Why enterprise marketers should migrate to Webflow.

In today’s high-stakes B2B marketing environment, your website is more than just a digital front door—it’s the engine that drives pipeline, delivers on brand promise, and informs strategic decisions. 

When a buyer comes to your site, they should immediately understand what you sell—and whether it’s right for them. They should find the visuals and interactions relevant to them. And, they should feel motivated to keep learning and exploring because there are clear pathways to content that answers the next question they have. 

To deliver this experience, marketers need to be able to easily see website engagement data—and use that to inform go to market decisions. Legacy CMS platforms like Adobe Experience Manager (AEM), Sitecore and Wordpress are too rigid and often lack these capabilities. 

At Iron Horse, we’re fans of Webflow’s Website Experience Platform (WEP) for the way it empowers both technical and non-technical users to create audience-centered, demand-optimized experiences. But many enterprise marketers are still hesitant to make the switch.

We get it: Shifting thousands of pages to a new platform is not for the faint of heart. But for most organizations, it’s entirely worth it. And those that wait are in real danger of being left behind.

With that in mind, we asked our team about some of the objections they hear from enterprise clients about site migration. 

Here’s what we found.

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5 Misconceptions holding enterprise marketers back from digital agility.

“Our website does what it needs to.”

Reality:

“Your website should be a real-time growth tool, not a digital brochure.”
- Uzair Dada, CEO

Most enterprise websites were built to provide static information. As companies have grown—adding new initiatives, products and acquisitions (not to mention that webinar series you really didn’t have a good plan for)—these sites have become bloated, creating a disjointed, chaotic user experience. And don't forget the “tech debt” that's accumulated over the years that you know you should address but that keeps getting buried under other priorities.

Sound familiar? To find out if your website really does what it needs to, ask yourself: 

• Is it audience-centered? How easy is it for different buyer personas to find the information and resources that matter to them?
• Do your solution pages have the right elements to communicate about your product?
• Are there items in your menu that aren’t intuitive? Are important pages buried because there isn’t a clear place to put them in the nav structure?  
• Is it marketer friendly? How easily can you see what isn’t working—and make adjustments without waiting on dev?

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“Performance-driven experiences come at the cost of brand experiences.”

Reality:

“By creating design systems and templates, we can give marketers greater autonomy to build and optimize pages and be confident they’ll beautifully express the brand.”
- Steven Rios, Associate Creative Director

The first wave of no-code web platforms involved heavy trade-offs. Those that enabled marketers to build immersive, interactive pages with pixel-perfect brand expression lacked the flexibility to optimize for content discoverability, persona targeting, and conversion journeys. The platforms that prioritized speed, SEO and personalization, on the other hand, sacrificed visual storytelling, interactivity, and creative polish. 

Today’s demand gen teams should and can have both. Webflow’s Website Experience Platform (WEP) allows you to create branded, differentiated digital experiences and gives you the ability to optimize those experiences for every key audience segment.

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“Website migration is too difficult.”

Reality:

“Webflow migration involves a very concrete set of steps. It’s not easy—but the right guide and methodology can make the process smooth and ensure you come out with a more performant website when you’re done.”
- Ezra Hockman, Sr. Director of Engineering

Migration to Webflow is also an opportunity to modernize, eliminate your tech debt and improve areas of your website that are holding you back, including: 

• Retire old blogs and other content pages. Migration is a great time to deal with pages that are just cluttering your presence. A Webflow agency partner can help you identify those pages as part of the migration process—and ensure that proper redirects are set up so there are no dead-ends.
  
• Optimize for traditional search and AI. While there’s a lot we don’t currently know about generative engine optimization (GEO), one thing is clear: highly structured content is important for search, AI and humans. After weeding out content that is no longer performing, during or after migration is an optimal time to revamp popular content to increase performance, or develop new templates that make it easier for new content to show up in AI engines. You can also enable AI workflows that facilitate updates to your stale content so your content teams can consistently review, edit and put your current non-performant content to work for you.
  
• Develop demand-centered landing pages that facilitate personalization. If you’re still sending high-intent prospects to long, multi-link solution pages—or to ultra short forms without enough context to motivate completion, you’re leaving opportunities on the table. Migration is not only a great time to create new, conversion-optimized templates, but to think about how you can set up personalization experiments on those pages to deliver targeted experiences to different buyer segments.  It is imperative for today's growth teams to experiment and optimize on an ongoing basis—something that is fully enabled using Webflow Optimize.  

“Website migration is not critical right now.”

Reality:

“In today’s market, speed wins. If our website can’t keep up with shifting priorities or new campaigns, we lose opportunities. Having an agile web platform isn’t just nice to have—it’s critical to staying competitive.”
- Ellen Smoley, Director of Growth Marketing

Rigid, old school CMS platforms cost enterprises much more than you think. Switching to Webflow now will help you:

• Improve TCO. The savings from tool consolidation alone can be astronomical, but that’s just the beginning of the story. Platforms like AEM, Sitecore and Contentful charge extra for everything from staging environments to content modules. When you factor in the cost of plugins, third-party services—not to mention specialized developers—even migrating from Wordpress can bring a big savings.
  
• Increased agility. Tool consolidation is a big deal,  but the biggest benefit of the switch for most marketers is agility. Webflow’s intuitive drag-and-drop interface allows marketers and designers to create and update content without relying on developers in a highly governed way. You shouldn’t be waiting days—or weeks—just to get a new landing page spun up or edit a dated blog. Your competitors aren’t.
  
• Increased cross-functional collaboration. Older CMS platforms force marketers, content creators, designers and developers into linear workflows, reducing speed, creativity and quality. In Webflow, features like versioning, roles-based permissions, integrated approval workflows, and page branching enable parallel workflows and ensure experimentation doesn’t block production. Meanwhile, it’s easy to put guardrails in place to keep everything on brand and under control.‍
• The data you need to shorten sales cycles. Native analytics capabilities, plus strong integrations with tools like Mixpanel, make it easier for you to identify engagement patterns and optimize the customer journey—fast. That data can then be used to create new AI-enabled experiments and drive conversions.

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“Our developer team would never go for this.” 

Reality:

“Webflow allows us to ensure our sites are well-structured and reusable while enabling industry-leading ease of use for creatives and marketers. It's easy to set up a custom role or work concurrently with the rest of the team—no stepping on toes here, and I get to focus on building rather than administrating. When it's time to go live, audit trails, change summaries, and backups leave us with zero concerns about what's going out and when.“
- Logan Pendergrass, Sr. Software Engineer

Growth is multidisciplinary. Your tech should support that by being scalable, efficient and highly secure. 

If your dev team is hesitant, share these nuggets:

• Webflow was built from the ground up to be both marketing and IT-forward. 
• This shows: Sites built in Webflow are lightning fast, SEO-optimized, and WCAG-compliant—delivering the technical quality needed for discovery and conversion. 
• Webflow is committed to listening to and meeting the needs of their customer community. They’re constantly working to deliver new features and capabilities—with updates dropping every few weeks rather than once or twice a year. 

The Iron Horse insight.

In the modern growth OS, your CMS should be a catalyst, not a constraint. It should let your demand gen team launch campaigns faster, your design team push the brand forward, your developers retain control of scalability and security, and  your marketing operations team measure what matters across every journey touchpoint.

Want to learn more about what migrating to Webflow (from platforms like AEM, Sitecore, Contentful, Wordpress) looks like in practice? Book a discovery call.