Ultimate decision guide for

Website & landing pages

Website and landing page tools help businesses create high-converting web pages without needing extensive development resources. These platforms ensure your site is optimised for lead generation and performance.

Website & landing pages

Replace random tactics & traffic spikes with solid B2B growth

Short videos and plug-and-play templates teach you the full 14-week growth plan. Study when it suits you and launch the cycle at your own pace.

Double your revenue, not your workload

Get the course plus live support. A personal kick-off call and weekly Q&A sessions in small groups help you answer questions, get feedback, and keep you on track.

Introduction

I have built B2B sites on most mainstream platforms over the past decade. My bias shows: if I had to start tomorrow, I would reach for Webflow before anything else. That said, plenty of firms still thrive on WordPress. What follows is a plain-English look at the factors that matter, then three situations where your choice may differ.

My picks for

Website & landing pages

All tools

Webflow

WebflowWebflow

Webflow is a no-code website builder that gives designers full control over layout, animations, and responsiveness.

WordPress

WordPressWordPress

WordPress is the world’s most popular CMS, offering full control over website design, functionality, and scalability.

Leadpages

LeadpagesLeadpages

Leadpages is an easy-to-use landing page builder for businesses looking to generate leads and conversions without needing technical expertise.

Instapage

InstapageInstapage

Instapage is a landing page builder designed for high-converting, fast-loading pages with A/B testing and optimisation tools.

I test every tool myself before recommending it. Some links are affiliate links—if you buy, I may earn a small commission at no extra cost to you. Learn more.

How to pick:

Website & landing pages

Visual freedom without code

Webflow’s designer lets you drag, drop, and tweak every element while still outputting clean HTML and CSS. A marketer can adjust spacing, add animations, or spin up a new landing page without pleading for developer time. WordPress themes can feel restrictive unless you add a page-builder plugin, which in turn adds weight and potential conflicts.

Built-in content management

A B2B site lives on fresh resources—case studies, blog posts, feature pages. Webflow’s CMS lets you define content types, set reference fields, and filter lists in minutes. Editors see only the content, not the layout, so mistakes are rare. WordPress has a solid native post type system but relies on third-party plugins for custom fields and repeatable blocks, which increases maintenance overhead.

Performance and SEO out of the box

Webflow ships sites on a global CDN with automatic image optimisation, SSL, and clean markup. Faster load times improve user experience and lift Core Web Vitals scores, which helps organic rankings. WordPress can match these results, yet you must layer caching, image-compression, and security plugins to reach the same baseline.

Integrations and tracking

Zapier, HubSpot forms, and bespoke scripts slot into Webflow through a few lines in the settings panel. WordPress plugins cover almost every service you can name; the downside is overlapping features can slow the admin area and introduce vulnerabilities. Whichever platform you pick, plan your tracking stack early so events fire consistently across all pages.

Ease of ongoing edits

In Webflow, a non-technical colleague can log in, click the text on the live site, and change a headline instantly. WordPress updates involve navigating the block editor, previewing, and sometimes wrestling with shortcodes. That friction may seem minor but compounds when the copy changes daily during a launch.

Security and maintenance

Webflow handles hosting, patches, and backups for you. WordPress is self-hosted, so you—or your agency—must run updates, monitor uptime, and harden the server. Doing so is not difficult yet does demand a process; ignore it and the attack surface grows quickly.

Cost over twelve months

Webflow charges per site and includes hosting. WordPress software is free, but quality hosting, premium themes, and critical plugins soon add up. Price both options out to one year with realistic traffic levels before deciding the cheaper route.

Article continues below.

Free B2B growth course

Watch the free course and follow the 3 marketers while they each execute 6 experiments. See the tactics they use and the results they get.

Icon for video lessons

Free course

45 min

English, Dutch

Start free course

B2B growth newsletter

One tested tactic and a quick win in your inbox every Wednesday.

Checkbox

3-min read

Checkbox

Implement the same day

Newsletter Solid Growth image
Go to all tools

All

Website & landing pages

tools

SEMrushSEMrush

SEMrush

SEMrush is an all-in-one SEO, content marketing, and competitor analysis platform, offering tools for keyword research, backlink tracking, and technical SEO audits.

UnbounceUnbounce

Unbounce

Unbounce is a conversion-focused landing page builder with AI-powered optimisation and testing tools for marketers.

LeadpagesLeadpages

Leadpages

Leadpages is an easy-to-use landing page builder for businesses looking to generate leads and conversions without needing technical expertise.

InstapageInstapage

Instapage

Instapage is a landing page builder designed for high-converting, fast-loading pages with A/B testing and optimisation tools.

SurferSEOSurferSEO

SurferSEO

SurferSEO is an AI-powered content optimisation tool that helps businesses create SEO-friendly content by analysing top-ranking pages and providing real-time suggestions.

CookiebotCookiebot

Cookiebot

Cookiebot is a compliance solution for managing cookie consent, ensuring websites meet GDPR, CCPA, and other data privacy regulations.

SquarespaceSquarespace

Squarespace

Squarespace is an all-in-one website builder with modern templates, built-in eCommerce, and hosting solutions.

WordPressWordPress

WordPress

WordPress is the world’s most popular CMS, offering full control over website design, functionality, and scalability.

WebflowWebflow

Webflow

Webflow is a no-code website builder that gives designers full control over layout, animations, and responsiveness.

Tool categories

All tool categories
Tool guide

Conversion & user insights

Insights and analytics tools help businesses track, measure, and optimise their marketing funnel by providing deep data insights, user behaviour analysis, and A/B testing capabilities.

Read tool guide
Tool guide

Analytics & attribution

Reporting and dashboard tools centralise marketing and sales data, offering real-time insights and visual analytics to improve decision-making, track performance, and align teams around key metrics.

Read tool guide

Wiki articles

Go to wiki
Wiki

Call-to-Action (CTA)

Craft CTAs that drive engagement and action across platforms.

Wiki

Content Marketing

Create high-quality content that drives traffic, builds authority, and converts.

Wiki

Engagement rate

Engagement rate shows the share of sessions that stick, not just click. Google Analytics 4 counts a visit as engaged when it lasts longer than 10 seconds, fires a conversion event or views at least two pages, so the metric filters out idle bounces.

Wiki

Outreach

Spark conversations via tailored email, call or LinkedIn with prospects who match your ICP.

Wiki

Paid search

Harness the power of Search Engine Advertising for fast, measurable growth.

Wiki

Referral marketing

Drive traffic and sales with partnerships through affiliate marketing.

Wiki

SEO

Improve rankings and organic visibility with actionable SEO techniques.

Portrait Ewoud Uphof by Maikel Thijssen

Ewoud Uphof

I’ve helped B2B service companies scale — not with random tactics, but with clear systems that align marketing and sales into one predictable growth engine. Built on 15 years of hands-on experience — helping teams move from random tactics to repeatable, scalable results.

15 years experience

Student icon

1,500 marketers trained since 2015

Exited 6 companies

Further reading

What is the main job of a B2B website?

A B2B site is a trust machine. Prospects arrive with a problem and leave either convinced you can solve it or ready to click back. Clear positioning, proof points, and friction-free navigation do most of the heavy lifting. Design polish matters, but only if it guides visitors to the next step—book a call, download a guide, or start a trial.

When do you need separate landing pages?

Campaign traffic is impatient. A dedicated landing page strips away the navigation bar, sidebar, and any offer unrelated to the ad they just clicked. Focused pages convert higher because every element points to one call-to-action. If you run paid ads or outbound e-mails, plan a custom page for each promise you make; the extra setup time pays for itself in lower cost per lead.

Which platform suits a growing team?

Choose the tool you can update in under five minutes. In my experience Webflow lets marketers spin up variants without waiting on a developer, while WordPress remains popular when budgets are tight and plugins can fill gaps. Whichever you pick, ensure the CMS handles new pages with a simple template and that non-technical colleagues can change copy without breaking layout.

How do you keep load times fast?

Speed is a silent conversion factor. Compress images before upload, lazy-load heavy assets, and serve content through a content delivery network. Platforms such as Webflow bundle these optimisations; WordPress can match them with the right caching and image-optimisation plugins. Check your Core Web Vitals monthly—Google Search Console flags pages that drift into the red.

What metrics matter beyond page views?

Page views only show interest. Track the actions that move pipeline: demo requests, contact-form submissions, and content downloads. Tag these events in Google Tag Manager and pull them into your analytics dashboard. Segment by traffic source so you know which channels earn their budget and which need fresh creative or targeting tweaks.

A B2B website earns its keep when every page has a clear goal, loads quickly, and routes high-intent visitors to a form or calendar. Treat it as an evolving asset, review metrics weekly, and iterate landing pages as campaigns change. Consistent, incremental improvements compound into meaningful revenue gains over the quarter.