Lodgify transforms its marketing engine with Webflow
After a decade on WordPress, the all-in-one vacation rental platform moved to Webflow to empower its marketers, streamline global publishing, and create a faster path from experimentation to growth.
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Lodgify identified a gap in the market for small hosts and shifted its focus from B2B property managers to customers managing up to five apartments. That change called for a brand refresh and a website better suited to a broader, more self-directed audience.
"I challenged the team to win a Webflow award, because it’s the measure of a high standard. Keeping that goal in mind from day one meant we couldn’t settle for “good enough” or “it’s fine, no one will notice.” Details matter, and in early September, Lodgify won the award that proves it."
Anabel Morgal Martín, Growth Manager, Lodgify
Taking the rebrand as a catalyst to improve web marketing, Lodgify shortlisted two agencies, each backing a different platform: Webflow and the incumbent solution, WordPress. The team needed more than a visual refresh. It wanted a foundation that could support faster publishing, global localization, and continuous optimization without adding more technical overhead.
Webflow moves Lodgify beyond WordPress to give marketers more control
Lodgify’s goal was to bring website management in-house, eliminate WordPress plug-in bloat, and reduce reliance on external developers. Updates on the existing site were slow, and the marketing team did not feel in control of the experience.
The scope was substantial: migrate 450 pages across seven locales, equip 14 content managers to work more independently, and balance platform capabilities with agency fit and execution. Although moving from open-source WordPress to Webflow Enterprise increased platform costs, Lodgify saw value in a managed service that would simplify site operations and accelerate marketing work.
Webflow protected SEO while reducing migration risk
“Traffic climbed after the move to Webflow, and Lodgify’s SEO held, which is not common when you’re dealing with a decade-old domain in a migration.”
Tim Janes, Founder and Creative Director, MakeBuild
As a SaaS company, Lodgify’s website is the most important customer touchpoint. Preserving hard-earned search rankings was therefore the team’s primary concern. MakeBuild’s ability to protect SEO performance throughout the migration was central to securing stakeholder confidence.
Webflow initially felt like the higher-risk choice because the organization was more familiar with WordPress. Once MakeBuild produced a proof-of-concept site, however, the team could see how the new platform would work in practice. The successful migration preserved SEO rankings and demonstrated that Webflow could support a large, multilingual, search-critical site.
The result? A more capable, self-sufficient marketing team
“As a marketer with no coding experience, all of a sudden I was able to manage the website and build new pages on my own.”
Lukas Hoefling, Growth Marketing Specialist, Lodgify
Marketers quickly gained the ability to build landing pages from a component library, preview changes, and move confidently from staging to publishing without coding knowledge.
The shift reduced approval cycles and turnaround times while supporting efficient localization across seven languages. It also gave the team a stronger sense of ownership: instead of waiting on developers for routine updates, marketers could manage the site directly and focus technical support on higher-impact work.
The results followed. Lodgify reported a 25% post-launch increase in conversions, a 61% year-over-year improvement in end-to-end conversion, and a reduction in TTFB (Time to First Byte) of 2.2 seconds to 0.04 seconds.
Experimenting faster and scaling with confidence
Lodgify now updates its homepage every few weeks as part of an ongoing optimization program. The marketing team can run AI-driven experiments, including workflows supported by Claude MCP, and rapidly deploy multilingual content. That flexibility stands in sharp contrast to the previous static, slow-to-update WordPress experience.
With a faster site, a reusable component system, and a marketing team able to manage day-to-day publishing, Lodgify has created a web foundation designed for continuous improvement. What began as a rebrand and platform migration has become a broader shift in how the company tests ideas, reaches global audiences, and turns its website into a growth engine.
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