Live demo: building global web experiences with Lokalise and Webflow

Full transcript

Introductions

Eric Silberstein: Well, let's get started. Thank you everyone for joining us — we'll be focusing on Webflow and Lokalise today, hence why you're here. My name is Eric Silberstein, and I'm a sales engineer at Lokalise. I have the privilege of assisting new, potential, and existing customers in optimizing their use of our translation management solution. Before joining Lokalise, I was a localization project manager and studied an advanced degree in localization project management. Today I'm joined by Allison — Allison, I'd like to invite you to introduce yourself.

Allison Wommack: Hi, everybody. I'm Allison Wommack, a customer success manager at Webflow. I focus on guiding enterprise customers through their Webflow journey, including ensuring they have what they need to get their site prepped and ready for global audiences.

Eric Silberstein: What Allison and I are going to cover today is, first, how Webflow and Lokalise work together as systems. Then we'll dive into a shared customer, Maven Clinic. And then what I'm most excited for — and usually what people join for — a live demo. Everybody cross your fingers and hope the demo gods are happy with us today. We've rehearsed and we've got everything ready, but it is live and we have nothing to hide behind. We'll end with some Q&A.

Audience poll

Eric Silberstein: But first, the poll. We asked three easy questions: are you currently localizing your website? Are you using Lokalise and Webflow today? And what is your biggest pain point with website localization and translation?

Looking at the answers now: a lot of our attendees are localizing their websites in full force, while some others are just getting started. We've got some Webflow and Lokalise users, though only one of those who overlap is actually using the integration. And very interesting for me — I'm a very process-oriented person, and the result is always the sum of the quality of all the inputs. The result of your localization depends heavily on how well you do all of these things. Now officially, Allison, please take it away.

How Webflow and Lokalise work together

Allison Wommack: Thanks, Eric. I'll start off by answering the question: what is Webflow? Webflow is a visual web design and development platform that lets people build production-ready websites without the need to write code, while still giving you full access to all of the HTML, CSS, and JavaScript-level control.

Let's start with a scenario that many of our customers can relate to. You've built a stunning site on Webflow — everything looks, feels, and performs exactly how your brand should. Then comes the next step: sharing that experience with the world. You need your content to feel local, so visitors in Tokyo, Paris, or Mexico City feel like your site was made just for them. That's where Webflow's localization product and Lokalise come in.

With Webflow localization, we've made it simple for any team to create and manage multilingual sites directly within Webflow. You can add and manage multiple languages or regions in one workspace, along with machine translation. We offer customized SEO, routing, and content per region, localized CMS collection content, items, and pages, and you can control the design and layout for each market. For some customers, that's really all they need: a visual way to launch and manage localized experiences that look beautiful and perform seamlessly.

But some organizations operate on a truly global scale. Think of a team managing multiple digital properties — maybe some on Webflow and others still transitioning from a legacy platform, or additional content living in a product interface or an app. For them, it's not just about translating the website; it's about keeping every word of every experience consistent no matter where it appears. And that is where the Webflow and Lokalise integration adds real value.

By connecting their Webflow projects to Lokalise, these teams can centralize their translation workflows. They can send updated content from Webflow straight into Lokalise, where professional translators or Lokalise's AI-assisted workflows can ensure the copy is accurate, on brand, and culturally nuanced. Then, with one click, those approved translations flow right back into Webflow, automatically updating localized pages while maintaining the same design fidelity that exists across your site. So Lokalise helps Webflow customers scale their translations, while Webflow ensures that every piece of regionally focused content — translations and beyond — looks and performs perfectly.

Customer story: Maven Clinic

Allison Wommack: One of our enterprise customers in the healthcare space, Maven Clinic, is a great example. They serve millions of families across the globe through virtual healthcare. Their marketing site lives entirely on Webflow, but they have product UI and mobile app content that sits in other systems. By connecting Webflow and Lokalise, they've unified how those translations are managed — a changed phrase in one place can update everywhere else automatically. Additionally, in healthcare it's extra important to ensure medical accuracy, so Maven Clinic combined Lokalise's AI translations with professional linguist review to ensure that accuracy remains intact.

The team achieved really fabulous outcomes: 2x faster localization for their development team, and they delivered the project a month early and 20% under budget. Within the first month alone, 1% of domestic and 3% of international members engaged with the new language option. The real impact of this integration is choice and control. Webflow localization gives every customer the tools to design and manage multilingual sites right out of the box, beautifully and intuitively, and for teams that need more advanced or centralized translation workflows, Lokalise builds on that foundation and extends that same level of polish, precision, and, ultimately, consistency across every digital property. Together, Lokalise and Webflow are empowering our customers to move quickly, stay consistent, and connect with audiences everywhere in the world.

Eric Silberstein: Those are really impressive results from Maven Clinic, but they can feel somewhat abstract, so I did some napkin math. Maven Clinic currently has about 17 million active users. With 1% of domestic users and 3% of international users accessing translated content, let's just say it's 4% of their user base — and that was when we originally published the case study, so it may have grown a lot since then. To make that concrete: if you've been to London, that's about 9,444 London Routemaster buses full of women and families using Maven Clinic's translated content. Or, for upcoming World Cup football fans, you could fill Real Madrid's stadium, the Bernabeu, eight times over. That is powerful — a lot of people getting important information to better their lives.

So Allison shared that Webflow is a powerful CMS providing a lot of customization and capabilities to empower localization of your content, and Lokalise is a platform with centralized tooling and processes to ensure that the translations in your user interface, your product, your marketing website, and maybe your email campaigns and notifications are on brand, consistent, using correct terminology, and automated for publishing at scale.

I want to pose a question to everyone here: what value are your users missing if you're not localizing currently, or if your localization quality isn't where you'd like it to be? Maybe you're at an organization like Maven Clinic, where healthcare services can make someone's day and direct them to the resources and treatment they need. Even if it's not that high stakes, there's still real benefit to the experience your users can gain.

Live demo: from Webflow into Lokalise

Eric Silberstein: Now we get to my favorite part of the presentation: the always unknown, always fun demo. First, we'll jump into Webflow. I'm not going to showcase Webflow's UI and capabilities — Allison is the pro at that. But let's say Allison asked me, as whoever owns the translation pipeline in her organization, to translate all of the recently added blog posts. The example I'll use today is "AI in the global travel landscape." You'll see it has a title and a slug, a summary of the post, image alt text, the body, and the meta description.

Now, Webflow does offer some native translation capabilities, but it doesn't go so far as to unify brand voice, use glossary terms, or enable human review workflows. That's where Lokalise comes in. With Webflow, we design and create incredible source content; then Allison says, "Eric, get started — we need that translation."

So, into Lokalise. The first step of every translation journey is getting the content into our solution. I can quickly find that entry and import in bulk or with precision — I can select all and import from Webflow, or just import "AI in the global travel landscape." With just one click, we can import one, two, thirty, or a hundred entries from Webflow into Lokalise to kick off our translation pipeline.

Lokalise is a platform for centralizing assets and processes. It doesn't enforce them obligatorily — it provides opportunities for doing so. We'll manage Webflow in one project and our product UI, like Maven Clinic does, in another, and for each project we can automate the translation pipeline. It's becoming increasingly popular to implement AI as part of translation workflows. What a lot of our users do after importing from Webflow is have a workflow waiting that tracks all net-new and updated translations. What does this mean for you? No more missing translations, no more content that slips through the cracks and doesn't get reviewed — our system is always tracking everything new and updated and can assign it and send it through your translation pipeline of choice automatically.

I have a workflow running daily: it first gathers all my net-new and updated content, uses translation memory — which is just previously saved translations — then uses AI wherever there is no translation memory match, and then a really cool review step: it scores the translations and routes only low-quality scores to our human reviewers. That's just my setup — you can review all content, or have multiple chained human review steps, especially for content that will be met with compliance boards or sits in a heavily regulated industry.

So our solution listens for all the net-new content landing from Webflow and triggers that pipeline automatically. The handoff means no more exporting to Excel and Sheets — instead, we hit "import to Lokalise" from Webflow and the pipeline kicks off. What's actually happening? It generates a couple of jobs within our solution. With AI, it uses your preferred glossary terms, but only after identifying the best engine for your specific content. There's no default — it evaluates in real time: for Allison's team, is Claude, OpenAI, or Google MT the best for her content? She doesn't have to ask that question, because we'll answer it for her. It then pushes content through the flow with AI, assigning it to human reviewers only after the AI translation is finalized and the scoring has been completed. It uses your glossary terms, and if you have preferences about level of formality, case, or gender neutrality, you can add those in your style guide or a custom AI profile to reinforce your brand voice and style preferences.

Let's look at this in practice. I do drive a car, as many people on this call do, but how many of us are F1 drivers? Probably none. We need ABS, traction control — all of those useful tools that make us safer, more efficient drivers — and we provide that within our computer-assisted translation. We give our users access to your glossary terms, and we also give them to the AI so it adheres to your preferred translations. For today's demo I deliberately created a translation that doesn't adhere to the glossary, because when we use AI to translate, we get an AI quality score. Here, it's telling me the glossary term I've added is not being adhered to — that's why it has a failing score of 75. If I retranslate or rephrase this from scratch, we get the Spanish glossary term in place, so we've adhered to that term.

We're providing all of our users with the tools they need to deliver high-quality, on-brand translation at scale across any number of target languages. This workflow can be rolled out for as many languages as you're supporting in Webflow or in your product UI, and all of these tools and lessons learned can be distributed across all of those different projects — so, like Maven Clinic, you have a unified brand voice and unified translations.

So I've finished the task. The last thing I need to do to hand it back to Allison for our final visual check in Webflow is to export the translation back into Webflow — just the Spanish, which is what I've enabled today. We can do that with one click for all of the content as needed. Now it's back in Webflow, and Allison can show us what's left to do.

Live demo: finalizing and publishing in Webflow

Allison Wommack: Awesome, thank you, Eric. In Webflow, when you create a locale, you're creating a version of your site where you can customize all of the content to be most relevant for a regional audience. That goes beyond the translation and also includes customized content, styles, localized collection content, localized page settings, SEO, and locale routing. During Eric's demo, he wrapped up translation of our last blog post, and I'm getting ready to publish the Spanish version of the site. So I'll run through some priority areas for me as a marketer who wants to make sure the site is as relevant as possible for folks in the Spanish-speaking market.

First, popping over to my Spanish locale, I'll start updating the images to reflect what the app experience will look like with the localized translations and correct currency. The first image I see here, this image of the dashboard, is quick and easy to swap with the replace button — I'll grab the image of the translated app UI, and it's looking great. Next, I see this plane image. It's absolutely okay to keep, but I want to make sure Eric already translated the alt text so the content is accessible to folks in Spanish. I'll pop open the assets panel and take a peek at this image — and it looks like Eric is good to go; the translation is in place.

Now I'm noticing that this subheader is quite a bit longer in Spanish than it is in English, and it's extending a little too close to the plane image on the right, so I'll adjust the styling to pull that in a little bit. Looking at the page, everything's looking good, so I can move on to page settings to verify Eric localized the SEO. And it looks like he has — the search preview results are translated, which means he's updated the title tag and the meta description. Scrolling down to confirm the schema markup has been updated — perfect, schema markup too. Amazing job, Eric. Now I want a localized Open Graph image, because the current experience is not great — I'll delete what we have in place and add this new one that Eric set up for me with the Lokalise Figma connector. That is much better. I'll save that.

One last thing before I publish: we're adding a new product that's only available in the Spanish market, called GroundPro. With Webflow, we can have isolated CMS items that are specific to locales, so the GroundPro CMS item will exist within products here. I'll add the new product and click continue, because I don't want this product to show up on other locales or the primary English locale — only the Spanish locale. This product isn't launching until next month, so I have some time, but I want to get the item in place — saved as a draft, ready for Eric to pop in and manage his translations.

Everything's feeling good, so one final check: my locales are in place, my translations are in place powered by Lokalise, and I've verified the SEO is in a good spot. In settings, the subdirectory for this locale is /es, and we'll be automatically routing folks based on their browser preference. The only outstanding thing is to enable publishing to the subdirectory — I'll save the changes, and from there it is publish time. Hit publish, and we're live for Spanish markets. Eric, back to you.

Eric Silberstein: So in what we just saw, Allison checked the translations but also verified that the behavior of the site will be correct — what you expect for your users. If I log in with an IP address in Spain, I'll be served the ES version of the blog post instead of the EN one. The user experience is seamless — it's as if the site was built in Spanish and not originally in English. Webflow handles that complex, codified, programmatic part, and Lokalise handles the linguistic pipeline, ensuring high-quality translations. Very cool. Now that we've finished the presentation, we have time for Q&A.

Q&A

Q: How does URL slug translation work?
Allison: With Webflow, you can define a unique URL slug for each page per locale. For English, your about page may be /about, and then the Spanish version could live under /es/ with its own translated slug — referencing what we had in our demo. You can absolutely support unique URL slugs for all of your different locales, per page. Eric: So the slug can be translated in a way that's complementary — better for SEO — for a user searching Google or using AI to find information, writing prompts and searching in Spanish, French, or whatever it might be.

Q: When would you use Webflow's built-in localization versus Lokalise?
Eric: For users with low localization maturity — maybe they're just starting, and don't know how much they need to invest or what the potential ROI is — Webflow's built-in capability is a great way to start engaging your Spanish, French, or other-language speakers and see if they actually access your site. As you get more traction and think about quality in that experience, you can begin to use more advanced translation technologies that provide higher levels of quality, automation, and scalability. Webflow is really good at getting you started as you add locales — internationalization, or setting your website up to be served to and accessed by users that speak another language. When it's time to scale — you've done one language, now you want to do four, and brand voice and quality are of the utmost importance — you need to think about more advanced systems so you can share glossaries across your product team, who may be localizing content coming from the code base, and keep brand voice, tone, and message resonating the same in your website and your campaigns. Webflow's capabilities are only within the scope of Webflow — they don't translate to GitHub, the code base, or the product — so you can end up with silos that generate different quality of translations and maybe even different preferred or official translations for your organization. When you need to centralize, pull from multiple sources, and provide high quality across your entire org, that's when you need a translation management solution like Lokalise.
Allison: I'll add to that: Lokalise is a great fit if you want more sophisticated translations and the ability to manage those translations in a separate system, so your translations are consistent across all web properties that may be on or off Webflow. Webflow does offer machine translation, but Lokalise really expands on that by offering professional linguist review and AI-supported machine translation.
Eric: There's also a difference in the AI translation process. Webflow routes to just one engine and provides good-enough quality; Lokalise takes that a step further. Our translation service first evaluates the quality of different engines and finds the best one for your content, then provides it with additional context — your glossary terms, translation history, translation memory, and style guide, maybe guidance on levels of formality — which I don't think can be enforced when using Webflow's built-in translation capability. Among our user base, we're seeing that on average 80% of AI translations, when actually sent to a human reviewer, are left untouched — 80% already meet that human-level quality grade, and only 20% are actually edited. And you can also scale workflows and track progress, and that scalability just isn't there within the Webflow translation module.

Q: How is custom code embedded in content handled?
Eric: That's a very technical question — the kind I live on. It really will depend; it's a complex question with multiple paths. In summary, inline code brought into our solution that's recognized as standard — like ICU or HTML — gets a placeholder. The point is that translators don't have to translate that code: they see a nice visual block that they can just insert, remove, or move to a different part of the segment. When we bring AI or machine translation into the conversation, things get a little more interesting. AI and machine translation are really good at translating common and standard inline code, like ICU variables, HTML tags and elements, and reference tags. But if you're using anything highly customized, there is a risk that the pre-translation process gets it wrong — and that's where Lokalise can help. We flag placeholder mismatches, URL mismatches, and other QA issues related to the inline code to make sure human reviewers can address them.

Q: Can you translate images within rich text?
Eric: We can't translate flat images within Lokalise — that's the quick answer. But if you extract that text and upload it, of course we can translate it.
Allison: Within Webflow's localized environment, you're essentially in an entirely separate copy of your site. Anything that exists in your primary locale will automatically flow into secondary locales, but you have the freedom to make any adjustments necessary within basically any aspect of the designer — and that includes adjusting images, as we showed in the demo.

Getting started

Eric Silberstein: Thank you everyone for joining us today. The last information we can share is where you can get started if you'd like to take our solutions for a test run — don't just take it from me. With Lokalise, you can sign up for a trial, connect to Webflow as long as you have the Webflow localization module enabled, and test our solution for yourself: go to lokalise.com. A really important detail: we have a best-in-class support team, so if you run into a problem — even if you're just trialing — you can always reach out for help, check our documentation, or message our dedicated team working around the world to get your questions answered. Allison, what can people do to learn more about Webflow?

Allison Wommack: I'd say visit the Webflow website — we have a really robust repository of information about localization in particular. And similarly to Lokalise, our support team is fabulous. If you're a self-service customer, I recommend checking out our website, and if you're an enterprise customer, reach out to your account executive to figure out whether Webflow localization and the Lokalise integration are a good fit for you.

Eric Silberstein: Thank you very much for spending precious time with us today. Take care, everybody around the world. Have a wonderful holiday and a Happy New Year. Goodbye, everyone.