Optimizing a Marketing Website for Speed, Reliability, and Scale
Problem
The site lacked a scalable foundation, creating maintenance challenges, inconsistent pages, and performance issues.
Solution
Rebuild with Client-First, Webflow CMS, and HubSpot-integrated forms to create a faster, more scalable platform.
RESULTS
Improved performance by 28%. Reduced page weight by 46%. Delivered a more maintainable marketing website.
Project Overview
As the Webflow Design & Developer, I partnered with the marketing team to optimize thier customer-facing B2B marketing site. My responsibilities extended beyond visual design to include Webflow development, CMS architecture, performance optimization, SEO, AEO, accessibility, and HubSpot integrations.
The objective was to transform an aging website with accumulated technical debt into a scalable marketing platform that was easier to maintain, faster for users, and better positioned for both traditional search engines and emerging AI-powered search experiences.
Lighthouse Score - Pre Work Engagement
as of April 03, 2026
Performace
Accessibility
Best Practices
SEO
The Challenge
The website had evolved over time without a scalable framework, making it increasingly difficult to maintain and expand.
Pages were built individually instead of using reusable CMS templates, there was no standardized Client-First structure, and embedded HubSpot forms introduced unnecessary JavaScript that slowed page performance and occasionally prevented forms from loading.
The site also lacked several foundational SEO and discoverability improvements, including image optimization, strategic redirects, and content structured for AI-assisted search.
My Approach
I transitioned the website from individually created pages into a structured Webflow CMS architecture. This allowed frequently updated content to be managed dynamically while maintaining consistent design and functionality.
Webflow Architecture
- Rebuilt using Client-First framework
- Converted manually built pages into scalable CMS collections
- Created reusable layouts and components
Performance Optimization
- Reduced unnecessary page weight
- Optimized assets and page structure
- Improved overall accessibility
- Increased Lighthouse scores across key categories
HubSpot Integration
To improve reliability, I replaced embedded HubSpot forms with native Webflow forms connected through HubSpot's integration app. This preserved CRM workflows, lead routing, reporting, and marketing automations while improving the user experience. Pages now load with ease.
SEO & AEO Optimization
To improve discoverability, I implemented foundational technical SEO and AI search optimizations throughout the website, including:
- Image optimization for faster page loads
- 301 redirects to preserve search equity during updates
- Keyword-focused page titles, meta data, and content improvements
- Technical SEO refinements within Webflow
- Sitemap implementation and indexing best practices
- Creation of an llms.txt file to improve AI crawler access and support emerging answer engines
These improvements ensured the website was optimized not only for traditional search engines but also for the growing ecosystem of AI-powered search and answer platforms. Excatly the type of site needed for a growing brusioness.
Lighthouse Score - Post Work Engagement
as of July 28, 2026
Performace
Accessibility
Best Practices
SEO
The Results
The website became faster, easier to maintain, and better equipped to support the teams future marketing efforts. The project delivered measurable improvements across performance, maintainability, and technical quality.
Performance
- 28% increase in Lighthouse Performance
- 46% reduction in page weight
- 24% faster load times
- Perfect 100 Best Practices score
- 9% improvement in accessibility
- Maintained strong SEO performance while improving speed
Marketing Platform
Beyond performance, the website became significantly easier for the marketing team to manage.
The new CMS architecture, Client-First framework, and reusable components reduced technical debt while making future content creation faster and more consistent.
Replacing embedded HubSpot forms with native Webflow forms improved reliability without disrupting existing CRM workflows, allowing the marketing team to continue using the same automations, reporting, and lead management processes.
Search Visibility
The implementation of technical SEO improvements, structured content, optimized assets, redirects, and AEO best practices positioned the website for stronger visibility across both traditional search engines and AI-powered search experiences.
The result is a website that loads faster, is easier to maintain, delivers a better experience across devices, and is positioned to support future marketing and growth initiatives.
Website Improvements
Nearly 50% Smaller Website
Page size was reduced from 3.9 MB to 2.1 MB, a 46% reduction.
Less to load means faster browsing for visitors.
Faster Load Time
Page load time improved from:
1.10 seconds → 840 milliseconds
A 24% faster experience for visitors.
Technical Quality
96 - Performance
94 - Accessibility
100 - Best Practices
Stronger technical foundation for long-term maintenance, SEO, and future growth.
