Migrating from Webflow to WordPress: CMS collections, folders and 301s

Exporting each collection and importing it

Open each collection in the CMS panel and export it to CSV. The file has one row per item, with columns for name, slug, rich text body, image fields as URLs, reference fields as slugs of the referenced item, and any SEO fields you created. That last point matters: if your collection template binds its SEO title and meta description to fields, those fields come out in the CSV. Titles and descriptions typed into the page settings of static pages do not, so record them by hand.

In WordPress, WP All Import maps CSV columns to post fields: Name to title, Slug to slug, the rich text column to content, the main image URL to the featured image, and a date field to the publish date. Import the slug column rather than letting WordPress generate slugs from titles, since the slug is what keeps your URLs stable. Reference fields (an author or category collection) are easiest when you import the referenced collection first as a taxonomy or post type and match on slug.

Images inside rich text stay on Webflow's asset CDN until you replace them. Most CSV importers can download images found in content; check that yours did by searching the imported posts for website-files.com.

Keeping Webflow's paths

Webflow URLs are already close to WordPress conventions, which is the good news of this migration:

• Collection items live at /<collection-slug>/<item-slug>, such as /blog/pricing-teardown. A permalink structure of /blog/%postname%/ reproduces blog posts exactly. For other collections, register a custom post type whose rewrite slug is the collection slug, for example case-studies.
• Folder pages such as /services/web-design become a child page web-design under a parent page services, which gives the same path.
• Ecommerce products on Webflow's default templates sit at /product/<slug>, which happens to be WooCommerce's default product base as well.
• Trailing slashes are the one systematic difference. Webflow serves /blog/pricing-teardown; WordPress serves /blog/pricing-teardown/ and redirects the slashless form itself.

If you restructure while you move, keep a spreadsheet of old and new paths for every changed URL. Moving and restructuring in one step is allowed, but it makes any traffic drop harder to diagnose.

Replacing Webflow's 301 rules

Under Site settings → Publishing → 301 redirects, Webflow lists every rule the site has accumulated. Export or copy them all. Rules written with (.*) and %1 translate directly into server rewrite rules; Webflow's capture only matches within one path segment, so an Apache equivalent uses ([^/]+) rather than (.*) to behave the same way. Plain one-to-one rules can go into Hydrogen SEO's Redirection Manager as Exact Match 301s.

Check each copied rule's target. A target that is itself an old Webflow URL now changes again, and you should point the rule at the final WordPress address. The redirect rule generator flags these chains when you paste the full list.

After the move, also stop the yoursite.webflow.io staging address from competing with the real site: unpublish it, or switch on Webflow's option to disable indexing of the Webflow subdomain.

What to expect in search, and the checklist

When collection URLs match exactly and the content is the same, Google mostly sees a template change, and rankings usually hold with a short period of movement. The pages at risk are static pages rebuilt with different copy, headings or internal links, and anything whose URL changed without a redirect. Watch those first.

1. Compare the Webflow sitemap with the WordPress one and confirm each old URL returns 200 or a single 301.
2. Confirm canonicals point at the WordPress URLs, not the webflow.io address.
3. Replace remaining website-files.com image links.
4. Re-add any custom code from Webflow's head settings that you still need, such as analytics or verification tags.
5. Run Hydrogen SEO's site audit for broken internal links and missing descriptions, and submit the new sitemap.