leverage technology — Use ABM platforms and marketing tools to track engagement, personalize at scale, and measure results.

7. B2B sales funnel optimization

Your sales funnel might have some leaks where you’re losing customers or wasting your marketing budget. Patching up these holes and optimizing your funnels helps smooth out the buyer’s journey and maximize your spend.

This isn’t a set-it-and-forget-it process. You’ll want to regularly evaluate your sales funnel before it becomes outdated.

Here’s how to kick off your optimization:

• Map out your current funnel — Before you can optimize, you need to document each stage of your funnel, from awareness to decision.
• Identify bottlenecks and drop-off points — Find the point where leads get stuck or leave.
• Create targeted content for each stage — Top-of-funnel leads need different nurturing than those ready to buy. Tailor your content accordingly.
• Implement lead scoring — Not all leads are created equal. Use a scoring system to prioritize your most viable prospects.
• Align sales and marketing — Double-check these teams are working together. Silos can damage the entire process. 
• Use automation — Automate repetitive tasks, but don’t lose the human touch. Find a balance between efficiency and personalization.

Emerging trends in B2B marketing

B2B marketing is always changing. Here are a few of the up-and-coming trends to keep your eye on and get ahead of the curve.

Personalization expectations

Today’s B2B buyers expect experiences tailored just for them. Use data-driven insights to create personalized content, product recommendations, and communications. Your potential buyers want to know you know them and what they actually want. 

Tools like Intellimize can help you optimize your sites for conversion with scalable, AI-powered personalization and AI-driven copy suggestions.

AI and automation

AI in B2B marketing is revolutionizing lead scoring, customer segmentation, and predictive analytics. Analytic tools help turn your data into actionable insights, and Webflow Localization enables you to customize your website based on your visitors’ languages and locations.  

Data-driven marketing

Use analytics to inform your decision-making, optimize your campaigns, and prove ROI for your campaigns. Tools like Google Analytics and Tableau give marketers all the data they need to make informed decisions. 

Examples of successful B2B marketing campaigns

Sometimes, you just need a bit of inspiration to launch your own B2B marketing strategies. Let’s take a look at a couple of real-life examples of B2B marketing campaigns that nailed it.

Shopify’s “Let’s Make You a Business” campaign

Here’s what made Shopify’s campaign work:

• Empowering messaging — Instead of focusing on their features, Shopify positioned itself as a partner in their customers’ success.
• Multi-channel approach — From YouTube videos to social media posts, they met their audience wherever they hung out online.
• User-generated content — They showcased real Shopify users, turning customers into their best marketers.

LinkedIn’s “In It Together” campaign

LinkedIn proved they’re more than just a place to update your resume with their “In It Together” campaign. They turned the spotlight on their diverse user base, showcasing how professionals from all walks of life use the platform.

What made LinkedIn’s campaign work:

• Emotional storytelling — They tapped into the universal desire for professional connection and growth.
• Diversity and inclusivity — By featuring a wide range of professionals, they broadened their appeal.
• Cross-platform integration — The campaign seamlessly integrated TV ads, social media, and on-platform content.

Launch cohesive B2B marketing campaigns with Webflow

Transforming your B2B marketing game can feel overwhelming, but you don’t have to go it alone. Webflow can help you build, launch, and grow websites that turn visitors into customers.

Don’t just take our word for it — see for yourself. Contact our sales team to get a first-hand look at the Webflow platform and everything it can help you do.

Analyzing competitors helps you understand your market position and identify improvement opportunities. By examining what’s working for other companies, you can uncover successful SEO practices you’ve not yet tapped into.

Effective competitor analysis starts with assessing your own SEO strategies, such as your backlinks, target keywords, and technical optimization. Then, you analyze competitor websites with analysis tools that illuminate why they outrank you in search engine results pages (SERPs).

Learn how to conduct a competitor analysis so you can adapt your SEO strategy to outrank them.

The importance of conducting an SEO competitor analysis

Analyzing competitors can provide you with the following valuable information:

• New insights into your industry landscape and trends, such as new content types, target keywords, and search intents.
• SEO gaps your competitors fill that you don’t, such as popular subtopics or emerging audiences.
• Untapped strengths you have over your competitors, like features and design choices you can highlight to differentiate your brand.

3 competitive analysis tools

To conduct SEO competitive research, start with an SEO tool that can provide insight into your competitors’ websites. Here are three of the best SEO analysis tools on the market.

1. Semrush

Semrush is a robust competitive analysis tool that offers crucial insights about your site’s organic traffic, direct and indirect competitors, and keyword data. It checks multiple data points to discover gaps in your content and compares your traffic against those of your competitors. Then, it generates actionable tips for improving your SEO strategy, like optimizing meta tags, focusing on different keywords, or fixing broken links.

2. Ahrefs

Ahrefs, an alternative to Semrush, offers many similar features. They have their own content and keyword database, which they use to provide insights on search intent, domain authority, and keyword rankings. Combined with their web crawler, Ahrefs has quickly become one of the best sources for web traffic data.

3. SpyFu

SpyFu focuses primarily on identifying opportunities for search engine marketing (SEM) ads, but the tool also offers SEO features like keyword research, backlink analysis, and competitor analysis. The company also recently introduced an AI tool called RivalFlowAI that can suggest changes to your content to improve SEO performance. 

These tools each offer valuable insights into your competitors’ strategies, but the real value lies in how you interpret and apply the data. Outline and compare how your competitors perform across different factors — including keywords, content, and backlinks — to uncover opportunities to improve your own SEO performance.

Effective SEO competitive analysis: 5 elements

An effective competitive analysis involves digging into your competitors’ SEO strategy to uncover opportunities to perform better. 

First, identify your competitors by checking the SERPs or SEO tools to find websites ranking higher than you in relevant query results. Then, use your SEO tool and review those competitors’ sites to analyze the following five factors.

1. Traffic sources

Traffic sources are the various channels through which competitors get their web traffic. Pay attention to how much of a competitor’s search engine traffic comes from organic traffic versus paid search ads. Higher organic traffic indicates their SEO is doing most of the heavy lifting, meaning they may have invested significant effort into their SEO strategy. Higher paid search traffic likely means they’re supplementing weaker SEO tactics with paid SEM methods.

2. Content gaps

Use your SEO tool to analyze your competitors’ top-performing pages and compare them to your own content. Look at topics and keywords that your competitors rank highly for that you don’t. Also, examine the types of content that perform well — for example, blog posts, videos, or landing pages. By addressing these content gaps, you can capture untapped search traffic and improve your overall website SEO.

3. Backlink opportunities

Backlinks direct users to your content from other sites. Search engines consider backlinks when determining a site’s authority, assuming that a site with more backlinks must have authoritative content since so many people refer to it. 

There are many ways to get backlinks, such as partnering with sites in adjacent industries or adding your site to a directory. But ultimately, the best way to attract these links is to write authoritative content that other sites will refer to as a credible source.

Semrush offers a helpful Backlink Gap tool that checks competitor content for backlinks and shows where they’re coming from. If you notice many competitors are getting theirs from the same places, contact those websites and ask them to consider linking to your site, too.

4. Paid search keywords

You can learn a lot from reviewing the keywords that sites select to advertise for, especially regarding the topics and intents they’re prioritizing. For example, online retailers will often go after intent keywords like “buy” or “purchase” — but if you notice your competitors start bidding on terms like “subscribe,” you know they’re trying a strategy that leverages an email campaign, a newsletter, or a subscription service. That may inspire you to try similar strategies.

5. Technical SEO

Technical SEO is another vital component that affects how your site ranks in SERPs. As you review competitors’ websites, observe technical elements like:

• Site speed. Use a tool like YSlow to compare competitors’ website load speeds to yours.
• Structured data. Tools like Schema.org’s markup validator can show how competitors use schema markup to label and categorize their website elements — which helps search engines understand content better.
• Responsive design. Check how well competitor content displays and functions on multiple device types.
• Redirects, 404s, and site errors. You have an advantage if your competitors have any of these problems. Ensure your site contains fewer of them, and — all other things being equal — you’ll perform better in search results.

Future-proof your SEO strategy with Webflow

As your industry grows and evolves, it’s up to you to learn from your competitors and adapt your site to remain competitive. Far from a one-off project, SEO competitor analysis is a regular part of website maintenance. And with the right website platform, it’s not as time-consuming as it sounds.

‍Webflow has the tools you need to quickly make the SEO changes highlighted by your competitor analysis. Breeze through site adjustments with sitemap controls, automated metadata, and scalable schema markup. These SEO features (and more) can help you pivot your content strategy to pull ahead of competitors.

While the publicly available APIs used to access LLMs present a fairly run-of-the-mill workflow for developers, the task of calling an API and handling its response misrepresents the true complexity of the problem. When building features on top of large language models, you’ll mostly be working at the edges of the model’s capabilities. Doing this effectively requires skills that most software engineers haven’t had to develop yet, including those from related but fundamentally different disciplines like data science. 

Our Webflow teams working on AI products have encountered this conflict while trying to build out Webflow AI products. Our LLM pipelines are complex and have many different points where they can fail. For example, in some cases we chain calls together. In many cases we have strictly defined output formats to enable the response to trigger logic in our system that actually accomplishes work on behalf of the user. Understanding how the system performs and why it is failing to produce a high quality result is a significant challenge for our team.

The challenge comes from the fact that the model’s response is probabilistic, not deterministic. One consequence of this is that while we still must write our typical integration and unit tests to verify that our system accurately handles a predefined set of responses, we also need a different category of tests which programmers are not used to maintaining and integrating into their workflows. This is where model evaluations come into play. In this post I’ll cover what model evaluations are and how we use them at Webflow.

Understanding evaluations

Model evaluations are tests that run a large number of predefined inputs through your system and contain a mechanism for grading the quality of the output. We run a large number of inputs because we aren’t trying to prove that the system is working correctly; rather, we measure either the probability of a passing response or the average quality of the response. In short, we’re moving from a binary measure of a test passing to a probabilistic measure. This testing mode is conceptually different from other tools that developers use to maintain systems such as unit tests, integration tests and end to end tests.  Instead, model evaluations are a concept from data science where we evaluate how well a model performs on a wide range of tasks and use that information to understand how we should change the model.

In order to get a holistic view of how our system performs, we want to measure it along a few different axes. For example, since language models are built to interpret human language, we’ll often need to employ subjectivity in evaluating how well the model performs. We may also want to grade the output along a scale rather than a simple binary pass/fail criteria. Let’s go over a few types of evaluations:

Subjective vs. Objective evaluations

In subjective evaluation,  we use human judgment in determining how well the response suits the input. Subjective evaluations are often done using a multi-point rating system. For example, on  our AI teams we want to understand semi-subjectively how good the output component looks. I’ll go into more detail on how we accomplish this later, but it’s important to note that we use a 3 point scale to capture this subjective judgment: “Succeeds”, “Partially Succeeds”, and “Fails”.

Objective evaluations (also called Heuristic evaluations) check that a specific true/false condition is being met. For example, if you require responses to be returned in a specific format you can write code logic that checks the format is correct across all of your generated outputs.

Creating subjective evaluations: Human evaluations

The quickest way to get started with model evaluations is to generate a set of test inputs and have a human manually inspect and grade the outputs alongside your predefined evaluation criteria. While this requires minimal set-up and will yield excellent quality of results out of the gate, it’s extremely time consuming and can be expensive in terms of developer hours. In order to reduce the amount of manual work performed, We wanted to find solutions to automate the evaluation process.

Automating subjective evaluations: Grading AI with AI

Objective evaluations are easy to automate, as you can typically write code that performs the check. Subjective evaluations are trickier. For this task  we turn again to language models to subjectively analyze how well the response performs on some set of criteria. Luckily, large language models are surprisingly good at grading whether or not another model’s output has successfully accomplished a given task. These outputs may not always align 1:1 with human judgment , but in aggregate they are often good at spotting larger changes across a wide set of prompts. For example, automated tests have not been the most reliable for identifying trends for what specifically is causing quality scores to be low in specific outputs, but they typically are good at determining whether or not a change to the system is yielding a net positive result across the board. This often is because they lack the context for how every other output looks and are looking at single output in isolation.

In order to gain confidence in your automated scores, you can do AI evaluations and human evaluations side by side to gather data on how well your automated evaluations match your human evaluations. In practice you’ll usually run automated evaluations frequently while periodically conducting a human evaluation to verify that the ground truth is not far from the automated scoring. For example, at Webflow our best practice has been to conduct a weekly manual scoring and rely on automated scores for day-to-day validation of changes made by developers. We also rely on automated scores to detect unexpected regressions in quality.

Evaluations in practice

On our AI teams, we’ve begun using evaluations extensively, both within our development lifecycle and as a means of alignment across shareholders. Our problem when we first started development of Webflow AI projects was that we knew the quality of our feature was poor but lacked a language to discuss quality. Because our team was used to identifying software bugs, we tried using a Jira-based workflow to address language model quality problems. However, this doesn’t empower developers to know which problems occur most frequently or how much their fix has reduced the frequency of occurrence.

Before launching a website, you need to create a website strategy that considers your client’s goals, target audiences, and potential roadblocks to the site performance. This proactive approach helps you set your client up for success by building a website that meets all their needs. 

Learn how to create a solid strategy and ensure every aspect of your client’s site works to achieve their business goals.

What’s a website strategy?

A website strategy is a business plan centered around your client’s site. It helps create, organize, and manage site content. 

For example, you can plan how to present your client’s product or service, optimize user experiences and customer service, and implement marketing initiatives to drive traffic. By setting clear objectives and aligning them with your client’s overarching goals, you can attract target audiences and increase conversions.

How different website types impact your strategy

There are several types of websites, each with a specific purpose — and understanding their nuances and functions helps you create an effective strategy. Here’s how strategizing differs for each kind of site.

Business websites

A business website is your client’s primary online presence, showcasing their products and brand identity. A strong strategy for a business site involves clear messaging and search engine optimization (SEO).

For example, you can highlight project case studies and customer testimonials to build credibility and generate leads. Performing keyword research also improves brand messaging within these sections.

Ecommerce websites

Ecommerce websites are platforms for selling products or services online. An ecommerce-focused website strategy revolves around optimizing the shopping experience, from legible product listings and intuitive navigation to secure checkouts.

An online apparel store, for instance, would benefit from high-resolution images, detailed product descriptions, and faceted navigation to increase customer satisfaction and sales.

Portfolio websites

Creative professionals like designers, writers, and photographers use portfolio websites to showcase their work. A website strategy for these sites should include creating appealing layouts, categorizing projects, and providing contact information so potential clients can reach out.

Media websites

Media websites share informative content like news articles and videos. In planning a media website’s content strategy, you’d consider factors like audience engagement and monetization methods.

A news outlet’s strategy might prioritize timely updates, compelling headlines, and social media integration to inform readers of the latest happenings. To monetize their site, they could sell a subscription service for exclusive additional content.

Nonprofit websites

Nonprofit websites raise awareness and support for various causes. An effective strategy includes an emotion-evoking story, clear calls to action (CTAs), and transparent financial information for initiatives like sponsorships and donation drives.

For example, a nonprofit focusing on environmental conservation can use their platform to share success stories, announce volunteer opportunities, and offer public donation gateways.

Educational websites

Educational websites provide courses and resources for learners. Strategies for these sites involve organizing content logically, leveraging gamification features, and designing for accessibility.

An online academy could have interactive quizzes and weekly challenges to improve the learning experience and encourage friendly competition among the community.

Infopreneur websites

Infopreneurs are organizations that sell informational products such as ebooks, courses, and webinars. Their website strategies center around creating valuable content and optimizing the sales funnel.

An infopreneur offering digital marketing courses can use their website to provide free resources and capture leads as they build their customer base. Simultaneously, they can upsell by promoting their premium content to increase revenue.

How to create a website strategy: 8 best practices

Here are eight best practices to implement as you build a website strategy and set your client up to succeed.

1. Determine the website’s main goals

The first step is identifying and prioritizing your client’s goals for the site. Whether they’re looking to increase brand awareness through SEO or drive sales through compelling CTAs, clear objectives guide every site development decision.

Create a roadmap by setting SMART goals to ensure clarity. For example, “increase newsletter signups” is ambiguous without clear steps. A SMART goal provides attainable tasks, such as “increase newsletter signups by 20% within the next three months through a new marketing campaign.”

2. Identify target audiences

Target audience preferences guide most design and content-related decisions. Knowing who you’re targeting helps you tailor the website to meet their expectations, solve their problems, and provide value.

Create detailed buyer personas to represent various psychographics within the target audience. For example, millennials might prefer mobile-friendly, responsive layouts with modern features like animations and interactive buttons. 

Use analytics tools and heatmaps to visualize user behavior on your site and identify patterns. This data can inform design changes, such as placing specific elements in areas that different demographics interact with most, ensuring a user-centric design that maximizes engagement and conversions.

3. Create and maintain your client’s brand image

Consistent branding across your website reinforces your client’s online identity, building trust and recognition among their customers. This brand image should weave into all aspects of the website’s design and content, whether you’re showcasing products, services, or projects.

Define the brand’s logo, color scheme, voice, typography, and iconography, and apply these elements across all pages for a uniform aesthetic. Regularly update your client’s branding guidelines to reflect changes.

4. Tell the brand’s story

A winning website tells a story that reflects the company’s vision statement, brand identity, and unique value propositions. This narrative should resonate with your client’s audience to build trust and encourage engagement with the organization.

To make the story more credible and leverage social proof, you can add a human touch to your storytelling by featuring customer testimonials and case studies. Refer to your client’s style guide when making web design and messaging decisions. 

5. Build a content inventory

Creating a content inventory helps you understand your client’s existing assets — like blog articles, images, and videos — that will be added to the website. This process gives you a view of the content landscape, so you’ll know what you have and what you need. By understanding your client’s content, you’re setting yourself up for a more strategic, efficient website launch and content distribution strategy.

Use a content management system to manage, update, and publish content efficiently. Tag and categorize each piece so it’s readily available to find and update. Regularly refresh the content bank by adding new resources or removing those that are no longer relevant.

6. Leverage personalization

When you build your website strategy, factor in ways to personalize your site visitor’s browsing journey to increase conversions and engagement. Tools like Webflow help you customize the web experience based on your visitor’s preferences. 

For example, you could offer personalized content that guide potential customers to the most relevant features or products. Analyzing visitor data and creating segments within your client’s target audience also lets you personalize the user experience.

7. Optimize site performance

In website strategizing, site performance optimization involves developing fast-loading pages, mobile-first designs, and accessibility for all visitors. This optimization ensures that all aspects of the website work, from SEO practices to customer-facing functionalities.

8. Analyze and adjust

Regularly reviewing and adjusting your client’s website will help you understand what’s working and what’s not. Making changes based on performance data ensures your client’s site remains relevant and valuable.

Use tools like Google Analytics to monitor key performance indicators (KPIs) like traffic, bounce rates, and conversion rates. If the site needs updating, A/B testing allows you to experiment with different elements to see what works best.

Strategize and succeed with Webflow

A website strategy covers everything from ideation to execution. By implementing these best practices, you’ll ensure your client’s website attracts visitors, creates positive impressions, and encourages repeat business for long-term success.

With Webflow, you can build and maintain professional, high-performance designs that align with your client’s website strategy. From localization tools to SEO, Webflow offers all the solutions you need to create effective sites without relying on developers.

Execute your website strategies today with Webflow.

To stay relevant and competitive in a world demanding high-quality web experiences, businesses need better, faster. and more intelligent ways to scale creativity. Customers now expect personalized and engaging websites that not only provide relevant, quality content but also feature high-quality photographs, illustrations, and imagery that clearly convey key messages.

Traditionally, marketing teams have relied on design teammates to produce and edit creative assets, yet the volume and speed at which these are required has grown significantly. An Adobe study noted that 83% of creative professionals said their team’s workload increased over the last year. As a result, there’s significant demand to equip marketing teams with the tools they need to create high-quality imagery — and doing so can help businesses go-to-market faster than ever.

A suite of powerful image generation and editing tools

Webflow’s visual-first web development platform and new page building and collaboration features make it simple for team members to quickly build, edit, and their sites – without relying on developers. 

We’re excited to team up with Adobe to introduce the new AI-powered content creation Webflow App, Adobe Express, that gives anyone building in Webflow the ability to create and edit high-quality images and visual assets for the website that adhere to brand guidelines.

As one of the largest and most diversified software companies in the world, Adobe empowers everyone — from individuals and small businesses to government agencies and global brands — to design and deliver exceptional digital experiences. Adobe pioneered creative software, with tools like Photoshop and Illustrator used by creative professionals around the world.

“Webflow is introducing AI into how sites are built, launched and optimized, through our own product development and with ecosystem integrations. We’re excited to welcome the power of Adobe Express, which helps teams scale their creative production workflows and create compelling content.”

— Rachel Wolan, Chief Product Officer, Webflow

Increasingly, Adobe is working to equip everyone with the power to create through products like Adobe Express.

“Adobe Express provides marketers with easy-to-use design and editing capabilities – powered by Adobe Firefly AI– to create and deliver exceptional digital experiences. Making Adobe Express available on the Webflow Marketplace enables in-house and agency teams, whether designers or developers, to create and edit high-quality images and visual assets quickly and easily.”

— Aubrey Cattell, VP, Developer Platform & Partner Ecosystem, Adobe

Powerful features that equip marketing teams with creative superpowers

This App brings powerful image generation, creation, and enhancement capabilities directly into the Webflow Designer. Adobe Express uses Adobe Firefly generative AI to create extraordinary images and text effects from a simple text prompt description. It helps teams stick to brand guidelines to ensure consistency and is integrated with Webflow to make workflows fast and intuitive.

How Webflow customers are using Adobe Express

IMB Bank

Since 1880, IMB Bank has been supporting people and communities in Australia looking to achieve their financial goals. It offers a range of digital financial solutions including banking, home and car loans, business services, and more. The team uses Webflow to build and manage their website, and they have been recognized as a finalist in the 2024 Webflow Awards.

IMB Bank is exploring AI in a growing range of applications, from information retrieval to insights and content generation. The team used Adobe Express to create imagery for a recent business banking page, using reference images to create visuals to help communicate various financial services such as accounts, loan and payroll.

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“The Adobe Express App for Webflow empowers us to quickly produce high-quality images. The app drastically helps us accelerate content production like new product pages and resources, and we’re excited to further personalize and scale image generation.”

— Daniel Locke, Senior Manager, Digital, IMB Bank 

Oyster

A rapidly scaling business, Oyster provides step-by-step guidance for every part of the global employment lifecycle, enabling teams of all sizes to hire, pay, and retain the best talent — no matter their location. Without a centralized design system, the global HR company was dealing with an inconsistent web brand presence. To solve this, the team upgraded from self-serve to Webflow Enterprise to uplevel team collaboration, scale global web initiatives, and elevate their brand.

Most recently, Oyster used the Adobe Express App for Webflow to collaborate on a landing page launch. Racing against a tight timeline, the team used the App to generate conceptual images using text-to-image prompts. The output were creative assets that delivered on their needs, and because they uploaded existing brand assets as reference images, the App generated visuals that incorporated the Oyster color schemes, style and illustration preferences. 

“The Adobe Express App for Webflow has sped up our design process by providing relevant placeholder images on landing pages that expedite stakeholder approvals during concept reviews. This accelerated workflow helps reduce ambiguity by aligning on concepts quickly and enabling designers to create final images from inspiration rather than starting from scratch.”

— Sudiksha Khanduja, Lead Website Marketing Manager, Oyster

Christian Schmitt

Christian is a Webflow Certified Partner based in Germany, who specializes in designing creatively stunning, accessible websites. He places an important focus on accessibility, ensuring all users have equal access to the content and functionality of sites he builds. He has worked with retailers, manufacturers and software developers.

Christian notes that in many cases, his clients ask for support in creating and editing images, so he was excited to use the Adobe Express for Webflow App. 

“This is a big win for Webflow, as it helps teams manage creative tasks themselves. The Adobe Express App makes it easy for non-designers to hop in and quickly edit images, from resizing to adding or removing backgrounds.”

— Christian Schmitt, Webflow Certified Partner

Amplifying creativity for best-in-class teams

During a period where businesses are competing on the basis of customer expectations, the ability to create more visually stunning and engaging websites is critical. That’s why the new Adobe Express App is game changing; for teams building in Webflow, it unlocks the ability to quickly and easily create compelling visuals that capture user attention and convert them into customers. 

The App is now available in the Webflow Marketplace, alongside other Apps from partners like Google, Microsoft, Figma, Bynder and more. Try it out today!