Webflow Is a $4B Brand Without Ads

In 2013, most people thought building websites without code was a pipe dream.

Web developers ruled the internet, and anyone who wanted a professional website had to learn to code or hire someone who did.

However, Webflow saw things differently.

They believed non-technical creators, indie hackers, and bootstrapped founders deserved powerful tools without writing a single line of code.

Fast forward to today, and Webflow is valued at $4 billion.

They did all this without the typical Silicon Valley playbook of burning VC money on aggressive ads or hiring massive sales teams.

Instead, they bet big on PLG and community-powered education.

And guess what? They won.

So, how did they do it?

The Big Idea:

PLG and Community-Powered Education

At its core, Webflow did two things right (that other brands didn't):

1. They made the product do the selling:
   Instead of convincing people with ads, they let the product speak for itself. Webflow offered a free plan, encouraged users to explore its features, and provided just enough value to make them want more.

2. They educated the market:
   Webflow knew that most people didn’t understand the power of no-code. Instead of just selling software, they built an entire education ecosystem, Webflow University, a community of makers, and tons of free tutorials.

While we can put it as SMART marketing because no other brands have done this with so much focus, it was a strategic shift in how SaaS companies grow.

Webflow turned its users into loyal fans and ambassadors, which helped it create an organic growth loop that still fuels its success today.

Uhh... how did they execute this so well?

Behind the Magic:

Growing to a Billion Brand With No Ads

A decade ago, if you didn’t know how to code, you had two choices:

Hire a developer (which was expensive) or use a basic website builder (which was very limiting). But Webflow saw a big problem.

Many indie makers, startup founders, and small business owners wanted more control over their websites without hiring a developer.

So, Webflow built a tool that gave people the power of coding without writing code.

1. The Product Did the Selling (So They Didn’t Have To)

Most companies spend millions on marketing and sales. Webflow didn’t. They made their product so easy, powerful, and addictive that it did the selling for them.

A. “Try It for Free” Hooked People Instantly

Nobody likes paying for something they haven’t tried.

Webflow understood this. So, they gave full access to their tool for free and you only paid when you needed advanced features.

This removed any risk for users and made them comfortable exploring. Once users built something awesome, they didn’t want to start over with another platform.

So they upgraded.

• If your product is great, let people experience it before asking for money. They will convince themselves to pay.

B. Users Saw the “Aha!” Moment Fast

The best products deliver value immediately. Webflow ensured that even total beginners could drag, drop, and build something in minutes.

The moment users realized, Wait, I don’t need a developer?!, they were hooked. This emotional reaction retained first-time users.

• Make sure your users see results fast. The quicker they win, the more likely they will stick around.

C. Every Webflow Site Became a Free Ad

Webflow had a built-in marketing strategy.

Free users’ websites had a small “Made in Webflow” badge. Every time someone visited these sites, they discovered Webflow without Webflow spending a dollar on ads. This created a viral loop where users promoted Webflow just by using it.

For example, you might see these ads on Meta:

By Wix and this from Code Design… but none from Webflow.

• Find a way to make your product spread itself. Can you add a subtle but effective branding touch like Webflow did?

2. They Used Education as Their Biggest Growth Hack

Most companies try to sell you their product. Webflow took a different approach: they taught people how to use it. All this for free.

This made their users feel empowered, not sold to.

A. Webflow University Made Learning Fun (Yes, Really!)

If you’ve ever watched a boring tutorial, you know how painful it can be.

Webflow flipped the script with Webflow University. Their videos were funny, engaging, and super clear (not robotic like most software tutorials).

Instead of just selling Webflow, they taught users how to be great designers.

This built trust and loyalty because users felt like Webflow wanted them to succeed.

• Don’t just market your product. Teach people how to use it in an engaging way. It builds a stronger connection.

B. Their Content Brought in Free Traffic (Forever!)

Webflow wasn’t just making tutorials for fun. They had a smart strategy.

Their guides ranked on YouTube and Google for highly searched terms related to no-code website building. And this is Google’s answer, for example:

And it showed up in the top 5 organic results:

These articles and videos brought in thousands of new users every month (for free). Instead of paying for ads, they let SEO do the work.

• Create content that answers questions your audience is searching for. Over time, this will bring a steady stream of new customers.

C. Users Became Webflow’s Best Teachers

Once Webflow built a strong community, something amazing happened. Their users started making their own YouTube tutorials, blog posts, and Twitter threads about Webflow. And Webflow didn’t even ask them to.

They just loved the product. This meant Webflow got free promotion from its own users and made its community even stronger.

• If you help your customers feel like experts, they’ll naturally spread the word. Give them a platform to shine.

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