At Higher Ground we’ve been building websites for more than 25 years, working on almost every kind of platform along the way, from hand-coded sites to WordPress, Magento and today’s website builders. For most small and medium-sized businesses, Webflow is now the one we recommend, and it’s not just because it produces a better-looking site on launch day.
It’s because of what happens after launch. The websites that win the most work are the ones that keep improving: testing new layouts, adding pages for the searches customers use, and rewriting the ones that have stopped working. On many platforms, each of those changes needs a developer, so it’s slow and expensive, and most businesses stop making them.
Webflow changes that in three ways.
CRO becomes affordable. We can build a new layout, hero or form in hours without writing code. Paired with testing tools like Optibase, SMEs get A/B tests, split URL tests, heatmaps and session recordings that used to be reserved for enterprise budgets.
SEO keeps moving. New pages can go live in days, and pages that are no longer useful can be updated or redirected in minutes, so a site grows month by month rather than once every few years.
Clients choose who edits. We train teams to manage their own content in Webflow’s visual editor, or run the whole site for them if they’re too busy.
The results speak for themselves. Fettle’s Webflow site helped it raise £1.1 million within a month of launch, quadrupled its conversion rate, and drove most of its bookings from PPC before the business was acquired by Kwik Fit. For specialist contractors like Trace Basement Systems and McVeigh Offsite, it’s meant better-quality leads and number one rankings for the searches that matter.
Webflow isn’t right for everyone. Squarespace suits a simple DIY site on a tight budget, and WordPress can be the better fit for very large content sites or complex custom functionality. But for growing businesses that need their website to win enquiries, it’s the best balance we’ve found.
We’ve written up the full comparison, including a side-by-side table and more on each case study: Why we build on Webflow, not WordPress or Squarespace
