Datalily, Webflow to Framer

The brief

Datalily is a women-owned content and research studio. Content marketing rooted in data, lifted by creativity: original research reports, content strategy and the campaigns built on them, for B2B and SaaS brands. It is the same team behind Flowerplot, whose site I built in Framer.

Their site ran on Webflow. The job was to move it to Framer on the same domain and lose nothing on the way. Every page at its current address. The blog and the case studies whole. The motion as it was. The SEO at least as good as before.

What moved

All 72 URLs in the sitemap exist in Framer at the same path, plus a published post the sitemap was missing, and the 404. That is 16 static pages, 7 case studies, 46 posts and 4 categories, each at the same four breakpoints Webflow used. The slugs are identical, so no content needed a redirect.

The CMS came across as 8 collections and 83 items. In Webflow, each case study's results, links and sections lived in three separate collections. In Framer they are list fields inside the case itself. Every image is now hosted in Framer, with nothing left on Webflow's CDN or on the previous agency's storage bucket.

The design system came with it: 16 colours, 58 text styles with sizes measured from Webflow at each breakpoint, and 22 components.

The motion

I rebuilt the animations and audited them one by one against Webflow's interaction export. The Lottie loader, the scroll entrances, the radial and pie Lotties tied to scroll, the logo marquees, the counters, the Boston and Brasília clocks, the hovers and the case slider.

Where Webflow leaned on Finsweet scripts for the work filter, Load More and the article index, Framer now does it natively or with a component of my own, and the behaviour is the same. There are 14 code components in all, among them Lottie, transparent video, a Vimeo cover, the counter, the world clock and the article index.

Links and SEO

139 links corrected across 42 pages. Links to the studio's previous domain, a blog page that was only a draft, an old blog subdomain, and external links that had died, now pointing to an archived copy, a live page, or left as plain text.

Around them:

• 16 unique page titles, where the 4 category pages had shared one
• One H1 per page and a share image on every page
• Internal search kept out of the index
• Structured data on the home page and on every post

Every change can be reversed on its own, and each one is written down for the team to approve.

I also fixed or documented 14 problems on the old site. The most visible: the hero and footer videos did not play in desktop Chrome on Webflow. In Framer they do. The old site also loaded a development script from localhost on every page, which did not come across, and the downloadable report now lives in Framer instead of on Webflow's CDN, which goes away with the old site.

Checked before the switch

On staging, a crawl of 73 URLs came back all 200, with no broken internal links, one H1 and a unique title per page, and a description and share image on all of them. 21 of 21 automated interaction tests pass. 73 of 80 page captures sit within 4% of the Webflow page height.

For the launch, the Webflow site stays up on its webflow.io address until the Framer one is validated on the domain.