Why we redesigned our website ... again

At the beginning of the project to redesign Webflow's homepage, the team identified the need to better communicate the platform's potential and address gaps in user understanding since the last major redesign in 2016. With Webflow's capabilities expanding significantly, especially with the advent of Webflow Ecommerce, the website had to evolve to reflect the product's growth and diverse use cases, targeting audiences like freelancers, business owners, agencies, and prototypers. The redesign focused on encapsulating the Webflow experience into three core phases—design, build, and launch—that align with the lifecycle of a website and showcase the platform's features, such as design precision, CMS functionality, and site maintenance. The team utilized Webflow itself for prototyping, allowing for rapid iteration and collaborative refinement of motion and layout, ultimately leading to a more cohesive and comprehensive homepage that effectively narrates Webflow's story and capabilities.