At a Glance
- Webflow has evolved into a full Website Experience Platform (WXP), giving marketing, design, and product teams a visual, AI-ready way to build, manage, and optimize enterprise-grade sites in one place.
- Independent analysis from Forrester found a 332% ROI over three years, with 80% faster content editing cycles and 94% faster time-to-market for a composite Webflow customer — exactly the kind of leverage B2B teams need in a flat-budget world.
- If your website is a primary revenue channel (as 91% of marketing leaders now say it is), the real risk in 2026 is often not migrating — it’s staying on a brittle stack that can’t keep up with AI, experimentation, or your team’s pace.
Why the “Should We Move?” Debate Looks Different in 2026
In 2020, moving off your CMS was mostly a technical discussion. In 2026, it’s a boardroom conversation about revenue, AI-readiness, and operating leverage.
Webflow’s 2025 State of the Website report found that 91% of marketing leaders say the website drives more revenue than any other channel, and 90% say their web tech stack has grown in the last 12 months. The 2026 edition expands that lens to 1,000 marketing and technology leaders, focusing on how teams are navigating AI, collaboration, and tech shifts.
At the same time, Gartner’s 2025 CMO Spend Survey shows budgets stuck at 7.7% of company revenue, with CMOs expected to “do more with less” and find productivity gains rather than fresh headcount.
So the real question isn’t just “Is Webflow better than what we have?” It’s: Will staying put let us keep up with where AI, customer expectations, and our own growth plans are going?
What the 2026 Data Says About Webflow vs. Staying Put
Before you green-light a migration, you need to know whether Webflow aligns with where the market — and your organisation — is heading.
Webflow’s own trajectory and independent research point in the same direction.
- Your website is now a revenue engine — and Webflow is built for that reality.
- Webflow positions itself as “the website experience platform for high-performing brands,” letting teams build powerful brand experiences, manage content that converts at scale, and optimize with AI on a single platform. Pair that with the State of the Website finding that 91% of leaders see the website as their top revenue channel, and it’s clear: you’re no longer choosing a CMS; you’re choosing revenue infrastructure.
- Low-code and visual development have gone mainstream — 70% of new apps use them.
- Gartner-backed data shows 70% of new applications will be developed with low-code or no-code technologies by 2025, up from less than 25% in 2020. That’s a structural shift: high-performing organisations are deliberately moving work out of developer queues and into business-owned tools. Webflow’s WXP follows that pattern, giving marketers and designers a visual, governed way to ship experiences without depending on engineering for every iteration.
- The ROI case for migration is no longer hypothetical.
- Forrester’s Total Economic Impact™ study of Webflow found a 332% ROI over three years, with $2.76M in benefits vs. $638K in costs for a composite organisation, plus 80% efficiency gains in web content editing cycles and a 94% improvement in time-to-market. In parallel, Webflow was named a Strong Performer in The Forrester Wave™: Content Management Systems, Q1 2025 — validation that it’s competing seriously in the enterprise CMS space, not just as a niche no-code tool.
How to Decide if a Webflow Migration Makes Sense for You in 2026
The migration itself is execution. The real strategy work is deciding whether a move to Webflow will meaningfully improve speed, control, and ROI for your specific B2B engine.
Here’s how we at Underscore frame that decision.
- Benchmark your website as an asset, not a cost line.
- Start by quantifying how “expensive” your current stack really is. Look at time-to-launch for key pages, dev effort spent on content changes, and the revenue tied to web-sourced opportunities. Then compare that to what’s achievable with a WXP where content editing cycles are 80% more efficient and time-to-market is radically faster. If the gap between where you are and where you need to be is wide, migration becomes a growth lever, not a vanity project.
- Assess whether your 2026 roadmap actually fits your current CMS.
- Map your next 18–24 months of initiatives: AI-assisted content, AEO/AI search, more experiments, personalization, new regions or segments. Cross-check that against what your current stack can realistically support without endless custom development. Webflow’s AI-powered SEO/AEO features and WXP roadmap are explicitly geared towards AI-driven discovery and experimentation at scale. If your stack can’t stretch that far without major investment anyway, a planned Webflow migration may be the cleaner path.
- Decide if you’re ready for the operating-model shift, not just the tech shift.
- The biggest win with Webflow is organisational, not visual. In a WXP model, engineering focuses on architecture, integrations and performance; marketing, comms and design own the day-to-day surface. If you’re prepared to redesign roles, workflows, and governance around that — with clear guardrails — the Forrester-level ROI becomes realistic. If you’re not willing to change how work flows, a migration may give you a prettier site, but not a more effective one.
Conclusion & Next Step
So, is it worth migrating your B2B website to Webflow in 2026?
If your website is strategically important (and the data says it almost certainly is), your budgets are flat, and your roadmap involves AI, experimentation, and faster cycles, the answer is: yes — provided you treat the migration as a business transformation, not a reskin. Webflow’s Website Experience Platform, independent ROI analysis, and recognition from firms like Forrester and Gartner-backed research all point to a future where visual, AI-ready web platforms are the default for serious teams.
The real question is timing and approach.
That’s where we come in. In an Underscore Blueprint Strategy Session, we’ll benchmark your current stack, quantify the upside (and risk) of a Webflow migration, and design a roadmap that your CMO, COO, and CTO can all support — with clear numbers, not just nicer mockups.
Sources
- Webflow – Create a custom website | Visual website builder
- Webflow – How to build websites with a Website Experience Platform
- Webflow – Everything we announced at Webflow Conf 2025 (AI-powered SEO & WXP)
- Webflow – The 2025 State of the Website report
- Webflow – The 2026 State of the Website report
- Gartner – 2025 CMO Spend Survey press release
- Gartner – CMO Spend Survey Data Snapshots
- AIMultiple – Low-code / no-code statistics 2025 (citing Gartner)
- Integrate.io – No-code transformations usage trends (Gartner data)
- Forrester / Webflow – Forrester study: Webflow delivered a 332% ROI over three years
- Forrester – The Total Economic Impact™ of Webflow
- Webflow – How Webflow unlocked 332% ROI over three years (TEI ebook)
- Webflow – Webflow named a Strong Performer in The Forrester Wave™: CMS, Q1 2025
- Webflow Blog – Building for the new era of search (AI-powered SEO & AEO)
