ABM transforms their century-old legacy into a digital growth engine with Webflow
ABM transforms their century-old legacy into a digital growth engine with Webflow
Evolving far beyond its janitorial roots, ABM sought a digital transformation that could match their growth and modern brand. With Webflow, they reshaped their story, accelerated publishing from weeks to hours, and built a website that powers global scale.
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From bustling airports to busy hospitals to stadiums filled with fans, ABM quietly keeps the world moving. And yet, despite more than 120,000 employees managing 6 billion square feet of essential infrastructure across 19 industries, the company’s reputation remained rooted in its janitorial beginnings.
“ABM started in 1909 as a cleaning company, and over the last 100 years, we’ve evolved to a facility services company that does so much more,” says Cary Bainbridge, Chief Marketing Officer.
“It was time to really reset who we were and why we mattered, and have our brand catch up to what we’ve become,” says Cary. “Our website isn’t just a front door: It’s a recruitment engine, a revenue-generating channel, and a brand storytelling platform.” In fact, nearly half of ABM’s website traffic comes from recruitment and HR needs, underscoring its dual role as both a brand platform and a mission-critical hub for more than 100,000 employees.
This meant reintroducing ABM to the world with a bold new brand platform — Driving Possibility, Together — and a website that could serve as the growth engine for a Fortune 500 enterprise.
Overcoming legacy perceptions with a modern platform
As we evolved into a comprehensive facility engineering and infrastructure partner, we needed to tell a new story. With Webflow, we can move at the speed our business demands.
- Cary Bainbridge, Chief Marketing Officer, ABM
Despite operating across 19 industries with a portfolio that spans engineering, electrification, and infrastructure solutions, ABM was still widely perceived as a janitorial provider. Their website wasn’t helping shift that perception; instead, it reinforced the legacy story.
On WordPress, the marketing team found themselves constrained by a rigid, agency-dependent model. “Our process was too complex and too slow: not at the speed of business. We were paying just to execute, not to think strategically,” said Cary. Even the smallest updates, like publishing new thought leadership or tweaking campaign messaging, required outside help, took weeks to execute, and came with monthly costs of $15,000 to $25,000. This left the marketing team unable to bring their vision to life at the speed the business demanded.
Beyond brand storytelling, ABM’s website serves prospective customers and job seekers, and is a mission-critical hub for 120,000 employees. It needed to balance these distinct audiences while also supporting global expansion across multiple countries and languages.
With Webflow, ABM finally had the flexibility to tell its broader story, reach audiences worldwide, and empower its marketing team to execute without friction, unlocking the speed and scale the business needed to fully transform.
Partnering with Whiteboard to scale speed and storytelling
With Webflow, we’re not thinking about how to get something online anymore. We’re thinking about how it drives impact.
- Keidra Floyd, Web Operations Manager, ABM
To fuel a company-wide transformation, ABM selected Webflow and partnered with Whiteboard, a Webflow Certified Partner, to migrate their global web presence, refresh the brand, and stand up three country sites in record time. “Whiteboard played a huge role in getting our US, UK, and Ireland sites up on Webflow. We couldn’t have done it without them,” says Web Operations Manager Keidra Floyd.
Equally important, Whiteboard partnered with ABM’s internal brand team to build a comprehensive design system directly inside Webflow. This gives the marketing team true autonomy to create and update pages without developer support, ensuring every experience stays on brand. “Having the design system inside of Webflow has been a dream. It ensures brand consistency across everything we publish,” says Keidra.
The impact was immediate. “Previously, updates took weeks,” says Cary. “Today, we’re pushing things out in hours.” Instead of waiting on developer support, internal teams have ownership of the site. “At Whiteboard, we believe Webflow is more than a tool, it’s a mindset. It is the belief that when more people are invited into the build process, designers, strategists, and marketers unlock speed, flexibility, and alignment,” says Eric Brown, CEO at Whiteboard. “For ABM, that mindset translated into a site that adapts as quickly as they do, where campaigns launch faster, design evolves seamlessly, and teams move forward without roadblocks.”
Collaboration across the marketing team also flourished. “With Webflow’s CMS, our copywriters can make changes in real time. Our designers and project managers are in there too — it’s brought the whole team in and gives us more control of our web presence,” says Keidra.
ABM’s newfound creative freedom even powered the launch of ABM Perspectives, a thought leadership hub designed to showcase the company’s innovation. “ABM Perspectives is a content hub where we serve up research, best practices, and innovation trends to establish confidence with our clients,” says Cary. Unlike the old days of burying SEO-rich content in PDFs, the team manages Perspectives entirely within Webflow’s CMS. Copywriters are inside the platform daily adding and styling content, updating assets, and optimizing for search.
Delivering results and driving what’s next with Webflow
Webflow is a game-changer. We went from three-week turnarounds to three hours, and we’re finally telling the story of who we are.
- Keidra Floyd, Web Operations Manager, ABM
In under a year, ABM’s new digital platform delivered measurable results across business growth, operational efficiency, and brand perception. “Since we launched our new site, we’ve seen over $200 million in new sales pipeline generated through this channel,” says Cary. Website traffic stabilized, time on site more than doubled, and conversions are climbing, clear proof that the right audiences are finding and engaging with ABM’s story.
The operational impact is just as significant. “Previously we spent anywhere from $15,000 to $25,000 a month just to get changes done,” says Keidra. “Webflow eliminates that cost and gives us full control.” Teams that once waited weeks for changes can now launch campaigns in hours.
That speed and autonomy also transformed their brand reputation. “Ultimately, our goal at ABM is to change perception, and ABM.com helps us do that: We’re shifting from being seen as a cleaning company to being recognized as a strategic partner,” Cary says. It’s how the company is living its brand promise of Driving Possibility, Together — not just in words, but in every digital interaction. “We’re telling our story faster and better than ever before. It’s a whole new day for digital marketing at ABM.”
And this is just the beginning. ABM is expanding Perspectives into a full thought leadership engine, implementing Webflow Optimize for personalization and A/B testing, using Webflow Localization to scale across new markets, and investing in AI Engine Optimization (AEO) to stay discoverable across Large Language Models (LLMs). AEO ensures ABM content surfaces not only in search engines, but also within AI-driven discovery tools, a critical step as audiences shift how they find information.
“With Webflow, ABM is more empowered to focus on the content we’re creating than how to execute it,” says Cary. “It’s about what we can dream up, not how to get it done.”
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