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Table of Contents
- A Digital Presence Looking to Recharge
- The Challenge: Removing Technical Drag and Restoring Strategic Energy
- From Heavyweight to Lightweight: How Webflow Changed the Workflow
- A Better Authoring Experience, by Design
- Campaign Velocity: Fully Charged
- Preparing for an AI-Ready Future
- What’s Next: A Brand Re-Invigorated
A Digital Presence Looking to Recharge
Duracell is one of the world’s most iconic brands, trusted for reliability, performance and longevity. But its website wasn’t living up to that promise. Built on WordPress, the site had become difficult to maintain and increasingly fragile, with plugins conflicting, pages breaking and downtime becoming a regular concern. Instead of focusing on SEO and AEO optimization, brand storytelling or conversion opportunities, Duracell’s team found themselves troubleshooting functionality or coordinating basic updates across multiple teams.
Even more challenging was the sense that the team didn’t truly control the site. Routine updates took far too long. Creating new pages required unnecessary handoffs. And the digital presence no longer reflected a brand recognized worldwide for powering critical moments in people’s lives.
Duracell needed a website that matched its identity: dependable, modern and built for the future.
The Challenge: Removing Technical Drag and Restoring Strategic Energy
As Duracell prepared for new marketing initiatives, the team knew its digital foundation needed an overhaul. Edgar Allan, an accomplished Webflow partner, positioned the transition as not merely as a redesign or CMS migration, but as a deeper shift — away from technical debt and toward a more agile, scalable, AI-ready website ecosystem.
“Our WordPress website was holding us back,” said Kathy Baker, Director of Global Brand at Duracell. “The site felt fragile, plugins constantly conflicted and even simple updates required way too many steps and people. Instead of focusing on brand storytelling or growth, we were spending our energy just keeping the site running. It was clear we needed a modern foundation that matched the reliability and performance our brand is known for.”
The goals were straightforward but ambitious. Duracell needed a more modern authoring platform that allowed its team to work quickly and confidently. It wanted to elevate both the user experience and the brand experience. And it needed to maintain or improve traffic and engagement, even while transforming the core of the website. Edgar Allan’s holistic approach, beginning with brand and website strategy and continuing through UX, design, build and optimization, set the stage for a digital platform that supported both immediate needs and long-term growth.
The result is more than a refreshed website. It is a marketing engine built around speed, clarity and autonomy, giving Duracell’s team the operational power they had long been missing.
From Heavyweight to Lightweight: How Webflow Changed the Workflow
Before Webflow, every update felt heavier than it needed to be. Even routine content changes required coordination with developers or third-party teams, and publishing new pages could take days or weeks depending on internal bandwidth. The website itself was prone to downtime, creating friction for both Duracell’s marketing team and its customers.
Moving to Webflow changed that equation. The site became stable, predictable and easier to manage. Duracell’s marketing team could now make updates themselves, creating new pages on their own, and collaborating more fluidly. What once required development resources could now be handled directly by the people closest to the content. The time savings were immediate, but the cultural impact was even larger.
Instead of anxiously maintaining a fragile system, the team could finally focus on bigger opportunities: improving brand expression, experimenting with new campaigns and building richer content experiences. The operational shift unlocked a creative shift, giving Duracell’s marketers the autonomy they needed to elevate their digital presence.
A Better Authoring Experience, by Design
Edgar Allan and Duracell used Webflow’s visual development environment and CMS structure to give the team an authoring experience that balanced flexibility with control. Webflow offered enough customization to support Duracell’s distinctive brand, while guardrails ensured content authors felt confident making updates.
“Duracell’s migration wasn’t just a technical upgrade. It was a chance to rethink how they show up on the web,” said Mason Poe, Managing Member at Edgar Allan. “Webflow gave us the stability and flexibility to do that confidently. The custom code support, staging environments, and role-based access made collaboration seamless across teams and the result is a platform that now scales with Duracell’s ambitions. The fact that their team can launch pages quickly, iterate without bottlenecks and keep the brand consistent speaks directly to the strength of Webflow’s enterprise capabilities.”
The CMS became a central hub for campaign pages, product documentation, technical specifications and evergreen resources. Rather than juggling multiple tools or outdated templates, the team could now manage their entire digital catalog from one system. This coherence brought clarity and renewed energy to the day-to-day work of maintaining and improving the website.
Over time, this more intuitive authoring experience built confidence across the organization. The website started to feel less like a technical liability and more like an opportunity to express the brand in new ways.
Campaign Velocity: Fully Charged
With the migration complete, Duracell gained something essential: speed. The marketing team could now launch campaigns, publish new pages and make updates on their own timeline — not one constrained by developer availability.
“Moving to Webflow has been a game changer,” said Baker. “The platform is stable and intuitive, and we can now publish updates or build new pages in hours instead of weeks. It’s taken the technical stress out of managing our digital presence and given us the confidence and flexibility to think bigger about how we express the Duracell brand online.”
This freedom immediately changed how the organization approached digital. Campaigns moved faster. Content improved. Experimentation increased. And because Webflow provided a stable technical foundation, the team no longer worried about outages or broken pages. They gained peace of mind and the freedom to focus on craft instead of maintenance.
Even in the early months following launch, the shift was evident. The site felt faster to update and easier to manage, and it opened up time and space for the team to think more creatively and strategically about their digital channel.
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Preparing for an AI-Ready Future
As Webflow works to equip the world’s leading brands with AI-powered website experiences, Duracell is starting to put these capabilities to use. Even at this early stage, the advantages are evident. AI tools create better-structured content, making Duracell’s product information cleaner, more consistent and easier for emerging answer engines to interpret.
That consistency helps the brand communicate what each of its products can do, while maintaining a centralized, trusted source of truth for both customers and internal teams. As Duracell continues modernizing its digital ecosystem, these AI-driven structures position the company to adopt more advanced workflows over time.
What’s Next: A Brand Re-Invigorated
Perhaps the most significant change from the Webflow migration is cultural. Duracell’s team is newly excited about their digital presence. With a modern platform and a more intuitive authoring experience, the website is no longer a technical burden — it’s a strategic asset.
Duracell has always been a bold, iconic brand, known for powering life’s essential moments. With the shift to Webflow, the team can now bring that same spirit to its digital presence, with more creativity, more agility and a renewed sense of ownership.
Looking ahead, Duracell sees opportunities to continue refining its site, exploring new storytelling formats and embracing even more of what Webflow’s ecosystem has to offer. The foundation is in place. The team is motivated. And the digital channel is once again a place where Duracell can move fast, create confidently and build for the future.
Duracell’s migration to Webflow, guided by Edgar Allan, shows what’s possible when a legacy system is replaced with a platform built for stability, speed and modern brand expression. The transition removed technical friction, empowered marketers and created a digital experience worthy of one of the world’s most trusted brands.
With renewed control, confidence and creative freedom, Duracell’s digital presence is no longer running low. It’s fully charged for whatever comes next.
Webflow empowers your team to visually build, manage and optimize sophisticated website experiences. Learn more at webflow.com/enterprise.
