About the report
The report was compiled by Webflow in partnership with Vanson Bourne, based on interviews with 500 marketing executives in the United States and Canada. The aim of the report was to gain insights from executives at director level or higher, in organisations with at least 50 employees.
Key points from the report
Challenges of Website Ownership and Technology
- Financial strain: Marketing teams spend an average of $1.6 million annually on website teams and software. Websites are becoming an increasingly expensive and more time-consuming resource to manage.
- Website Ownership: 81% of marketing teams face challenges with website ownership. They are often limited by developers and other teams, which hinders their ability to achieve their goals.
- Technology Challenges: 60% of market leaders believe that their current web technologies are not sufficient to support their business users in achieving their goals.
The impact of modern web tools
- Advantages of no-code and low-code tools: 50% of teams that have implemented no-code or low-code tools are already reporting incremental improvements. These improvements include stronger marketing teams, the ability to implement more sophisticated solutions, and improved collaboration.
- Control and time savings: 80% of market leaders feel more in control of their team's workload and capacity compared to those who don't use these tools. They also report significant time savings after adopting more modern solutions.
Work Ahead
- Technology is only part of the solution: To effectively own and drive customer experiences, marketers need to be able to meet the ever-changing needs of their customers, starting with the website. Success requires more than just secure and scalable technology; it also requires proper processes and a new operating model that bridges the gap between teamwork and technology.
- Future Developments: To keep up with the competition and drive new customer experiences, organizations need to focus on a flexible web development model that breaks down traditional silos. We need to adopt a more flexible, agile and cost-effective way to create impressive web experiences. The use of reusable components and processes for web development, such as design systems, marketing templates, and integrations, will prepare web solutions for scaling.
Summary
Webflow's “The 2024 State of the Website” report reveals that modern businesses face significant challenges in developing, maintaining and owning their websites effectively.
Marketing teams face both financial and organizational hurdles, many of which can be solved through a smarter approach to technology selection, particularly by adopting no-code and low-code tools.
These tools not only provide economic benefits and increased control over workloads, but also promote better collaboration and efficiency. To achieve sustainable solutions, companies must develop an operating model that integrates teams, technology and processes in a way that promotes innovation and efficiency.
Reference
Insights and data points are taken from Webflow's The 2024 State of the Website.
The report can be read and downloaded in full here
Attribution
Freepik
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