The 2025 State of the Website Report

Discover top website trends and insights

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Webflow’s annual survey of 500 marketing leaders

In its second edition, our annual research report — created in partnership with Vanson Bourne — explores key website challenges and opportunities for marketing teams at large enterprises across North America. Take a sneak peek at our findings and trend data to gain a better understanding of website challenges, priorities, and solutions as organizations look ahead to 2025.

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Explore methodology
91%
say the website drives more revenue than any other marketing channel
90%
report their tech stack has grown in the last 12 months
69%
plan to increase or maintain their investments in AI tools to support web initiatives

Experimentation is now leaders’ top priority

For the second year, marketing leaders remain focused on the same three website priorities — but now, they’ve demonstrated a stronger focus on experimentation.

1

Experimenting with new marketing strategies and tactics

Marketing leaders want to test and implement data-driven website strategies to help their teams better understand users, deliver more relevant experiences, and convert site visitors into customers.

2

Improving the adoption of tools and technologies within the marketing team

Marketing leaders want to ensure the tools they are using or plan to adopt are accessible to their teams and empower them to build powerful website experiences.

3

Delivering more powerful user experiences with technology

Marketing leaders want to deliver more impactful web experiences to their users, and they need a powerful web stack to successfully do so.

“As a key customer engagement tool and growth driver, the website remains the most critical marketing asset for every business. This research will help leaders understand the key landscape challenges, identify resourcing and investment priorities, and create a clear path to future proofing the website.”

Chloe Byrne
Head of Research, Vanson Bourne

Who we surveyed

Role
Company size
Industry
Annual revenue
60%
Directors
30%
Senior Management
10%
C-Suite
60%
Directors
30%
Senior Management
10%
C-Suite
10%
50-200 employees
50%
201-2,500 employees
25%
2,501-10,000 employees
15%
10,001 or more employees
10%
50-200 employees
50%
201-2,500 employees
25%
2,501-10,000 employees
15%
10,001 or more employees
29%
IT/Tech
19%
Financial services
15%
Media & entertainment
15%
Retail/Ecommerce
10%
Manufacturing & production
6%
Telecommunications
6%
Healthcare
29%
IT/Tech
19%
Financial services
15%
Media & entertainment
15%
Retail/Ecommerce
10%
Manufacturing & production
6%
Telecommunications
6%
Healthcare
7%
$5.1M-$25M
20%
$25.1M-$100M
27%
$100.1M-$500M
34%
$500.1M-5B
12%
$5.1B-$50B
7%
$5.1M-$25M
20%
$25.1M-$100M
27%
$100.1M-$500M
34%
$500.1M-5B
12%
$5.1B-$50B

Investing in a brighter future

Marketing leaders are already making significant investments in technology and strategies to help them deliver on their top website priorities — and plan to continue and even increase their investments in 2025.

AI
Content management
Conversion rate optimization
Integrations and APIs
Personalization

Discover revenue-driving web insights

Download the full report to learn more about today’s website challenges and tomorrow’s opportunities.

By submitting this form, you agree to Webflow’s Terms of Service and Privacy Policy.

Thank you for downloading!

The report opened in a new tab, and we sent a copy of the report to your email.