Webflow is not a No-Code tool.

Webflow is not a No-Code tool. It's much more than that.

Founded over 10 years ago now, in 2013, the responsive website creation tool with its visual interface has since evolved considerably. And contrary to popular belief, inherited from its marketing days, Webflow is no longer a no-code tool.

In today's article I'm going to :

1. Introducing Webflow: the Low-Code and No-Code web development tool
2. Analyze the 3 main cycles of a company's marketing strategy
3. Share my analysis and opinion on the tool's recent positioning choices

This entire publication is based on data extracted from interviews with +500 SMBs, statistics on the use of different types of technology on the web, and our experience in the web industry.

Introduction

Before we begin, I'll quickly introduce ourselves.

We are Digidop, a web agency specialized in Webflow. We advise and support companies of all sizes, from the design to the development of their website.

At the same time, we've developed a French-language medium where we document, train and advise a growing community.

A pioneer in the French-speaking market, our work has been recognized internationally with numerous awards: Webflow Professional Partner '23 Award, French Ambassador of the Client-First Framework, Webflow Global Leader, and many others.

Over the last 3 years, we've supported over 100 companies of all digital maturity levels in their transition to the Webflow platform.

And today, I'm going to explain why Webflow isn't just a "simple" no-code tool.

1. Webflow: A complete web development platform

In reality, Webflow is much more than a no-code tool. Webflow is a collaborative, visual web development platform with multiple usage options. It's an "all-in-one" tool broken down into three modes:

• Low-code mode: development from scratch and integration of custom code,
• No-code mode: drag-and-drop creation of components from libraries and development of visual "JavaScript" interaction,
• Editor mode: editing interface for risk-free modifications (text/images) or daily updating of the website via the CMS,

This combination enables the tool to meet the needs of different profiles within the same organization.

1.1 The Low-Code development platform

In Webflow's Designer mode, you can develop the front-end of your website (shop window, e-commerce site) or evena web application from a single visual interface, combining :

• HTML and CSS from scratch
• Adding Custom Code
• An integrated E-Commerce and Membership Option

All with web best practices.

• Access to all SEO markup(Read the complete guide to SEO with Webflow)
• Accessibility: HTML semantics and Alt text markup,
• Automatic sitemap generation

But that's not all. Webflow also features a CMS (like WordPress or Drupal), which lets you connect all the design and elements of your front-end to dynamically sourced data in a back-end. And all without the need to connect a headless CMS via API.

1.2 The editing interface and "No-Code" mode

The editing interface enables teams to easily and safely :

• Modification of existing content,
• Dynamic content editing via CMS

Webflow also features a "no-code" mode, which allows teams (marketing, for example) to quickly upgrade the site in :

• Adding new pages
• Using components to create from blocks
• Using JavaScript visually (Animations and interactions)
• Country-specific localization and multilingual translation of your website

All without the risk of "breaking" anything.

1.3 Two different needs: experiment!

Doubt it? I invite you to try and reproduce this simple experiment, which I've already had the opportunity to experience several times.

For the purposes of this experiment, we'll call the Designer interface product A and the Editor mode product B.

Trying to "sell" Webflow as a solution to two different personas:

1. Front-End Developer
2. Marketing and communications manager for a company with no knowledge of code

Persona 1 will directly understand the operational - technical - benefits of product A, and you'll spend more time presenting it to him than product B, which he'll quickly skim over and scan, understanding that this part will be reserved for the marketing team.

Persona 2 will be more "scared" than admiring of product A. On the other hand, he'll be much more sensitive to product B, and enthusiastic about the idea of being able to feed his site with new content, pages, or update existing content easily and autonomously.

The tool meets two different challenges within the same company.

1.4 All without having to worry about the "technical" side.

• Impeccable security standards(Read the documentation on security implemented on the platform)
• An integrated hosting solution whose performance speaks for itself.(Read the documentation on hosting with Webflow )

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1.5 A product for developers and marketing teams

"81% of marketing managers say they feel limited by developers or other teams." (Source: The 2024 State of the Website)

A life for two, with no compromises necessary? It sounds like a wonderful promise, but it isn't. By combining the functionalities of these two interfaces, once integrated into a company, Webflow becomes the collaborative platform for :

• Fully customizable site designs,
• Clean codes,
• No security issues (solid infrastructure managed by Webflow)
• Autonomous development for marketing teams
• Faster development (and therefore lower development costs for companies)

But then, if Webflow isn't just a NoCode tool, why is everyone talking about Webflow as a tool for creating no-code sites?

2. A marketing masterclass by the Startup

Let's take a look at its history....

Webflow is a California-based startup founded by Bryant Chou, Sergie Magdalin and Vlad Magdalin. Backed from the outset by Y Combinator (Batch S13), Accel, Silversmith and other renowned investors Webflow has just celebrated its 10th anniversary. And since its MVP (Beta) launch in 2013, the startup's marketing/product strategy has been nothing short of...perfect.

2.1 Early years - Tool with limited functionality (0 to 5 years)

In its first version, Webflow was "just a simple page builder" without a CMS. The tool only allowed the creation of landing pages via a system of drag-and-drop blocks. It was at this point that the no-code positioning of Webflow became the gas pedal for the company.

Because the promise of being able to quickly and easily create a quality site, without any knowledge of code, allowed them to :

• Get first users,
• Test their product at full scale,
• Getting uses cases`

At the same time, the tool has developed a :

• Academy for tool training
• Developing a community

This has led to the creation of a complete ecosystem (professionals, champions, ambassadors, third-party tools, etc.).

And all while bringing in cash! Whereas for most companies, this "phase" of life is often a cash drain.

2.2 The in-between period (5 to 10 years)

Then from 2017 to 2022, a transition phase in which the tool found itself in an in-between position with :

• The release of numerous new features and innovations makes the tool increasingly complex for beginners,
• The No-code Conf becomes the Webflow Conf,
• Ambiguous positioning and irrelevant comparison with Framer

So it was time to make a decision.

2.3 The future of web design: (10+ years)

On October 5, 2023, at the annual Webflow Conference, Webflow clearly repositioned itself.

Illustrated in particular by a rebranding, Webflow officially assumes its positioning as a professional web development tool. The "startup" is gradually shedding the no-code label and proudly assumes its role as a showcase for the product's advanced functionalities. (HTML & CSS, JavaScript, API, 3D,...)

A change that can also be felt on the C-Level: New leadership

BUT, never forgetting Marketing & Tech' collaboration A LowCode +NoCode tool

Because while the tool now speaks to developers, it's also important to facilitate the work and management of the site by marketing teams. Webflow has therefore (also) announced Webflow apps, a system comparable to the Apple Store that enables third-party tools such as Hubspot, TypeForm or UnSplash to be integrated natively and easily into your site.

But then, although it's complicated to predict the future, as tech evolves rapidly (AI, Tools, uses, etc...) what are we to make of this strategic choice? Did the Webflow teams make the right decision, at the risk of losing the "no-code wave"?

Discover WebflowApps →

3. My analysis and opinion on Webflow's strategy for 2024

In this last part, I'm going to take the time to share with you my thoughts on Webflow's latest choices. My thoughts are based on an analysis of :

• Interviews with over 500 companies,
• Statistics on various web technologies,
• And our industry experience

3.1 Facts and figures

The most striking figures in these two reports:

• $547,168, Estimated spending on website-related software over the past year (per company)
• $1,091,152 Estimated staff costs for website development and design over the past year. (per company)
• 91% say their marketing team could collaborate better with technical teams.
• 35% Around a third of companies need two weeks or more to make changes, even simple ones such as text editing.
• Sites without CMS (hard-coded): from 43.1% to 31.6% (-26.6%) from 2020 to 2023
• 2% Work with external web developers (agencies/freelancers). 77% have in-house developers dedicated to their websites - this is the sole purpose of their role, and the remaining 21% have in-house developers who devote part of their time to the website.

But then... you'd think that at that price, and under those conditions, at least you'd be sure of your site's security? ET bah... NO!

"55% think their current website is both fragile and likely to break."

These figures speak for themselves, and highlight two major market opportunities.

3.2 Webflow's strategic repositioning

Although sometimes criticized, Webflow's decision to accelerate the market for in-house developers is excellent news.

In view of the substantial costs incurred each year by companies in managing their websites (with an average of $1.5M per year) - often for disappointing performance - this is a much more highly-valued market where Webflow finds itself extremely competitive. And it's clear that the entire ecosystem will soon benefit from Webflow's vision and strategy.

The figures on which Webflow integration will have an impact :

• → Webflow enterprise plan: between 20k and 100k/year for an all-in-one solution vs. an average of 500K
• → Webflow reduces development-related personnel costs (currently 1M/year)

And cheaper doesn't mean less good, because...

"50% of marketing teams who have implemented no-code or low-code tools are already seeing an improvement in their performance."

→ Improved collaboration and thus overall company performance

And what's more...

Agencies and freelancers are not very active there. With only 2% of large companies using external services, there's definitely something for us web professionals to play for.

3.3 How can agencies and freelancers benefit?

Webflow is already well established in the SME (small and medium-sized enterprise) sector, especially in the start-up sector. This makes sense, as startups generally adopt new technologies more quickly than large corporations. But now that Webflow has every chance of being integrated by large companies, this creates opportunities on two growth fronts.

Enterprise offer

Webflow agencies and freelancers can take advantage of a range of services to penetrate the corporate market:

• Implementation of an initial web infrastructure on Webflow as a proof of concept
• Implementation of Best Practice Processes & Scalability
• Training of teams

Then "hand over" to the company's in-house teams to take advantage of :

• No-code editing interface for marketing teams
• Low-code interface for development teams

SMBs offer

Not to mention its CORE, because who can do more can do less. Webflow remains an excellent tool - with excellent value for money - for building :

• A landing Page
• A showcase site
• A small e-commerce site
• A blog
• Etc...

What's more, with the new revenue generation of Enterprise accounts, we can look forward to the development of new tool functionalities that will benefit everyone.

💡 Reminder - All ambassadors

I believe that the long-term success of Webflow lies in the satisfaction of its end-users. A successful integration will make others want to migrate. On the other hand...

So you're all responsible and ambassadors of the brand.

Conclusion: In 2024, Webflow is the ultimate website creation tool.

Webflow is no longer a no-code tool. It's a complete low-code web development tool, with the option of being used in "no-code" mode or simply as an editor via its "Editor" mode.

The tool has experienced strong growth over its first 10 years of existence, and today enjoys a solid user base and a strong community. Recently, at the end of 2023, the tool repositioned itself to assert its ambitions to: "To become the best Web development platform in the world", by assuming the technicality of its interface and its professional positioning.

Webflow's next challenges will be to integrate and federate developers from companies of all sizes around this solution, which improves overall business performance by considerably improving collaboration between Tech & Marketing teams.

Article sources

• Webflow, still a trend in 2023? (Digidop),
• The 2024 State of the Website (Webflow),
• Meet the New Webflow by Vlad CEO of Webflow,
• Webflow YCombinator,
• And, our industry experience.