Ghost to Webflow

Migrate from Ghost to Webflow

Ghost is a good publishing tool and a limited website. The move usually happens when the company around the blog has outgrown it: there is a product to explain, pages to land campaigns on, and a marketing team who cannot build any of it.

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A migration like this usually takes 2–3 weeks

What the migration covers

What moves, and what needs a decision.

Carried across

Every post and page into Webflow collections, with their existing slugs
Authors and tags as reference collections rather than plain text fields
Images re-hosted on Webflow rather than left pointing at the old install
Feeds and metadata rebuilt so subscribers and search do not notice the move

Flagged upfront

Ghost's export is JSON with posts stored as Mobiledoc or Lexical, not HTML, so it is converted before Webflow's rich text field will take it
Ghost gives every author and tag its own archive page automatically; Webflow does not, so each becomes a collection and a collection page you build
Members and paid subscriptions are Ghost features with no Webflow equivalent, so they either stay on Ghost or move to a membership service
Newsletter sending lives in Ghost too, and Webflow has no answer for it, so that moves to an email tool as part of the same project

Posts move cleanly. That is the half people quote on. Posts, tags and authors map onto Webflow collections cleanly enough, and the URLs can be preserved exactly, which is the part that protects the traffic.

The part worth scoping honestly is everything Ghost does that is not publishing. Memberships, paid tiers and newsletter sending are real features of the platform, not content, and none of them come across. A migration that only counts posts will be quoted at half its size.

Ghost’s export is also less finished than it looks. It is JSON, and the post bodies are stored in Ghost’s own document format rather than HTML, so there is a conversion step before Webflow’s rich text field will accept them. Fine to automate once, and a nasty surprise if nobody looked before quoting.

Other migrations

Coming from somewhere else?

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Currently booking two to four weeks out.