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Webflow

Portrait of Lukas Horvath, co-founder of Roelu Studio
Lukas HorvathCo-founder

What is Webflow?

Webflow is a visual website builder that lets designers and marketers create sites in a browser-based canvas without writing code directly. Unlike simpler builders, Webflow exposes the underlying HTML, CSS, and class structure, giving designers fine control over layout, typography, and interactions. It includes a hosted CMS, native form handling, and built-in hosting on its own infrastructure. The platform is popular with design-led marketing teams.

Why it matters

Webflow is genuinely good at what it does. For a marketing team that needs a polished site with strong design control and no in-house developer, it is one of the best tools on the market — far ahead of Wix or Squarespace in design fidelity. The ceiling shows up later. As your site scales to hundreds of CMS items, complex content models, deep integrations, or strict performance requirements, the platform's limits start to matter. Pricing climbs as CMS items grow. Editor UX struggles with structured content. Migrations off Webflow are non-trivial because the platform owns hosting and export quality is limited. Excellent starting point. Not always the right finishing point.

How it works

Designers build pages in the Webflow Designer — a canvas that mirrors the browser. Every element has class names, styles, and properties exposed in panels on the right. Interactions and animations are configured through a visual timeline. Content lives in the Webflow CMS, where editors define collections — like blog posts or case studies — and add entries. The site publishes to Webflow's hosting on AWS with a global CDN, and SSL is handled automatically. For sites that outgrow Webflow, teams either export the static HTML and CSS, rebuild in a custom stack, or sometimes use Webflow alongside a headless CMS for specific sections.

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