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A company’s website is more than just a digital presence or a place to share content. It’s the centerpiece of customer engagement — where businesses build connections that drive trust, loyalty, and growth. Yet, creating lasting relationships with customers in today’s competitive landscape isn’t exactly a walk in the park. They expect relevant, personalized experiences and seamless digital journeys, but as websites grow in complexity, making this a reality continues to be a challenge.
For marketing teams, the website can be both their greatest opportunity and their biggest frustration. They know a powerful website can help them deliver exceptional user experiences, but outdated tools, siloed processes, and limited access to real-time data often restrict their ability to test, personalize, and refine web experiences. And as AI continues to transform how people search and interact online, traditional web strategies alone can no longer do the heavy lifting.
To start making positive headway, marketing leaders — who are under immense pressure to improve conversions and deliver more relevant, quality content to their customers — need to rethink their existing website playbooks. This starts by enabling a new level of agility, collaboration, and data-driven decision making through technology and organizational processes.
As organizations look ahead to 2025 and beyond, it’s up to these leaders to reimagine what the website can achieve, encourage greater innovation and collaboration on the website, and ensure their teams are investing in strategies and technology that both meet the demands of today and ensure sustainable success in the years to come.
Webflow’s second annual “The State of the Website” report, in partnership with Vanson Bourne, was produced from interviews with 500 marketing leaders across the US & Canada.
Webflow conducted an online survey between June 2024 and July 2024 across the United States and Canada using a rigorous, multi-level screening process to ensure only suitable candidates participated. Respondents are all marketing leaders, which are defined as someone who holds a Director-level position or above in a marketing department. All respondents work at an enterprise organization in the public or private sector with at least 50 employees.
A company’s website is more than just a digital presence or a place to share content. It’s the centerpiece of customer engagement — where businesses build connections that drive trust, loyalty, and growth. Yet, creating lasting relationships with customers in today’s competitive landscape isn’t exactly a walk in the park. They expect relevant, personalized experiences and seamless digital journeys, but as websites grow in complexity, making this a reality continues to be a challenge.
For marketing teams, the website can be both their greatest opportunity and their biggest frustration. They know a powerful website can help them deliver exceptional user experiences, but outdated tools, siloed processes, and limited access to real-time data often restrict their ability to test, personalize, and refine web experiences. And as AI continues to transform how people search and interact online, traditional web strategies alone can no longer do the heavy lifting.
To start making positive headway, marketing leaders — who are under immense pressure to improve conversions and deliver more relevant, quality content to their customers — need to rethink their existing website playbooks. This starts by enabling a new level of agility, collaboration, and data-driven decision making through technology and organizational processes.
As organizations look ahead to 2025 and beyond, it’s up to these leaders to reimagine what the website can achieve, encourage greater innovation and collaboration on the website, and ensure their teams are investing in strategies and technology that both meet the demands of today and ensure sustainable success in the years to come.
Webflow’s second annual “The State of the Website” report, in partnership with Vanson Bourne, was produced from interviews with 500 marketing leaders across the US & Canada.
Webflow conducted an online survey between June 2024 and July 2024 across the United States and Canada using a rigorous, multi-level screening process to ensure only suitable candidates participated. Respondents are all marketing leaders, which are defined as someone who holds a Director-level position or above in a marketing department. All respondents work at an enterprise organization in the public or private sector with at least 50 employees.
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