Webflow Homepage
Introduction
When Webflow evolved from a no-code site builder to a comprehensive Website Experience Platform, our homepage became the bottleneck. Marketing leaders couldn't see past the 'design tool' perception to understand our enterprise capabilities. I led the homepage redesign that repositioned Webflow as the platform for modern marketing teams, resulting in a 40% increase in enterprise demo requests and 25% improvement in conversion rates.
Primary question
How might we transform Webflow's homepage to reflect our evolution from a no-code site builder to a comprehensive Website Experience Platform?
Challenge
In 2024, Webflow stood at a crossroads. We'd grown from a beloved no-code site builder into something much bigger, a comprehensive Website Experience Platform. But our homepage still told the old story. Marketing leaders at mid-to-large companies were walking away confused, seeing us as just another design tool rather than the enterprise-grade platform we'd become. With new products like Optimize and Analyze launching, we needed our front door to reflect our evolution and speak directly to the decision-makers who could transform their entire marketing operations with Webflow.
