Website Builder

Webflow Review 2022 - CMS & Website Builder

Martin Gschwentner
Author
Last update

Webflow markets itself as being capable of creating "the site you want - without the dev time", all thanks to its intuitive tools and ready-made templates. However, nearly every site builder makes the same or similar promises. In this review, we'll take a look at what sets Webflow apart.

What Is Webflow?

Webflow is a unique site builder/content management system (CMS) hybrid. In contrast to other platforms, Webflow doesn't forfeit any features or design freedoms. Instead, it takes the opposite approach and actually rewards those users possessing some knowledge of programming.

This makes Webflow somewhat more complicated to use than beginner-friendly site builders like Wix or Squarespace. For anyone familiar with CSS or HTML (or willing to learn how to use them) Webflow's versatile toolbox allows for dynamic websites to be created, designed, and managed, with its visual tools handling most of the tedious coding work.

In this review, we took a closer look at Webflow, and at the end, will let you know who we would recommend the platform to.

Review

Review Score
4.3 / 5
12/2021
good
Visit Website
Support
4.7 / 5
Templates & Design
4.7 / 5
Features
4.3 / 5
Marketing, SEO & Ecommerce
4.3 / 5
Configuration & Usability
3.7 / 5
1.

Pros and Cons

CMS/site builder hybrid

Offers nearly unlimited possibilities

Includes "Webflow University", an excellent learning platform

Easy e-commerce integration

Background knowledge in designing and programming extremely beneficial

Steep learning curve

2.

Configuration and Usability

The first few minutes of using Webflow are best summarized as "sign up, set up, and start to build". Following the relatively quick registration, you'll need to answer a few questions pertaining to your level of experience, and your website's intended purpose.

When getting started, Webflow asks whether you have coding experience, which comes in very handy when using the platform.

After that, you'll wind up in Webflow's editor, where you'll be shown an informative tutorial, which makes it clear that you can use the service without coding, however, will need to have some knowledge of programming in order to perform more complex tasks.

In the editor, you'll work with the all-important "box model", something which should be familiar to anyone with some experience in web development. For those that aren't: Each Webflow element is located in a container (box) that you can drag and drop around the screen, with the resulting website a combination of these, and its appearance depending on how you arrange them.

A brief tutorial details Webflow's most important features.

Once the tutorial wraps up, you can start building your website. Here, you'll be given the choice between using a template suggested by Webflow or continuing without one.

Webflow serves up a variety of both free and premium (paid) templates.

Visualized Programming

As mentioned above, containers form the basis for your Webflow website. Instead of managing these using code, Webflow allows you to achieve the same results by dragging and dropping elements.

From this point on, at the very latest, it should become clear that Webflow is far more intricate than most of its competitors. In its Photoshop-esque user interface, you'll program visually on the frontend of your site, while the service translates your actions into backend code. In principle, this doesn't differ at all from any website builder, however, Webflow stays closer to its programming roots.

Among site builders, Webflow's user interface is somewhat complicated, advantaging those possessing some knowledge of programming.

Webflow's learning curve is a lot steeper than those of other services like Wix or Squarespace. Should you be unfamiliar with the box model, or other basic web design concepts like hierarchies and floating, your first impressions of Webflow will likely be that it's demanding and complicated. The short introductory tutorial only details the absolute basics, however, "Webflow University", the site builder's learning platform, offers a number of video courses that help explain some of its more advanced features.

Since it's a combination of both CMS and site builder, Webflow takes more getting used to than most of the other platforms featured in our sample and doesn't appear to have been conceived with beginners in mind. For anyone possessing background knowledge in web design, or who is ready to learn, Webflow offers a powerful tool for designing sites, having almost none of its competitors' limitations.

Score: 3.7 / 5

3.

Features

Webflow is a web hosting service, CMS, and site builder all-in-one, whereby its designer, which innovatively visualizes intricate coding processes, is the platform's workhorse. Below, we'll take a closer look at some of the service's features.

Webflow Designer

At first glance, the service's layout is very reminiscent of Adobe Photoshop or Premiere: The entire screen is filled with features and tools, each of which provides an answer to an important question that will eventually be asked, but at the moment, isn't even known. In Webflow, you can't start building by dragging and dropping elements without a plan or idea. As in programming, in which every element has a place in the HTML or CSS code, so too must every element in Webflow's designer be utilized at particular junctions or points in time.

Owing to the service's breadth of features, examining each would be impossible, or at the very least, require a far longer review. As a result, we've only analyzed a handful of its basic functions. In the tool to the far left, by clicking on the 'plus' symbol, you can add a new element, such as ready-made content boxes, buttons, forms, and more. As opposed to individual content elements, Webflow makes it possible to integrate entire layouts, such as a gallery or contact form.

As with other site builders, you can drag and drop elements in the platform's interface.

The design and layout of elements is performed using the style panel on the right side of the screen. Via the navigation panel, it's possible to arrange elements on the screen by dragging and dropping them.

All of the sections and containers are listed in Webflow's Navigator.

In the upper menu bar, you can check how your design appears on computer monitors, tablets, or other mobile devices by clicking on the device icons. To preview your page, simply click on the eye symbol in the top left.

Webflow's Designer is shown to be a site-building editor created with current or prospective programmers in mind. It automates certain coding processes and through its visualization tools, makes it easy to create qualitative websites with clear code. Users without any experience in CSS or HTML will only be able to scratch the platform's surface and are definitely better-served by other solutions.

Webflow CMS

Webflow is not only a site builder but also a full content management system (CMS), like Drupal or WordPress, the latter of which it has openly challenged: According to Webflow, it is far more versatile than the market leader since it combines classic content management with innovative visualization tools.

In Webflow's CMS, you can create "Collections", which are different types of content grouped together. Should this be comprised of blogs, you can add a heading and permalinks to it, filling it with content afterward.

Webflow views itself as a "modern alternative to WordPress".

You can also make an "Author Collection" for your team members which includes fields for images, short bios, or links to social media profiles. These collections can then be linked to one another, in order to arrange blog entries on the basis of their authors.

Webflow Editor

Should you want to add new content to existing "Collections", or edit static site content on any of the published websites in your collection, you can easily do so with Webflow Editor. This can be reached by clicking on the Webflow logo in the upper left, which is actually a hamburger menu.

Here, text can be changed, images uploaded, and a number of adjustments made without needing to trudge through complicated backend systems.

Complicated backend processes are kept in the background, making it possible to edit your website's content directly in Webflow Design.

You can also create and manage blogs in the editor, with Webflow providing access to all of the necessary features for doing so. Should you have an editorial team, Webflow also makes available a number of collaboration tools, allowing you to keep tabs on who does what.

Zapier Integrations

Webflow doesn't have an app marketplace, as such, however, it is possible to include thousands of third-party integrations.

By fusing web design and content management, Webflow provides a far more powerful site-building tool than most other platforms we examined. Since it's designed to appeal to those with some background in programming or coding (and not beginners), the service allows its users to create highly dynamic websites thanks to practically limitless features that, even if available from its competitors, are accessible only through app centers.

Many of these processes would be considerably easier to do in a less technically-advanced site builder. As just one example, creating multilingual websites is very difficult with Webflow. To harness the platform's full power, you'll need a decent amount of expertise. Should you lack this, you'll find your needs better served with Webflow's competitors.

Score: 4.3 / 5

4.

Templates & Design

Webflow offers its users more than 500 templates to choose from, of which around 45 are completely free. Costs for premium templates range from $19 to $149. In terms of breadth, you'll find options for blogs as well as portfolio, event, and service websites, to name just a few. Depending on the type of site you're building, some features come pre-installed, such as CMS in more dynamic templates, or the ability to easily add products in stores.

Selecting a template doesn't tie you to a certain look or style, as is the case with other site builders. Webflow's templates are highly flexible and allow for a number of different layouts to be chosen or manually configured in the backend.

Webflow's users can select from more than 500 different templates.

Lots of design freedom

Using the service's designer, you can modify all elements of a ready-made site, including its color, background, effects, positions, and font size, to name a few. In contrast to other site builders, you'll need something of an eye for design though, since as a result of the relatively few restrictions on freedom, you're left almost entirely in charge of how your site looks.

Most changes are made using the Design toolbox off to the right. There, you can select different layouts for your container(s), adjust the position of elements, or add effects.

Not for beginners: You'll have complete freedom of design with Webflow, however, editing isn't as intuitive as with other drag and drop site builders.

It is somewhat unfortunate that Webflow lacks any stock photo integrations, such as those that other site builders offer. As a result, Webflow doesn't have much to offer in terms of photo or video material.

Similarly to the above: For anyone with some talent in either web design or programming, Webflow places almost no restrictions on creativity. But this sword cuts both ways since this also means that there isn't much hand-holding and the ready-made designs of other providers that automatically take care of positioning and aligning are nowhere to be found.

Score: 4.7 / 5

5.

E-Commerce, Marketing & SEO

Another one of Webflow's claims to fame is its high degree of support for e-commerce pages. Should you want to add an online shop to your website, the CMS will automatically create new collections for products and categories.

A sort of tutorial walks you through the process of creating an online store step-by-step. In this, Webflow details what information and elements you need to include to have a fully-functional shop.

Webflow's setup guide helps in creating your online store.

New products can be added to your store, and manually grouped into categories with just a few clicks via the product menu. You're also able to specify additional fields including product images, sizes, taxes, inventory management, and more. It's possible to offer both physical and digital products or services, as well as product variations.

Different kinds of products can be advertised and sold in multiple variations.

From products and categories to a user-defined shopping cart and check-out options; Webflow makes it possible for users to exercise a high degree of control over their store, something that other site builders or CMSs don't offer, or do, but only through integrating dozens of extensions.

Webflow doesn't reinvent the wheel, however, its convenient integration of everything needed to create an online shop, and wide-ranging customization options make it far more versatile than other site builders, all the while being more convenient than CMSs.

More could be offered in terms of marketing: It's possible to add discounts, however, comprehensive features or email marketing aren't included. To augment what the platform has, be sure to check out its multiple integrations and third-party apps.

SEO & Analytics

SEO features are built directly into Webflow's Editor, meaning that you won't need to install any external plugins. The service's SEO also allows you to easily add meta titles and descriptions.

Should you want to use an external analytical or marketing tool like Google Analytics, Facebook Pixel, Matomo, Hotjar, Zapier, or Integromat, this is easily accomplished.

Score: 4.3 / 5

6.

Customer Support

As briefly touched upon above, Webflow University, targeted at self-learners and DIY types, sets a new standard for static support. This online university offers hundreds of courses and videos, logically grouped into lessons that allow users to become more familiarized with the program's features and capabilities, as well as the general principles of web design and programming.

In Webflow University, you'll find all sorts of courses and tutorials.

Should you need a more personal touch though, you can file a support ticket. Webflow's support team works from Monday to Friday, 12 hours a day, doing their best to answer each query within 24-48 hours.

Direct support is provided in the form of tickets.

During testing, we received a personalized and competent answer within around seven hours: The staffer who responded took the time to address each question we had posed and to detail relevant examples.

We're big fans of live support chats, and Webflow's lack of one is a bit disappointing, however, the service's university, as well as its helpful and competent staff saw it achieve a (nearly) perfect score in customer support.

Score: 4.7 / 5

7.

Pricing

Webflow's operating principle is something along the lines of 'build for free/pay for hosting'. The San Francisco-based service allows you to create two projects and publish them on Webflow subdomains for free; beyond that, you'll need to crack open your wallet.

Generally speaking, Webflow differentiates between rates for pages and those for accounts. For the former, such as a single website, you'll pay per project, whereas for accounts, you'll be able to create more projects, paying a lump sum for them.

A number of different subscriptions exist for each, divided into three website and three e-commerce packages (for pages) as well as three individual and two team plans (for accounts).

Special corporate rates are negotiated on a per-case basis.

Webflow's pricing structure is a bit complicated, with the differences between each package not made particularly clear. A current overview of the service's rates can be found below:

StarterWebsite BasicWebsite CMS
Pricing
Set-up fee $0.00 $0.00 $0.00
Effective monthly price $0.00 from $12.00 from $16.00
Contract period (months) 0 1 - 12 1 - 12
Included
Space (GB) unlimited unlimited unlimited
Pages 2 100 100
Traffic (GB) 1 50 200
Custom domain
Domains included 0 0 0
Features
Free of ads
SSL encryption
Blog
Ecommerce
Multilingual sites

Of course, how Webflow compares in terms of price when set alongside its competitors can be a decisive factor in whether or not it will be your site-building platform. To assess these fairly, we took the most affordable plan offered by each provider from our sample that was ad-free and included a unique domain. Among these, Webflow was the most expensive.

1&1 IONOS
Starter
$36.00
Visit Website
Strikingly
Limited
$78.00
Visit Website
Webnode
Mini
$90.00
Visit Website
Jimdo
Dolphin Start
$96.00
Visit Website
SITE123
Basic
$101.40
Visit Website
GoDaddy
Basic
$113.88
Visit Website
Wix
Combo
$120.00
Visit Website
Weebly
Professional
$144.00
Visit Website
Webflow
Website Basic
$144.00
Visit Website
Squarespace
Personal
$168.00
Visit Website

Webflow doesn't offer any money-back guarantees for its premium plans.

Conclusion

Review Score
4.3 / 5
12/2021
good
Visit Website
Support
4.7 / 5
Templates & Design
4.7 / 5
Features
4.3 / 5
Marketing, SEO & Ecommerce
4.3 / 5
Configuration & Usability
3.7 / 5

So far as Webflow is concerned, breaking the code barrier doesn't entail divorcing programming from site creation. Rather, Webflow visualizes all of these processes, intertwining them with the frontend as tightly as possible.

This means that you won't need to have studied programming or web design to 'build' a website using the service, however, you shouldn't expect a cookie-cutter, drag and drop operation. Still, for its target audience, Webflow is a highly useful and elegant hybrid solution, combining coding with design.

Practically no limits are set on the design possibilities which the platform affords, its support for e-commerce is faultless, and the dynamic websites it can create are managed via a powerful CMS. The steep learning curve at the outset of using the service is also overcome to a certain extent thanks to the Webflow University learning platform.

WordPress has been challenged on several occasions, coming out ahead at each juncture, however, Webflow seems to be making the most convincing claim to the usurpation of the CMS throne to date.

Webflow Website Builder Test
Webflow Website Builder
(524)
mix of CMS & website builder
almost infinite possibilities
learning platform "Webflow University"
good ecommerce integration
somewhat steep learning curve
Webflow requires an understanding of programming logic and is less suitable for beginners. As a hybrid of website builder and CMS, it offers its target group countless possibilities to create user-friendly dynamic websites.
Space
unlimited
Domains
0 domains
Templates
30+
Contract Period
0 - 12 months
Webflow Starter
$0.00
monthly price
Visit Website »
Start for Free
Review Score
4.3 / 5
good

Customer Ratings

A single review couldn't possibly encompass or adequately address all of Webflow's features and capabilities. For that reason, we recommend taking a look at various review portals where users expound upon their day-to-day experiences with the service.

Customer Rating
4.5 / 5
524 Ratings
good
We analyzed the reviews and ratings from various portals and found 524 ratings with an overall rating of 4.5 out of 5 .
Show sources

Alternatives

Since Webflow is marketed as a competitor to WordPress, that well-known CMS is the readiest alternative available.

Apart from that, seeing as Webflow is a mix between CMS and site builder, it doesn't really have many parallels with other services, or, at the very least, not enough to be called a rival to them (or vice versa). For those without any interest in coding or web design, a number of easier to use site builders are available, the most prominent of which being the top performer from our sample, Wix.

Below, you can find more of the best alternatives to Webflow:

Best Overall 2022
Wix Website Builder Test
Wix Website Builder
(85,990)
free entry-level plan
many high-quality templates
simple & intuitive interface
jam-packed app marketplace
Domains free for one year only
Wix succeeds with an unmatched feature set, intuitive editors and a packed app marketplace. Only with the blog features do we still see some room for improvement.
Space
0.5 - 50 GB
Domains
0 - 1
Templates
550+
Contract Period
0 - 36 months
Wix Free
$0.00
monthly price
Visit Website »
Try for Free
Best Overall
4.8 / 5
excellent
Squarespace Website Builder Test
Squarespace Website Builder
(21,252)
high quality templates
easy to use
good customer support
various mobile apps
relatively costly
Squarespace impresses with flawless designs and high quality templates, which make the creation of professional websites a piece of cake - but also costs a bit more than most other providers.
Space
unlimited
Domains
1 domain
Templates
100+
Contract Period
1 - 12 months
Squarespace Personal
$14.00
monthly price
Visit Website »
14 Days Trial Period
Review Score
4.5 / 5
excellent
1&1 IONOS MyWebsite Test
1&1 IONOS MyWebsite
(227)
24/7 phone support
supports multilingual sites
powerful editor
large, established provider
lots of templates, average quality
1&1 IONOS MyWebsite makes getting started a little more complicated, but rewards hobbyists without programming skills with a variety of design options for unique websites.
Space
unlimited
Domains
1 domain
Templates
400+
Contract Period
1 - 12 months
1&1 IONOS Starter
$3.00
monthly price
Visit Website »
30 days risk-free
Review Score
4.4 / 5
good
Weebly Website Builder Test
Weebly Website Builder
(141,470)
free beginners plan
intuitive drag-and-drop editor
great mobile app
powerful e-commerce features
limited customization
With its intuitive drag-and-drop functionality and an unrivaled smartphone app for mobile website building, Weebly makes homepage creation easy even for beginners.
Space
0.5 - ∞
Domains
0 - 1
Templates
100+
Contract Period
0 - 12 months
Weebly Free
$0.00
monthly price
Visit Website »
Try for Free
Review Score
4.2 / 5
good
SITE123 Website Builder Test
SITE123 Website Builder
(6,522)
free plan for beginners
clean editor, easy to use
great customer support
good blogging and e-commerce features
limited customization options
Space
0.5 - 270 GB
Domains
0 - 1
Templates
200+
Contract Period
0 - 36 months
SITE123 Free
$0.00
monthly price
Visit Website »
Try for Free
Review Score
4.0 / 5
good
Author (German Version): Martin Gschwentner
Martin Gschwentner majored in American Studies and Media Studies in Germany, the USA and France and works as a freelance editor in Paris. He is a doctoral student at the Institute for English and American Studies at the University of Paris Diderot, where he is researching the influence of money on US politics. On EXPERTE.com he writes about IT security, data protection and software for the self-employed and small businesses.
Translator & Editor: D Bare
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