The tools we choose to build and manage our online presence can make or break a campaign. For marketing managers, the stakes are particularly high. We’re not just concerned with aesthetics—we’re focused on user experience, brand consistency, conversion optimisation, and cross-functional collaboration. Among the many design platforms available today, Figma has emerged as a popular choice for website design. But is it the right fit for marketing teams?
This blog explores the pros and cons of using Figma for website creation from a marketing manager’s point of view, weighing its collaborative strengths against its limitations in execution and strategy.
The Pros of Using Figma
1. Real-Time Collaboration Across Teams
One of Figma’s most celebrated features is its cloud-based, real-time collaboration. For marketing managers, this is a game-changer. Gone are the days of endless email threads, version control nightmares, and siloed feedback loops. With Figma, designers, developers, copywriters, and stakeholders can work together in a single file, simultaneously.
This transparency accelerates decision-making and ensures that everyone is aligned. Whether you’re reviewing a homepage layout or tweaking a call-to-action button, you can leave comments directly on the design, tag team members, and resolve issues in real time. For campaigns with tight deadlines, this level of efficiency is invaluable.
2. Design Consistency and Brand Control
Maintaining brand consistency across digital touchpoints is a core responsibility for marketing managers. Figma’s component system and shared libraries allow teams to build reusable design elements—buttons, headers, icons, and more—that adhere to brand guidelines.
This means that whether you’re launching a microsite for a product or updating your main website, you can ensure visual consistency without reinventing the wheel. Updates to components can be made globally, reducing the risk of off-brand elements slipping through the cracks.
3. Ease of Use and Accessibility
Figma’s intuitive interface makes it accessible even to non-designers. For marketing managers who may not have a background in graphic design, this is a significant advantage. You can easily navigate files, review layouts, and make minor edits without needing specialised software or training.
Moreover, because Figma is browser-based, there’s no need to install heavy applications or worry about compatibility issues. Whether you’re working from a laptop in London or reviewing designs on a tablet during a client meeting in Manchester, Figma is always within reach.
4. Rapid Prototyping and User Testing
Marketing campaigns often hinge on how well a website performs in terms of user engagement and conversion. Figma’s prototyping tools allow teams to create interactive mock-ups that simulate user journeys. This is particularly useful for testing landing pages, navigation flows, and mobile responsiveness before development begins.
For marketing managers, this means you can validate design decisions early, gather feedback from stakeholders or test groups, and iterate quickly. It reduces the risk of investing in a full build only to discover usability issues post-launch.
5. Integration with Other Tools
Figma integrates seamlessly with a range of tools that marketing teams rely on—Slack, Jira, Trello, and Notion, to name a few. These integrations streamline workflows and ensure that design updates are communicated across platforms. For example, a new banner design can trigger a Slack notification, or a design task can be linked directly to a Jira ticket.
This interconnectedness helps marketing managers maintain oversight and ensures that design work is aligned with broader campaign timelines and deliverables.
The Cons of Using Figma
1. Limited Functionality for Content Strategy
While Figma excels in visual design, it falls short when it comes to content strategy. Marketing managers often need to plan site architecture, keyword placement, and messaging hierarchy. Figma doesn’t offer built-in tools for content mapping or SEO planning, which means these tasks must be handled separately.
This disconnect can lead to misalignment between design and content. For instance, a beautifully designed page might not accommodate the necessary copy length or keyword density, requiring rework and delays.
2. No Native CMS or Backend Integration
Figma is a design tool, not a content management system. For marketing managers overseeing website creation, this means you’ll need to rely on developers to translate designs into functioning web pages. While Figma does offer code inspection features for developers, it doesn’t bridge the gap between design and deployment.
This can be a bottleneck, especially for teams without dedicated development resources. It also means that marketing managers must coordinate closely with developers to ensure that the final site matches the design vision and performs as intended.
3. Performance Issues with Large Files
As campaigns grow in complexity, so do design files. Figma can struggle with performance when handling large projects with multiple pages, components, and collaborators. Lagging, slow loading times, and occasional crashes can disrupt workflows and frustrate teams.
For marketing managers juggling multiple deadlines, these technical hiccups can be costly. They not only slow down production but also risk losing unsaved changes or miscommunication during collaborative sessions.
4. Steep Learning Curve for Advanced Features
While Figma is user-friendly on the surface, mastering its advanced features—such as auto layout, constraints, and component variants—requires time and training. For marketing managers who want to be hands-on or guide their teams effectively, this can be a barrier.
Without a solid understanding of these features, it’s easy to create designs that are difficult to scale or maintain. This can lead to inefficiencies and inconsistencies, particularly in fast-paced environments where agility is key.
5. Dependency on Internet Connectivity
Because Figma is cloud-based, it requires a stable internet connection. For marketing managers working remotely or travelling, this can be a limitation. Unlike desktop applications that allow offline editing, Figma’s functionality is severely restricted without internet access.
This dependency can hinder productivity during client meetings, workshops, or travel delays, where connectivity isn’t guaranteed. It’s a small but significant consideration for teams that value flexibility.
Strategic Considerations for Marketing Managers
When evaluating Figma for website creation, marketing managers must consider more than just design capabilities. The platform’s strengths in collaboration and prototyping make it ideal for early-stage development and stakeholder engagement. However, its limitations in content strategy, backend integration, and scalability mean it’s best used in conjunction with other tools.
A hybrid workflow—where Figma is used for design and prototyping, and platforms like WordPress, Webflow, or a custom CMS handle content and deployment—can offer the best of both worlds. This approach allows marketing managers to maintain creative control while ensuring technical feasibility and performance.
It’s also worth investing in training for your team. Designers should be well-versed in Figma’s advanced features, while marketers should understand how to navigate and contribute meaningfully to design files. This cross-functional fluency can dramatically improve efficiency and output quality.
Figma is a powerful ally for marketing managers involved in website creation. Its collaborative features, design consistency, and prototyping capabilities make it a standout choice for teams looking to streamline workflows and enhance user experience. However, it’s not a one-size-fits-all solution.
To maximise its potential, marketing managers must be aware of its limitations and plan accordingly. By integrating Figma into a broader ecosystem of tools and fostering cross-functional expertise, you can build websites that not only look great but also deliver measurable results.
