In partnership with the B2B market research agency Vanson Bourne, Webflow surveyed 500 marketing leaders across the US and Canada to produce “The 2025 State of the Website”.
The findings are a great reminder of the website’s undeniable role, persistent challenges and exciting opportunities.
1. The Website: A Powerful Asset
With 91% of respondents stating that their website drives more revenue than any other marketing channel, the study highlights a key fact: In today’s crowded digital landscape, websites remain central to building trust, loyalty and growth.
But even though companies understand the critical role of websites, many still face challenges.
2. Key Challenges: Collaboration & Data Understanding
Websites are often described as both the greatest opportunity and the biggest frustration for marketing teams. Two major challenges stand out:
- Collaboration Issues: 96% believe they could collaborate more effectively with engineers and developers.
- Data Challenges: 50% identify measuring ROI as their top challenge. Accessing clear reporting and data for decision-making remains a big barrier.
Despite these frustrations, marketing teams see opportunities with...
3. Opportunities for Growth
In 2025, marketing teams are prioritizing experimentation (45% plan to prioritize experimentation—a 9% increase from 2024) and, without any surprise, AI. AI has emerged as the top investment priority, even surpassing CMS tools in supporting website initiatives.
So, with all this context in mind... What do we think?
4. Our Takeaways
These findings show how Webflow’s product evolution aligns with market needs:
→ Providing full control of HTML, CSS, and JavaScript for building experiential web experiences that build trust and loyalty.
→ Supporting seamless collaboration through low-code/no-code interface with role management.
→ Introducing Analyze for clear understanding of website data performance and Optimize for AI-powered conversion improvements.
However, one challenge persists:
⚠️ Making website-building tools more accessible and empowering for marketing teams.
While Webflow positions itself as a DXP, 89% of teams using DXPs still feel restricted—though this is better compared to 95% for traditional CMS users. This highlights the continued importance of agencies, freelancers and and the broader Webflow ecosystem to:
- Build better websites tailored to clients’ needs and knowledge. (CMS-first, component-first, clean frameworks)
- Empower teams with the right tools and processes.
- Provide valuable feedback to Webflow product team to keep improving the platform.
With all that being said, the combination of marketing teams exploring new solutions and Webflow’s strong product-market fit reinforces our confidence at Digidop in the platform’s potential for years to come.
Thank you, Webflow and Vanson Bourne for sharing this insightful resource. And for anyone interested, here’s the full report free to download.
