Welcome to the third edition of Bread + Butter—a newsletter brought to you by the team at BS+A. We share insights into our bread-and-butter topics: marketing, AI, branding, UI/UX, project management and more.

Following on from last week where we covered how to ensure the content and design of your website are working together harmoniously through storytelling, this week we explore the importance of an efficient backend, so the content, design and tech-stack are all seamlessly integrated for maximum impact and conversion.

Your website is your 24/7 storefront, but many can still treat it just like a brochure—leading to missing valuable opportunities for conversion. In today’s competitive landscape, the backend of your website is just as crucial as the content and design. In this newsletter, we will break down where you can spot tech optimisation opportunities, and make sure your website is working overtime for you, as it should.

Upgrading Your Digital Foundation: WordPress vs Webflow

Traditional legacy website builders are showing their limitations, with better tools changing the game. At BS+A, we swear by Webflow, it’s our bread + butter. The restrictions that come with WordPress websites are the reason why, like us, many startups are moving to Webflow—the sleek, modern and intelligent alternative.

Where WordPress relies on a complex ecosystem of external plugins and frequent manual updates, Webflow offers an integrated, native solution. Its all-in-one platform consolidates design, hosting, and content management into an intuitive interface, significantly reducing administrative overhead and technological complexity.

Performance optimization is where Webflow really shines. Speed is prioritised through compressed imagery, optimised code structures, and efficient AWS hosting, meaning prospects and clients aren’t kept waiting. This approach ensures superior load times and user experiences, particularly when compared to WordPress sites burdened by multiple plugins and complex theme configurations.

The best bit—no need to be a coding expert to navigate Webflow. They’ve dropped the jargon and made it as simple as editing a word document. No need to be scared to touch your backend once live, your website can easily grow with your business with regular updates and additions with your site.

Despite all this, we promise Wordpress isn’t all bad. It can be a fantastic start for smaller businesses opting for an informative marketing website, but it’s not a final solution. As your business grows, budget expands and UX becomes an important step to working your digital engine even harder, you know the time has come to switch to Webflow. It may be daunting to make the switch (we can help!), but once the heavy-lifting of the build is done, the scalability and CMS management system is limitless.

Constructing Your Digital Ecosystem

It’s not just Webflow that can save the day, further tech integrations become an interconnected system that all work together, with additional tools allowing the customer journey to be slicker than ever and reducing manual workload.

When constructing your ecosystem, Zapier is one tool that makes Webflow’s integration capabilities endless. Information is seamlessly communicated from one tool to another in its simplest form. For example, if your new site generated an new business enquiry, those exact details are dropped straight into your CRM platform. Think of Zapier as your air traffic control for leads, data, tasks and pretty much anything digital. With Webflow’s foundation, and Zapier’s air traffic control, it’s a no-brainer for slick and modern business. 

Modern platforms such as CRM software Hubspot are native to Webflow, making them even easier to use with no technical time-wasting bumps in the road. This enables comprehensive customer journey tracking from initial engagement, through to conversion.

Other tools like Klaviyo – a marketing automation tool, and Beehiiv – which facilitates content monetisation, can transform your website from being pages of passive content to actively generating revenue for your business. Tools using AI and automation mean they lend themselves to scalability, meaning you can spend more time on growing your business, rather than scrambling to make it run at its current size.

When it comes to analytics, maturing your backend tech can evolve your stats to give you the actionable insights you have been looking for. Businesses can gain granular insights into user behaviour, engagement patterns and what makes customers convert.

Your Practical Roadmap

Here's the good news: upgrading your tech stack doesn't require a computer science degree or selling a kidney.

The steps are simple:

• Conduct a thorough audit of your current digital platforms

• Create a list of areas your current site lags and things you wish it did

  Test your digital flow with external parties, where does it break down?

• Create a realistic budget for strategic upgrades, make sure you factor in design & development alongside research & strategy

• Look outside of your website to see what toolkit is best for your business

• Connect with BS+A experts who can guide your digital transformation seamlessly, producing custom solutions personalised to your business

Building Your Own Competitive Advantage

Your digital presence is no longer just about looking good. It's about creating a smart, integrated ecosystem that works harder, faster, and smarter than your competitors. With the right approach, your website becomes more than a marketing tool – it becomes a strategic asset that drives real business growth.

The tech stack isn’t an expense—it's an investment in the future and growth of your business.

With BS+A’s integration, design and expertise, your website can become your biggest asset.