Webflow Migration:Checklist and Project Plan for B2B SaaS Websites

When you migrate to Webflow, the import is rarely the problem. The hard part is everything a plugin used to handle, such as forms connected to your CRM or download boxes in the blog. If you only notice a gap after launch, leads go missing or old URLs end up nowhere.

B2B SaaS teams face a second question: who decides what moves, and who checks the result? This guide gives you a project plan with roles. The checklist at the end names an owner and a proof for every item.

Before the move: define the goal and scope of the migration

Before you plan anything, decide which problem the move should solve and how much may change along the way. That drives the effort more than your current system does. The SEO risk also grows with every change to structure and URLs.

When switching to Webflow pays off

Webflow pays off above all when your marketing team should build and publish pages on its own and currently waits for developers to do it. Typical signs are landing pages stuck in development for weeks, or a WordPress site whose plugin maintenance regularly eats up time. Webflow is a weaker fit when the website is tightly linked to product logic, such as a login area or a complex shop.

Write the goal down in one sentence, for example: "Marketing publishes new campaign pages without developers." This sentence later becomes the acceptance criterion for the project. Our comparison of Webflow and WordPress shows how the two systems differ in detail.

Like-for-like move, relaunch or phased move

The three paths differ in how much changes besides the system. Which one fits depends on whether your website still describes today's audience and your current offer correctly.

Our view: a pure like-for-like move only pays off if the website's message is still right. For SaaS teams that have grown since the last launch, that is often no longer the case. A typical example: the website still speaks to founders of small teams, while sales now targets marketing leads at mid-sized companies.

That is why we check this question first before every migration. Our website relaunch guide explains how a full relaunch works.

What moves to Webflow and what gets rebuilt

Recurring content such as blog posts or use cases moves into the Webflow CMS in a structured way. You rebuild page layouts in Webflow, along with everything a plugin used to handle. Every URL that changes in the process needs a redirect.

Content and CMS structure

First decide which collections your website needs and which fields each one has. In Webflow, a collection is a set of content items with the same structure, for example all blog posts with title, author, category and body. Approve this content model before you import. Any later change to the fields has to be reworked in every item you have already imported.

You import via a CSV file, and Webflow then maps the columns to the fields of a collection. Alternatively, an app like WP to Webflow pulls posts directly from WordPress.

Webflow describes the route out of WordPress in its guide to migrating from WordPress. Important: formatting that the Webflow CMS does not support is lost during the import (Webflow on CMS import). So start with a test import of 5 to 10 typical posts.

Also plan a content freeze and a second import shortly before go-live. In its WordPress migration checklist, Webflow recommends repeating the import before the switch so that posts from the project period are not missing.

Plugin features and special formats

What gets lost in a move is mainly whatever the old system generated through plugins or shortcodes. Typical examples are tables of contents and download boxes in the blog. Then there is the form logic that passes leads on to the CRM. In the imported text, such elements often show up only as a shortcode fragment or not at all.

So create a feature list and make a decision for every entry: Webflow feature, custom component, integration or dropped. A component is a reusable building block that your marketing team can then add to new posts on its own. This list drives the effort more than the number of posts.

URLs and page structure

Static pages can usually keep their paths in Webflow. CMS content has a fixed structure. The URL consists of the collection path and the item's slug, such as /blog/onboarding-checklist. Optionally, you can put a parent folder in front of it (Webflow on collection pages).

Webflow does not support other variable parts such as category or date. Date-based WordPress permalinks like /2024/05/onboarding-checklist/ therefore almost always change. Define the URL scheme early. You derive the redirect map from it, meaning the table that assigns every old URL its new address.

Project plan: phases, roles and duration of a Webflow migration

A Webflow migration can be split into seven phases. Each phase ends with a result your team approves before the next step begins. That way, gaps in the inventory or the redirect map show up while they are still easy to fix.

The seven phases at a glance

Phases 1 and 2 deserve the most care. Whatever is missing from the inventory or the URL scheme often only shows up during testing on staging and then costs extra correction rounds.

Who delivers what

If you work with an agency, it handles most of the implementation. Your team stays responsible for the decisions, above all the page scope and the approval of the redirect map.

Name one person in marketing who owns the project and can make decisions. In our experience, long approval times delay a migration more often than technical problems.

What the duration depends on

The duration of a Webflow migration depends above all on the path you choose. The import itself hardly matters: in our projects, the pure content migration usually takes a few hours of work. We typically complete a full relaunch with migration in 12 to 20 weeks.

Approvals take up most of the calendar time, above all the approval of the content model. The duration also grows with the number of content types and special formats. Integrations and a second language mainly extend the testing phase.

Protecting rankings and leads during the move

Rankings and leads are lost in a migration mainly where old URLs lead nowhere or forms no longer reach the CRM after the move. You check both on staging before the domain switch. Which pages to keep and how to measure after launch is covered in our article on SEO during a website relaunch. This section is about the implementation in Webflow.

Setting up redirects in Webflow

You create 301 redirects in Webflow under Site settings > Publishing, one by one or via CSV import (Webflow on redirects). With wildcard rules, you redirect whole path patterns with a single rule. Webflow sets no hard limit but recommends no more than 1,000 rules. Redirects also require a paid plan.

Point every old URL directly to the matching new page, without intermediate steps. Redirecting all old addresses to the homepage throws away the relevance those pages have built up. Load the approved redirect map before you switch the domain to Webflow. That way, no old URL leads nowhere from the very first moment.

The example is constructed and shows the principle. For a five-year archive, around 60 pattern rules are enough, far below the recommended 1,000 rules. After loading them, test every row once in the browser. Pay particular attention to the exceptions so that no pattern rule overrides an individual rule.

Forms and tracking

You reconnect forms after the move, either as a Webflow form connected to the CRM or as an embedded HubSpot form. Then check for every form:

• All fields arrive complete in the CRM.
• The lead source is captured correctly.
• The lead reaches the right sales team.

The most reliable way is for Sales Ops to test this with real test submissions from every form.

You also set up tracking and the consent banner again in Webflow. Save the baseline numbers from the old system beforehand, otherwise you will have nothing to compare against after launch.

If your website has two languages

Language versions in Webflow run through Localization, which is a paid add-on to the Premium plan (Webflow Pricing). Include language paths such as /de/ in the redirect map so that every old URL points to its new counterpart in the same language. On staging, also check that the language versions are correctly linked to each other (hreflang). More points for launch day are in our website relaunch checklist.

Webflow migration checklist for your team

The checklist sums up the migration items by phase, with an owner and a proof for each item. For the general go-live sign-off, such as the fallback plan on launch day, also use our website relaunch checklist as a PDF.

Do the migration yourself or with an agency?

A team with Webflow experience can move a small website without language versions or a CRM connection on its own. Once many pages bring in leads from search or integrations come into play, experienced support mainly saves you correction rounds after launch.

If you hire an agency, clarify before the proposal who creates and tests the redirect map. Also ask who is responsible for the content import and how the agency handles special formats. The answers show you whether the migration is planned into the proposal or treated as a side task.