Defining a category: The website experience platform

Today, websites need to do more than just look nice — they need to deliver real marketing results. Webflow has risen to meet this challenge by repositioning itself as the world's first-ever website experience platform (WXP).

‍

To bring the WXP story to life, we identified four key phases in the website lifecycle:

‍

• Design and build
• Publish and edit
• Analyze and optimize
• Manage and extend

We used these phases to guide a full rewrite (and redesign) of several key pages across Webflow's main dot com — from the homepage and main nav to product pages for new features launched at our annual user conference.