Webflow architecture and content automation for TryPoint & VideoPoint
TryPoint and VideoPoint are two SaaS applications built for the Shopify ecosystem and developed by the same client. With both Webflow sites already live, the team wanted to evolve its content production into a more regular, structured and sustainable system, able to support long-term visibility without adding unnecessary day-to-day workload. My role was mainly to support this next stage of growth by establishing a clear architecture and reusable guidelines.
Guidance, not just execution
The engagement was defined around consulting and system architecture: helping shape the structure, sharing best practices and providing regular feedback on implementation. The aim was to give a small team the confidence to move forward on a sound technical foundation.
Understanding the existing system
The first step was to analyse the existing setup and identify the priorities: strengthen technical SEO, make the CMS architecture more modular and consolidate the foundations before extending automation. The goal was not to rebuild everything, but to create a stronger base for what came next.
A CMS architecture designed to last
The core of the work focused on Webflow structure: a CMS-driven architecture combined with a Client-First based Webflow setup, reusable blocks and conditional visibility so the same template could adapt to several content types. High-impact pages, such as comparison pages, became the starting point.
A shared language
One principle guided the system: establishing a consistent naming convention across Webflow components, CMS fields and the documentation used by AI tools. This creates a shared set of references between design, development and automation.
AI-assisted content
On top of this foundation, the goal is to evolve the content workflow already initiated with Claude and MCP: generating structured content from documented specifications, populating the CMS and progressively integrating technical SEO best practices, including structured data. Automation remains supervised to preserve consistency and content quality.
A foundation built to evolve
The work establishes the foundations for a more coherent and scalable system: a structured CMS architecture, shared conventions and a clear framework for progressively automating content production. The objective is to help a small team increase autonomy and output without compromising implementation quality.
