Sponsored Article
Waste Connections is one of North America’s largest waste services companies, providing essential environmental solutions to millions of residential, commercial and industrial customers. But when it came to their digital presence, their legacy platform couldn’t keep pace with their scale, especially as they needed to deliver locally branded websites for hundreds of service markets across the country.
With Webflow and Enova, Waste Connections transformed a sprawling, outdated website ecosystem into a modern, scalable, high-performing digital system. The results speak for themselves. After launch, the company saw a 57% increase in leads, a 20% lift in sales and a 36% boost in conversions. What was once a digital bottleneck is now fast, flexible and built to scale.
Table of Contents
- The Bottleneck: An Outdated Website Platform Stifling Growth
- The Shift: Rebuilding for Scale and Speed
- The Payoff: Faster Updates, Better UX and a Future-Ready Platform
The Bottleneck: An Outdated Website Platform Stifling Growth
For a company serving millions across diverse regions, Waste Connections’ website had become a critical operational hub. It was the first touchpoint for customers looking for pickup schedules, service details and support. But the site’s aging infrastructure made even small updates complex and slow.
The legacy platform had become brittle over time. It had become difficult to maintain, inconsistent in design and reliant on custom code that made content changes cumbersome. Regional teams couldn’t easily update their own information, meaning simple edits often required engineering resources.
“Our old CMS was a black box,” said Tracy Reynolds, Manager of Web & Digital Media at Waste Connections. “We couldn’t access basic styles or functions, and every site update had to be done manually. Those manual updates weren’t just time-consuming, they also increased the risk of inconsistencies and errors across hundreds of local sites, making scalability nearly impossible.”
As a result, user experience suffered. Customers found navigation confusing, page load times slow and mobile usability inconsistent.
It was clear that Waste Connections needed a flexible, scalable system that empowered marketing and regional teams to move faster, without sacrificing brand consistency or performance.
The Shift: Rebuilding for Scale and Speed
Waste Connections turned to Enova, a Webflow Certified Partner known for building robust, componentized web systems for multi-location brands. Together, they began a full redesign and replatforming initiative, rebuilding the company’s digital ecosystem from the ground up in Webflow.
Enova’s team worked closely with Waste Connections to design a modular architecture that could serve both corporate and local needs. The new Webflow setup enabled the creation of localized sites, each tailored to regional audiences, while maintaining global brand control and governance. For example, its operations in Quebec were legally required to offer the entire website in both French and English, so Waste Connections leveraged Webflow Localization to cater content based on user location.
Webflow’s powerful CMS allowed Waste Connections to organize complex data including service regions, recycling programs and municipal partnerships, in a way that’s easy for non-technical teams to manage.
The platform’s collaboration features let multiple contributors work in parallel safely, while Webflow’s hosting performance ensured faster load times and improved SEO metrics. With the new design system in place, regional teams can now launch updates or new pages in minutes instead of weeks without waiting on developers.
“With Webflow, our team can actually build what we need. That shift has driven more leads, better conversions and a system we know will scale with us,” said Tracy Reynolds, Manager of Web & Digital Media, Waste Connections.
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“Webflow’s Website Experience Platform has empowered us to evolve with new technologies and changing market needs,” said Nuria Casanova, Managing Director at Enova. “With Webflow Optimize, we’ve delivered strong improvements in conversion rates, and features like the global component library and slots have meaningfully reduced development time. We’re now able to migrate and launch about four sites a month while keeping the entire Waste Connections ecosystem consistent, scalable and ready for growth.”
The Payoff: Faster Updates, Better UX and a Future-Ready Platform
“Webflow gives us the platform we always hoped for: fast, stable and built to scale across hundreds of sites. It’s the foundation that lets us grow through acquisition without slowing down or compromising consistency.” —Eric Hansen, Chief Information Officer at Waste Connections.
Since launching on Webflow, site performance has improved dramatically, with faster load speeds, higher accessibility and a smoother user experience.
Regional marketing teams now move faster than ever, publishing new content up to five times quicker while maintaining centralized brand consistency through a shared component system built by Enova. What once required developer intervention now happens in minutes, giving teams freedom to focus on testing, optimizing and growing.
That new ability to experiment has paid off in measurable ways. Using Webflow Optimize, Waste Connections saw a 26% lift in conversions on a key service page after simplifying content and setting clearer expectations. Pricing-focused calls-to-action like “Get Prices” have driven up to 30% more leads, while mobile-friendly layout and UX enhancements have delivered conversion gains of over 80% on mobile.
Waste Connections’ transformation shows what’s possible when enterprise marketing teams pair the right platform with the right partner. By unifying hundreds of local sites under one scalable system, they’ve turned a digital bottleneck into a growth engine — one that’s faster, more flexible and built for the future. For teams managing complex web ecosystems, their story is proof that with Webflow, marketing doesn’t have to wait to move at the speed of business.
