How Typeform turned their website into a growth engine with Webflow
Typeform’s marketing team struggled with a CMS that hindered agility, experimentation, and digital growth. After partnering with Webflow and MakeBuild, they reclaimed website ownership, improved SEO performance, and accelerated speed-to-market.
“Our website is one of the biggest growth levers for Typeform. With Webflow, we have a scalable solution that empowers our marketing team, fast-tracks experimentation, and removes technical overhead— while staying true to our brand.”
You can build forms all day long — but if your customers don’t fill them out, it’s all for naught. This is where Typeform comes in. Turning traditional forms into interactive, visually engaging experiences, Typeform has flipped the script: 96% of customers report a better brand experience, 95% say they gather data more easily, and 87% uncover deeper insights from their data.
Typeform’s mission is to help businesses collect zero-party data while providing a seamless, brand-driven experience. With a focus on user experience and growth, they’ve continuously adapted their digital strategy to meet changing market demands.
Their website plays a critical role in this growth, but as Typeform expanded, their web strategy was constrained by engineering-driven platforms that limited the marketing team’s ability to move and iterate quickly.
Shifting to a visual-first CMS to unleash creative freedom
Webflow’s visual interface empowers our marketing team to build and iterate without engineering support. It’s a game-changer, transforming our workflow from days to hours while delivering key SEO benefits.
- Becca Vibert, Head of Web, Typeform
Built with developers in mind, Typeform’s previous headless CMS was complex, creating bottlenecks and delaying the ability to publish high-converting landing pages at scale. The platform was unintuitive to marketers, limiting their ability to adjust content in real time or create new landing pages for campaigns.
“Our marketing team needed a solution built for them,” says Becca. “We explored headless options, but Webflow — which is partner-driven and marketer-friendly — proved to be the perfect fit.” Webflow struck a balance between flexibility and user-friendliness, empowering Typeform’s marketing team to take control of the website without constant developer overhead.
They can edit content and build pages visually, which enables them to move faster and try new things. “Tasks that used to take days now take just an hour with Webflow, and when you scale that impact, it changes everything,” says Becca.
Beyond the ease of content creation, Webflow’s SEO tools provided immediate value, allowing for simple metadata updates, automated redirects, and better crawlability. “For a brand like Typeform, design and usability aren’t just priorities — they’re expectations,” says Kevin Branscum, Senior Director, Brand Marketing. “Webflow gives us the creative freedom to build a site that feels unmistakably like Typeform: distinct, cool, and refreshingly different for this industry.”
Redefining Typeform’s digital presence with Webflow Partner, MakeBuild
MakeBuild has a deep understanding of our brand and knows exactly how each deliverable aligns with Typeform’s identity. They understand our focus on growth, conversion optimization, and speed, delivering solutions that hit all the right marks.
- Becca Vibert, Head of Web, Typeform
To ensure a smooth migration, Typeform needed additional expertise and best practices to build a scalable design system that reflected their brand identity. Part of Webflow’s vetted partner network, MakeBuild’s deep understanding of Typeform’s vision and their proven experience with large-scale projects made them the ideal fit. “MakeBuild really showed us that they care just as much as we do about the experience we deliver to our customers,” says Becca.
The partnership between Typeform and MakeBuild went beyond just technical expertise. The teams worked closely together, using page branching to allow simultaneous work and publishing workflows to ensure no unintended changes were pushed to production. “Page branching has been invaluable for simultaneous collaboration,” says Dan Foster, Co-Founder and Technical Director of MakeBuild. This eliminated bottlenecks and made it possible to move faster without disrupting live sites. “Having a structured review process where admins can approve changes has created a safe environment for designers to experiment and refine their work. It’s been especially valuable for those new to Webflow, allowing them to tweak designs confidently before submitting them for review. It’s now a widely used feature at Typeform,” says Becca.
Initially projected to take a year, the migration was completed in just five months — a testament to the efficiency and expertise of both MakeBuild and Typeform. “Design is core to the Typeform brand, and MakeBuild consistently delivered high-quality, on-brand work,” says Becca.
The migration was also an opportunity to address long-standing technical SEO challenges and lay a strong foundation for Typeform’s ambitious SEO and content goals for 2025. “Webflow empowered our SEO specialists to make subtle page adjustments like meta robot directives, canonicals, metadata, and open graph changes,” says Growth Marketing Lead (Web & SEO) Tom Fairclough. A week after the site launch, Tom says the site had never been healthier. “Webflow makes optimization seamless,” says Tom.
The collaboration between Typeform, MakeBuild, and Webflow’s Enterprise account team ensured the success of the migration. “Webflow enterprise support has been crucial in navigating the complexity of our site and helping us steer the ship in the right direction,” says Becca. “With access to tested solutions and expert guidance, we aligned with best practices and avoided technical pitfalls.”
Increasing SEO performance and empowering marketing to own brand excellence
The future with Typeform, Webflow, and MakeBuild is all about creating a unique, on-brand experience for our customers — one that we can deliver faster, scale, and drive growth for our business.
— Becca Vibert, Head of Web, Typeform
Since migrating to Webflow, Typeform has seen a remarkable transformation in both their SEO performance and ability to move quickly with digital marketing. Technical SEO health jumped from 48 to 95, thanks to better crawlability and overall site performance. Plus, the team now publishes landing pages in hours instead of days, a shift that has drastically accelerated their speed to market. “The teams can better self-serve, as opposed to relying on development resources to adjust, create, or upload content,” says Tom.
Typeform also relies on Webflow to maintain stable traffic and sign-ups: The team has been able to publish up to 100 live website updates in a single day — something previously impossible. Within months of migrating, the marketing team launched 5-10 new landing pages, a significant improvement over the limitations of their old, more complex system.
Their marketing team has reclaimed ownership of the website, enabling faster iterations and experimentation without the need for constant developer support. “The majority of our CMS users are marketers, and they needed a tool that empowered them and was intuitive enough to use every day,” says Becca. “Webflow is key to scaling our web marketing and accelerating our digital growth.”
Typeform plans to continue leveraging Webflow to push the boundaries of their potential, and is excited to explore localization features and to deliver more immersive experiences like interactive reports and eBooks.
Typeform is also a partner of Webflow, with the Typeform App available on the Webflow App Marketplace. This brings Typeform’s capabilities in building, embedding and managing beautiful forms in Webflow sites to all Webflow customers. Typeform also collaborated with Webflow on the ebook Building a best-in-class revenue generating website, sharing how forms can help improve site conversion, and feed opportunities into lifecycle marketing programs.
“Webflow wasn’t luck — it was the right decision,” says Becca. “With a more seamless and empowering setup, we hope to scale areas of marketing that accelerate our growth efforts while remaining innovative in every new digital interaction we create.”
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Try Webflow for as long as you like with our free Starter plan. Purchase a paid Site plan to publish, host, and unlock additional features.