AI & Automation
Personas
SaaS & Startup
Time to ROI
Short-term (< 3 months)
Here's the uncomfortable truth: I spent seven years watching talented marketing teams get bottlenecked by their own websites. I'd see brilliant marketers with game-changing campaign ideas, sitting around for weeks waiting for a developer to update a simple landing page. Sound familiar?
The breaking point came when I helped a B2B SaaS startup realize they could cut their website update time from 2 weeks to 2 hours by switching to Webflow. But here's the thing - the technology wasn't the hard part. Getting the team on board was.
Most businesses treat their website like product infrastructure when it should be treated like a marketing laboratory. Your website isn't just a presence - it's your most important testing ground for finding what distribution formula works for your specific business.
After migrating dozens of teams from WordPress to Webflow, I've learned that successful adoption isn't about the platform features. It's about changing how teams think about website ownership and velocity.
Here's what you'll learn from my experience convincing teams to make the switch:
Why the "website ownership" conversation matters more than technical features
The exact training framework I use to get teams productive in days, not months
How to structure the migration to minimize disruption and maximize buy-in
Common resistance points and how to address them before they become blockers
The metrics that prove ROI to skeptical stakeholders
Industry Reality
What every team hears about website platforms
Let me guess what you've been told about choosing a website platform. It's probably some variation of this:
"WordPress is more flexible." Everyone says this because WordPress has plugins for everything. Want to add a contact form? There's a plugin. Need SEO optimization? Another plugin. Want to integrate with your CRM? Yep, plugin for that too.
"Webflow is just for designers." The narrative is that Webflow is pretty but limited. Good for portfolios and simple marketing sites, but not "serious" business websites.
"Your developers prefer WordPress." Of course they do. They can customize everything, which sounds great until you realize customization takes time.
"Migration is too risky." The conventional wisdom is to stick with what works, even if it's slow. Why rock the boat?
"Training the team will take forever." Everyone assumes marketing teams need months to learn a new platform.
Here's why this conventional wisdom exists: it's based on how websites were built 5-10 years ago, when having a website was enough. Back then, you built it once and updated it quarterly. The web was slower, competition was lighter, and customer expectations were lower.
But that world doesn't exist anymore. Now your website needs to be a conversion testing laboratory. You need to ship landing pages for every campaign, test multiple variations, and iterate based on data. The old "build it and forget it" approach is killing marketing velocity.
The problem isn't the technology - it's that most teams are optimizing for the wrong thing. They're optimizing for theoretical flexibility instead of practical velocity.
Consider me as your business complice.
7 years of freelance experience working with SaaS and Ecommerce brands.
OK, so let me tell you about the moment everything clicked for me. I was working with this B2B SaaS startup - they had raised their Series A and were scaling fast. Smart team, good product, growing revenue. But they had a problem.
Their marketing team would come up with these brilliant campaign ideas. A/B testing different value propositions, creating targeted landing pages for specific customer segments, building dedicated pages for their partner program. You know, the kind of stuff that actually moves the needle.
But here's what would happen: they'd spec out the page, write the copy, create mockups... then sit and wait. Two weeks later, maybe they'd get their landing page. By then, the campaign momentum was dead, the competitive landscape had shifted, and half the team had moved on to other priorities.
This was happening with every single marketing initiative. Product updates took weeks to show up on the website. Case studies sat in Google Docs because publishing them required developer time. A/B testing was basically impossible because setting up variations was a whole engineering project.
The worst part? The developers weren't slow or lazy. They were good at their job. But their job was building product, not updating marketing pages. Every website request pulled them away from features that actually drove revenue.
I watched this same pattern at client after client. Marketing teams full of smart, creative people who were being turned into project managers because they couldn't control their own website. They'd spend more time managing developer queues than actually marketing.
That's when I realized the real problem wasn't technical - it was organizational. The website lived where the expertise didn't, and the expertise lived where the website access didn't.
Here's my playbook
What I ended up doing and the results.
Here's exactly how I approach getting teams to switch to Webflow, based on migrating dozens of companies over the past few years.
Phase 1: The Velocity Audit
First, I don't start with Webflow features. I start with pain. I ask teams to track every website request for two weeks. How long does it take to publish a blog post? Update a product page? Launch a landing page? The data always tells the same story - marketing velocity is being killed by technical bottlenecks.
Then I frame the conversation around ownership: "Your website is a marketing asset, not a product asset." This usually gets people's attention because it reframes the entire discussion. We're not talking about WordPress vs Webflow. We're talking about marketing autonomy vs engineering dependency.
Phase 2: The Proof of Concept
Rather than migrating the entire site, I start with one high-impact page. Usually a landing page for an upcoming campaign. I build it in Webflow, show them how to make edits, and let them experience the difference.
The reaction is almost always the same: "Wait, I can just... change this myself? Right now?" That moment when they realize they can test a new headline, swap out an image, or update copy without filing a ticket - that's when they get it.
Phase 3: The Training System
This is where most teams fail. They try to teach Webflow like it's a development tool. Wrong approach. I teach it like a marketing tool. We start with the tasks they'll do every day: updating text, swapping images, publishing blog posts. Advanced stuff comes later.
My training structure is simple:
Day 1: Basic editing and publishing
Day 2: Creating new pages from templates
Day 3: Managing collections (blog, case studies, team pages)
Week 2: Advanced interactions and integrations
Phase 4: The Full Migration
Once the team is comfortable and has seen the velocity improvements, we plan the full migration. But here's the key - we migrate in sections, not all at once. Homepage and key pages first, then blog, then additional features. This minimizes risk and keeps the team confident.
Throughout this process, I'm constantly addressing objections before they become blockers. "What about SEO?" We maintain all redirects and meta data. "What if something breaks?" We keep the old site as backup during transition. "What about our custom integrations?" Most work fine, and Webflow's API handles the rest.
Velocity Metrics
Track time-to-publish for every content type - this becomes your strongest selling point
Change Champions
Identify 1-2 team members who will become internal Webflow advocates early in the process
Developer Relations
Position this as freeing up dev time for product work, not replacing developers
ROI Documentation
Calculate hours saved per week and present this data to stakeholders quarterly
The results speak for themselves. That B2B SaaS startup I mentioned? They went from 2-week website updates to same-day publishing. Their marketing team launched 3x more landing page tests in the first quarter after migration.
But the real impact wasn't just speed - it was confidence. The marketing team stopped thinking "Can we do this?" and started thinking "How should we do this?" When your website becomes a tool instead of a bottleneck, your entire marketing approach changes.
I've seen this pattern across dozens of migrations. Teams typically see a 300-400% increase in website publishing velocity within the first month. More importantly, they start running actual experiments because testing becomes possible.
The SEO impact? Consistently positive. Faster page speeds, cleaner code output, and more frequent content updates actually improve search rankings. I've never seen a properly executed Webflow migration hurt SEO performance.
One fintech startup saw their blog publishing frequency go from monthly to weekly just because their content team could finally publish without developer intervention. A B2B software company reduced their campaign launch time from 3 weeks to 5 days.
But here's what surprised me most: developer satisfaction actually increased. When you stop pulling engineers away from product work to update marketing copy, they're happier and more productive. It's not about replacing developers - it's about letting them focus on what they do best.
What I've learned and the mistakes I've made.
Sharing so you don't make them.
Here are the top lessons I've learned from dozens of Webflow migrations:
Start with pain, not features. Don't lead with "Webflow is better." Lead with "Your current process is slowing you down." Data about current bottlenecks is more convincing than feature comparisons.
Train for tasks, not tools. Don't teach Webflow - teach publishing, updating, and testing. The tool is just how they accomplish their actual goals.
Migration momentum matters. The longer you wait between decision and implementation, the more resistance builds. Strike while the pain is fresh and the team is motivated.
Backup everything, always. Even when you're confident in the migration, keep the old site accessible. This removes the biggest fear people have about switching platforms.
Measure what matters to them. Developers care about load times and code quality. Marketers care about publishing speed and test velocity. Executives care about cost and ROI. Speak their language.
Address the WordPress attachment. Many teams have Stockholm syndrome with WordPress. Acknowledge what they'll miss, but keep focusing on what they'll gain.
Set realistic expectations. Webflow isn't magic. It's a tool that removes bottlenecks. The team still needs to create good content and run smart experiments.
When this approach works best: teams that publish content frequently, run marketing experiments, and value speed over infinite customization. When it doesn't: teams that rarely update their site or need highly complex custom functionality.
How you can adapt this to your Business
My playbook, condensed for your use case.
For your SaaS / Startup
For SaaS teams implementing this migration strategy:
Start with your most active landing page to prove velocity improvements
Use Webflow's CMS for blog and case studies - your content team will love the publishing flow
Set up forms and integrations with your CRM before full migration
Train your marketing team on A/B testing workflows early
For your Ecommerce store
For e-commerce teams considering this approach:
Webflow E-commerce works great for digital products and services, less so for large catalogs
Focus on marketing pages and blog migration first, keep product pages on your current platform
Use Webflow for landing pages and campaign sites while maintaining your main store elsewhere
Consider headless setup if you need e-commerce functionality with Webflow design flexibility