Planning a platform switch? Read our guide on Webflow vs WordPress to understand why more B2B SaaS companies are making the move. You can also check the SaaS Webflow Migration Guide 2026 for a broader look at what the process involves.
You have built good SEO rankings. You get decent traffic. And now you want to move to Webflow. But one question keeps coming up: will this migration break everything I have worked for?
It is a fair concern. Poorly managed migrations can cause serious ranking drops. We have seen companies lose 30 to 50 percent of their organic traffic after a platform switch gone wrong. Missing redirects, broken metadata, and messy URL structures are the usual culprits.
But done right, a Webflow migration does not just protect your SEO. It can improve it. Webflow generates clean, semantic HTML, loads fast, and gives your marketing team full control over every SEO element without touching code.
This is the complete Webflow migration checklist you need. Whether you are moving from WordPress, HubSpot, or Squarespace, these steps will help you land on the other side with your rankings intact and your site ready to convert.
Why Migrations Hurt SEO (And How to Prevent It)
Before you touch anything, it helps to understand what goes wrong. Most SEO damage during a migration comes down to three things.
First, broken URLs. When you move to Webflow, your URL structure often changes. If your old URLs are still being indexed and there are no redirects in place, search engines hit 404 pages. That is lost link equity and lost rankings.
Second, missing metadata. Title tags, meta descriptions, and canonical tags need to be rebuilt in your new Webflow site. If they are not there at launch, Google will recrawl and re-evaluate your pages without proper signals.
Third, crawl errors and indexation issues. If your staging site is accidentally indexed, or your robots.txt blocks the wrong pages, you have a problem from day one.
All of these are preventable. That is what this checklist is for.
Phase 1: Pre-Migration Audit
This is the most important phase. You cannot protect what you have not documented.
Step 1: Crawl Your Existing Site
Use a tool like Screaming Frog or Ahrefs to crawl your current site. Export a full list of all URLs, page titles, meta descriptions, H1 tags, canonical tags, and inbound links. This becomes your migration source of truth.
Do not skip pages that seem unimportant. Blog posts from three years ago might have backlinks driving real authority to your domain.
Step 2: Identify Your High-Value Pages
Open Google Search Console and Google Analytics. Filter pages by organic traffic and by backlinks. These are the pages you need to protect the most during your Webflow migration. Treat them like gold.
Make a separate list for pages with:
- More than 100 monthly organic visits
- Backlinks from other websites
- High-converting landing pages
- Any page that ranks on page one for a key keyword
Step 3: Build Your URL Map
Create a spreadsheet with two columns. Old URL on the left. New Webflow URL on the right. Every single page needs a row.
If you are keeping the same URL structure, great. If URLs are changing, you will need 301 redirects for every single change. There are no exceptions here. A missing redirect is a direct hit to your rankings.
Webflow makes redirect setup easy. You can bulk import a CSV file directly in the project settings. No editing .htaccess files or installing plugins.
Phase 2: Setting Up SEO Foundations in Webflow
Once your audit is done and your URL map is ready, it is time to build the new site. Before you touch design, lock in your SEO structure.
Step 4: Configure Your Title Tags and Meta Descriptions
Webflow gives you direct control over title tags and meta descriptions at the page level. Use the SEO settings panel in the Designer. Every page needs a unique title tag and a clear meta description.
Do not auto-generate these. Write them manually for your top 20 pages. For CMS-driven pages like blogs, use dynamic fields to pull in page titles and descriptions automatically.
Step 5: Set Up Canonical Tags
Canonical tags tell search engines which version of a page is the master copy. In Webflow, you can set canonical URLs in the page settings.
This is especially important if you have content that appears in multiple places or if you are running a staging domain before launch.
Step 6: Build Your Heading Structure
Each page should have one H1. Supporting sections use H2 and H3 in a logical order. Webflow gives you full control over heading tags in the Designer. Do not rely on visual size to determine heading level. Set the actual HTML tag.
Clean heading structure helps search engines understand your page hierarchy. It also improves accessibility, which is a growing factor in technical SEO.
Step 7: Optimise Image Alt Text
Every image on your new site needs a descriptive alt tag. In Webflow, you can set alt text directly in the asset panel or inline on the canvas. For CMS images, create a field specifically for alt text so content editors can fill it in.
Alt text serves two purposes: it helps search engines understand the image, and it supports screen readers for accessibility compliance.
Step 8: Configure Schema Markup
Schema markup helps search engines understand the content on your page and can earn you rich results in Google. For B2B SaaS companies, this often includes Organization, WebApplication, Article, and FAQPage schema types.
Flowtrix has built a no-code Schema App specifically for Webflow that powers over 5,000 sites in the Webflow Marketplace. It lets your marketing team add and manage structured data without writing any code.
Phase 3: CMS Migration and Content Transfer
This phase covers WordPress to Webflow migration, HubSpot to Webflow migration, and Squarespace to Webflow migration. The process is broadly the same across all three, with a few platform-specific differences.
Step 9: Map Your CMS Structure
Before you migrate content, decide how it will live in Webflow's CMS. Webflow organises dynamic content into Collections. Think of a Collection as a content type. Blog posts are one Collection. Case studies are another. Team members might be a third.
For each Collection, plan your fields. What data does each item need? Title, body, author, date, category, featured image, SEO fields. Map this out in a spreadsheet before you build anything in Webflow.
Step 10: Export and Import Content
Most platforms let you export content as CSV or XML. WordPress has a native export tool. HubSpot lets you export blog posts directly. Squarespace offers content exports as well.
Once you have your export, clean it up. Remove outdated posts you do not want to migrate. Check for formatting issues. Then import into Webflow's CMS using the bulk import feature.
One important note for WordPress to Webflow migration: WordPress exports as XML, but Webflow imports CSV. You will need to convert and restructure the data. Tools like Octoparse can help scrape and reformat your content cleanly.
Step 11: Rebuild and Test Dynamic Pages
After importing, check every CMS template page. Make sure all fields are pulling in correctly. Check that dynamic images load, rich text fields format properly, and category filters work as expected.
Do this before you even think about going live.
Phase 4: Technical SEO Pre-Launch Checklist
This is where most migrations go wrong. Run through every item on this list before you flip the switch.
- All 301 redirects are uploaded via CSV in Webflow project settings. Check that every old URL resolves to the correct new URL.
- robots.txt is configured correctly for your production domain. Staging should block crawlers. Live site should not.
- XML sitemap is generated and submitted to Google Search Console. Webflow auto-generates a sitemap. Verify it includes all pages you want indexed.
- SSL certificate is active on your custom domain. Webflow handles this automatically on all plans.
- Page speed passes Core Web Vitals thresholds. Run your key pages through PageSpeed Insights before launch.
- No broken internal links across the site. Use Screaming Frog on your staging URL to catch any before launch.
- Analytics and tracking are in place. GA4, Google Tag Manager, and any conversion pixels should be live before launch. Verify they fire correctly.
- Forms are working and connected to your CRM. Test every form submission in staging. Check that HubSpot, Salesforce, or your tool of choice receives the data.
- Open Graph tags are set on all key pages. These control how your pages look when shared on LinkedIn, Slack, and social platforms.
Phase 5: Post-Launch Monitoring
Going live is not the finish line. It is the start of a monitoring period. Plan to watch your data closely for at least four to six weeks after launch.
Week 1: Watch for Crawl Errors
Open Google Search Console and check the Coverage report daily. You are looking for a spike in 404 errors or any pages that were previously indexed and are now returning errors. Fix any redirect gaps immediately.
Week 2 to 4: Track Ranking Stability
Check your target keyword rankings every few days. Some fluctuation is normal after a migration. But if you see large drops on pages that should not be changing, investigate quickly. Check redirects, metadata, and canonical tags on those specific pages.
Week 4 to 6: Validate Traffic Recovery
Compare organic traffic in GA4 against the same period from the previous year or the period before migration. Small dips of 5 to 10 percent are often normal and recover within a few weeks. Larger drops need investigation.
If you used our checklist carefully, you should see traffic holding steady or improving, especially as Webflow's faster load times and cleaner code start to have a positive effect on search performance.
Platform-Specific Notes
WordPress to Webflow Migration
WordPress to Webflow migration is the most common switch we see at Flowtrix. The main challenges are plugin dependency cleanup, URL structure changes, and CMS content restructuring.
Focus heavily on your redirect map. WordPress sites often accumulate hundreds of URLs over years, including old category pages, tag archives, and legacy posts. All of these need to be handled.
HubSpot to Webflow Migration
HubSpot to Webflow migration is popular among B2B SaaS marketing teams that want design flexibility without being locked into HubSpot's template system. The integration story is strong: Webflow connects natively with HubSpot forms, and you can continue using HubSpot CRM on the backend.
Pay attention to your blog URL structure here. HubSpot uses a specific path for blog posts. If your new Webflow site changes this structure, you need redirects in place.
Squarespace to Webflow Migration
Squarespace to Webflow migration tends to be more straightforward because Squarespace sites are often smaller. The main watch-out is image alt text. Squarespace often auto-generates alt text that is not useful for SEO. Use the migration as a chance to write proper alt descriptions for all key images.
Working with a Webflow Migration Partner
If you are managing a 20, 30, or 50+ page site, the steps above require serious time and attention. For B2B SaaS companies where the website directly affects pipeline, a poor migration is not just an inconvenience. It is a revenue problem.
Flowtrix is a certified Webflow Enterprise Partner specialising in website revamps and migrations for B2B SaaS, AI, and cybersecurity companies. We have completed 120+ global projects across the US, UK, Europe, and Middle East. Clients include Databahn, Akirolabs, Fuxam, and Wayground.
We do not just move your site to Webflow. We use the migration as a chance to improve your conversion structure, sharpen your messaging, and build a site that actually drives demo bookings and inbound pipeline.
If you are planning a Webflow migration and want it done without the SEO risk, book a call with our team.
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