Webflow Vs. WordPress: Which Web Builder is Right for Your Business

If you’re embarking on a web design project, you’re probably doing extensive research to find the most suitable website platform. You want a tool that is easy to manage and has the potential to scale but has the design capabilities so it can be customized to suit your needs. 

Whilst there are plenty of great web design platforms on the market, the leading favorites are WordPress and Webflow.

WordPress’ open-source platform launched in 2003 and quickly became a household name in the digital space. Used by over 45% of websites in the world, WordPress boasts clients like Disney, The New York Times and The White House.

Created in 2013, Webflow’s design tool is a relative newcomer compared to WordPress with a market share of 2.52%. They raised $332M to date and there are currently over 450,000 websites built on Webflow.

There are many key differences between the two platforms. WordPress benefits from more widespread usage since most users are already familiar with the CMS but you still need developers on hand to assist with design. With Webflow, users can enjoy a "no code" platform meaning easier customization of websites without limitations, but users still have to educate themselves on the CMS. 

If your website has now outgrown limiting builders like Squarespace or Wix, then you’re probably looking to transition to platforms like WordPress or Webflow which are less constrained and provide more room to scale.

If you still need advice on choosing between WordPress and Webflow, check out our handy guide to help you decide.


An example of a website built in Webflow
Wunderdogs created this website for a client using Webflow as the website builder.

Webflow is an intuitive design and development tool that makes it simple to create custom, responsive websites. Aside from built-in SEO, great customization functionality, component-based building, and third-party API integrations, it's primarily a visual drag-and-drop builder meaning you can easily make design changes to the front end of the website without having to go into the CMS.

Despite being slightly newer tech that requires some education, Webflow provides more design and development capabilities to developers, web designers, and end users.

Features & Benefits

So, what makes Webflow stand out and what value does it bring to users?

  • Easy customization: Plenty more design freedom compared to WordPress, complex interactions and slick animations, ideal for bespoke web experiences.
  • SEO capabilities: Features to improve search engine rankings, including meta tags, sitemaps and native hosting.
  • No code: Ideal for designers and content managers with little to no coding experience since it’s a more visual tool.
  • Out-of-the-box experience: Since it combines design, development, and hosting in one platform, it’s super easy to get your website up and running.
  • Responsive: Prioritizing responsive design ensures websites adapt seamlessly to both mobile and desktop.
  • Performance:  Websites built on Webflow are typically faster, more accessible, and rely on best SEO practices leading to higher rankings on Google.


Some of the challenges of Webflow include:

  • Slight learning curve — Less experienced beginners may need more time to master Webflow's features, which might be overwhelming for newcomers.

  • Lack of plugins: Webflow doesn't have the massive plugin library that WordPress does which can be limiting. However, you can integrate it with 750+ services like Marketo, Hubspot, Google Sheets, Slack, and Airtable using Zapier.

  • No native members login features: You’ll need to invest in an Enterprise plan or external software for a dashboard login for guest contributors which may be an issue if you manage a large content-heavy website.
  • Enterprise plan costs: Whilst it is a pricier platform, Webflow still provides a significant return on investment. From faster updates and launches to enhanced security and a dedicated support team, Webflow is worth the initial financial outlay.

How does the Content Management System compare?

A CMS refers to the editor tool at the backend of a website that enables users to change and update content. While Webflow comes with a CMS feature too, it does have some limitations. Nonetheless, there are some practical functionalities that set Webflow apart.

Developers can build custom fields which are dynamically added to the front end of the website. This means users can easily edit the static website content (e.g. hero titles directly on the website) whilst still being able to edit the dynamic copy like blog posts in the CMS backend. This combined functionality of editing the more visual front end and editor-style CMS backend gives users a superior experience compared to WordPress.

Webflow’s no-code solution is ideal for users who may have a basic to intermediate understanding of web design. We’d recommend this tool in particular if you’re already working with a design agency or relying on a developer to make custom design changes. It’s great for all types of business and ecommerce websites although slightly limiting if you’re managing a publishing or content-heavy website. 


An example of a website built in WordPress
Here's an example of a website Wunderdogs built for a client using WordPress.

If you’ve used WordPress extensively in the past, you’re well aware there are plenty of innovative plugins available in their expansive library. The Gutenberg and Advanced Custom Fields plugins were created to each provide a unique level of functionality to help users add more customization to their websites. 

WordPress Gutenberg is a user-friendly WordPress editor that lets you build pages and posts with blocks. From your site headers to imagery galleries, every piece of content in the editor is its own block. This allows users to create media-rich content and site layouts in a visually intuitive way — and without workarounds like shortcodes or custom HTML and PHP. Gutenberg works best for big websites that plan on publishing a lot of content and would benefit from enhanced editing capabilities.

Advanced Custom Fields is a plugin offering a standardized collection of user-friendly input fields, each with its own special capabilities. Aside from the 30 custom field types, there are also plenty of third-party fields created by independent developers. This plugin is ideal if you collect/share data on your website and want to add some additional functionality to your forms. From Google Maps fields to content upload fields, there’s plenty of customization you can do with ACF.

Features & Benefits 

How does Advanced Custom Fields & Gutenberg stack up to Webflow?

  • More plugins available: A wider choice of plugins is available to improve and customize your website.
  • Custom-made themes: You can choose from over 11,000 free themes compared to around only 2000 themes in Webflow.

  • SEO capabilities: Level up your SEO with a range of plugins to ensure your website is ranking for relevant keywords.
  • Good for technical teams: WordPress is a great solution when you have a technical team responsible for building a website and a marketing team responsible for publishing web content. Since the code section is clearly separated from the content updates, there’s reduced chances for accidental website changes. 


What challenges do these platforms present compared to Webflow?

  • Difficult to make design changes: Unless you have an in-house developer, you’ll have to stick to the original web design chosen since all styles are in the theme files and not available to change out of the box. Not always ideal if you prefer to easily make changes yourself.

  • Customization restrictions: Any additional changes to design elements like colors, font sizes, and background images can only be amended via code by a developer since the front-end is custom built which could prove costly.

  • Needs to be kept up to date and managed: Your website requires regular updates and frequent backups to ensure everything is running smoothly on the backend which can be time-consuming.

  • Has some complexity: A touch more advanced and many moving parts making it hard to troubleshoot problems.

How does the Content Management System compare?

Since most users are familiar with WordPress, the content management system is simple and quick to learn. Both ACF and Gutenberg are plugins that are used simultaneously with the WordPress CMS, meaning users are slightly limited in terms of the updates they can make using pre-coded blocks/sections. You’ll have to get a developer to help create brand-new sections/blocks if you want further customization.

So which is the better choice: Webflow vs WordPress?

Although WordPress is traditionally more popular, you can see that Webflow has some great customization functionality. Wunderdogs uses both tools for our client websites, but our recommendation would depend on each client’s needs. When deciding between the two, that choice should be based on your unique web design requirements and preferences.

If you prioritize a visual, design-centric approach, then Webflow is ideal since the intuitive visual interface empowers designers to create visually stunning and responsive websites. If you have a technical or corporate website, Webflow is ideal for its deeper level of customization.

If you want to stick to something easy and familiar, you can opt for WordPress with its versatility and expansive ecosystem. WordPress boasts a vast library of themes and plugins, so you’ll always benefit from unlimited choice. This makes the platform ideal for businesses creating content-heavy websites and ecommerce stores who want to add creative functionality to their sites.

Chart comparing differences between Webflow vs WordPress
To help with comparing the two platforms, here's a chart comparing the most common concerns we have encountered.


How do vision and mission statements impact a company's long-term direction?

Effective vision and mission statements should ideally constitute important tools in formulating a company’s strategy. They should largely remain unchanged through the years, though a significant pivot may bring about new vision and mission statements. Together, they work to define the focus of the business and how it impacts the world. 

The vision statement is a representation of your company’s view of a better world. The mission statement reflects how it sets about to achieve this vision. They work together to create internal alignment and help with strategic decision making. When planning for the future, developing new products, or experimenting with new strategies, teams can perform a quick check against the vision and mission statements to ensure that these initiatives are aligned with the essence of the brand. 

In short, the vision and mission statements are powerful tools which can and should impact decisions across the organizations, making them important factors in a company’s long-term direction.

How does brand strategy influence the overall success of a business?

Your brand strategy reflects how your brand sees the world and its role within it. It is the framework that, ideally, should guide all your communications (both external and internal) and audience touchpoints, i.e. each interaction an audience member has with your business. 

Having standardized communication across all channels and touchpoints makes business processes smoother and positively influences your client relationships, ensuring you develop strong, long-term connections with your customers. It also simplifies strategic decision-making and aligns your team. All these factors are vital to the success of a business.

How do messaging frameworks help communicate your brand message effectively?

Messaging frameworks are structured guides that outline the core messages, value propositions, and differentiators of a brand. They ensure consistency across all communications, from marketing materials and social media posts to customer service interactions. By defining key messages that resonate with the brand's target audiences, messaging frameworks help ensure that a brand’s communications are clear and memorable. 

They also help organizations stay aligned internally and ensure that each member, regardless of their role, understands what the brand’s key message is and how to communicate it effectively. This internal alignment is crucial for presenting a unified brand image to the outside world.

What specific elements contribute to a brand's verbal identity?

A brand’s verbal identity should align your team on how your brand communicates and how this communication changes depending on the situation. It defines a specific and recognizable language through which your brand can deliver its message to your audience or audiences.

Typically, a verbal identity includes some, or all, of the following elements:

Brand personality: This captures the human traits or characteristics that your brand embodies, such as being adventurous, sophisticated, or reliable, which help shape how your brand is perceived.

Brand voice: The brand voice reflects how your brand reflects its personality across all communication channels.

Brand tone: While the brand voice remains consistent, the brand tone can change depending on the context of the message and the audience being addressed, ranging from formal and professional to informal and friendly.

Messaging frameworks: These are strategic tools that outline the key messages your brand intends to communicate to its different target audiences, ensuring that all messaging is aligned with your brand's mission, vision, and value propositions.

Messaging examples: These provide specific examples of how your brand's messaging might be applied in various scenarios.

Style and grammar guidelines: These outline your preferred spelling, grammar, and style, ensuring that your communication is consistent across the board. 

What are some key considerations when developing a tone of voice for a brand?

The first and most important consideration is the brand’s personality. While businesses are functional, they still communicate with people – and people primarily connect with stories and personas. Your brand’s personality will define a set of human characteristics which reflect how it sees itself in the world. By giving your brand these human attributes, you are making it both distinctive and easier to identify with. The tone of voice should reflect your brand’s personality.

It’s also important to consider your target market and your audience’s expectations. While having a distinctive tone of voice is important for memorability, there is such a thing as being too different. If all brands in your segment adopt a serious, professional tone, and you would like to be fun and playful, there is certainly space for that, but consider very carefully why you are doing it.


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How do brand guidelines ensure consistency in visual identity across different platforms?

Brand guidelines are a key tool for maintaining a consistent visual presentation across various platforms. These guidelines typically outline the main use cases where the brand's visual identity will appear and provide comprehensive rules and standards.

The guidelines include detailed instructions on how to use the brand’s assets, such as logos, color palettes, typography, and imagery. This ensures that anyone using these assets, whether they're designers, marketers, or external partners, can apply them correctly and consistently. 

It’s crucial that the entire team is familiar with these guidelines. It’s important to get team buy-in on the visual identity and ensure that the guidelines are easily accessible. When the whole team understands and follows the guidelines, the brand's visual identity remains unified across all touchpoints, enhancing brand recognition and trust.

How does visual identity differ across industries, and how can a brand ensure it stands out while remaining authentic?

Visual identity varies significantly across industries, shaped by both the industry norms and the unique aspects of each brand. Understanding where your brand stands in the competitive market is essential when crafting a visual identity that both stands out and remains authentic.

Industries have distinct visual trends that are often expected by consumers. For instance, financial services brands typically adopt a reserved, traditional look with a color palette dominated by blues and greys. In contrast, skincare brands often go for a lighter, more colorful approach with pastels. Being aware of these industry-specific trends is important because it helps to decide how much your brand should differentiate itself from these norms. This differentiation should be based on your audience's expectations and your brand's unique value propositions.

For example, a financial services brand that emphasizes its use of innovative technologies might choose a more digital-oriented visual language. Similarly, a skincare brand that focuses on scientific innovation might benefit from a more science-based visual language.

How does competitive benchmarking influence the development of a visual identity?

Competitive benchmarking is important in developing a brand's visual identity as it provides insights into the market environment. By examining the competition, a brand can better understand its unique value proposition and strengths. This understanding is crucial in identifying what sets the brand apart from others.

With this knowledge, a brand can lean into its unique strengths when crafting its visual language. This approach ensures that the visual identity not only looks appealing but also reinforces the brand’s distinct point of view and competitive edge.

What are the key considerations when creating visual concepts for a brand?

The visual identity of a brand should quickly and clearly reflect its strategic positioning. Designers begin the process of creating visual concepts by immersing themselves in the brand’s strategy to extract key narrative themes. These themes are then translated into a visual language that employs both emotional and aesthetic elements to communicate the brand's messages. This translation is crucial as it shapes how the audience perceives and interacts with the brand.

When developing visual concepts, it's important to make sure they align with the brand's strategy and fit well within the competitive landscape: demonstrating key differentiators, but still fitting into the industry at large. The visuals should also be suitable for the mediums they will be used in. Whether for digital, print, or physical applications, the choice of medium can greatly influence how the visual concepts are designed.

How does visual identity contribute to brand recognition and trustworthiness?

Visual identity is key to boosting brand recognition and trustworthiness, especially in busy markets. When a company maintains a consistent visual brand across different platforms, it becomes easier for customers to recognize and remember it. This consistency is crucial for standing out among competitors.

Having a consistent visual identity also shows professionalism and attention to detail. These qualities make customers more likely to trust a brand. When a brand looks the same across all touchpoints, from websites to products and ads, it tells customers the brand is reliable and serious. This builds trust and makes customers more likely to pick this brand over others that may not look as professional or consistent.


What are the advantages of having a well-designed and user-friendly website for a business?

The business landscape has changed dramatically since the pandemic. Now, your digital footprint is definitely at the center of most business growth strategies. A well-designed website allows companies to connect with users in an effective manner, ensure customer loyalty, and expand business - among other benefits.

Website design is the key ingredient to digital success, alongside well-functioning SEO tools, connected backend, and user-friendly strategy. A user-friendly website for your business will:

  • Increase user engagement and conversion rates
  • Improve SEO and searchability of your business
  • Improve retention rates
  • Make your business more credible while making your brand more memorable
How does the design of a website impact its accessibility to users, including those with disabilities?

In website design, "accessibility" refers to whether a site is designed in a way that is inclusive and usable by everyone, regardless of their physical or cognitive abilities. 

This may include important site characteristics such as text-to-speech functionality, video captions, alternative text tags for images, enhanced with good design practices of intuitive navigation, straightforward copy. and others. Accessibility is integral to website performance and user experience.

How can businesses ensure consistency and credibility across their website, brand, and marketing materials?

To achieve consistency and credibility across all your collateral, you need to ensure that the brand message - both verbal and visual - is compliant with your brand guidelines. This can include:

  • Using the correct tone of voice principles across all communication channels to differentiate your brand personality

  • Communicating consistent messaging and key differentiators on all platforms

  • Ensuring that key visual elements (logo, color palette, typography, imagery) on your website, marketing, and sales materials are aligned with each other

What are some common pitfalls to avoid when designing and developing a business website?

According to a 2024 web statistics report, a staggering 75% of business credibility is attributed to various web design decisions. In order to improve your website’s trustworthiness, avoid the following common design mistakes:

  • Not prioritizing accessibility: One of the biggest design mistakes out there is overlooking web accessibility principles on your website.

  • Not investing in responsive design and customization: With the majority of global traffic coming from mobile and tablet devices, lack of responsive design and customization can break a business.
  • Prioritizing aesthetics over function: Compromising user experience in favor of flashy aesthetics will dilute your brand message and user journey to the required call to action.

  • Lacking clarity in messaging and navigation: Clear navigation and messaging will reduce the friction users may experience when landing on your site as they are trying to get a clear picture of what your business is.
How does website copywriting contribute to user engagement and conversion, and what role does SEO play in this?

The goal of web copywriting is to guide your users through their web journey while providing information, engaging with and converting them into buyers. Each section of your site shapes the visitor perception about your brand and affects their buying decisions. 

SEO (Search Engine Optimization) is a practice of creating engaging and persuasive content that not only appeals to your users, but also incorporates relevant keywords and techniques to attract organic traffic to your site.

To start writing SEO-friendly copy for your site, you can:

  • Manually conduct keyword research by checking what competitors are ranking for
  • Use SEO software like SEMRush to investigate new keyword opportunities
  • Make sure to review keywords frequently as their popularity changes often and you want to keep ranking for competitive terms.

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