Connesso Site Architecture — Part 2: Technical Implementation

6. Technical Stack

Decision: Stay on Webflow (Business Plan, $49/mo)

Webflow wins for Connesso's specific situation — a marketing team that needs to move fast with a design-forward site and no dedicated frontend developer on staff. This is not a default recommendation. It was evaluated against Next.js + Sanity, Astro + Sanity, and WordPress + ACF.

Revisit trigger: When Connesso reaches 5+ markets, 50+ projects, or hires a dedicated web developer, re-evaluate migration to Next.js + headless CMS.

Evaluation Matrix

Criteria	Webflow Business	Next.js + Sanity	WordPress + ACF
Marketing updates	Native visual editor. No code.	Sanity Studio is good, but layout changes need a dev.	Visual with Elementor, but fragile at scale.
CMS capability	10,000 item limit. Adequate for years.	No limits. Full flexibility.	ACF works but plugin dependency risk.
Performance	Good, not great. No code splitting.	Excellent. Full control.	Poor without heavy optimization.
SEO control	Full meta. Manual schema via custom code.	Full control. Programmatic schema.	Full via plugins. Slower pages hurt.
Developer dependency	Low for content. Medium for new templates.	High for everything except CMS content.	Medium. Plugin conflicts need dev.
Cost	$49/mo. Predictable.	$2,000-5,000/mo including dev time.	$30-60/mo + dev hours.
Time to launch	6-8 weeks.	10-14 weeks.	8-10 weeks.

Webflow Limitations & Workarounds

Limitation	Workaround	Phase
CMS item limit: 10,000	Monitor. ~250 items at launch. Archive old posts if approaching limit.	Scale
No server-side filtering	Finsweet Attributes (free, Webflow-native) for client-side filtering.	MVP
Limited form logic	Webhook → Make.com. Route by field values to CRM + notifications.	MVP
No programmatic schema	JSON-LD templates per page type. CMS fields populate dynamic values.	MVP
No A/B testing	Third-party (VWO/Convert) or manual CMS rotation.	Phase 2
Dark mode toggle	10-line JS script toggling `.dark-mode` class + localStorage.	MVP

Integration Architecture

Service	Purpose	Integration	Phase
Google Analytics 4	Traffic, behavior, conversions	GTM or Webflow native	MVP
Google Tag Manager	Script management, events	Custom code in head	MVP
Make.com	Form routing, CRM sync	Webhooks from forms	MVP
HubSpot CRM	Lead management	Make.com → HubSpot API	MVP
ConvertKit	Email marketing	Make.com or direct API	MVP
Calendly	Consultation scheduling	Embed on /contact/	MVP
Hotjar / Clarity	Heatmaps, session recordings	GTM script	Phase 2
CallRail	Phone call tracking	JS number swap	Phase 2

Form Routing Flow

Webflow form → Webhook → Make.com → Routes by project_type field: "Trade Partnership" goes to sales pipeline, all others go to homeowner pipeline. UTM parameters, landing page, and referrer appended to every CRM record.

7. Performance Budgets

65-70% of traffic is mobile. Many visitors are on job sites with their builder. Performance is not optional.

2.0s

LCP Target (Mobile)

Ceiling: 2.5s

1.2s

FCP Target

Ceiling: 1.8s

0.05

CLS Target

Ceiling: 0.10

100ms

INP Target

Ceiling: 200ms

Page Weight Budgets

Page Type	HTML+CSS	JavaScript	Images	Fonts	Total
Homepage	80 KB	100 KB	800 KB	80 KB	1,060 KB
Hub pages	60 KB	80 KB	600 KB	80 KB	820 KB
Detail pages	60 KB	80 KB	700 KB	80 KB	920 KB
Conversion pages	50 KB	60 KB	300 KB	80 KB	490 KB
Blog post	50 KB	60 KB	500 KB	80 KB	690 KB

Image Strategy

WebP with JPEG fallback (auto)
Heroes: 2400px, preloaded
Gallery: 1800px, lazy loaded
Cards: 800px thumbnails
Consistent 16:10 aspect ratios

Font Strategy

font-display: swap (FOUT)
Preconnect to Google Fonts
Latin subset only (~18KB serif)
DM Serif: 400 only
Inter: 400, 500, 600, 700
Metric overrides for CLS

Script Budget: 50KB

GTM: 33KB (async, head)
GA4: 12KB (via GTM, after load)
Finsweet: 15KB (defer)
No chat widgets at launch
No sync scripts in head
Max TBT contribution: 150ms

8. SEO Structure

Connesso competes against local AV installers with older domains and national players like Bravas with massive authority. The site architecture IS the SEO strategy.

Meta Title Templates

Page Type	Template	Example	Chars
Homepage	`{Brand Descriptor} \| Connesso`	Home Experience Design \| Connesso	34
Experience	`{Name} \| {Descriptor} \| Connesso`	Light & Shade \| Luxury Lighting Automation \| Connesso	54
Project	`{Title} \| {City} \| Connesso`	Lakeside Modern Retreat \| Columbus \| Connesso	47
Location	`Smart Home Design in {City}, {ST} \| Connesso`	Smart Home Design in Columbus, OH \| Connesso	45
Trade Partners	`Trade Partners \| Builder Partnerships \| Connesso`	—	52
Blog Post	`{Post Title} \| Connesso`	What to Expect from Home Automation \| Connesso	47

Schema Markup Plan MVP

Organization

Homepage (global). Brand entity for knowledge panel.

name, url, logo, sameAs, contactPoint, address

LocalBusiness

Each location page. Map pack ranking.

name, address, telephone, openingHours, geo, areaServed

Service

Each experience category. Rich results for service queries.

name, description, provider, areaServed, serviceType

BreadcrumbList

All pages except homepage. Breadcrumb rich results.

Auto-generated from DOM via site-wide script

FAQPage

Experience pages, S&S, Contact. Significant SERP real estate.

Generated from FAQ accordions. schema_eligible flag in CMS.

Article

Blog posts (Phase 2). Article rich results.

headline, author, datePublished, image, publisher

Target Keyword Clusters

Experience Pages — Commercial Intent MVP

Light & Shade: home lighting automation {city}, smart lighting {city}, motorized shades {city}
Sound & Screen: home theater installation {city}, whole home audio {city}
Comfort & Climate: smart climate control {city}, HVAC automation {city}
Safety & Security: smart home security {city}, home surveillance {city}
Control & Network: home automation system {city}, wifi design {city}
Design & Build: smart home pre-wire {city}, structured cabling residential

Location Pages — Local Intent MVP

Columbus: smart home company columbus oh, home automation columbus, home technology columbus ohio

Raleigh: smart home company raleigh nc, home automation raleigh, home technology raleigh nc

Blog — Educational Long-Tail Phase 2

Education: what is home automation, how does smart lighting work
Cost: how much does home automation cost, smart home budget
Comparison: integrated vs retrofitted smart home
Process: what to expect home automation installation
Local: smart home trends {city}, best builders {city}

Topical Authority Clusters Phase 2

1. Category ownership: "What is home experience design?" → Homepage, About
2. Education: "How does {technology} work?" → Experience pages
3. Process transparency: "What to expect" → About, Contact
4. Local authority: "Smart home in {market}" → Location pages

Internal Linking Strategy

Authority Flow Rules

Every project page links to: location, experience categories (badges), and trade partners (if builder named). Every experience page links to: 3 related projects. Every location page links to: local projects and experience categories. Every blog post (Phase 2) links to: at least 1 experience category + 1 project + contact. Footer on every page links to: all 6 experiences, both locations, Trade Partners, Contact.

Anchor text rule: Descriptive text, not "click here." Vary naturally. Use target page's H1 or close variant.

Local SEO Requirements MVP

✓ Google Business Profile per location (verified, complete)

✓ NAP consistency everywhere (name, address, phone identical)

✓ Primary category: "Home Automation Company"

✓ GBP posts: 1-2/week per location

✓ Target 5+ Google reviews per location at launch

✓ Local citations: Yelp, BBB, Houzz, Guild, CEDIA, HTA

✓ LocalBusiness schema on each location page

✓ Embedded Google Map per location

9. Scalability Architecture

Location Pages: 2 → 10 Markets

MVP: Columbus, Raleigh

Each page hand-crafted with unique content. No issues.

3-4

New markets (Charlotte, Cincinnati)

CMS template handles layout. Content brief template for new markets. New page live within 2 weeks of office opening.

5-7

Nav dropdown

"Locations" nav item gets a dropdown showing all markets. Footer switches to compact grid.

8-10

Map-based hub

Locations hub becomes map interface. About page shows leadership only; full team on location pages.

10+

Mega-menu (Bravas-scale)

Do NOT create location variants of experience pages (duplicate content trap). Use blog posts for location-specific experience content.

Project Portfolio: 5 → 100+

5-10

MVP

All visible. No pagination. Client-side Finsweet filtering by category.

10-25

"Load More" button

12 visible initially, load 12 more per click. Filtering still client-side.

25-50

Two-filter system

Category (pill tabs) + Location (dropdown). Add content-visibility: auto CSS.

100+

Migration trigger

If client-side filtering is sluggish, this is a trigger to evaluate headless CMS migration.

Content Duplication Strategy

Experience pages: What it IS. Aspirational + educational. No city mentions.
Location pages: What Connesso does HERE. Local team, projects, builders.
Blog posts: The intersection. "Smart Lighting for Columbus Homes" links to both.
Rule: No two pages target the same primary keyword.

Subdirectory vs. Subdomain

Decision: Subdirectory. Always.
/locations/charlotte/ not charlotte.getconnesso.com
Subdirectories inherit domain authority. Subdomains are treated as separate entities. Young domain needs to consolidate authority. Every major competitor uses subdirectories.

10. Analytics & Conversion Tracking

Key Conversions (Macro)

Conversion	GA4 Event	Value
Consultation form submit	`form_submit` • `form_name: consultation`	Highest
Trade partner form submit	`form_submit` • `form_name: trade_partner`	Highest
Phone call click	`click` • `link_type: phone`	High
Email click	`click` • `link_type: email`	Medium
Calendly booking	`schedule_consultation`	Highest

Micro-Conversions (Intent Signals)

Signal	Tracking	What It Means
Experience page view	page_view on `/experiences/*`	Educating. Mid-funnel.
Project page view	page_view on `/our-work/*`	Evaluating quality. High-intent.
Gallery interaction	`gallery_open` event	Picturing this in their home.
Location page view	page_view on `/locations/*`	Checking if we're in their area.
Trade Partners page view	page_view on `/trade-partners/`	Builder/architect evaluating.
3+ pages per session	GA4 session depth	Engaged. Not a bounce.
CTA click (non-form)	`cta_click` event	Intent but didn't complete form.

CRM Data Passed on Form Submission

From Form Fields

Name
Email
Phone
Project Type
Market
Timeline
Message

From Hidden Fields (JS)

Landing Page URL
UTM Source
UTM Medium
UTM Campaign
Referrer URL

From Webhook Metadata

Form Name
Submission Timestamp
Lead routing tag

Builder Referral Tracking

Create unique UTM links per builder partner: getconnesso.com/?utm_source=builder&utm_medium=referral&utm_campaign=xyz-builders. UTMs flow through hidden fields → Make.com → CRM. Sales knows which builder referred which lead. Critical for proving partnership ROI.

Dashboards

Marketing Weekly

Total sessions + source breakdown
Top 10 landing pages
Form submissions (total + by type)
Phone call clicks
Core Web Vitals check
Top search queries

Tool: Google Looker Studio (free)

Leadership Monthly

Total leads generated
Leads by market (Columbus vs. Raleigh)
Leads by type (homeowner vs. trade)
Lead source breakdown
Top referring builder partners
Conversion rate trend

Tool: Looker Studio, separate Leadership tab

Deployment & Launch

Pre-Launch Checklist

✓ Lighthouse green scores on mobile (all pages)

✓ Unique meta titles and descriptions (all pages)

✓ Schema markup tested (Rich Results Test)

✓ Forms route correctly to CRM

✓ 301 redirects for old URLs configured

✓ GA4 + GTM installed and verified

✓ Search Console verified, sitemap submitted

✓ Google Business Profile updated (both locations)

✓ robots.txt allows all pages

✓ Open Graph and Twitter Card tags on all pages

✓ All images have alt text

✓ Dark mode tested across all page types

✓ Mobile sticky CTA works and dismisses

✓ UTM capture working in hidden form fields

✓ Email confirmations fire on submission

✓ 404 page designed with nav back to homepage

Migration Triggers

Re-evaluate the Webflow decision when ANY of these become true:

CMS Limit

Item count exceeds 5,000 (50% of Webflow limit)

Performance

Client-side filtering sluggish at 50+ projects

Team

Frontend developer joins full-time or on retainer

Technical Implementation

6. Technical Stack

Decision: Stay on Webflow (Business Plan, $49/mo)

Evaluation Matrix

Webflow Limitations & Workarounds

Integration Architecture

Form Routing Flow

7. Performance Budgets

Page Weight Budgets

Image Strategy

Font Strategy

Script Budget: 50KB

8. SEO Structure

Meta Title Templates

Schema Markup Plan MVP

Organization

LocalBusiness

Service

BreadcrumbList

FAQPage

Article

Target Keyword Clusters

Experience Pages — Commercial Intent MVP

Location Pages — Local Intent MVP

Blog — Educational Long-Tail Phase 2

Topical Authority Clusters Phase 2

Internal Linking Strategy

Authority Flow Rules

Local SEO Requirements MVP

9. Scalability Architecture

Location Pages: 2 → 10 Markets

MVP: Columbus, Raleigh

New markets (Charlotte, Cincinnati)

Nav dropdown

Map-based hub

Mega-menu (Bravas-scale)

Project Portfolio: 5 → 100+

MVP

"Load More" button

Two-filter system

Migration trigger

Content Duplication Strategy

Subdirectory vs. Subdomain

10. Analytics & Conversion Tracking

Key Conversions (Macro)

Micro-Conversions (Intent Signals)

CRM Data Passed on Form Submission

From Form Fields

From Hidden Fields (JS)

From Webhook Metadata

Builder Referral Tracking

Dashboards

Marketing Weekly

Leadership Monthly

Deployment & Launch

Pre-Launch Checklist

Migration Triggers

CMS Limit

Performance

Team

Phase Summary (Parts 1 & 2 Combined)

MVP

Phase 2

Scale