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Adobe Experience Manager to Webflow Migration

An end-to-end playbook for moving from AEM Sites to Webflow Enterprise while preserving SEO equity, simplifying operations, and empowering marketing teams to work independently.

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Is Webflow Enterprise Right for Your AEM Site?

✅ Strong indicators to migrate from AEM:

  • Marketing needs faster changes without dev cycles and deployments
  • Current AEM implementation is heavy (custom components, workflows) and costly to maintain
  • Site is content-led (marketing, campaigns, resource libraries) rather than heavily personalised
  • Desire to simplify hosting, remove patching/upgrade cycles, and reduce TCO
  • Frustrated with Java development dependency for simple changes
  • Want to eliminate AEM licensing costs ($100,000+ annually)

⚠️ Evaluate carefully if you rely on:

  • AEM-native personalisation (Target) with complex segmentation or server-side rules at scale
  • AEM Forms with advanced document services or government-grade PDF workflows
  • Multi-brand MSM with deep inheritance rules and live copies that authors depend on
  • Tight integration across Adobe Experience Cloud (Campaign, Analytics, AEP)
  • Complex workflows with extensive approval chains and content versioning

Pattern: Keep marketing sites in Webflow. For advanced app-like or heavily personalised experiences, use hybrid: Webflow as front-end + microservices/back-end APIs.

AEM to Webflow migration assessment

Migration Blueprint: 8-12 Week Timeline

Typical timeline for mid-size AEM sites. Scale up for MSM/multi-language implementations.

Week 1-2: Discovery & Audit

Stakeholders, KPIs, AEM tech/SEO/content audit, JCR structure analysis, migration scope.

Week 2-4: IA & Content Modelling

Map JCR structures to Webflow Collections, Content & Experience Fragments strategy, URL/redirect planning.

Week 3-6: Design System & Build

Component library, HTL to Webflow components, templates, accessibility, performance budgets.

Week 5-8: Data & Asset Migration

Extract JCR content, transform data, DAM migration, import via CSV/API, re-host assets.

Week 8-10: QA & UAT

Functional testing, SEO validation, accessibility audit, Core Web Vitals, governance tests.

Week 10-12: Go-Live & Hypercare

DNS cutover, monitoring, defect triage, team training, documentation handover.

AEM to Webflow: Feature Mapping

How AEM concepts and components translate to Webflow Enterprise capabilities:

AEM Feature Webflow Enterprise Equivalent Migration Approach
AEM Pages Static Pages or CMS Collection Pages JCR extraction → Webflow import
Content Fragments CMS Collections Map CF models to Collection schemas
Experience Fragments Reusable Components/Sections Rebuild as Webflow components
Editable Templates Page Templates Recreate template structure visually
HTL/Sightly Components Visual Components Replace logic with interactions
AEM Assets/DAM Webflow Assets or External CDN Export, optimise, re-host
MSM/Live Copies Separate Sites or Collections Flatten inheritance structure
Dispatcher Rules 301 Redirects & Headers Extract and implement in Webflow
Adobe Target Third-party Testing Tools Implement Optimizely/VWO
AEM Forms Webflow Forms or Third-party Rebuild with CRM integration
Workflows Roles & Permissions Simplify approval processes
OSGi Services API Integrations Replace with webhooks/serverless

AEM Pre-Migration Audit Checklist

Complete AEM-specific discovery before starting your migration:

01
AEM Environment & Infrastructure
  • Instance inventory: Author/Publish versions, run modes
  • Cloud vs on-premise deployment, Dispatcher/CDN configuration
  • OSGi bundles, Sling models, custom servlets/filters
  • Editable Templates vs Static Templates inventory
  • Clientlibs and custom HTL (Sightly) components
  • Scheduled jobs and workflow models
02
JCR Content & Structure
  • JCR tree under /content/... and /conf/...
  • Content Fragments (CFs) models and instances
  • Experience Fragments (XFs) and variations
  • Launches, Live Copies (MSM), blueprints
  • Tags/taxonomies under /content/cq:tags
  • Page templates, policies, and configurations
03
AEM Assets & DAM
  • AEM Assets folder structure and renditions
  • Metadata schemas, smart tags, asset workflows
  • External DAM references and Dynamic Media usage
  • Video hosting patterns and delivery methods
  • Asset permissions and licensing information
  • Total asset volume and formats
04
Adobe Stack Integrations
  • Adobe Analytics/Launch implementation
  • Adobe Target personalisation rules and audiences
  • Adobe Campaign integration points
  • AEP (Adobe Experience Platform) connections
  • Non-Adobe integrations (CRM, MA, search, SSO)
  • Custom API endpoints and services
05
Governance & Workflows
  • Authoring workflows and approval chains
  • Groups, permissions, and ACLs
  • Content approval and publishing processes
  • SSO configuration and user management
  • Content freeze plan for extraction
  • Compliance and regulatory requirements

JCR to Webflow Migration Approaches

Approach A: Package & Parse

  • Use AEM Package Manager to export content trees
  • Parse XML to extract content and metadata
  • Transform to CSV/JSON for Webflow import
  • Best for structured content with clear patterns

Approach B: API Pull

  • Use AEM GraphQL/REST APIs to query Content Fragments
  • Extract page content via Sling Model Exporter
  • Transform to Webflow API schema
  • Script automated import with references

Approach C: Hybrid Editorial

  • High-value templates rebuilt manually for optimal design
  • Bulk content migrated via scripts
  • Experience Fragments recreated as components
  • Best balance of automation and quality

⚠️ AEM-Specific Migration Challenges

  • JCR complexity: Flatten nested structures for Webflow's simpler model
  • HTL logic: Replace server-side logic with client-side interactions
  • MSM inheritance: Convert blueprints/live copies to explicit structures
  • Dispatcher rules: Extract all rewrites and redirects for implementation
  • .html suffixes: Plan URL strategy (keep or remove with 301s)

Adobe Stack → Modern Stack Migration

Replace Adobe Experience Cloud components with best-of-breed alternatives:

📊 Adobe Analytics → GA4/Mixpanel

  • Re-implement tracking via GTM
  • Map eVars/props to GA4 parameters
  • Validate conversion events
  • Set up custom reports and dashboards

🎯 Adobe Target → Optimizely/VWO

  • Replace server-side with client-side testing
  • Migrate audiences and segments
  • Keep personalisation lightweight
  • Protect Core Web Vitals performance

📧 Adobe Campaign → HubSpot/Marketo

  • Connect forms via webhooks/API
  • Map customer journeys
  • Ensure consent management
  • Maintain email preference centres

🔍 AEM Search → Algolia/Typesense

  • Index Webflow Collections via API
  • Implement instant search UI
  • Configure relevance and ranking
  • Set up search analytics

📝 AEM Forms → Webflow/TypeForm

  • Rebuild forms with validation
  • Integrate with CRM/automation
  • Implement conditional logic
  • Ensure accessibility compliance

🔐 AEM SSO → SAML 2.0

  • Configure Webflow Enterprise SSO
  • Map user groups and permissions
  • Set up role-based access
  • Maintain audit trails

AEM Migration Risk Mitigation

AEM-specific migration risks and proven mitigation strategies:

Risk Potential Impact Mitigation Strategy
Loss of MSM inheritance Authoring friction Redesign IA; use Collections & components; document editorial flows
CF/XF mismatch Content gaps Map CF models to Collections; rebuild XFs as components
Dispatcher rules missed SEO/UX regressions Extract all rules; compile redirect map; crawl validation
DAM links break Broken media Bulk re-host; update references during transform
Heavy Target personalisation Performance issues Replace with lighter client-side or service-level approach
AEM workflows lost Governance gaps Replicate with Webflow roles + approvals; define RACI
Adobe stack dependencies Integration gaps Plan replacements early; dual-run during transition
Java customisations Feature loss Audit all custom code; find native or API alternatives

AEM to Webflow Launch Checklist

✅ Pre-Cutover (48 hours before)

  • Content freeze activated in AEM Author
  • Final JCR extraction run completed
  • Dispatcher rules migrated to Webflow redirects
  • AEM Assets final export and re-hosting
  • Adobe Analytics dual-tagging verified
  • Staging sign-off from all stakeholders

🚀 Cutover (Launch day)

  • Stop AEM Publish instances (after DNS switch)
  • Point DNS to Webflow hosting
  • Verify SSL certificates active
  • Test Dispatcher redirect equivalents
  • Validate Adobe Analytics data flow
  • Submit sitemaps to Search Console

🔍 Hypercare (Weeks 1-2 post-launch)

  • Monitor 404s from old AEM URLs
  • Track Core Web Vitals improvements
  • Address authoring team questions
  • Fine-tune replacement integrations
  • Document new workflows for teams
AEM to Webflow launch checklist

Frequently Asked Questions

Common concerns about AEM to Webflow migration:

Can we preserve our current URL structure including .html?

In most cases, yes, via slug control and redirects. If .html suffixes are removed, we implement 301 redirects to preserve SEO value. Many clients take this opportunity to modernise their URL structure.

What happens to our AEM Forms?

Simple forms are rebuilt in Webflow with CRM/MA integration. For advanced document services or complex workflows, we integrate specialised form services or maintain a separate forms microservice.

Can we keep AEM Assets as our DAM?

Yes—you can serve assets via public CDN links and embed in Webflow. Alternatively, migrate assets to Webflow or a modern DAM like Cloudinary for better performance and lower costs.

How long does an AEM migration typically take?

For a standard AEM Sites implementation (100-500 pages), expect 8-12 weeks. Complex multi-site MSM setups, heavy personalisation, or extensive custom components may take 12-20 weeks. We provide detailed timelines after discovery.

Do we lose personalisation and testing capabilities?

Replace Adobe Target with modern testing tools like Optimizely or VWO. Keep personalisation lightweight and client-side to maintain performance. Most marketing teams find simpler tools more effective than AEM's complex personalisation.

What about our investment in the Adobe stack?

You can maintain Adobe Analytics and other Adobe tools if desired. We help integrate them with Webflow or migrate to more cost-effective alternatives. Most clients save 60-80% on total stack costs after migration.

Typical AEM Migration Results

What enterprises achieve after migrating from AEM to Webflow:

85%

Faster deployments
From weeks to minutes

70%

TCO reduction
Licensing & infrastructure

95%

Less Java development
Marketing independence

50%

Better Core Web Vitals
Faster page loads

Zero

Upgrade cycles
Always on latest version

10x

Faster content updates
Visual editing power

Ready to Simplify Your AEM Implementation?

Get expert guidance from certified Webflow Enterprise Partners who understand both AEM complexity and Webflow simplicity.

Get AEM Migration Assessment Back to Main Guide

What's included in your AEM migration assessment:

  • Complete AEM environment and JCR structure audit
  • Content Fragment and Experience Fragment analysis
  • Adobe stack replacement recommendations
  • Custom migration timeline and approach
  • TCO comparison: AEM vs Webflow Enterprise
  • Risk assessment with mitigation strategies