Webflow Redirects: How to Set Up 301 Redirects (Step-by-Step Guide)

A 301 redirect is a permanent instruction that sends visitors and search engines from an old URL to a new one, passing roughly 90–99% of the original page's link equity. In Webflow, you add 301 redirects under Site Settings → Publishing → 301 Redirects, entering the old path and the new path, then publishing. Redirects require a paid Site plan.

A 301 redirect in Webflow is a permanent URL forwarding rule that sends visitors and search engines from an old URL to a new one. It preserves your SEO ranking, prevents 404 errors after URL changes, and is essential whenever you delete pages, change slugs, or migrate content. This guide covers manual 301 setup, automatic redirects, common mistakes, and how to verify they work

Webflow, as a no-code website builder, makes every part of website building and handling easy. If you’re new to Webflow, please read this Webflow Guide, and if you don’t know how to set up redirects, including Webflow 301 redirects, then this is the guide for you.

In the following guide, our certified Webflow developer shows you how to set up 301 redirects in Webflow. Also, help with how to maintain your SEO. And you'll keep your site running smoothly when you change URLs or restructure your site.

What is a 301 Redirect?

A 301 Redirect is a permanent redirect that automatically sends users and search engines from one URL to another. It tells Google and other search engines that the original page has moved permanently, and all its SEO value (rankings, backlinks, authority) should be transferred to the new URL. 

Why are 301 Redirects Necessary for a Website?

There are multiple benefits of setting up Webflow 301 redirects for your website. Why would you need them? Redirects in Webflow play a key role in preserving SEO.

If you change your site’s structure, move pages, or update URLs, a 301 redirect guides visitors (and Google) to the new location.

That means you don’t lose any hard-earned SEO ranking or valuable backlinks. Redirects also prevent 404 errors that can hurt your traffic and your search rankings.

1. Better User Experience

Setting up 301 redirects will mean that your website visitors will never land on a page that doesn’t exist. If you’re selling a product or service, pages not working could mean you end up losing potential customers. 

2. SEO Benefits

Google knows the URL of every single page on your website. When you change the URL of a page, Google knows that the page isn’t available anymore. Any SERP ranking the page has will be removed eventually.

To avoid losing the valuable rankings you’ve earned especially if your content is featured on authoritative marketing sites for guest posting you must set up 301 redirects. A proper 301 redirect ensures that your page retains its authority, link equity, and overall ranking power

All in all, redirects, and particularly the implementation of a 'webflow 301 redirect,' can prevent you from losing search engine rankings and from having unhappy users.

Get free Webflow SEO Service for your website.

301 vs 302 Redirects: What’s the Difference

A 301 is permanent and passes link equity to the new URL; a 302 is temporary and tells search engines to keep indexing the original. Use 301 for moved or merged pages, 302 only for short-term changes like A/B tests or seasonal pages you'll revert.

When Should You Use 301 Redirects?

301 redirects are useful in many situations when managing a website.

1. Changing Page URLs

If you update a page slug, a redirect ensures visitors from the old URL land on the new page.

Example:

/webflow-tutorial → /webflow-guide

2. Deleting Pages

If you remove a page, redirect the old URL to a related page to avoid 404 errors.

3. Website Migration

When moving a website from another platform to Webflow, redirects help preserve existing SEO rankings.

4. Merging Blog Posts

If you combine multiple blog posts into one, redirect the old URLs to the updated article.

Using proper redirects ensures users and search engines always find the correct content.

How to Set up a 301 Redirect in Webflow? Step by Step Guide

In Webflow, go to Site Settings → Publishing → 301 Redirects. In "Old Path" enter the path only (e.g. `/old-page`), in "Redirect to Page" enter the new path (e.g. `/new-page`), click Add, and publish the site. The redirect is live the moment publishing finishes

Webflow makes everything pretty easy for website owners. This also applies when you try to set up Webflow redirects. Here’s the step-by-step process: 

• Go to your Webflow website and log in to your account.

• On the dashboard, there will be a list of your projects.

• Click on your project and then go to “Settings.”
  

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• There will be a number of options, click on “Publishing”
  

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• Keep scrolling through the list of options till you see “301 Redirects”
  

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• There will be two boxes. One box is for your old page URL, and one is for your new page URL. In the input box, add the old page's URL and in the output, box adds the new page’s URL.
  

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• Click on the “Add Redirect Path” button and publish your website.

Automatic 301 Redirects in Webflow

Here’s another way to set up 301 webflow redirects. If you don’t want to do too much work manually, you can take advantage of automatic redirections in Webflow.

Automatic 301 Redirects for Static Pages

• If you’re redirecting a static page, you need to go to the page settings in the Designer tab and change the slug of the page. 

• Once you’ve changed the slug of the page, you’ll get a small dialogue box.

• Checking the dialogue box will allow you to permanently redirect the old URL.
  

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• If you don’t want to permanently redirect the old URL to a new one, you can uncheck the box.

Automatic 301 Redirects for Webflow CMS

• If you want to redirect blogs, you can set up automatic redirects using Webflow CMS.

• In the Designer tab, go to Page settings. 

• Change the slug of the page. 

• If you’re in editor mode and try to change a page’s URL, you’ll get a prevention message that looks like this:
  

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• If you don’t have complete access, you’ll need to contact the website developer or admin.

How to Check If a Redirect Is Working

Webflow redirects are used when moving content to a new URL, deleting pages, changing domain names, or merging websites. To check whether your redirects are working or not, you can try this method.

1. Open incognito mode on your browser.
2. Type in the old URL and check if the page is live or not.
3. If your old URL is leading to the new page, it means your redirects are working perfectly.
4. Try opening the old URL on different devices to double-check.

Tools:

• Redirect checker
• HTTP status checker
• Chrome dev tools

Example:

curl -I https://example.com/old-page

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Expected response:

301 Moved Permanently

How to add a wildcard redirect in Webflow?

Webflow supports wildcard redirects using `(.*)` to capture a path segment and `%1` (or `$1` in older docs) to reuse it. For example, Old Path `/blog/(.*)` → Redirect to `/articles/%1` moves every blog URL to a new folder in one rule. Test one URL before relying on it sitewide.

To redirect every URL under an old folder to a new one:

• Go to Site Settings → Publishing → 301 Redirects
• In Old Path, enter the pattern with a wildcard: /old-blog/*
• In Redirect to Page, enter the destination with a matching wildcard: /blog/*
• Click Add Redirect Path and publish

Webflow will forward /old-blog/post-one to /blog/post-one, /old-blog/post-two to /blog/post-two, and so on without you adding each redirect manually.

Common wildcard use cases:

• Migrating a blog from /old-blog/* to /blog/*
• Forwarding deprecated category trees to a single landing page
• Catching all variants of misspelled URLs to a parent page

Wildcards only work at the end of a path. /blog/* works; /*/post-one does not.

Managing dozens or hundreds of redirects manually can be time-consuming. Try our free Webflow 301 Redirect Generator to instantly generate redirect rules for Webflow, wildcard patterns, and CSV imports

Webflow redirect URL syntax (with examples)

Webflow's redirect engine accepts three syntax patterns in the Old Path and Redirect to Page fields. Understanding which to use prevents the most common redirect errors.

Rules to remember:

• Old Path must start with a forward slash (/) — never http:// or your domain.
• Wildcards (*) only work at the end of a path
• Both paths are case-sensitive —/About and /about are treated as different URLs
• Query strings (?utm_source=…) are preserved through the redirect by default
• Trailing slashes are normalized automatically — /page and /page are treated as the same URL

If you need to redirect with conditional logic (by country, device, or referrer), Webflow's built-in redirects don't support that — you'll need a Cloudflare Workers script in front of your Webflow site.

Webflow 301 redirect not working? Common errors and fixes

If a Webflow 301 redirect isn't firing, check three things: the old path is entered without the domain (path only), the site has been re-published since you added the rule, and no conflicting rule sits above it. Redirects only work on paid Site plans and apply to the published domain, not the staging `.webflow.io` URL.

1. You haven't republished the site

Adding a redirect in Site Settings doesn't activate it. You must publish (or republish) your site for the redirect rule to go live. Click the blue Publish button after every redirect change.

2. The Old Path conflicts with a live page

If a page with the same path still exists in your Webflow project, Webflow serves the live page and ignores the redirect. Delete or unpublish the conflicting page first, then republish.

3. Old Path is missing the leading slash

The Old Path field requires a forward slash at the start. <code>/old-page</code> works; <code>old-page</code> doesn't. Webflow shows a validation warning, but it's easy to miss.

4. The redirect uses a wildcard incorrectly

Wildcards only work at the end of a path. /blog/* is valid; /*/post or /blog/*/comments are not.

5. Browser or CDN cache is serving the old URL

If you've recently published a redirect and it appears to not work, hard-refresh your browser (Cmd+Shift+R or Ctrl+Shift+R) or test in an incognito window. Google's cache can also take 24–72 hours to recognize the new redirect.

If none of these fix the issue, contact Webflow Support there may be a propagation delay on the hosting layer that requires manual intervention.

How to set up a 301 redirect on other platforms

Outside Webflow, the method depends on the stack. On Apache, add `Redirect 301 /old-page https://site.com/new-page` to `.htaccess`. On NGINX, use `return 301 https://site.com/new-page;` in the server block. On WordPress, a plugin like Redirection handles it without code. The SEO effect is identical: a permanent redirect that passes link equity.

The 301 redirect setup process changes based on what's hosting your site. The principle is the same tell the server "this old URL permanently moved to this new URL" but the syntax varies. Here's how to set up 301 redirects on the major platforms beyond Webflow.

WordPress (3 Methods)

WordPress has three common 301 redirect methods, ranked easiest to most technical:

Method 1: Yoast SEO or Rank Math plugin

1. Install and activate Yoast SEO Premium (paid) or Rank Math (free).
2. Go to SEO → Redirects in the WordPress admin.
3. Enter the old URL in the "Source URL" field.
4. Enter the old URL in the "Source URL" field.
5. Enter the new URL in the "Destination URL" field.
6. Set redirect type to "301 (Permanent)."
7. Save. The redirect is live immediately.

Method 2: Redirection plugin (free, no SEO plugin needed)

1. Install the "Redirection" plugin by John Godley.
2. Go to Tools → Redirection.
3. Click "Add new redirect."
4. Source URL: the old path. Target URL: the new path.
5. Group: "Redirections." Save.

Method 3: Manual via .htaccess (no plugin, fastest server response)

1. Connect to your site via FTP, SFTP, or hosting control panel file manager.
2. Find the .htaccess file in your WordPress root directory.
3. Back up the .htaccess file first (one syntax error breaks the entire site).
4. Open .htaccess in a text editor.
5. Add redirect rules BEFORE the `# BEGIN WordPress` line so they process before WordPress loads.

Wix, Squarespace, Shopify (Quick setup)

• Wix: Site Dashboard → SEO & GEO → URL Redirect Manager. Add old URL + new URL. Redirect type: 301 (Permanent)
• Squarespace: Site Settings → Advanced → URL Mappings. Use Squarespace's syntax: `/old-url -> /new-url 301`. One rule per line.
• Shopify: Shopify admin → Online Store → Navigation → URL Redirects. Click "Create URL redirect." Old URL + New URL. Shopify only handles 301s (no 302 option).

Conclusion

This concludes our guide on how to set up 301 redirects in Webflow, including the implementation of a 'Webflow Redirect Page Or Redirect URL.' You can either set up redirects manually, or you can rely on the Webflow automatic redirection feature.

So, the next time you’re changing your URL and don’t want to lose rankings, we suggest you carefully set up redirects. In most cases, your pages will be automatically redirected, in case they aren’t, you can follow the steps mentioned above. 

Also, make sure to always test your URLs after you implement redirects.

Webflow Resources

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3. How to export code from Webflow?‍
4. How to clone a Webflow website?‍
5. How to connect Webflow to a domain?‍
6. How to install GTM in Webflow?‍
7. How to install google analytics in Webflow?

FAQs

1. What is a 301 redirect, and why is it important for a website?

A 301 redirect is a permanent redirect that forwards users and search engines from one URL to another. It is crucial to maintain SEO equity when URLs change or pages are moved.

2. How to redirect a URL in Webflow?

To redirect any URL in Webflow, you need to add a 301 redirect path under Site Settings → Publishing. The "Old Path" is the URL you want to redirect from (must start with /), and the "Redirect to Page" is where users will land. Both can be relative paths (/old-page → /new-page) or external URLs.For redirecting an entire URL pattern (e.g., all /old-blog/* URLs), you can use wildcard redirects on Webflow CMS plans and above. Webflow processes redirects before page rendering, so they're fast and don't add server-side delay.

3. Do Webflow 301 redirects affect SEO?

Yes, 301 redirects help preserve SEO value by passing most of the ranking signals from the old URL to the new one.

4. Does Webflow automatically create redirects when changing a slug?

Webflow can automatically suggest redirects when you change a page slug, but it’s recommended to manually verify the redirect in Site Settings → Publishing → 301 Redirects.

5. How long do Webflow 301 redirects take to work

Webflow 301 redirects activate within seconds of publishing your site. Search engines may take days to weeks to fully recognize the redirect and transfer ranking signals to the new URL.

6. Can I bulk import 301 redirects in Webflow?

Yes. On the Webflow CMS plan and above, you can bulk import 301 redirects via CSV. Go to Site Settings → Publishing → 301 Redirects → "Import CSV" and upload a file with two columns: Old Path and Redirect to Page.

7. Do Webflow 301 redirects work for external URLs?

Yes. The "Redirect to Page" field accepts both internal paths (/new-page) and full external URLs (https://example.com/page). External redirects still pass SEO equity to the destination domain.

8.What's the difference between 301 and 302 redirects in Webflow?

Webflow only supports 301 (permanent) redirects natively. A 301 tells search engines the move is permanent and transfers SEO ranking signals to the new URL. If you need a 302 (temporary) redirect for A/B testing or seasonal content, you'll need a Cloudflare Worker or third-party service in front of your Webflow site.

9. Can I redirect a Webflow CMS collection item?

Yes. Use the full collection item path in the Old Path field for example, <code>/blog/old-post-slug</code>. If you've changed the slug of a CMS item, Webflow doesn't auto-create the redirect, so you must add it manually under Site Settings → Publishing → 301 Redirects.

11. How many 301 redirects can I add to a Webflow site?

Webflow allows up to 10,000 redirects per site on standard plans. For sites with more than 10,000 needed redirects (typically after a large migration), use wildcard patterns to consolidate, or contact Webflow Enterprise.